Amazon India: #DeliverTheLove
Amazon India’s recurring Rakshabandhan platform follows a brother about to move to a hostel, reflecting on how much his elder sister shaped him. Conceptualised by Amazon D1 Creatives, the campaign’s central argument is deliberately self-effacing: Amazon can deliver gifts, but only you can deliver the love.
UltraTech Cement: #RealRaksha
UltraTech Cement’s 2016 film challenged the conventional protection narrative. A sister asks her brother for one Rakhi gift: stop objectifying women. The campaign redefined raksha not as physical protection from strangers, but as respect for all women, every day.
Postpickle: #ForASister
Postpickle’s viral campaign took the most unconventional Rakhi gift route. Brothers were asked to give up using a common Hindi cuss word as their sister’s Rakhi gift. The campaign went viral for its honesty about casual everyday language and the disrespect embedded in it.
Idea Cellular: Public Aur Police Ke Beech Ek Bandhan
Idea Cellular’s Rakshabandhan campaign built its story around a bond between a citizen and a police officer, framing the public-police relationship as a rakhi-worthy connection. The campaign used the festival’s spirit of protection to bridge institutional trust gaps in Indian communities.
Paper Boat: Happy Raksha Bandhan
Paper Boat’s 2017 film leaned entirely into nostalgia, depicting the authentic chaos of sibling relationships: the arguments, the pranks, the borrowed things never returned. The campaign closed with a tribute to every Didi and every Bhaiyya, with minimal brand presence and maximum emotional resonance.
ICICI Lombard: Promise of Protection
ICICI Lombard’s 2019 film told the story of a brother who believed he had always protected his sister, before the reveal: his sister is world champion boxer Mary Kom. The reversal reframed protection as mutual, and challenged the assumption of who holds the stronger hand in any sibling relationship.
Amazon India: #DeliverTheLove
Amazon India extended its Rakshabandhan platform in a later film showing a boy preparing to leave for hostel while recalling everything his elder sister taught him. The film positions the brand entirely in the background, arguing that gifts are incidental and love is what actually needs delivering.
Cadbury Celebrations: #MyFirstRakhi
Cadbury and Ogilvy India used technology to make Rakshabandhan more inclusive. The film follows a sister whose brother Shubham has no upper limbs and has never felt a rakhi tied on his wrist. The campaign built a prosthetic solution for him so he could experience his first Rakhi.
