
A brother-sister bond is usually a special one unlike other sibling duos. While the two debate over who is the favourite one in the family, there is this mutual admiration and affection that keeps them glued to each other at all times, even when they are distances apart. And, unique to India, the bond is recognized and celebrated as Raksha Bandhan or Bond of Protection, a festival dedicated to brothers and sisters by belief rather than biological relations. Sisters tie a special or rather sacred thread called the Rakhi on their brother’s wrists, while the brothers vow to protect them.
Last Thursday, August 18, a full moon day in the shravan month was celebrated as Raksha Bandhan in the country, amidst various religions. The secular festival sees innovative ways each year to help create lasting bonds between divided groups in the nation. Tying a rakhi to our traffic policemen or our soldiers at the borders, every man who is protecting someone is felicitated this day. And with a bond as strong as this, how can brands be far from the celebrations?
Several brands in varied sectors joined in the festive spirit and with visual content holding the key to some quick and timely social engagement, Raksha Bandhan saw some creative visuals, gifs and witty contests engaging social media users. Even the government joined in. The Ministry of Health & Family Welfare banked on the festival with a visual emphasizing its goal towards a healthy India – ‘Swastha Bharat’. Brands have leveraged the occasion to build a bond with their community, and harvest some brand love.
We bring you here, a list of interesting creatives shared by brands on Raksha Bandhan 2016, with a cool connect back to the brand image and tone.
Ministry of Health & Family Welfare
The ministry is encouraging the nation to be healthy but for this visual to come true, it would need to connect with the Ministry of Roadways to arrange for cycling tracks in our cities!
Wishing everyone a #HappyRakshaBandhan. pic.twitter.com/o3H8GPKILp
— Ministry of Health (@MoHFW_INDIA) August 18, 2016
OYO
I don’t know many little sisters who would allow their brothers to tie up their hair, but nonetheless, it’s a cute visual by the budget hotel chain.
We wish everyone a #HappyRakshaBandhan. pic.twitter.com/1JzFib21Rd
— OYO (@oyorooms) August 18, 2016
Kurkure
The family snacks brand ran a chatpata contest called the ‘Rakhi Cheat Code’ to make it even more fun for brothers and sisters this Raksha Bandhan.
Bhai kare nakhra, kahe, “Gift bhool gaya!”. Toh phir kya hoga aapka chatpata #RakhiCheatCode? pic.twitter.com/aMN1YTteg0
— Kurkure (@KurkureSnacks) August 18, 2016
Center Fresh India
The mouth freshening gum livened up the day with a user stories contest for brother-sister duos.
How often do you prank your siblings? Send your #SiblingShararat tales on this Rakhi & stand to win exciting prizes pic.twitter.com/b6jDy1GJPU
— Center Fresh India (@CenterfreshIn) August 18, 2016
Ola
The travel partner app brings out the similarity between itself and your sibling in this simple gif.
Whether you're in the same city or away, there're somethings abt you, only your sibling gets. #HappyRakshaBandhan pic.twitter.com/ZMxluyi2tK
— Ola (@Olacabs) August 18, 2016
Sterling Holidays
The travel company wants siblings to refresh their special bond with a holiday.
Celebrate the special bond that you share as siblings & revisit that spirit of camaraderie.#HappyRakshaBandhan pic.twitter.com/LNWkNt0c67
— Sterling Holidays (@WorldOfSterling) August 18, 2016
Shoppers Stop
We agree with the retail chain, but we could do without the overt branding.
Siblings make the best partner in crime! #HappyRakhi pic.twitter.com/Bc9wC4C9J3
— Shoppers Stop (@shoppersstop) August 18, 2016
Pulse Candy
The candy takes inspiration from ‘Dekh bhai’ desi memes.
Is rakshabandhan mein kuch twist toh hona chahiye yaar! #HappyRakshaBandhan pic.twitter.com/r2zBBy6JB2
— Pulse (@PassPass_Pulse) August 18, 2016
Vodafone India
The telecom company emphasizes on its new vision ‘Be Super’ with a series of super sisters visuals.
