Mumbai, August 13: Raksha Bandhan or popularly known as Rakhi is one of the most important festivals in the Hindu calendar. The festival is about spreading joy and protecting your loved ones. Raksha Bandhan 2019 falls on August 15, coinciding with Independence Day. The festival is originally about a sister tying rakhi or a piece of thread on her brother’s wrist, and the latter then gives her a gift in return and promises to protect her all throughout his life. Raksha Bandhan 2019 Date and Auspicious Time: Shubh Muhurat to Apply Tilak and Tie Rakhi on Brother’s Wrist On Full Moon Day of Hindu Shravan Month.
The beauty of the festival is, however, not restricted to only sibling bonding, but it can be celebrated in any relationship where there is love, care and respect for each other. With the change in the mindset of the audience, the narratives used in the ads have evolved. As a result of this, the Raksha Bandhan ads which we see today are less steeped in gender stereotypes and they reflect the progressive thinking of today’s youth.
LatestLY has curated a list of six best Raksha Bandhan ads which will make you miss your sibling on this special day.
Exide Life Insurance:
In this ad, the sister reminds her brother on the day of Raksha Bandhan to always wear a helmet while riding a scooter, because only then will he be able to protect her.
This #RakshaBandhan, celebrate the promise of protection between you and your sibling with #HeadWaaliRakhi. Always wear a helmet because #HelmetSaves #Rakshabandhan2019 pic.twitter.com/EbB4NZMlq6
— Exide Life Insurance (@ExideLife) August 9, 2019
This ad will surely make your eyes moist when you see the young brother leaving his family for the first time to stay in a hostel and how he finds it difficult to imagine his daily life there without his sister around.
Shoppers Stop promotes the message of celebrating sisterhood, by acknowledging those who are always helping you around. Be it your maids or your child’s nanny, they are always around to protect you and make your lives simpler.
This Raksha Bandhan ad by IGP.com celebrates relationship which is not binding by blood, but by love. The ad tries to engulf the scenarios of a long-distance relationship and how gifting your loved ones is an essential thing in India.
This Twitter ad by Fitbit encourages brothers to motivate their sisters to stay healthy by gifting them a Fitbit.
A brother’s promise to ‘protect’ is the essence of Rakshabandhan. How about making her fit enough to protect herself? This Rakshabandhan, protect with fitness. Up to 25% off on selected products – https://t.co/sSbTy4EwkL #FitToProtect pic.twitter.com/ugAYb1InUE
— Fitbit India (@FitbitIN) August 12, 2019
Candere by Kalyan Jewellers
Candere by Kalyan Jeweller’s ad shows a brother surprising his busy sister at her office late in the night on the day of Raksha Bandhan.
This Rakhi, give her the ultimate gift #GiftofTime#rakshabandhan #jewellery #canderejewellery #canderebykalyanjewellers #kalyanjewellers pic.twitter.com/Umjb1623Eh
— Candere By Kalyan Jewellers (@CandereByKalyan) August 10, 2019
These commercials do strike the right chord because it reflects reality. Earlier this week, women in Sangli district, one of the worst affected in the Maharashtra floods tied Rakhi to Navy and Army officials for undertaking the rescue operation and saving their lives. This is what Raksha Bandhan truly stands for, you don’t need any blood relation, but mutual respect and love is what this festival stands for.
LatestLY wishes all the readers a Very Happy Raksha Bandhan.