Tanishq's Rakhi Ad Celebrates Sibling Bonds in 'Brothers by Sisters' Campaign

Tanishq, the flagship jewellery brand in India has come out with its heart-touching Raksha Bandhan campaign, Brothers Written by Sisters, which is an ode to the eternal love between the siblings.

The campaign breaks the conventional stories of Raksha Bandhan by telling the story of how Two siblings nurture one another in terms of growth, understanding and respect by going past the role of any protector and protectee.

Unveiled on August 6, 2025, the campaign focuses on the far-reaching impacts of the role that sisters play in the emotional and empathetic development of their siblings. It describes the relationship between the brother and the sister as an egalitarian, friendship, and a shared growth through a moving story.

This relationship is well represented by the film that is a part of the campaign as it represents the role of sisters as the initial reflection of the brother in terms of his comprehension of fairness and emotional maturity.

• Tanishq’s ‘Brothers Written by Sisters’ Campaign Redefines Raksha Bandhan with Emotional Storytelling
• Tanishq Celebrates Sibling Equality in Raksha Bandhan Ad Honoring Sisters’ Impact
• New Tanishq Campaign Highlights Mutual Growth and Empathy in Brother-Sister Bonds

 Pelki Tshering, Chief Marketing Officer at Tanishq, emphasized, “With Brothers Written by Sisters, we celebrate the sister’s perspective that quietly shapes a more equitable world. This film honors the lifelong bond where both siblings protect and nurture each other.”

Following the emotional appeal of Tanishq recent performance featuring Father Day, Fathers Written by Daughters, this Raksha Bandhan campaign follows the brand legacy of storytelling that highlights the change of family structure. The campaign also redefines Raksha Bandhan as a festival in which the norms and expectations of the society are lowered and a relationship based on mutual appreciation is highlighted. The story highlights the fact that Raksha Bandhan is not only a form of protection, it is also a source of bonding in terms of siblings maturing together.

The campaign has resonated with the audiences, and it fits the reputation of Tanishq creating quality storytelling. Providing a new vision of the relationship between siblings, Brothers Written by Sisters make people watch the festival with invigorated traces of equality and unity. The ad has been running on the social media channels of Tanishq and has so far received good traction further consolidating the brands belief that it is important to celebrate relationships that create a more empathetic world.

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With the arrival of Raksha Bandhan, Tanishq welcomes all people to celebrate the age-old love and protection between the brother and sister through the beautiful Rakhi pendants.