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<ul><li>The father of the nation, Mahatma Gandhi, had proclaimed that a country is truly free when a woman will be able to safely walk the streets at midnight. </li><li>The ‘protectors’ of women in India come in many forms -- the <a href="https://www.indiatoday.in/india/story/manoj-tiwari-calls-for-formation-of-anti-romeo-squads-in-delhi-youngsters-divided-1558797-2019-06-29">anti-Romeo squad</a>, the agitators against ‘Love Jihad’, those who slap women on Valentine’s Day, and many more. </li><li>India’s 73rd Independence Day may be a momentous occasion for the women of the country to claim their freedom from bias, misogyny, and the image of being the weaker sex. </li></ul> This year, India will be celebrating <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> or <keyword id="6373020" type="PERSON" weightage="20" keywordseo="rakhi">Rakhi</keyword> along with Independence Day- in a rare yet ironic coincidence. The festival of Rakhi is intended to celebrate the bond between siblings and in practice, it’s the day when the brother renews his vow to ‘protect’ the sister and showers her with gifts. The father of the nation, Mahatma Gandhi, had proclaimed that a country is truly free when a woman will be able to safely walk the streets at midnight. By the Mahatma’s standard, India is not yet independent as crime against women is<a href="https://timesofindia.indiatimes.com/city/gurgaon/gurgaon-fbd-top-list-of-crimes-against-women/articleshow/70544472.cms"> on the rise</a>, men still make way more money for the same job, and the freedom of choice is still a luxury that only a few women in the country enjoy. While it is imperative for India to renew its promise of ‘raksha’ or safety for all its women, India’s 73rd Independence Day may be a momentous occasion for the women of the country to claim their freedom from bias, misogyny, and the image of being the weaker sex. And all eyes will be on the Indian Prime Minister Narendra Modi to make a statement on the safety and empowerment of women at his Red Fort speech tomorrow as the festival of rakhi coincides with the celebration of freedom. The first step could be an acknowledgement of the problem by releasing a <a href="https://www.thehindu.com/news/cities/Delhi/crime-up-by-6-in-2018-slight-dip-in-crime-against-women/article25954302.ece">country-wide data </a>on crime against women-- something that has been awaited. Freedom of choice Many of the hurdles in the path of women in India are the same as they are elsewhere. The #MeToo movement erupted around the same time in India as it did in Hollywood-- and it was just as widespread and the system was just as rotten. But as in any other case, India has its own quirks. The ‘protectors’ of women in India come in many forms -- the <a href="https://www.indiatoday.in/india/story/manoj-tiwari-calls-for-formation-of-anti-romeo-squads-in-delhi-youngsters-divided-1558797-2019-06-29">anti-Romeo squad</a>, the agitators against ‘Love Jihad’, those who slap women on Valentine’s Day, and brothers/fathers who would rather see the girl dead than be married to someone outside the caste or religion. The anti-Romeo squads and the agitators against ‘Love Jihad’, in their own construct, try to protect women from ‘predators’-- mostly men from another religion-- luring them with ‘love’. While thrashing the couple or forcing them out of their embrace, no one asks the woman if she is in the relationship by her own will. The attackers have state support, sometimes overt and tacit at other times. Love in the times of nationalism ‘Love’ in India can be overwhelming in its own way. Mothers feed you more than you need, fathers guide you more than you can take, and often, brothers stalk you more than other boys-- all with the best intent. They feel obliged to have a hawk eye on the girl of the family because the world out there can be brutal. Therefore, the family, with the best interest of the girl in mind, decides what she should eat, wear, study, feel and where she should work, irrespective of her own desires and aspirations. While the brother is obsessed with caring for the sister, a stolen video clip of an unsuspecting girl, naked in the shower, will land on WhatsApp and that will be duly forwarded to other groups for a good laugh.

‘Freedom of choice’ will be a good gift for sisters celebrating Independence Day and Raksha Bandhan

