Flipkart Minutes’ dedicated Rakhi Store became the go-to destination for last-minute festive needs, with 2000+ Rakhis sold per minute along with Mobile Handsets, True wireless earbuds, Gold Coin Bar and Smart Watches topping gifting categories. Shopping peaked between 4PM and 10PM with mobile phones recording the highest gifting orders in a single hour, a testament to how quick commerce is becoming central to on-time festive delivery.

Gifting choices reflected a clear shift from convention. Beyond traditional gifts, shoppers drove 3.5X growth across accessories such as fashion brooches, mobile tripods and watch combos with search trends for sweets like besan laddu and rasmalai, chocolates and Rakhi-related searches including ‘Rakhi gift hamper for brother’, ’Rakhi Gift Basket for sister’ and ‘Rudraksha Rakhi’ pointing to a broader move towards personalised, occasion-led purchases. Ethnic wear also emerged as a strong last-minute category on Minutes, with orders for men’s kurtas growing 87% YoY as shoppers increasingly turned to quick delivery for festive and occasion-ready dressing.

From planned purchases to eleventh-hour gestures, Flipkart Minutes is powering the full spectrum of Raksha Bandhan shopping for Gen Z, Bharat, and consumers across the country.

Moving beyond the conventional brother-sister narrative, the campaign explores a broader and more relatable idea of bhaichara, the unspoken bond of support, affection, and loyalty shared across relationships. Through six episodes, ‘Makeup Ka Bhaichara’ brings these moments to life through a mix of humour, emotion, and everyday relatability. The campaign captures the little fights, inside jokes, shared chaos, and quiet gestures of care that make relationships special, offering a contemporary take on what Rakhi can mean to today’s consumers.

Commenting on the campaign, Mihir Jain, Director, Insight Cosmetics, said, “This Rakhi, we wanted to celebrate the feeling behind Rakhi, the people who have your back, in big ways and small. That’s what led to ‘Makeup Ka Bhaichara.’ Our collaboration with Zepto and Smoor allowed us to take that idea beyond content and turn it into an experience. From the nostalgia of Rakhi ka meetha to getting your beauty favourites delivered through Zepto, we wanted the entire experience to feel surprising, relevant, and genuinely fun.”

Taking the campaign from screen to doorstep, Insight Cosmetics has collaborated exclusively with Zepto to introduce the ‘Makeup Ka Bhaichara’ Celebration Edit, bringing together beauty and festive indulgence in one curated box. The limited-edition edit pairs Insight Cosmetics’ beauty offerings with Smoor Chocolates, adding a premium take to the traditional Rakhi custom of sharing something sweet.

Kuch meetha chahiye? Mil jayega.
Kuch makeup chahiye? Woh bhi Zepto pe mil jayega.
Bhaichara celebrate karna hai? Ab woh bhi with Insight X Zepto.

Insight cosmetics X Zepto Special : https://www.instagram.com/p/DcLnWvXoSfY/

Episode 1 Bhaichara Campaign  : https://www.instagram.com/p/DcQweY1NcsB/

Episode 2 Bhaichara Campaign : https://www.instagram.com/p/DcV6DG8tE_v/

This festive season, Blue Dart Express Limited, South Asia’s premier express air and integrated transportation and distribution company, is celebrating these cherished connections through its #YaadonKaBandhan campaign. As part of the campaign, Blue Dart has introduced special Rakhi Express shipping offers to help customers send festive packages conveniently across India.

Valid from 27 July to 28 August 2026, the offer provides special flat rates on Domestic Priority shipments weighing up to 2.5 kg and discounts of up to 50% on eligible international shipments weighing between 0.5 kg and 3 kg. Customers can use the service to send Rakhis, personalised gifts and festive packages across Blue Dart’s extensive domestic network.

Through the campaign, Blue Dart aims to make festive shipping more accessible while ensuring that every package is handled with care and delivered with the speed, reliability and precision associated with its express network.

Offer Details*:

*The offer is applicable only to Domestic Priority shipments. Taxes and other applicable charges, if any, will be additional. Terms and conditions apply. 

*Custom Duty, Taxes and other applicable charges, if any, will be additional. Terms and conditions apply.

As families increasingly celebrate festivals across distances, dependable logistics plays an important role in ensuring that traditions continue uninterrupted. Supported by its integrated air and ground network, Blue Dart continues to connect people, businesses, and communities across the country through reliable and time-definite delivery solutions.

The limited-period offer is available across Blue Dart–DHL retail stores and Franchisee Collection Centres. Customers can also avail of free doorstep pickup by booking through Blue Dart’s website or Customer Care, subject to service availability.

Link to the media assets for your perusal – https://drive.google.com/drive/folders/138_j_hQPy6VlHsmQmYbaX_HjKyFX3hJY

Rooted in the warmth, nostalgia, and banter of sibling relationships, the campaign offers a refreshing twist on the traditional gifting narrative by celebrating the excitement of discovering gifts that are just as desirable for the giver as they are for the recipient. The film’s light-hearted storytelling and relatable sibling dynamic reinforce the irresistible appeal of Nestasia’s thoughtfully curated Raksha Bandhan collection. Featuring elegant home décor, serveware, kitchenware, and lifestyle essentials, the collection is designed to make festive gifting more memorable while ensuring every gift becomes a cherished keepsake that both siblings would love to own.

Speaking about the campaign, Aditi M Agrawal, Co-founder, Nestasia, said, “Every Raksha Bandhan, people spend a lot of time choosing gifts that feel personal and memorable. We wanted to build a campaign around the moment you’ve found that perfect gift and think, ‘Maybe I should pick one for myself too before I give it away.’ That simple, relatable insight became the inspiration for our heist film. It’s playful, unexpected, and rooted in the kind of sibling chemistry we all recognize. At the same time, it allowed us to showcase our Rakhi gifting collection in a way that feels authentic, entertaining, and true to the joy of the festival.”

From elegant serveware to kitchen essentials, drinkware and organizers, the campaign showcases Nestasia’s curated Rakhi gifting range through moments that feel organic, entertaining, and relatable. Every product featured in the film reflects the brand’s belief that meaningful gifting should combine aesthetics, functionality and a touch of surprise.

The campaign reflects Nestasia’s continued focus on storytelling-led marketing, where products are woven naturally into everyday moments instead of simply being showcased. The film presents Nestasia’s Rakhi collection as gifts that are not only appreciated but also impossible to let go of by combining cinematic storytelling with the widely recognizable sibling dynamic.

With an unexpected twist and a dose of sibling mischief, Nestasia’s film invites consumers to celebrate nostalgia and playful rivalry that make Raksha Bandhan unforgettable. The brand has previously collaborated with personalities such as Sanya Malhotra and Anshula & Arjun Kapoor, further strengthening its storytelling-led approach to connecting with audiences through relatable and engaging campaigns.

YouTube Link: https://youtu.be/U7UcD5UoD6Q?si=iBRvuF_f_yCCa3EU
Instagram Link: https://www.instagram.com/p/DbXcC89R-jc/

Riddhima Kapoor Sahni X Nestasia Link : https://www.instagram.com/p/DbVR0yhTEzY/