Raksha Bandhan 2024: Brand work

Our edit team picked campaigns they felt strongly about and shared their views.

As we celebrate Raksha Bandhan today, brands have seized the opportunity to engage with audiences through heartfelt and creative campaigns that celebrate the bond between brothers and sisters.

From touching narratives to humorous takes on traditional customs, these campaigns offer a diverse array of approaches to highlight the significance of this festival.

Manifest aimed to highlight some of the compelling work that we came across in our inboxes and share our take on the same.

boAt - Blackmail Brother Academy

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A post shared by Gulshan Grover (@gulshangrover)

What we think about it: Flips tradition with a humorous spin, featuring actor and producer Gulshan Grover as the "Blackmail Brother Academy" headmaster. This playful take on gift-giving leverages Grover’s iconic villain persona to deliver a memorable and engaging call for sisters to secure top-notch boAt products from their brothers.

Godrej L’Affaire

What we think about it: Redefines tradition with a fresh perspective, showcasing a role reversal that celebrates sibling bonds while challenging outdated gender norms. With its heartwarming narrative and #RespectAllBandhans message, it offers a potent reminder of how love and protection transcend conventional roles.

Hawkins - Cash vs Gift

Conceptualised by RK Swamy.

What we think about it: Presents a familiar scenario: sisters painstakingly selecting thoughtful Rakhis while brothers often opt for the easy route of cash without putting much thought into it. While the film's poetic touch aims for warmth, it falls into the predictable trap of contrasting traditional gender roles without offering new insights by gifting the sister a kitchen appliance.

Hyundai - #BaadiWaliRaki

Conceptualised by Innocean Worldwide.

What we think about it: Beautifully intertwines the themes of love and safety, making the seatbelt a symbol of protection that resonates with the care siblings share. It’s a heartfelt reminder that true care is ensuring the safety of those we love.