The story of <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha bandhan</keyword> is not just about brotherhood only. In India, it transforms into a bond which brings with it, the responsibility of protection. The North Indian festival has assumed importance during the time of wars and strife in a pre-independent era when pillaging was common. Women who had no surviving male relative would tie a <keyword id="6373020" type="PERSON" weightage="20" keywordseo="rakhi">rakhi</keyword> to friends or acquaintances, who will then take up the role of their ‘protector’. The story of the Rakhi finds mention in mythology too. Draupadi the queen of the Pandavas, in the epic Mahabharata, is believed to have tied a band around Lord Krishna’s arms, which turned into a rakhi. In turn, Krishna saved her with an endless supply of cloth as her husband’s rivals, the Kauravas, tried to disrobe her in an open court. The widowed queen of Mewar, Karnavati, sent a rakhi to Emperor Humayun of the Mughal Empire seeking help when her kingdom was under attack from Bahadur Shah. Humayun obliged and ran to rescue her despite the rivalry between the two families. Though she had immolated herself by the time his army reached the area which is now a part of Rajasthan, he did restore the kingdom to her young son by defeating Shah. The 21st century In the 21st century, Rakhsa bandhan celebrates the brotherly bond. Many Indians now refrain from tying a rakhi only to brothers but also include sisters and even parents into the fold. It has truly turned into a Thanksgiving of sorts where a family comes together and feasts, while honouring those who love and protect each other. Like most other India festivals, Rakhi too is mostly about giving gifts, in exchange for a rakhi. A large number of stores turn into a mini-Christmas offering a variety of options from potpourri, to clothes, to jewelry to spa passes. This is apart from the e-commerce blast on special offers for the day. Now, mutual funds and insurance companies also offer Rakhi schemes, making it an economically significant festival for the country. Whatever the cause and effect, Indians are known to celebrate them all with pomp, glory while sparing no expense.

The social, economical and political relationships that a Rakhi binds

New Delhi: <keyword id="22930355" type="General" weightage="20" keywordseo="Janmashtami-festivities" source="keywords">Janmashtami festivities</keyword> across the country led to a <keyword id="22930356" type="General" weightage="20" keywordseo="business-surge" source="keywords">business surge</keyword>, with transactions exceeding Rs 25,000 crore, according to the Confederation of All India Traders (<keyword id="20143308" type="General" weightage="20" keywordseo="CAIT" source="keywords">CAIT</keyword>). These figure highlight the robust consumer spending during the festival driven by the vibrant celebrations of <keyword id="20126824" type="General" weightage="20" keywordseo="janmashtami" source="keywords">Janmashtami</keyword>, marking one of the most commercially active periods of the year. CAIT's National General Secretary and Member of Parliament from Chandni Chowk, Praveen Khandelwal, stated that during this significant festival, large-scale sales were observed, particularly in flowers, fruits, sweets, deity costumes, decorative items, fasting sweets, milk, curd, butter, and dry fruits. Khandelwal said that festivals like Janmashtami are an important part of the Sanatan economy, which strengthens the nation's economy. CAIT's National President, BC Bhartia said that Janmashtami was celebrated with great enthusiasm across the country, especially in North and West India, where the festival was celebrated with much joy. <keyword id="20187217" type="General" weightage="20" keywordseo="Krishna-Janmashtami" source="keywords">Krishna Janmashtami</keyword> was celebrated on August 26 this year across the country. Devotees traditionally fast and decorate temples and homes with flowers, diyas, and lights. Temples were decorated attractively, and there were large crowds of people visiting them. He highlighted that the special attractions of the Janmashtami festival included digital tableaux, selfie points with Lord Krishna, and many other delightful scenes. In cities, there were numerous bhajans, religious dances, and discourses by saints and sages. Various social organizations also organized large-scale Janmashtami celebrations. According to scriptures, Janmashtami is celebrated on the eighth day of the dark fortnight of the month of Bhadrapada. It is the day Lord Krishna was born. Earlier this month, the CAIT anticipated a festive trade of over Rs 12,000 crore across the country during the Rakhi festival. In 2022, the business during the Rakhi festival stood at around Rs 7,000 crore, in 2021 it was Rs 6,000 crore, in 2020 it was Rs 5,000 crore, in 2019 it was Rs 3,500 crore, and in 2018 it was Rs 3,000 crore, as per Khandelwal. The trade body said that the markets are witnessing a massive rush for shopping, and people are very enthusiastic about the festival.

Janmashtami festivities drive business across India, sales exceed Rs 25,000 crore: CAIT

<div type="image" title="Image courtesy- Twitter" msid="54050313" hostid="261" caption="&amp;lt;p&amp;gt;In a first, an Indian couple wish to receive their wedding &amp;#8216;blessing&amp;#8217; via PayTM wallet.&amp;lt;/p&amp;gt;"></div>




















 The <keyword id="6357120" type="UNKNOWN" weightage="20" keywordseo="PayTM">PayTM</keyword> wallet has found its way into the ‘great Indian wedding’. Lending a dash of digital, first of its kind in Indian <keyword id="6367159" type="COMPANY" weightage="20" keywordseo="Weddings">weddings</keyword>, a couple Anya and Suchit, have given the option to their relatives and friends of sending their wedding blessing gift or shagun digitally through the PayTM wallet. Through this initiative, the couple aim to promote a cashless and digital economy. Anya and Suchit have successfully shared their PayTM QR Code, on their wedding card, which can be scanned and the money can be transferred in seconds. This is one of the most efficient ways to collect, track and safe-keep the money that is received as shagun in Indian marriages. A cashless wedding is not only environment-friendly but using a <keyword id="418872" type="UNKNOWN" weightage="20" keywordseo="digital-wallet">digital wallet</keyword> helps keep a track of the exchange better. It also promotes the modern trend of integrating smartphones and mobile apps in wedding planning. A similar trend was seen during recent Eid and Rakhi festivals where digital Eidi and Rakhi gifts to sisters were given through digital wallets.

