Have you ever thought about how much your siblings shape who you are? Tanishq, the famous jewellery brand, has launched a beautiful ad called ‘Brothers, Written By Sisters’ for Raksha Bandhan.
This isn’t just about sparkling jewellery; it’s a sweet look into the quiet, lifelong bond between brothers & sisters, and the important role they play in shaping each other’s lives.
The ad shows sibling love in a whole new light.
Let’s see exactly what the ad is all about and why are people loving it.
The Ad
The campaign, created by the agency ‘Talented,’ explores the rich and changing relationship between sibling
This campaign is a follow-up to Tanishq’s earlier, much-loved campaign, ‘Fathers Written by Daughters,’ which showed how daughters influence their fathers’ views.
Now, the focus shifts to siblings, highlighting the mutual growth and shared values that flow between a brother and a sister.
The ad beautifully shows how a woman’s point of view brings more meaning and empathy to relationships.
A Sister’s Influence, A Brother’s Opennes
As Pelki Tshering, the Chief Marketing Officer at Tanishq, explains, “a sister often becomes a boy’s first mirror to empathy, fairness, and emotional growth”.
She adds that women “effortlessly, knowingly, unknowingly add a speck of beauty to every relationship” and that “it’s her perspective that quietly shapes a more equitable and empathetic world”.
The video beautifully shows this aspect.
But it’s not just a one-way street.
The ad also highlights the brother’s important role in receiving, reflecting, and acting on these early lessons.
His willingness to be open and emotionally responsive helps the relationship grow and stay strong.
This ad really emphasizes that siblinghood is a two-way street, where both individuals influence and grow together throughout their lives.
Focus on Emotions, Not Promotions
The ad shows the beautiful life of the siblings..
No hard selling or promotions of their product- The jewellery
Although the product is subtly shown in a few key shots, it doesn’t feel forced.
But rather, it genuinely adds to the messaging of the ad.
People are tired of brands using festivals & celebrations to promote their products.
So the focus should be on the emotions of the festivals and less about “promotions” and selling.
That’s exactly what Tanishq did.
And with 15 Million+ views on Youtube, people are loving this approach for the ad!
Redefining Raksha Bandhan
Tanishq also uses this ad to offer a new perspective on the meaning of Raksha Bandhan.
While the bond might start with playful equality in childhood, societal roles and expectations can sometimes make it unequal over time.
By telling the story from the sister’s point of view, Tanishq aims to bring the relationship back to its core values of shared growth, mutual respect, and companionship.
Conclusion
The message is clear:
Raksha Bandhan should celebrate a bond where both protect, both nurture, and both grow together- a bond that remains equal, always.
Tanima Kohli and Leena Gupta, the creatives from Talented, shared that “every scene was built to reflect different facets of a sibling bond”.
This ad is a beautiful tribute to the quiet yet powerful role siblings play in shaping who we become, reminding us that love, respect, and growth flow both ways.
And by focusing on the bond between the siblings (rather than the product promo), Tanishq has won the heart of people with this brilliant Raksha Bandhan Ad.
Talking about emotional camapaigns that connected with people, here’s a father’s day campaign by HealthOK that will make you cry.
