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Tanishq celebrates beautiful bond of a sister and her sister-in-law in its #SistersByChoice campaign

The digital film conceptualised by Tanishq and Webchutney portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time

Click on the Image to watch the TVC.

Jewellery brand Tanishq from the Tata Group has launched its latest digital film on Raksha Bandhan, which celebrates the beautiful bond of a sister and her sister-in-law. The film showcases how their relationship is much more evolved than just being sisters-in-law and rather being #SistersByChoice.

The tradition of ‘Lumba Rakhi’ on Raksha Bandhan symbolises this pure bond of love, care and nurture — a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well, for it is believed that it is not just the brother but the sister-in-law too, who is responsible for the sister’s protection and together they form a protective cocoon around the sister.

The heart-warming digital film conceptualised by Tanishq and Webchutney, poignantly portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time. Through this film, Tanishq celebrates a relationship that has an underlying promise of protection, love and care. Despite all the unsolicited advice and the myths around sister-in-laws relationship, this film captures the playful and rather easy-going relationship of a sister and her sister-in-law which strikes an emotional chord.

Lumba Rakhi is a symbol of this relationship where they are sisters-in-choice rather than just sisters-in-law. The film beautifully captures the changing dynamics of their relationship from when the sister-in-law becomes a part of their family and how it coheres into a sweet, nurturing and protective bond akin to how it is between two sisters. For the husband’s sister, her sister-in-law is not just her brother’s life partner but also her own partner-in-crime. Thus with a different take on relationships and the festivity, the film exudes warmth and genuine emotions around this sweet celebration of lumba rakhi on Raksha Bandhan.

Ranjani Krishnaswamy, GM, Marketing, Tanishq, Titan Company Ltd, said, “Raksha Bandhan has always been a beautiful occasion to celebrate diverse relationships, their special bonds and reinforce the promise of taking care of someone – and that needn’t be just a brother-sister equation.

“#SistersByChoice is our humble attempt to showcase and celebrate the unique tradition of Lumba Rakhi capturing a loving banter between a sister and her sister-in-law that spreads happiness and positivity. With our latest campaign, we hope to celebrate the underlying promise and emotion around Raksha Bandhan, which is all about love and care.”

Shambhavi Ramanathan and Binaifer Dulani, Strategy X Creative duo from Dentsu Webchutney, said, “Women uplifting women is the underlying theme of our times. We’re elated to add a new dimension to the Rakshabandhan conversation by shining the spotlight on progressive womanhood. We’ve challenged the baggage around the dynamic shared by sisters-in-law, and portrayed a newer and more nuanced narrative with #SistersByChoice.”

Tanishq has also launched a special collection of Rakhis and Lumba Rakhis, which are inspired by mythological symbols and motifs that from time immemorial are believed to be the most powerful symbols of protection, hope and good fortunes. The collection features beautifully detailed designs that truly stand to protect and heal through these talismans.

The pious threads of the Rakhis embrace and strengthen the beautiful bond of a sister with her brother and her sister-in-law.  This range embellished with golden and silver dials is quite versatile too for it doubles up as pendants as well.

Client: Tanishq

General Manager, Marketing, Tanishq: Ranjani Krishnaswamy

Deputy Group Manager, Tanishq: Gaurav Midha

Marketing Manager, Tanishq: Ru Chatterji   

Assistant Marketing Manager, Tanishq: Tanasha Amlani

Agency: Webchutney


Creative Director: Binaifer Dulani

Group Head Art: Misbah Shahana

Copy Supervisor: Zeel Mehta

Account Management:

Vice-President: GD Prasad

Account Director: Ranajit Gopinath

Account Executive: Rajvi Mehta


Planning Director: Shambhavi Ramanathan

Jr. Strategist: Ishi Shandiliya

Production House: Table India

Producer: Balraj Singh Sandhu

Senior Producer Films at Webchutney: Mehr Sahib  

Director: Ronak Chugh

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