In a first, an Indian couple wish to receive their wedding ‘blessing’ via PayTM wallet.

<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. 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. 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. 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 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. <div type="Youtube" id="oM5E2q0cqio" title="The Truth | Happy Rakshabandhan | The Man Company" thumbUrl="https://i.ytimg.com/vi/oM5E2q0cqio/mqdefault.jpg"></div> 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. Here are our favourite picks: <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq">Tanishq</keyword> - Celebrating sisterhood This ad is beautiful for the beautiful and yet simple story-telling. Its simplicity makes it resonate with so many of us. <div type="Youtube" id="WGAPWeHlsJc" title="Tanishq - Celebrating Sisterhood" thumbUrl="https://i.ytimg.com/vi/WGAPWeHlsJc/mqdefault.jpg"></div> <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>'s #DeliverTheLove 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. <div type="Youtube" id="l3N6LvvWzdc" title="#DeliverTheLove this Raksha Bandhan" thumbUrl="https://i.ytimg.com/vi/l3N6LvvWzdc/mqdefault.jpg"></div> Gits Foods 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.’ <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> Ferns N Petals - Rakhi from Brother 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. <div type="Youtube" id="Ibqu3l2zYOg" title="Rakhi from Brother - Raksha Bandhan 7th Aug" thumbUrl="https://i.ytimg.com/vi/Ibqu3l2zYOg/mqdefault.jpg"></div> <keyword id="6437381" type="COMPANY" weightage="20" keywordseo="icici-lombard">ICICI Lombard</keyword> - Promise of Protection 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. <div type="Youtube" id="2F1Tm0qpr_g" title="Raksha Bandhan | Promise of Protection" thumbUrl="https://i.ytimg.com/vi/2F1Tm0qpr_g/mqdefault.jpg"></div> Shopper’s Stop 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. <div type="Youtube" id="rB-lYv13gYU" title="Celebrate Sisterhood with Shoppers Stop" thumbUrl="https://i.ytimg.com/vi/rB-lYv13gYU/mqdefault.jpg"></div>

