Ad Campaigns
No brother? No problem: This Raksha Bandhan do it the Godrej way with #WorkSibilings
MUMBAI: Raksha Bandhan has always celebrated the sacred chaos of siblinghood, the fights, the food thefts, the unspoken loyalty. But in today’s world, that bond is becoming rarer. Many of us don’t live in the same city, or even the same country, as our siblings anymore. With changing family dynamics or preferences leaning towards single children, an increasing number of children are growing up without siblings at all. A 2023 YouGov-Mint-CPR Millennial Survey said that among urban millennials in India, 47 per cent wanted only one child.
At the same time, our workplaces have become our second homes. We spend more hours with colleagues than we do with friends or family. In that proximity, real bonds form, ones that go beyond job roles and coffee chats. We’ve all heard of “work spouses”, but what about the “work sibling”? The one who teases you endlessly in meetings, finishes your half-written decks, steals your snacks, and always has your back.
This Raksha Bandhan, Godrej Industries Group (GIG), through its brand agnostic lifestyle platforms Godrej L’Affaire and Vikhroli Cucina, introduces a delightful campaign for the modern professional: ‘The Work Sibling – India’s New Badge of Workplace Bonding’
Through a tongue-in-cheek digital film and an interactive social media activity, the campaign invites working professionals to “adopt” their favorite colleagues as official work siblings. From stealing your snacks to roasting your ideas (with love, of course), this satirical campaign brings the chaotic joy of siblinghood right into the workplace.
https://youtube.com/shorts/ezSw3qMcQQY?si=M33hbyUlctaBYt6A
Set up like a parody infomercial, the film hits nostalgic notes from loud typers and pineapple-on-pizza debates to desk fights and lunch thefts, it turns everyday office chaos into classic sibling moments. This Raksha Bandhan, celebrate your ‘work sibling’ the colleague who roasts you in 4K but backs you in every pitch. Tag them with a message, and a personalised e-Rakhi card will quietly slide into their DMs because what’s Raksha Bandhan without a bit of emotional blackmail?
The campaign sparked a wave of hilarious confessions and shoutouts, as professionals shared their own work sibling moments on the campaign comments section.
Commenting on the campaign, Godrej Industries Group chief communication officer, Sujit Patil said, “With ‘The Work Sibling’, we wanted to celebrate the everyday bonds that make workplaces feel more human. At Godrej, we have always believed that strong teams are built on beautiful bonds of friendship and understanding, not just roles. This campaign reflects our continued focus on employee wellbeing, and we hope it brings a little joy to offices across the country by encouraging people to appreciate colleagues who feel like family.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
