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  • Top Raksha Bandhan Campaigns by Brands: Conveying the Message Through Creativity, Emotions, and Storytelling

    Let’s admit it. We’ve always had that ‘Friend-or-Foe’ wali relationship with them. From banters, pillow fights, trolling, and sharing memes to the constant leg pulls, our siblings constitute an integral part of our lives. No matter how many times we fight with them or have arguments, our siblings are perhaps the closest ones to us! With Raksha Bandhan just around the corner, it is time we cherish this pious bond of love and care.

    Time & again, brands have added to the celebrations and the messaging with campaigns that have stood the test of time and aged like fine wine. The camaraderie between brothers and sisters has been beautifully encapsulated by some of the timeless campaigns out there. Brands looking to connect emotionally with their audience can explore unique Raksha Bandhan campaign ideas that celebrate all forms of sibling love. Here, we’ll shed light on some of the best Rakshabandhan campaigns that have been etched into our memories. Let’s have a look!

    Best Raksha Bandhan Campaigns of All Times

    CaratLane | Our Golden Bandhan
    Amazon’s Deliver The Love Campaign | Bhai Ka Intezaar!
    Cadbury Celebrations | Rakhi ki Rasmein!
    Amazon’s Deliver The Love Campaign, Yet Again | Bhuaa Se Milne.
    Chevrolet | Sang Rishte Chalen.
    Idea | Rakhi Nahi Bandhwayi Aapne?
    Tanishq | Miss Karne Laga Hai NA Tu Already?
    Paper Boat | Doodles That Sketch Our Values.
    Asian Paints | First Roommates! 🙂
    Cadbury Celebrations | My First Rakhi (Peak of Human Emotion)
    Amul’s Wishes for Raksha Bandhan | The Maestro at Evoking the Indian Essence.
    Bombay Shaving Company | Sibling Bonds
    Tanishq | Sisters By Choice
    Apollo Tyres | Celebrating Care
    Mankind Pharma | Real Heroes
    Bajaj Allianz Life Insurance | Rishton ki Raksha

    CaratLane | Our Golden Bandhan

    CaratLane’s Rakshabandhan campaign beautifully celebrated the rich diversity of sibling bonds by showcasing authentic, real-life stories that go beyond the traditional brother-sister dynamic. From sisters tying rakhis to each other to brothers gifting meaningful tokens of love, the campaign embraced every unique expression of siblinghood. It highlighted that Rakshabandhan is not just about rituals, but about the emotions that tie people together. Through heartfelt storytelling, CaratLane brought a refreshing, inclusive perspective to the festival.

    Carat Lane | Best Raksha Bandhan Campaigns of All Times

    Amazon’s Deliver The Love Campaign | Bhai Ka Intezaar!

    Beautiful copywriting evokes an emotion that can’t be compared to anything else. Amazon’s #DeliverTheLove campaign did so in magical ways and backed it up with such emotional & sweet storytelling that as a viewer, you can’t help but smile widely and get emotional at the same time. In the commercial, a guy can be seen talking to his Dadimaa while she is busy making arrangements for his brother’s arrival. The conversations between the guy and his daadi make for a heartfelt conversation that you shouldn’t miss.

    #DeliverTheLove this Raksha Bandhan | Raksha Bandhan ads by Brands

    Cadbury Celebrations | Rakhi ki Rasmein!

    Cadbury and its coveted track record with festive campaigns can be termed as a match made in heaven. Whether it be the Kuch Meetha Ho Jaaye campaign for the festive season or the Rakhi ki Rasmein campaign that showcases the nok-jhonk wala Rishta of brothers & sisters, Cadbury inculcates sweetness in a way that only it can. Watch it yourself and you will know!

    Cadbury Celebrations Rakhi TV Ad | Rakshabandhan Campaigns

    Amazon’s Deliver The Love Campaign, Yet Again | Bhuaa Se Milne.

    This campaign made it to the list, yet again. Beautiful & timeless, Amazon’s emphasis on emotional storytelling to evoke the emotion of love and affection hits the spot. The campaign showcases the conversation between an old father and his son, with his father packing his luggage to meet his sister (Bhua) on the eve of Raksha Bandhan. When the guy asks, instead of going, he would have sent something online via Amazon, the reply by the father puts a smile on the son’s face. You’ve to watch to know!

