This Raksha Bandhan, Myntra is turning sibling banter into a stylish celebration with its new festive campaign, ‘The Rakhi Pledge’. The campaign features a humorous short film where brothers take a light-hearted oath in front of their sisters-pledging to stop making excuses for last-minute or underwhelming Rakhi gifts.

The campaign is anchored in Myntra’s 30-minute express delivery service, M-Express, positioning it as the go-to destination for quick, thoughtful gifting during the festive rush. It aims to not just entertain but also offer a practical solution for procrastinating siblings across India.

As part of its festive offering, Myntra has introduced a specially curated Raksha Bandhan collection featuring over 10,000 rakhis, 30,000+ festive wear styles, and more than 100,000 gifting options. The assortment spans fashion, beauty, home décor, accessories and personalized gift packs, catering to diverse tastes and expressions of sibling love.

The campaign also celebrates the evolving definition of Rakhi, embracing bonds beyond the traditional brother-sister dynamic-including sisters gifting sisters, friends, cousins, and even pets. It runs across digital platforms, social media, and through influencer collaborations, enabling Myntra to engage audiences in multiple regional and urban markets.

Speaking to the spirit of Rakhi, the campaign blends emotion, speed and style-transforming the gifting experience from a chore into a celebration. Whether it’s a stylish kurta, a beauty box, or a heartfelt token of love, Myntra ensures it arrives on time-and with love.