Campaign Spotlight

Campaign Spotlight: Tanishq and Dentsu Webchutney celebrate #SistersByChoice in their new Raksha Bandhan film

MUMBAI, INDIA — Tanishq, India’s most loved and trusted jewellery brand, has launched its latest digital film on Raksha Bandhan which celebrates the beautiful bond of a sister and her sister-in-law. The film showcases how their relationship is much more evolved than just being sisters-in-law and rather being #SistersByChoice. The tradition of ‘Lumba Rakhi’ on Raksha Bandhan symbolizes this pure bond of love, care, and nurture – a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well for, it is believed that it is not just the brother but the sister-in-law too, who is responsible for the sister’s protection and together they form a protective cocoon around the sister.

The heartwarming digital film conceptualised by Tanishq and Dentsu Webchutney poignantly portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time. Through this film, Tanishq celebrates a relationship that has an underlying promise of protection, love, and care. Despite all the unsolicited advice and the myths around sister-in-law relationship, this film captures the playful and rather easy-going relationship of a sister and her sister-in-law which strikes an emotional chord.


Lumba Rakhi is a symbol of this relationship where they are sisters-in-choice rather than just sisters-in-law. The film beautifully captures the changing dynamics of their relationship from when the sister-in-law becomes a part of their family and how it coheres into a sweet, nurturing and protective bond akin to how it is between two sisters. For the husband’s sister, her sister-in-law is not just her brother’s life partner but also her own partner-in-crime. Thus with a different take on relationships and the festivity, the film exudes warmth and genuine emotions around this sweet celebration of lumba rakhi on Raksha Bandhan.

Speaking about the campaign, Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company Ltd, said, “Raksha Bandhan has always been a beautiful occasion to celebrate diverse relationships, their special bonds and reinforce the promise of taking care of someone – and that needn’t be just a brother-sister equation. #SistersByChoice is our humble attempt to showcase and celebrate the unique tradition of Lumba Rakhi capturing a loving banter between a sister and her sister-in-law that spreads happiness and positivity. With our latest campaign, we hope to celebrate the underlying promise & emotion around Raksha Bandhan which is all about love & care.”

Quoting the film, the Strategy X Creative duo from Dentsu Webchutney, Shambhavi Ramanathan & Binaifer Dulani said, “Women uplifting women is the underlying theme of our times. We’re elated to add a new dimension to the Rakshabandhan conversation by shining the spotlight on progressive womanhood. We’ve challenged the baggage around the dynamic shared by sisters-in-law, and portrayed a newer and more nuanced narrative with #SistersByChoice.”


Ranjani Krishnaswamy, General Manager, Marketing- Tanishq
Gaurav Midha, Deputy Group Manager – Tanishq
Ru Chatterji Marketing Manager- Tanishq
Tanasha Amlani Assistant Marketing Manager – Tanishq


Binaifer Dulani – Creative Director
Misbah Shahana – Group Head Art
Zeel Mehta – Copy Supervisor

GD Prasad – Vice President
Ranajit Gopinath – Account Director
Rajvi Mehta – Account Executive

Shambhavi Ramanathan – Planning Director
Ishi Shandiliya – Jr. Strategist

Table India Producer: Balraj Singh Sandhu
Mehr Sahib – Senior Producer Films at Webchutney

Ronak Chugh


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