Scolded you for not studying but saved you when your results were out! Tag a Super Sister who protected you #BeSuper pic.twitter.com/QmTR7GIVp0
— Vodafone India (@VodafoneIN) August 18, 2016
She fights with you, but also defends you from harm. Tag a Super Sister who protected you. #BeSuper pic.twitter.com/YXydTKNDlm
— Vodafone India (@VodafoneIN) August 18, 2016
Your perfect partner in crime! Tag a Super Sister who has looked out for you through the years. #BeSuper pic.twitter.com/oFE2hCIbq8
— Vodafone India (@VodafoneIN) August 18, 2016
Happydent
The Happydent brother-sister duo always flash sparkling smiles!
Tag your brothers and sisters and spread smiles on this #RakshaBandhan pic.twitter.com/CdbUQdenBu
— Happydent (@HappydentGum) August 18, 2016
CommonFloor
The housing portal keeps it simple.
It’s a thread that binds our life and our hearts #HappyRakshaBandhan to all. pic.twitter.com/V79MCuknHa
— CommonFloor.com (@commonfloor) August 18, 2016
Paper Boat
The traditional drinks maker rolled out limited edition Rakhi-special gift boxes and promoted them with a series of adorable illustrations.
Share something sweet together again, with our limited edition Rakhi-special gift boxes! https://t.co/ylUJCuKDgz pic.twitter.com/WyIx7hWUs2
— Paper Boat (@paperboatdrinks) August 11, 2016
Send over some love today. Happy Raksha Bandhan! https://t.co/mLdKLfzVHq | https://t.co/mLdKLfzVHq pic.twitter.com/W2etqyYhKM
— Paper Boat (@paperboatdrinks) August 18, 2016
Send over a gift box full of our drinks & make their day sweeter! https://t.co/mLdKLfzVHq | https://t.co/mLdKLfzVHq pic.twitter.com/GGPfcg89IO
— Paper Boat (@paperboatdrinks) August 17, 2016
Amazon India
The ecommerce brand is there for your gifting purpose, but it needs you to deliver the love.
You can satiate your siblings’ sweet tooth on Amazon. But to #DeliverTheLove, you have to eat them together! pic.twitter.com/faO62EqFp6
— Amazon.in (@amazonIN) August 12, 2016
You can buy your sibling’s favourite sunglasses here. But to truly #DeliverTheLove, sunglass selfies are a must! pic.twitter.com/bMJxjrsq2L
— Amazon.in (@amazonIN) August 12, 2016
IndiaMART
The marketplace captures the little traits of brothers and sisters in a series of visuals.
That difficult moment deciding who gets the last slice of pizza. Did you have such a sibling? #rakshabandhan pic.twitter.com/zHZWwFQdHM
— IndiaMART (@IndiaMART) August 18, 2016
Remember the arguments over who gets to sit with dad in the front seat? Remind you of anybody? #rakshabandhan pic.twitter.com/LYbg0x8mGl
— IndiaMART (@IndiaMART) August 18, 2016
Competing for affection wasn’t the only thing. Do you have an always competitive brother or sister? #rakshabandhan pic.twitter.com/VSNkXFLwWo
— IndiaMART (@IndiaMART) August 18, 2016
Snapdeal
The ecommerce company captures the essence of the relationship in its gif.
There's no friend like your sibling. Celebrate the bond of sibling love. #HappyRakshabandhan pic.twitter.com/ks6kBvfFWn
— Snapdeal (@snapdeal) August 18, 2016
Tata Docomo
The quirky brand brings us a dose of reality that happens on every Raksha Bandhan.
Beware of the Bhaizone! The potential sisters are on the prowl. #Happy Rakshabandhan pic.twitter.com/hKE40YOoGU
— Tata Docomo (@tatadocomo) August 18, 2016
CenturyPly
We agree on the lasting bond of a brother and sister.
