The campaign captures the warmth of sibling bonds through everyday moments and thoughtful gifting.

CaratLane, the omni-channel jewellery brand from the Tata Group, has launched its Raksha Bandhan campaign with popular digital actors Ayush Mehra and Yashaswini Dayama. The campaign film brings to life the nuances of sibling relationships-light-hearted teasing, daily camaraderie, and moments of genuine care.

The video portrays the duo in a refreshingly relatable brother-sister dynamic, underscoring that the essence of Rakhi lies not just in tradition, but in the everyday gestures and emotional bonds that define the relationship.

“Raksha Bandhan is about love, nostalgia, and a connection that only siblings truly understand,” said Shaifali Gautam, Chief Marketing Officer at CaratLane. “With Ayush and Yashaswini, we’ve recreated that joyful energy in a way that feels authentic and heartfelt. This year, we’re excited to help families celebrate across borders with our expanded international shipping-making it easier to send beautifully crafted jewellery as a meaningful Rakhi gift.”

As siblings increasingly depend on courier services and gifting platforms for Rakhi celebrations, CaratLane positions itself as a thoughtful alternative-combining emotional value with convenience. The campaign reinforces the brand’s ongoing effort to make jewellery gifting more personal, accessible, and relevant to today’s digital-first generation.