Top Raksha Bandhan Campaigns by Brands: Conveying the Message Through Creativity, Emotions, and Storytelling

Let's admit it. We've always had that 'Friend-or-Foe' wali relationship with them. From banters, pillow fights, trolling, and sharing memes to the constant leg pulls — our siblings constitute an integral part of our lives. No matter how many times we fight with them or have arguments, our siblings are perhaps the closest ones to us! With Raksha Bandhan just around the corner, it is time when we cherish this pious bond of love and care.

Time & again, brands have added to the celebrations and the messaging with campaigns that have stood the tests of time and aged like fine wine. The camaraderie between brothers and sisters has been beautifully encapsulated by some of the timeless campaigns out there. Here, we'll shed light on some of the best Rakshabandhan campaigns that have been etched into our memories. Let's have a look!

Best Raksha Bandhan Campaigns of All Times

Amazon's Deliver The Love Campaign — Bhai Ka Intezaar!
Cadbury Celebrations — Rakhi ki Rasmein!
Amazon's Deliver The Love Campaign, Yet Again — Bhuaa Se Milne.
Chevrolet — Sang Rishte Chalen.
Idea — Rakhi Nahi Bandhwayi Aapne?
Tanishq — Miss Karne Laga Hai NA Tu Already?
Paper Boat — Doodles That Sketch Our Values.
Asian Paints — First Roommates! :)
Cadbury Celebrations — My First Rakhi (Peak of Human Emotion)
Amul’s Wishes for Raksha Bandhan — The Maestro at Evoking the Indian Essence.
Bombay Shaving Company — Sibling Bonds
Tanishq — Sisters By Choice
Apollo Tyres — Celebrating Care
Mankind Pharma — Real Heroes
Bajaj Allianz Life Insurance — Rishton ki Raksha

Amazon's Deliver The Love Campaign — Bhai Ka Intezaar!

Beautiful copywriting evokes an emotion that can't be compared to anything else. Amazon's #DeliverTheLove campaign did so in magical ways and backed it up with such emotional & sweet storytelling that as a viewer, you can't help but smile wide and get emotional at the same time. In the commercial, a guy can be seen talking to his Dadimaa while she is busy making arrangements for his brother's arrival. The conversations between the guy and his daadi make for a heartfelt conversation that you shouldn't miss.

Cadbury Celebrations — Rakhi ki Rasmein!

Cadbury and its coveted track record with festive campaigns can be termed as a match made in heaven. Whether it be the Kuch Meetha Ho Jaaye campaign for the festive season or the Rakhi ki Rasmein campaign that showcases the nok-jhonk wala Rishta of brothers & sisters, Cadbury inculcates sweetness in a way that only it can. Watch it yourself and you will know!

Amazon's Deliver The Love Campaign, Yet Again — Bhuaa Se Milne.

This campaign made it to the list, yet again. Beautiful & timeless, Amazon's emphasis on emotional storytelling to evoke the emotion of love and affection hits the feel. The campaign showcases the conversation between an old father and his son, with his father packing his luggage to meet the sister (Bhua) on the eve of Raksha Bandhan. When the guy asks, instead of going — he would have sent something online via Amazon, the reply by the father puts a smile on the son's face. You've to watch to know!

Chevrolet — Sang Rishte Chalen

We are talking about ads that are nostalgic, campaigns that showcase the true Rishta that makes the bond between siblings, so pious. The subtle integration of the car manufacturer's positioning, the brand's nostalgia, and recall value — combined with the touching jingle and happy vibe makes this campaign truly remarkable in the first place. 

Idea — Rakhi Nahi Bandhwayi Aapne?

Rakhi is an important symbol of care that stems from our Hindu culture. The people, who come far from their homes to serve civilians, whether it be the police or other workers — deserve every bit of respect and care. This is what makes the campaign and TV commercial from Idea resonate with all of us. “Rakhi nahi bandhwayi aapne” followed by the “Mera number le lo. Koi problem ho toh bata dena.” makes this ad — a classic, one that never gets old.

Tanishq — Miss Karne Laga Hai Na Tu Already?

