Nestasia has launched its Raksha Bandhan campaign, “Gifts So Good, You’d Hate Gifting Them,” built around a relatable moment – picking the perfect gift and briefly wishing you’d kept it for yourself.
The campaign film follows a sister who returns to reclaim the Rakhi gifts she had chosen for her brother, framed as a light, heist-style narrative. Alongside the film, the brand has partnered with Riddhima Kapoor Sahni on Instagram, where she showcases pieces from Nestasia’s Raksha Bandhan collection. Together, the film and the influencer collaboration spotlight products across home décor, serveware, kitchenware, and lifestyle categories from the brand’s festive gifting range.
Aditi M Agrawal, co-founder of Nestasia, said the campaign stems from a familiar insight – the instinct to keep a gift you’ve just picked out before handing it over. She said this idea shaped the film’s playful, heist-driven tone, rooted in recognisable sibling dynamics, while allowing the brand to weave its Rakhi collection into the story in a way that feels authentic and true to the festival’s spirit.
The campaign continues Nestasia’s storytelling-first marketing approach, integrating products into the narrative rather than showcasing them individually. The brand has previously worked with actor Sanya Malhotra, as well as siblings Arjun Kapoor and Anshula Kapoor, for past campaigns – building a recurring theme of sibling-led storytelling around its festive gifting range.