    #DeliverTheLove this Raksha Bandhan | Rakhi Campaigns

    Chevrolet | Sang Rishte Chalen

    We are talking about nostalgic ads, campaigns that showcase the true Rishta that makes the bond between siblings so pious. The subtle integration of the car manufacturer’s positioning, the brand’s nostalgia, and recall value, combined with the touching jingle and happy vibe, makes this campaign truly remarkable in the first place. 

    Chevrolet Cars India | Raksha Bandhan Brand Campaigns

    Idea | Rakhi Nahi Bandhwayi Aapne?

    Rakhi is an important symbol of care that stems from our Hindu culture. The people who come from far their homes to serve civilians, whether it be the police or other workers, deserve every bit of respect and care. This is what makes the campaign and TV commercial from Idea resonate with all of us. “Rakhi nahi bandhwayi aapne” followed by the “Mera number le lo. Koi problem ho toh bata dena.” makes this ad a classic, one that never gets old.

    Idea's Rakshabandhan Campaign
    Idea’s Rakshabandhan Campaign | Raksha Bandhan Creative ads by Brands

    Tanishq — Miss Karne Laga Hai Na Tu Already?

    This one resonates with a lot of us who seldom show our love towards our sisters, and often indulge in funny banter with them, but when it comes to them parting ways, getting married, or moving on to a new place, we get emotional and already start missing them. This ad captures the true emotion and the wholesome conversation between siblings in a fun and heart-touching way, with the subtle integration of the brand ‘Tanishq’. This is one of the most emotional and creative campaigns on Raksha Bandhan.

    Tanishq Brother Sister TVC | Raksha Bandhan Social Media Campaigns

    Paper Boat | Doodles That Sketch Our Values.

    PaperBoat, the brand that is known for its premium natural beverages and fruit juices, opted for a different route when it showcased the funny anecdotes that are synonymous with the Bhai-Behen jugalbandi. Right from the arguments to the pranks, Paper Boat truly showcases the brand as it is, without putting much focus on marketing integration, which, for all the right reasons, works wonders for them.

    Paper Boat Presents Happy Raksha Bandhan | Rakhi Campaign Ideas

    Asian Paints | First Roommates! 🙂

    There’s a reason why there’s such a high loyalty quotient attached to Asian Paints. What Amul has done with dairy products, Asian Paints has managed to do with the paint industry. Those who think subtle marketing doesn’t sell should definitely opt for a class or two when it comes to building loyalty and putting a point across. What is truly remarkable about Asian Paints, though, is the sheer honesty that it lays upon the messaging, i.e., truly showcasing the bond rather than being loud about its marketing integration.

    Asian Paints ezyCR8 | Raksha Bandhan Marketing Campaigns

    Cadbury Celebrations | My First Rakhi (Peak of Human Emotion)

    Thousands of people’ve lost their limbs and hands to amputation and electrocution or any other calamity like that. The Cadbury Celebrations’ My First Rakhi, a noble initiative by Cadbury, went a step ahead and arranged prosthetic arms with the needed sensors so that these individuals and kids can feel the sense of touch. Our eyes were filled with tears when we wrote this, and you’ll feel the same when you watch the video — a true epitome of human emotion.

    My First Rakhi Cadbury Celebration Rakhi Festival | Raksha Bandhan ad Campaigns

    Amul’s Wishes for Raksha Bandhan | The Maestro at Evoking the Indian Essence.

    Amul is Amul for reasons that you and I have known for years, and still, the love continues to blossom! Perhaps the most popular dairy-based brand in India, it builds upon its reputation of hitting it out of the park with creative campaigns and matches that with a 3-minute long video that showcases the love and care between siblings who are separated by distance barriers, but still the strings of Rakhi keep them closely knit. Truly registering on the emotional aspect, this campaign is Amul’s genius personified without being loud.

    Amul Raksha Bandhan Ad Campaign

    Bombay Shaving Company | Sibling Bonds

    Bombayshavingcompany‬ celebrates Rakhi | Best Rakhi Campaigns

    No matter how irritated or annoyed you are with your sibling, you always know they’re the ones you can always fall back on. This ad by the Bombay Shaving Company makes us all mushy by tugging at all the bittersweet moments siblings go through.

