Raksha Bandhan 2021: Heartwarming Ads That Celebrate A Special Bond

Raksha Bandhan is a festival that celebrates the bond between siblings

Raksha Bandhan is one of the most-awaited and widely celebrated festivals in India. While it honours the special relationship between a brother and his sister, it also brings all family members together and is an opportunity to celebrate familial bonds of all kinds. Not one to miss the opportunity, every year, several companies launch new campaigns and advertisements to be a part of Raksha Bandhan celebration, focusing on the unique bond between brothers and sisters. Usually, the advertisements are not only creative and heart-warming but also tend to speak of a larger social message. For instance, consider the ad campaign by Cadbury, which decided to do “something special” for amputees. The confectionery company collaborated with experts to build low-cost prosthetic hands that can enable the person to feel the touch of everything – even the thread of a rakhi. “This time I'm going to give a big surprise to my sister. She will be very happy,” said Subham, as the video showed his sister tying a rakhi on his prosthetic hand. Cadbury says its aim is to allow other children like Subham to feel the sense of touch with its creation. Cadbury's Raksha Bandhan ad has received nearly 13 million views on YouTube.