During Raksha Bandhan, constant fights, a constant desire to kill one another, and the suppressed emotion hidden behind walls all come to the surface; brand advertisements for 2022 reflect these and many other emotions.
Brands have constructed stories of siblinghood with careful consideration as they move more toward emotive storytelling for holiday campaigns to cut through the noise. A few campaigns have highlighted unusual connections in addition to conventional brother-sister relationships.
By leveraging the feelings of relationships to emphasize their presence in the minds of consumers, brands have upped the creative ante to elevate the occasion beyond #SiblingLove. The Raksha Bandhan campaigns for 2022 are as follows.
The rakhi campaign was started by FlowerAura as a show of appreciation for the unsung heroes who make our daily lives so much safer and easier. This ad is masterfully designed with a hidden message to memorialize the special relationship we have with the brothers and sisters of our choice rather than just limit the celebration of rakhi to our closest relatives.