    Tanishq | Sisters By Choice


    Tanishq chose to celebrate an unconventional but special bond in this Rakshabandhan ad: the bond between sisters-in-law. Often misunderstood, the relationship between sisters-in-law, especially in an Indian setting, can be tricky. However, from being each other’s fashion cheerleaders to being each other’s confidants, the relationship between these two is nothing less than a real one.

    Apollo Tyres | Celebrating Care

    Apollo Tyres- Happy Raksha Bandhan 2023

    Sometimes, we find ourselves in situations where strangers become a crucial part of our journeys. It is then we know there are bonds we create along the way that keep fueling the need for human connections. Apollo Tyres celebrates such bonds through their #GoTheDistance ad by depicting the circumstantial bond between a girl in distress and the man who helps her.

    Mankind Pharma | Real Heroes

    Mankind Pharma - Real Heroes Rakshabandhan Campaign
    Mankind Pharma – Real Heroes Rakshabandhan Campaign

    This 2020 ad is a tribute to the #RealHeroes of the pandemic. While COVID-19 grappled India, the medical staff were the only ones not working from home. The ad acknowledges the virtue of service held up by the doctors, and nurses who take took care of us like family.

    Bajaj Allianz Life Insurance | Rishton ki Raksha

    Happy Raksha Bandhan 2020 | #RishtonKiRaksha done toh #LifeGoalsDone | Bajaj Allianz Life

    This ad makes you realize that siblings also become your protectors. That might include giving you reality checks and life lessons, but also shielding you from judgments, and self-doubts. More often than not, we find our siblings relating and empathising with our problems than our parents. Right? Something we should probably be thankful for.

    Ending Note

    Raksha Bandhan is about inculcating hundreds of stories and presenting them with a strong, positive, happy, and pure emotion that’s authentic to the vibe of this beautiful festival. On one hand, it presents a unique opportunity for brands to capitalize and get the best out of the marketing aspects — it also gives them an even ground to showcase and share what they stand for, and what it means to them. People buy emotions. People buy purpose. 

    With Raksha Bandhan, they get all of it and even more. The stories are real, and so is the intention. Happy Raksha Bandhan!

    FAQs

    Why do brands launch special campaigns for Raksha Bandhan?

    Brands use Raksha Bandhan campaigns to emotionally connect with audiences, highlight familial bonds, and boost festive season sales through relatable storytelling.

    What are some common themes in Raksha Bandhan campaigns?

    Themes often include sibling love, long-distance relationships, nostalgia, protection, inclusivity (e.g., chosen siblings), and celebrating unsung heroes.

    Which brands have created the most memorable Raksha Bandhan campaigns?

    Brands like Cadbury Celebrations, CaratLane, Amazon, Tanishq, Paper Boat, and Amul have stood out with heart-touching and creative Rakhi campaigns.

  • VIDEO: Paper Boat Ex-Founder Finds “Mind-Boggling” Changes in Startups Today

    Former founder of Paper Boat and current Co-founder of Asaya Skincare Neeraj Biyani finds “mind-boggling” changes within the startup ecosystem, which is necessary for entrepreneurs to progress.

    “But when I started, none of this used to exist. Like the ecosystem was not there. Failures were not celebrated enough, failures, in fact, were looked down upon. But today that has completely changed…the whole ecosystem is supporting…That mindset is very, very important, you know, to progress,” said Biyani in an exclusive podcast interview with StartupTalky.

    Biyani also spoke about the kind of communication and marketing strategies that the brand is using to create brand awareness about Asaya, a skincare range for the melanin-rich skin type.

    Speaking about his experience with Paper Boat, Biyani said he continues to carry forward the value of “learning from the customer and what the customer wants” something he learned from his earlier beverage venture.

    Excerpts of the StartupTalky Podcast Interview:

    StartupTalky: Your brand Asaya Skincare is catering to unique shades of

    Neeraj Biyani: So, first of all, I wanted to do this because I felt it’s unfair the way we’ve been treating melanin skin type. Today, if you look at the number of consumers who embrace their skin color, that seems to be on the lower end. But the data speaks for itself. 85% of the world population is melanin-rich skin type. But if you look at the global R&D dollars spent on formulations for the skin type was less than 14% in 2017. So there is a huge mismatch because I believe that it’s not only in India but across the world.

