The age-old tradition of Raksha Bandhan has evolved over the years through generations, and brands have put forth their best efforts to capture the modernised celebrations, staying true to their brand image.

McDonald’s, Happydent, The Coca-Cola Company, Amul India, Swiggy, Zepto, Marvel Entertainment, Netflix India, BookMyShow, Flipkart and Shaadi.com, all came up with unique innovative ideas to wish their customers a blessed Raksha Bandhan.

McDonald’s featured an image of hands tying a Rakhi, with the McDonald’s smile logo subtly incorporated. Happydent showed a witty depiction of a sister handing an envelope with visible coins, with the caption reflecting the humorous side of giving pocket money during Rakhi. The Coca-Cola Company showed an image of a Coca-Cola bottle decorated with Rakhi-like beads, using the iconic bottle shape.

Amul India featured the iconic Amul characters, with a sister tying a Rakhi on her brother’s wrist while holding a butter slab. The caption, “Aaj bhaiya ko maska lagao!” (Butter up your brother today!), connects the tradition with Amul butter and plays on the phrase “maska lagao.”

Swiggy Instamart presented a creative Rakhi agreement document that includes sibling rules, modernising the sibling relationship with a humourous legalistic approach. Zepto’s POV image contrasts two perspectives of Raksha Bandhan: “others’ POV” showing a traditional thali (plate) with Rakhis and ceremonial items, and “brother’s POV” focused on sweets and chocolates. Marvel Entertainment featured a visual of Avengers’ hands with Rakhi tied on them, combining the sibling bond with the superhero universe.

Netflix India’s Raksha Bandhan creative featured a collage of sibling pairs from popular movies, with the caption, “Who called them ‘siblings’ and not partners in masti, chaos and kalesh!” BookMyShow referenced the newly released movie ‘Stree 2,’ Flipkart gave a reminder to brothers who might have forgotten Raksha Bandhan, encouraging them to order a gift quickly, and Shaadi.com featured a modern twist on the traditional sentiment of the song “Bhaiya Mere Rakhi Ke Bandhan Ko Nibhana.”

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As the essence of Raksha Bandhan continues to evolve, these brands have illustrated how traditions are celebrated in different ways. The blend of nostalgia with innovation honours the spirits of sibling bonds and connects the new generation of consumers in fresh, relevant ways. The confluence of tradition and modernity reminds us that while customs may adapt, love and connection remain timeless and universal.