This Raksha Bandhan, MobiKwik has unveiled its campaign #TraditionSeHatke, a fresh take on sibling relationships that goes beyond convention. At its core is a film that reimagines Rakhi as a celebration of gratitude, equality, and mutual support between brothers and sisters.
The film features a brother writing a heartfelt thank-you letter to his sister, a tribute to her many roles in his life: motivator, confidante, and biggest cheerleader. It gently challenges the traditional one-way narrative and instead shows that care and strength flow both ways.
Departing from the usual cash or gifts, the story ends with the brother gifting his sister 100% pure Digital Gold via the MobiKwik app, a gesture that is both meaningful and lasting. The campaign also underscores the ease of buying and gifting Digital Gold on MobiKwik.
Speaking about the campaign, Jaskaran Singh Kapany, CMO, MobiKwik, said, “Raksha Bandhan has long stood for the brother’s promise to care for his sister. But today, it is about shared strength and mutual respect. With #TraditionSeHatke, we are celebrating this modern sibling dynamic and introducing Digital Gold as a contemporary expression of love and gratitude.”