Rakhi is the symbol of strength binding two souls in a bond forever. CenturyPly wishes you a Happy Raksha Bandhan. pic.twitter.com/wnNI66Ut6J
— CenturyPlyIndia (@CenturyPlyIndia) August 18, 2016
Havmor Ice Creams
The ice cream maker captures the different aspects of the relationship in its gif.
#HappyRakshaBandhan As you commemorate this bond with a #Rakhi, let us join the celebration with our ice creams. pic.twitter.com/4BOZKpmgiY
— Havmor Ice Cream (@HavmorIceCreams) August 18, 2016
Philips Sound
This is a nice way to connect to music by the device maker.
May the bond of love & togetherness keep getting stronger with each passing day. #HappyRakshaBandhan pic.twitter.com/jEIJKVksfv
— Philips Sound (@PhilipsSoundIN) August 18, 2016
IndiGO
The airline makes good use of its brand colors and logo in this simple visual.
Cheers to your first friend, the other half of your team. Happy Raksha Bandhan, because there's no buddy like a bro. pic.twitter.com/hGO8ObdMsp
— IndiGo (@IndiGo6E) August 18, 2016
FreeCharge
The digital wallet company hosts a contest to help relive the mischievous moments shared by brothers and sisters.
Brother-sister pranks always bring back fond memories! Tell us what are your favourite #SiblingPranks & Win Prizes pic.twitter.com/GGATyYXBLU
— FreeCharge (@FreeCharge) August 16, 2016
NDTV Good Times
The food and lifestyle channel rolls out an exclusive and interesting Raksha Bandhan dictionary!
We all have that older sister who has done your homework while you have just lazed away!
Happy #rakshabandhan pic.twitter.com/TK2P31EMzq
— NDTV Good Times (@ndtvgoodtimes) August 18, 2016
Admit it, our brothers are our favourite bodyguards!
Happy #rakshabandhan pic.twitter.com/mnmPB953eK
— NDTV Good Times (@ndtvgoodtimes) August 18, 2016
RT if you have been at the receiving end of this tragedy!
Happy #rakshabandhan pic.twitter.com/dbQQtGZfxE
— NDTV Good Times (@ndtvgoodtimes) August 18, 2016
Cafe Coffee Day
Totally agree to this one by the coffee chain. Fun gif by CCD.
This #RakshaBandhan, give your sister the gift of time! pic.twitter.com/vuepcyeFEB
— Cafe Coffee Day (@CafeCoffeeDay) August 18, 2016
Kurlon
The mattress maker takes you back in time to relive your memories.
To the ones we make the best memories with, #HappyRakshaBandhan! Share your sweetest memories with your siblings. pic.twitter.com/ilugWXrTXY
— Kurlon Limited (@KurlonLimited) August 18, 2016
Asian Paints
The paint brand also sends you back in time with these ‘Colour the Bond’ visuals.
Your sibling is your companion, a guardian & a pal forever. #ColourTheBond of love and care. #HappyRakshaBandhan pic.twitter.com/5XBEmuJD73
— Asian Paints (@asianpaints) August 18, 2016
Truly Madly
The dating app shares useful tips to not get bro-zoned!
Don’t get bro zoned this #Rakshabandhan! 😉 pic.twitter.com/gq3pyBRqSk
— TrulyMadly (@thetrulymadly) August 18, 2016
Normal days:
He: Hi
She: I have a boyfriend.On #Rakshabandhan:
He: Hi
She: I have a brother. pic.twitter.com/IrQaFJ3IL3— TrulyMadly (@thetrulymadly) August 17, 2016
Mad Over Donuts
The donut maker gets crafty with donuts in a rakhi.
May all sibling rivalries turn into revelry this Raksha Bandhan.#HappyRakshaBandhan! pic.twitter.com/TyCy0mursZ
— Mad Over Donuts (@MadOverDonuts) August 18, 2016
Raksha Bandhan this year is all about interesting visual storytelling by brands about the mischievous yet adorable relationship between brothers and sisters. Do let us know your favourites in this list.