Insight Cosmetics has launched its Rakhi campaign, ‘Makeup Ka Bhaichara’, a six-episode series that broadens the idea of Rakhi beyond the conventional brother-sister relationship to celebrate the people who offer support, affection and companionship.
As part of the campaign, the beauty brand has partnered with quick-commerce platform Zepto and Smoor Chocolates to launch a limited-edition ‘Makeup Ka Bhaichara’ Celebration Edit, available exclusively on Zepto.
The campaign focuses on relationships across siblings, friends, colleagues and even pets, using humour and everyday situations to explore the different forms of ‘bhaichara’. The six episodes highlight shared jokes, minor disagreements, everyday chaos and gestures of care that define close relationships.
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Mihir Jain, Director, Insight Cosmetics, said, “This Rakhi, we wanted to celebrate the feeling behind Rakhi, the people who have your back, in big ways and small. That’s what led to ‘Makeup Ka Bhaichara.' Our collaboration with Zepto and Smoor allowed us to take that idea beyond content and turn it into an experience. From the nostalgia of Rakhi ka meetha to getting your beauty favourites delivered through Zepto, we wanted the entire experience to feel surprising, relevant, and genuinely fun.”
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The campaign extends into a commerce-led activation through the ‘Makeup Ka Bhaichara’ Celebration Edit, which combines Insight Cosmetics’ beauty products with Smoor Chocolates. The limited-edition box brings together beauty and festive gifting, with the collaboration positioning the edit as a contemporary take on the traditional Rakhi custom of sharing something sweet.
Through the partnership with Zepto, the brand is also linking its campaign message to quick-commerce convenience, allowing consumers to access the limited-edition edit through the platform.
The campaign’s core message is summed up through the brand’s playful communication: “Kuch meetha chahiye? Mil jayega. Kuch makeup chahiye? Woh bhi Zepto pe mil jayega. Bhaichara celebrate karna hai? Ab woh bhi with Insight X Zepto.”