    While it seems niche today because there are only a few consumers or a cohort of consumers who embrace their skin and identify themselves as people of color, this number is going to increase significantly as the country progresses, as the consumers are more confident of themselves, as we embrace our color, as we embrace our own culture. But even for this 20% of the consumer base, which seems small today, there was no inclusive skincare brand, which is kind of unfair.

    StartupTalky: Can you explain what made you get into skincare and Asaya?

    Neeraj Biyani: Yeah, there’s a personal story to it. You know, I and my wife moved to the US in 2019. At that time, my wife started to have adult acne and she is a melanin-rich consumer like me and you. And then she tried to solve for those using OTC products in the US and ended up burning her entire skin. And we had to go to a dermatologist. That’s when we realized how different melanin skin types are and how different differentiated approaches to skincare one needs to have if you have that kind of skin.

    When we shifted to India, we were looking for, you know, what is the underlying trend in India? Do we have such products in India? To our shock and surprise, we realized that there were no such products even in India. And in India, people of color are like 85% of the population, right? So here, even in this country, we are so obsessed with a non-inclusive approach to beauty that the beauty standards are unrealistic where, you know, people are just looking at lighter skin tones and trying to become one of those which, by the way, is not possible.

    So, you know, you have a very narrow segment of products and a narrow segment of consumers who are asking for this product. That’s unfair. And because my wife has gone through this whole, I don’t want any such consumer to go through the same ordeal that she had. My daughter has a melanin skin type and we don’t want her to be growing up in a country that is obsessed with whitening.

    To catch the entire conversation, watch the video below:

    StartupTalky x Asaya Skincare Co-founder, Neeraj Biyani

    Do subscribe to the StartupTalky YouTube channel for more such content.

  • How Paper Boat Sailed Through the Beverage Storm: From Childhood Memories to Drink Dominance

    In the vast ocean of the Indian beverage industry, where giants like Pepsi and Dabur hold the fort, a small paper boat has managed to not only stay afloat but also make waves. In the realm of India’s beverage industry, Paper Boat stands as a unique and nostalgic phenomenon, tracing its roots back to the simple joy of sipping Aam Panna during hot Indian summers. Co-founded by visionaries Neeraj Kakkar, James Nutall, Suhas Misra, and Neeraj Biyani, the brand emerged not merely as a business venture but as a mission to preserve the fading essence of homemade drinks from childhood.

    This nostalgic journey officially began in August 2013 when Paper Boat launched its national debut, featuring the flavors Jaljeera and Aam Panna. The brand’s nomenclature was meticulously chosen to evoke memories of crafting paper boats during monsoons—a universal childhood experience resonating with accomplishment and nostalgia.

    Embracing Innovation and Defying Categories
    Innovation, Sustainability, and Packaging Excellence
    Scaling Challenges, Strategic Growth, and Market Dominance
    The David vs. Goliath Battle
    Resisting Acquisition Temptations and Soaring Revenues
    Paper Boat’s Success Formula

    Embracing Innovation and Defying Categories

    Unlike traditional soft drink market players dominated by carbonated, sports, and energy drinks, Paper Boat adopted a revolutionary approach by introducing Indian ethnic drinks. It carved a niche for itself, filling a void that had long existed in the market. The authenticity of Paper Boat’s offerings became its competitive edge, positioning it as a premium brand that refrains from preservatives, artificial colors, or carbonation. The brand’s commitment to sourcing high-quality local spices, fruits, flowers, and pulses underscored the significance of a robust supply chain.

    Innovation, Sustainability, and Packaging Excellence

    Innovation has been at the heart of Paper Boat’s success story. Drawing inspiration from diverse sectors, including technology and fast fashion, the brand valued customer feedback, leading to continuous adaptation and product improvement. Special editions launched during festivals, akin to the fast fashion model, garnered positive responses, enriching the brand’s repertoire.

