Brands Ditch the Clichés and Embrace Real Sibling Chaos This Rakhi

Raksha Bandhan has always been emotional. But this year, brands have gone deeper, ditching sugary perfection for something more relatable. The wild, tender, and sometimes downright chaotic world of siblinghood. No longer is it just about perfect gifts and traditional roles. Now it is about eye rolls, quiet gestures, shared playlists, and pizza fights.

Across fashion, quick commerce, jewellery, and even snacks, brands are rewriting the rules on how Rakhi is represented. And audiences are loving it.

Take Zepto, for instance. Their Rakhi campaign does not paint a perfect picture. It leans into sibling fights, the eye rolls, the one-upmanship, and of course, the occasional sweet moment. With its “Kalesh Card” giveaway running from August 7 to 9, the brand celebrates that love-hate vibe siblings know all too well.

Swiggy Instamart continues its quirky streak by putting none other than Shera, Salman Khan’s bodyguard, in the spotlight. In a surprisingly warm twist, Shera becomes everyone’s brother for the day, reminding us that the spirit of Rakhi is not just about blood, but about protection and care in any form.

Blinkit goes full documentary mode with its wild take on siblings as rare species. The ad mimics a wildlife film to showcase the constant push and pull of sibling relationships, from conspiracies to pranks to emotional make-ups. It is clever, funny, and ridiculously accurate.

GIVA, on the other hand, melts hearts. Anushka Sharma tying a rakhi to her dog is not just cute, it is reflective of how Rakhi has evolved. The ad is short, sweet, and captures how furry siblings are now just as much a part of the celebration.

Tanishq shifts gears with a more reflective tone. Their campaign focuses on brothers, not as protectors, but as companions in growth. It invites audiences to redefine sibling bonds through respect, empathy, and understanding.

Myntra turns gifting guilt into comedy. With actor Ahsaas Channa leading the charge, brothers are publicly shamed for lame gifts and encouraged to redeem themselves with 30 minute deliveries via M Now.

Then comes Flipkart, turning nostalgia into numbers. Its InvoiSIS campaign creates playful invoices for all the services sisters have offered over the years, from secret keeping to snack sharing. The message is clear, thoughtful gifting is non negotiable.

Anmol Industries tugs at heartstrings with a role reversal. A brother ties a rakhi to his sister, acknowledging her role as guide, protector, and rock throughout his life. It is emotional, progressive, and beautifully told.

Lastly, Zouk keeps it simple. Their ad does not scream emotion. It whispers it. A brother casually carrying his sister’s bag or checking in after a long day, these small moments replace the grand gestures, and somehow, say even more.

Across all of these campaigns, one thing is clear. Raksha Bandhan is no longer stuck in tradition. It is inclusive, real, and often laugh out loud funny. Brands are finally speaking the language of today’s siblings, and in doing so, they have struck an emotional goldmine.

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