Raksha Bandhan is no longer just about perfectly tied rakhis, tear-jerking ads, and sugar-loaded sweets. In the world of advertising, brands are shaking off the age-old sentimental glaze and dressing the festival in wit, quirk, and a good dose of sibling-level trolling, exactly the way Gen Z likes it. This new wave of campaigns doesn’t just show siblings hugging it out; it shows them teasing, competing, negotiating, and occasionally sending each other… invoices.
Take Flipkart’s wildly inventive ‘InvoiSIS’ campaign. In a year where every other brand would be dangling discounts, Flipkart decided to hand sisters the ultimate power tool, an actual invoice generator for all the ‘services’ they’ve rendered to their brothers over the years. From sharing their fancy moisturiser to rescuing them from awkward family questions, every favour came with a certified value, thanks to finance educator & influencer CA Rachana Ranade. Sisters could even attach a Flipkart wishlist matching the bill total, turning emotional dues into a perfectly itemised, shoppable request. With a pastel-hued microsite designed like an old-school Indian invoice pad and a hilariously straight-faced launch film, the brand managed to make brothers squirm, sisters smirk, and gifting carts swell, all without a whiff of traditional melodrama.
Gagandeep Bindra and Rahul Arcot, Group Creative Directors, DDB Mudra Group say, “Every year, brothers wing it with lazy Rakhi gifts like mugs, plants, random last-minute fixes, while sisters stack up ehsaans for their brothers without saying a word. So, we wanted to turn Rakhi gifting into a fair trade. We brought in a literal CA (also a behen), who helped calculate and assign a value to every sisterly favour, giving sisters a way to raise a proper invoice to their brothers. The idea was simple, if sisters could invoice every favour they’ve ever done, brothers would finally gift up to the mark.”
Flipkart wanted to shift the focus from discounts to what really matters - the bond between siblings. “With InvoiSIS, we wanted to create something sisters could truly relate to, something fun and rooted in their everyday reality. It's not just about the product value, it's about making that bond feel seen and celebrated,” says Pratik Shetty, Vice President - Growth and Marketing, Flipkart.
Sugar Free D’Lite took the banter route too, with a faux matrimonial ad gone rogue. What starts as a dramatic ‘perfect bride’ listing quickly spirals into a sibling showdown, powered by Mallika Dua and Chetan Goel’s razor-sharp repartee. Beneath the laughs was a clever shift: replacing sugar-laden sweets with zero-added-sugar treats, wrapping health-conscious gifting in the warmth of care and the sparkle of mischief. It’s the kind of campaign that Gen Z loves — tongue firmly in cheek, but values still intact.
"This campaign distinguishes itself by weaving humour, emotional nuance, and health consciousness into a Rakhi narrative that reflects Gen Z’s mindset. It reframes tradition as intentional, thoughtful, and fun while appealing to those, who want to celebrate festivity without compromise. What makes this campaign stand out is humour‑driven festive storytelling and putting health front and centre.The campaign encourages viewers to see health‑aware gifting as meaningful and intentional, not restrictive. Using humour to connect with Gen Z reinforces that the brand understands their values and celebrates them," says a spokesperson from Sugar Free D'lite.
Some brands, like Zouk, went for a subtler kind of humour, the kind found in everyday gestures. Their Rakhi film took on the awkward-but-universal act of a brother holding his sister’s bag. No grand speeches, no slo-mo montages. Just a brother standing beside his sister as she steps forward, bag in hand, quietly rewriting what “protection” looks like in 2025. It’s emotional, yes, but it’s the kind of honesty that makes you grin, not weep.
Disha Singh, Founder of Zouk highlights, “This Raksha Bandhan, we wanted to reframe the traditional narrative around protection. Our campaign flips the script, not with big declarations, but with a quiet, relatable moment: a brother holding his sister’s bag. It’s something every guy has done at some point, usually met with awkwardness or jokes. But we saw something powerful in that simple act. In the film, the brother doesn’t stand in front of his sister like an old-school protector. He stands beside her. Sometimes support isn’t loud, it’s holding the bag while she steps forward, whether that’s for an interview, a meeting, or chasing her dreams. That’s the kind of sibling bond we wanted to show- equal, modern, and deeply rooted in respect.”
She further adds, “What makes the campaign unique is its emotional honesty, grounded in humour and relatability. We didn’t need drama, just a bag, a brother, and a moment. It speaks to Gen Z and young India, who don’t just want symbolism. They want real, everyday gestures of love and support. And if holding a bag is the new Rakhi ritual, we’re all for it.”
Medusa Beverages decided to skip the syrupy tropes entirely and poke fun at themselves first. Their ‘Naye Andaaz Mein’ film opens inside a fictional ad brainstorming session, with over-the-top pitches like brothers gifting beer mid-ritual, all promptly shot down. The real moment comes later, when a grown-up brother and sister crack open chilled Medusas while watching their favourite childhood cartoons. It’s nostalgic, it’s goofy, and it’s proof that sibling bonds don’t need cinematic slow claps to feel real.