This one resonates with a lot of us who seldom show our love towards our sisters, and often indulge in funny banter with them but when it comes to them parting ways, getting married, or moving on to a new place — we get emotional and already start missing them. This ad captures the true emotion and the wholesome conversation between the siblings in a fun and heart-touching way with subtle integration of the brand ‘Tanishq’. This is one of the most emotional and creative campaigns on Raksha Bandhan.

Paper Boat — Doodles That Sketch Our Values.

PaperBoat, the brand that is known for its premium natural beverages and fruit juices opted for a different route when it showcased the funny anecdotes that are synonymous with the Bhai-Behen jugalbandi. Right from the arguments to the pranks, Paper Boat truly showcases the brand as it is, without putting much focus on marketing integration, which for all the right reasons — works wonders for them.

Asian Paints — First Roommates! :)

There's a reason why there's such a high loyalty quotient attached to Asian Paints. What Amul has done with dairy products, Asian Paints has managed to do with the Paints industry. Those who think subtle marketing doesn't sell should definitely opt for a class or two when it comes to building loyalty and putting a point across. What is truly remarkable about Asian Paints though is the sheer honesty that it lays upon the messaging i.e. truly showcasing the bond rather than being loud about its marketing integration.

Cadbury Celebrations — My First Rakhi (Peak of Human Emotion)

There are thousands of people who've lost their limbs and hands to amputation and electrocution or any other calamity like that. The Cadbury Celebrations's My First Rakhi, a noble initiative by Cadbury went a step ahead and arranged prosthetic arms with the needed sensors so that these individuals and kids can feel the sense of touch. Our eyes were filled with tears when we wrote this, and you'll feel the same when you watch the video — a true epitome of human emotion.

Amul’s Wishes for Raksha Bandhan — The Maestro at Evoking the Indian Essence.

Amul is Amul for reasons that you and I have known for years, and still, the love continues to blossom! Perhaps the most popular dairy-based brand in India, it builds upon its reputation of hitting it out of the park with creative campaigns and matches that with a 3-minute long video that showcases the love and care between siblings who are separated by the distance barriers, but still the strings of Rakhi keep them closely knit. Truly registering on the emotional aspect, this campaign is Amul's genius personified without being loud.

Bombay Shaving Company — Sibling Bonds

No matter how irritated or annoyed you are with your sibling, you always know they’re the ones you can always fall back on. This ad by the Bombay Shaving Company makes us all mush by tugging at all the bitter-sweet moments siblings go through.

Tanishq — Sisters By Choice

Tanishq chose to celebrate an unconventional but special bond in this Rakshabandhan ad: the bond between sisters-in-law. Often misunderstood, the relationship between sisters-in-law, especially in an Indian setting, can be tricky. However, from being each other’s fashion cheerleaders to being each other’s confidants, the relationship between these two is nothing less than a real one.

Apollo Tyres — Celebrating Care

Sometimes, we find ourselves in situations where strangers become a crucial part of our journeys. It is then we know there are bonds we create along the way that keep fueling the need for human connections. Apollo Tyres celebrates such bonds through their #GoTheDistance ad by depicting the circumstantial bond between a girl in distress and the man who helps her.

Mankind Pharma — Real Heroes

This 2020 ad is a tribute to the #RealHeroes of the pandemic. While COVID-19 grappled India, the medical staff were the only ones not working from home. The ad acknowledges the virtue of service held up by the doctors, and nurses who take took care of us like family.

Bajaj Allianz Life Insurance — Rishton ki Raksha

This ad makes you realize that siblings also become your protectors. That might include giving you reality checks and life lessons, but also shielding you from judgments, and self-doubts. More often than not we find our siblings relating and empathising with our problems than our parents. Right? Something we should probably be thankful for.

Ending Note

Raksha Bandhan is about inculcating hundreds of stories and presenting them with a strong, positive, happy, and pure emotion, that's authentic to the vibe of this beautiful festival. On one hand, it presents a unique opportunity for brands to capitalize and get the best out of the marketing aspects — it also gives them an even ground to showcase and share what they stand for, and what it means to them. People buy emotions. People buy purpose. 

With Raksha Bandhan, they get all of it and even more. The stories are real and so is the intention. Happy Raksha Bandhan!