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<ul><li>“Truth be told some of our traditions can, in the present day context, do with a little tweaking,” says The Man Company. </li><li>So this Raksha Bandhan, the brand with endorser <keyword id="6354535" type="UNKNOWN" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword>, urges you to remember the times your sisters have protected you and tie a rakhi on their wrists instead. </li></ul>Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective. The film depicts a radically different yet heartwarming take on brother-sister relationship and is part of #RakhiForSisters, a new digital campaign from The Man Company.<br /><br />The film opens with Ayushmann’s elder sister waking up to a heartfelt written note from him on the day of Rakshabandhan. He reminds her of all the times she has protected her brother, from dad’s anger after breaking a vase, from bullies in school and even after suffering a heartbreak. Ayushmann then walks in and declares that he should in fact tie a rakhi on his sister’s wrist for protecting him always. In return, he receives The Man Company men’s grooming kit as his Rakshabandhan gift. <br /><br />Ayushmann is the brand ambassador for The Man Company and is also an investor in the company. As an actor and a public figure, he is well-known for shaking up societal conventions and portraying unorthodox roles. <br /><br />  <div type="Youtube" id="oM5E2q0cqio" title="The Truth | Happy Rakshabandhan | The Man Company" thumbUrl="https://i.ytimg.com/vi/oM5E2q0cqio/mqdefault.jpg"></div><br />The Man Company has through its marketing and promotional campaigns frequently sparked dialogue and conversations on what it means to be a man for the modern times. The brand’s Valentine’s Day campaign this year, #ForAllKindsOfLove, celebrated male body positivity. A previous year’s campaign questioned the stereotyping of ideal love; and pointed out that gender, age, socio-economic status, faith or religion: none of it matters when it comes to love. <br /><br />“The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality. We at The Man Company take pride in contributing meaningfully to the broader conversations on evolving gender roles and the evolving understanding of positive masculinity,” says Hitesh Dhingra, Founder and CEO, The Man Company.<br />

Ayushmann Khurrana breaks yet another stereotype, this time around Raksha Bandhan in his latest ad with The Man Company

<ul><li>Traditionally, the festival of <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> celebrates the relationship between brothers and sisters. Sisters tie rakhis to their brothers and brothers vouch to protect them in return.</li><li>In today's context, the festival might seem a little patriarchal because lets be honest, not all sisters need to be protected and well, at times our brothers need some protecting too. However, over the years, a lot of brands have tried to change the narrative. </li><li>We list a few ads that have tried to break stereotypes, by trying to get over the traditional meaning of the festival and telling us really progressive stories around the festival.</li></ul>Every year, Raksha Bandhan becomes an occasion to celebrate one of the sweetest bonds in our lives, the love between siblings. <br /><br /> For years, we have witnessed the ad world tell beautiful stories around this bond that siblings share. A lot of the campaigns bring out the camaraderie, love and protectiveness in the relationship. While a lot of brands have often taken a traditional look at the festival, coming up with stories revolving around a brother and a sister, in the past few years, we've witnessed a change.<br /><br />While for the longest time, the narrative has been about a brother protecting his sister, now a lot of brands take a more progressive view and talk about how a lot of sisters protect their brothers too, and it’s no longer restricted to one gender having an upper hand over the other. It's been refreshing to see brands making an attempt to break stereotypes and change the narrative.<br /><br />Many have also broadened the scope of the festival further, not simply restricting the festival to the bond between brothers and sisters. Over the years, we have seen ads where sisters talk about the role their elder sister has played in their lives, or the armed forces play in all our lives. There have also been campaigns where <br /><br />This year we already saw a campaign by <keyword id="3508584" type="PERSON" weightage="20" keywordseo="The-Man-Company">The Man Company</keyword> take a different route in its ad where we saw <keyword id="6354535" type="PERSON" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword> talk about his sister being his protector rather than the other way round.<br /><br />    <div type="Youtube" id="oM5E2q0cqio" title="The Truth | Happy Rakshabandhan | The Man Company" thumbUrl="https://i.ytimg.com/vi/oM5E2q0cqio/mqdefault.jpg"></div><br />We scouted the internet to look for some ads that have over the years done a good job in <keyword id="1247655" type="PERSON" weightage="20" keywordseo="Breaking-stereotypes">breaking stereotypes</keyword> and changing the narrative.<br /><br /> Here are our favourite picks:<br /><br /> <strong><keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq">Tanishq</keyword> - Celebrating sisterhood</strong><br /><br />This ad is beautiful for the beautiful and yet simple story-telling. Its simplicity makes it resonate with so many of us. <br /><br />    <div type="Youtube" id="WGAPWeHlsJc" title="Tanishq - Celebrating Sisterhood" thumbUrl="https://i.ytimg.com/vi/WGAPWeHlsJc/mqdefault.jpg"></div><br /><strong><keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>'s #DeliverTheLove</strong><br /><br />What makes this Amazon ad beautiful is the fact that despite being an online marketplace, the ad is stressing more on the fondness and love that this sister feels for her brother rather than focusing on the gifting bit, which is what traditionally most Raksha Bandhan ads talk about. <br /><br />    <div type="Youtube" id="l3N6LvvWzdc" title="#DeliverTheLove this Raksha Bandhan" thumbUrl="https://i.ytimg.com/vi/l3N6LvvWzdc/mqdefault.jpg"></div><br /><br /><strong>Gits Foods</strong><br /><br />There are so many people in our lives who ‘protect’ us by silently watching over us. This ad is a dedication to ‘all the bhaiyyas in our lives.’<br /><br />    <div type="Youtube" id="us8DqWQOc9w" title="Gits Foods - Raksha Bandhan Ad - Directed by Jay Bhansali" thumbUrl="https://i.ytimg.com/vi/us8DqWQOc9w/mqdefault.jpg"></div><br /><strong>Ferns N Petals - Rakhi from Brother</strong><br /><br />This ad also talks about how a sister has always protected her younger brothers from all the troubles and therefore equally deserves a Rakhi tied to her wrist.<br /><br />    <div type="Youtube" id="Ibqu3l2zYOg" title="Rakhi from Brother - Raksha Bandhan 7th Aug" thumbUrl="https://i.ytimg.com/vi/Ibqu3l2zYOg/mqdefault.jpg"></div><br /><strong><keyword id="6437381" type="COMPANY" weightage="20" keywordseo="icici-lombard">ICICI Lombard</keyword> - Promise of Protection</strong><br /><br />Featuring the younger brother of Olympic medalist <keyword id="47387" type="PERSON" weightage="20" keywordseo="Mary-Kom">Mary Kom</keyword>, this beautifully narrated ad tugs at your heartstrings.<br /><br />    <div type="Youtube" id="2F1Tm0qpr_g" title="Raksha Bandhan | Promise of Protection" thumbUrl="https://i.ytimg.com/vi/2F1Tm0qpr_g/mqdefault.jpg"></div><br /><strong>Shopper’s Stop</strong><br /><br />For a lot of us, house helps don’t just remain that, they become an intrinsic part of the family. This ad celebrates the love we share with these special people in our lives.<br /><br />    <div type="Youtube" id="rB-lYv13gYU" title="Celebrate Sisterhood with Shoppers Stop" thumbUrl="https://i.ytimg.com/vi/rB-lYv13gYU/mqdefault.jpg"></div><br /><br /><br />

Here are some progressive Raksha Bandhan ads that have tried to break stereotypes

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Ayushmann Khurrana breaks yet another stereotype, this time around Raksha Bandhan in his latest ad with The Man Company

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Here are some progressive Raksha Bandhan ads that have tried to break stereotypes

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