Every year, Raksha Bandhan gives brands an opportunity to join one of India’s most loved celebrations. Some take the emotional route, some add humour and some use the occasion to tell stories that go beyond the traditional brother-sister dynamic.
The challenge is that social media gets flooded with festive creatives during this time. A generic greeting might get a few likes, but the campaigns people remember are the ones that find a fresh insight, a relatable moment or a meaningful message.
As Raksha Bandhan approaches, we thought it would be fun to revisit some of the campaigns that stood out last year and see how different brands approached the occasion.