    The packaging of Paper Boat played a pivotal role, earning it The India Story Design Award for Packaging Design. The doypacks, resembling paper, offered a unique and user-friendly experience, reflecting the brand’s commitment to simplicity and purity. The patented conical cap, serving as both pilfer-proof and visually aligned with the package, enhanced the overall consumer experience.

    Scaling Challenges, Strategic Growth, and Market Dominance

    Despite initial challenges of overwhelming demand outpacing production capabilities, Paper Boat’s strategic growth unfolded with significant support from Infosys Chief Narayan Murthy. The infusion of Rs. 182 crore from Murthy’s office, Catamaran Ventures, and Sequoia Capital in July 2015 facilitated the establishment of a second factory in Mysuru, ramping up production to 380 bottles per minute.

    Paper Boat’s market dominance became evident as it reached a revenue of Rs. 69 crore by 2017, further solidifying its position through strategic moves like introducing “Sugarcane Juice” and “Coconut Water” and transitioning to a 150 ml pouch, making the brand 50% more cost-effective. Despite attempts by industry giants to undercut Paper Boat, the brand maintained a Rs. 10 price point, providing retailers with a 5% higher margin than other brands.

    The David vs. Goliath Battle

    Taking on established players like Pepsi and Dabur was no easy feat. These giants had massive marketing budgets and distribution networks. But Paperboat had something they didn’t – a loyal following of health-conscious consumers who were willing to pay a premium for quality and taste.

    Kakkar also used his entrepreneurial agility to his advantage. He quickly identified niche markets, such as premium grocery stores and online retailers, where Paper Boat’s unique positioning resonated with consumers. He also leveraged social media effectively, building a strong online community around the brand. Paperboat’s success is reflected in its impressive growth trajectory. In just over a decade, the brand has grown from a small startup to a Rs. 200 crore company. It now offers a wide range of over 20 flavors, from classic favorites like Aam Panna to more adventurous options like Kokum and Lychee.

    “We never set out to compete with the big guys,” says Kakkar. “We just wanted to create a product that we could be proud of, something that we would feel good about giving to our own children. And I think that’s what has resonated with consumers.” “Paperboat is not just a drink,” he adds. “It’s a reminder of simpler times, of the taste of home. It’s a symbol of hope, of what can be achieved when you believe in your idea and are willing to fight for it.”

    Resisting Acquisition Temptations and Soaring Revenues

    In 2018, Paper Boat experienced a remarkable 70% growth, reaching a revenue of Rs. 118 crore. Despite acquisition proposals from the esteemed Tata Group, founder Neeraj Kakkar declined, foreseeing the untapped potential of Paper Boat. This foresighted decision proved wise as the brand’s revenue soared to an impressive Rs. 235 crore by 2020.

    In the fiscal year 2022, Paper Boat witnessed a significant surge in its revenue from operations, recording a notable 56% increase from Rs. 324 crore to Rs. 504 crore. The primary source of revenue for Paper Boat stems from the sale of fruit-based drinks, featuring quintessentially Indian flavors like aam panna and jaljeera, along with a range of dry fruits and healthy snacks.

    While the GIC-backed startup experienced robust revenue growth, it concurrently observed an escalation in total expenses. In the fiscal year 2023, the company’s total expenses reached Rs. 599.1 crore, marking a substantial rise from the Rs. 378.1 crore incurred in the preceding fiscal year. This dynamic financial landscape underscores Paper Boat’s active engagement in the market and the corresponding challenges and opportunities inherent in its operational endeavors.

    Revenue From Operations of Paper Boat for Financial Year 2020 to 2022
    Revenue From Operations of Paper Boat for Financial Year 2020 to 2022

    Paper Boat’s Success Formula

    Neeraj Kakkar’s strategic acumen steered Paper Boat into becoming a household name. Successful marketing campaigns, a patented conical cap design, widespread retail presence, and exclusive partnerships propelled Paper Boat’s expansion into traditional Indian snacks and the introduction of 11 new juice flavors. As we delve into Paper Boat’s nostalgic odyssey, it becomes evident that this brand has not just bottled memories; it has encapsulated the spirit of a generation.

    Paper Boat Success Story: Founder, Business Model, & More
    Paper Boat company has revived Indian traditional drinks. Read about Paper Boat, the company profile of the juice company, success story, founders, & more.
    StartupTalkyShubham Kumar