Gaurav Sehgal, Vice President of Marketing, Medusa Beverages says, "As a brand, Medusa has always celebrated relationships in their realest, purest forms. This Rakshabandhan season we wanted to steer clear of the normal, standard tropes around the bond of siblings and do something that was rooted in honesty, and authenticity while still being emotional. The idea was simple - instead of fitting beer into the festival, let’s show how siblings naturally evolve. Our campaign - 'Naye Andaaz Mein' was born out of that insight. We wanted to tap into nostalgia, sibling camaraderie, and the warmth that comes with growing up. That’s what makes this campaign different: it’s funny, it’s familiar, and above all, it’s real.”
Then there’s Myntra’s ‘Rakhi Pledge,’ which cheekily tackles every brother’s last-minute scramble for a gift. A witty Ahsaas Channa-led film plays out the panic, while a WhatsApp chatbot turns that stress into a personalised, meme-worthy shopping experience. Ask “Jaldi batao kya gift dun?” and you’re met with Ahsaas herself, roasting your tardiness before guiding you to the perfect pick — because nothing says ‘I love you’ quite like a gift chosen 12 minutes before the courier arrives.
Abhishek Gour, Senior Director, Marketing, Myntra, says, "The narrative around Raksha Bandhan in advertising has evolved meaningfully, from sentimental storytelling to more contemporary, light-hearted expressions that mirror today’s sibling dynamics. With The Rakhi Pledge, we wanted to reflect this shift by embracing humour, wit, and relatability, especially for a Gen Z audience. By taking a cheeky yet familiar approach, the campaign gently nudges siblings to move beyond the usual last-minute scramble, as Myntra’s unique selection makes it easier than ever to find something meaningful for every kind of sibling. Through playful confessions and modern formats like interactive WhatsApp videos, the campaign addresses a real and recurring moment, while offering a seamless, timely solution. It’s a fresh, culturally attuned take on festive gifting that still honours the emotional core of the occasion."
Even dessert brand Sweet Truth spiced up the festival with playful digs like ‘Even if I’m sending you this Rakhi, I’m still Mom’s favourite’ and a gift box designed to tempt you into stealing the last bite. A plantable rakhi that blooms into wildflowers, added the eco-friendly wink, proving you can be both cheeky and thoughtful in one sweet package.
Nishant Kedia, CMO, Rebel Foods stated, “Raksha Bandhan celebrates a lifelong bond that evolves over time and at the heart of every celebration are Sweet Truth's desserts, binding relationships with sweetness. #ABondSoSweet honors the playful pranks and mischief siblings share, as well as the deep love and care they have for one another. Our special Plantable Rakhi and the communication on our limited-edition gift hamper reflect this core belief.”
Something’s Brewing hopped into the festival mix with a simple and delightful idea: what if the Rakhi gift didn’t have to be another box of sweets? The brand leaned into coffee as the connective tissue of family time.
“Rakhi is round the corner... Sisters are sending online Rakhis and brothers are sending online gift vouchers... almost like a reimbursement! The true meaning of the festival is for siblings to meet, through Rakhi deepen the relationship, and have meaningful conversations. We at Something's Brewing have always believed that coffee can bring out closeness in relationships and connections. We believe that sharing an activity like brewing coffee, this special relationship becomes more deep and meaningful,” says Abhinav Mathur, MD, Something’s Brewing and kaapi Machine.
Kalyan Jewellers, teaming up with Swiggy Instamart, leaned into the convenience-first mindset of younger consumers while keeping the sibling sentiment intact. The campaign’s charm lay in its mix of quick commerce and thoughtful gifting — each rakhi pack came with a Rs 2,100 Kalyan Jewellers voucher and a QR code that kept the offer alive well beyond the festival. Silver rakhis were even available for instant delivery, making the ‘last-minute brother’ trope not just relatable but redeemable. It’s a smart blend of tradition and speed, proving that in 2025, meaningful gifts can be just a few taps away.
Ramesh Kalyanaraman, Executive Director – Kalyan Jewellers says, “We are seeing a clear shift in how Gen Z engages with festivals. While the emotion remains strong, there is a growing expectation for convenience, relevance and digital-first experiences. Our collaboration with Swiggy Instamart reimagines Raksha Bandhan in a way that feels effortless, thoughtful and rewarding. The TVC captures this spirit, showing how even a last-minute Rakhi order can lead to a meaningful gift. Each rakhi pack includes a Rs 2,100 Kalyan Jewellers voucher, along with a QR code that extends its validity until October 2025. Silver Rakhi's from Kalyan Jewellers are also available on the same quick commerce platform. More than a festive offer, this campaign is an emotional bridge between tradition and modern lifestyles. It underlines our continued commitment to staying relevant while remaining rooted in the values that define Kalyan Jewellers.”
This year’s Raksha Bandhan campaigns show a clear truth: Gen Z doesn’t want to be talked at; they want to be in on the joke. They’ll take a roast over a speech, a real moment over a staged tableau, and a laugh that turns into a memory. Brands have caught on, swapping melodrama for memes, glycerin tears for genuine grins, and playing out sibling love in all its teasing, awkward, and wonderfully relatable glory. After all, if your Rakhi campaign doesn’t make someone roll their eyes and smile at the same time, are you even doing it right?
