Myntra is marking Raksha Bandhan with ‘Bhai Code’, a new campaign for its quick-commerce arm M-Now that leans into the humour and warmth of sibling dynamics. Rather than the usual sentimental route, the film frames brotherhood as an unofficial rulebook, covering everything from setting gift budgets to muting an overachieving NRI brother and navigating broken phones caused by badly timed ringtones. The comedy sits on top of a simple truth: brothers, in their own chaotic way, always show up for their sisters.

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The campaign nudges viewers toward M-Now, where brothers can shop directly off their sisters’ wishlists, under the line “The Rules of Rakhi Have Changed. Rakhi Gifts on M-Now. Bhai-Now.” It’s a clear play on last-minute gifting behaviour, positioning the app as the fix for Rakhi-day panic buys.

Myntra has also widened its festive offering this season, with the Rakhi storefront now spanning premium gifting, ethnic wear, footwear, beauty, accessories, handbags, and a growing range of premium and silver Rakhis. M-Now itself is live across major metros and non-metro cities including Bengaluru, Mumbai, Delhi NCR, Kolkata, Chennai, Hyderabad, Pune, Patna, Jaipur, Lucknow, and Ahmedabad, giving users access to over a lakh SKUs from 1,000+ brands.

Abhishek Gour, senior director of marketing at Myntra, noted that Raksha Bandhan tends to trigger a lot of last-minute shopping, and the campaign was built to tap into that urgency while positioning M-Now as the go-to gifting partner this festive season. Creative duo Aditi Gujaran and Vaibhav Pachisia of Talented said the idea grew from imagining brotherhood as its own secret society with rules for distinctly unserious situations.