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

<ul><li>Indian consumers lean on their family for the smallest and the biggest needs and celebrate our smallest and biggest joys together.</li><li>So with Raksha Bandhan round the corner, brands are reminding consumers to celebrate their love for each other in modern ways.</li><li>Here are a few advertisements that stood out from this year.</li></ul>This year, brands have given a new perspective to old traditions of Raksha Bandhan. They are urging consumers to celebrate the tradition of tying a rakhi by focusing on its essence: it is not just about a brother protecting his sister, this pious festival is a celebration of love, protection, support and life-long companionship. With their campaigns this year, brands are reminding us that it is okay to relook at certain traditions and bring them in sync with the modern reality of gender equality. On the other hand, some brands simply chose to celebrate the little quirks and nok-jhonks that the siblings share. Here are a few campaigns that stood out, in no particular order: <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq" source="Orion">Tanishq</keyword> Conceptualised by Tanishq and <keyword id="2805202" type="PERSON" weightage="20" keywordseo="Dentsu-Webchutney" source="Orion">Dentsu Webchutney</keyword>, this campaign celebrates the beautiful bond of a sister and her sister-in-law. It 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 symbolizes 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. <div type="Youtube" id="tylRt7nPalQ" title="Celebrating sisters-in-law who are #SistersByChoice" thumbUrl="https://i.ytimg.com/vi/tylRt7nPalQ/mqdefault.jpg"></div> Cadbury Celebrations Every year, siblings in India celebrate Raksha Bandhan following the traditional rituals of a sister tying a Rakhi, a thread symbolising the bond they share, and the brother in return gifting a promise to protect her and that bond, all their life. However, this moment of joy, is deeply missed by many children in the country who are differently-abled, especially with their upper limbs. Often these children opt for prosthetic hands to help them build their lives. The journey for them is a long one where, as the child grows up, the prosthetic arms are recommended change, basis various factors. They typically start with basic prosthetic arms which lack the sense of touch, a very important sensation in their formative years. To make a meaningful difference to the lives of these children and help them celebrate this bond in the most fulfilling way possible, Cadbury Celebrations has partnered with Social Hardware, an organization working towards providing assistive devices and rehabilitation services to underserved communities to develop a unique senor based prosthetic arm that will let children feel the sense of touch, an integral part of growing up. The campaign is conceptualised by <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India" source="Orion">Ogilvy India</keyword>. <div type="Youtube" id="d2FMYYi33tM" title="Cadbury Celebrations | The feeling of #MyFirstRakhi" thumbUrl="https://i.ytimg.com/vi/d2FMYYi33tM/mqdefault.jpg"></div> Edelweiss Mutual Funds In the last two years, all of us have experienced love and support from people around us who may not necessarily be our family. People and communities came together to help each other. Every relation grows stronger with time. This Raksha Bandhan, <keyword id="222564" type="COMPANY" weightage="20" keywordseo="Edelweiss-Mutual-Fund" source="Orion">Edelweiss Mutual Fund</keyword> urges you to identify and celebrate these unusual bonds of love that have stood with you in challenging times. Conceptualized by Campen Factory, this campaign reminds you that Raksha Bandhan is not only about celebrating the traditional relationship between a brother and sister. It’s about celebrating any bond that is meaningful and stands the test of time. <div type="Youtube" id="zcTo40v03tg" title="Someone at the door - A film by #EdelweissMutualFund on relationships #BoundByLove" thumbUrl="https://i.ytimg.com/vi/zcTo40v03tg/mqdefault.jpg"></div> Bombay Shaving Company Growing up with a sibling is amazing fun. You help each other shine through everything in life. There are moments of love, happiness, joy and naughtiness. This Rakhi, Bombay Shaving Company celebrates this special relationship between siblings. <div type="Youtube" id="g07daTRADC8" title="Are you also like this with your sibling? | @Bombay Shaving Company celebrates Rakhi" thumbUrl="https://i.ytimg.com/vi/g07daTRADC8/mqdefault.jpg"></div> Amazon This campaign reminds you that some gifts don’t come in boxes. <div type="Youtube" id="B6axexxolTE" title="This Raksha Bandhan - #DeliverTheLove" thumbUrl="https://i.ytimg.com/vi/B6axexxolTE/mqdefault.jpg"></div> Swiggy Do you also nag your younger sibling and convince them to do all your chores? Then you will definitely relate with Swiggy’s campaign. <div type="Youtube" id="IbV_hFt2tI4" title="Kya aap apne bade bhai-behen se pareshan hai? #GenieHaiNaa" thumbUrl="https://i.ytimg.com/vi/IbV_hFt2tI4/mqdefault.jpg"></div> Ferns N Petals From the most irritating habits to the most adorable quirks, every sibling will relate to this film. <div type="Youtube" id="OZshtjuyz2w" title="Bandhan Pyaar Ka by Ferns N Petals" thumbUrl="https://i.ytimg.com/vi/OZshtjuyz2w/mqdefault.jpg"></div> Gulf Oil As a part of its on-going Gulf Superfleet Suraksha Bandhan campaign, Gulf Oil has released a long-form digital video to appreciate truck drivers who have been behind the wheels to ensure uninterrupted supply of essentials and medical supplies. This digital film, themed around the festival of Raksha Bandhan, depicts how sometimes even loved ones need to change their outlook. <div type="Youtube" id="NY9fPEmKI5Y" title="Gulf Superfleet Suraksha Bandhan" thumbUrl="https://i.ytimg.com/vi/NY9fPEmKI5Y/mqdefault.jpg"></div>

Brands celebrate Raksha Bandhan with a new perspective this year

Raksha Bandhan, a cherished Indian festival celebrating the unique bond between brothers and sisters, is a day filled with love, care, and joyous traditions. As we approach <keyword id="19978604" type="General" weightage="20" keywordseo="Raksha-Bandhan-2024" source="Orion">Raksha Bandhan 2024</keyword> on Monday, August 19, it's time to express our heartfelt emotions to our siblings. Whether you are looking for the perfect wish for your brother, a touching message for your sister or a thoughtful quote to share on social media, you’ll have it here. <h2>15 heartfelt <keyword id="3577991" type="General" weightage="100" keywordseo="Raksha-Bandhan-wishes" source="Orion">Raksha Bandhan wishes</keyword> for brothers</h2><ul><li>Dear Brother, you are my first friend and forever protector. On this <keyword id="6373020" type="General" weightage="20" keywordseo="Rakhi" source="Orion">Rakhi</keyword>, I wish you all the happiness and success you deserve!</li><li>To the best brother in the world, may your life be filled with joy, prosperity, and endless love. Happy Raksha Bandhan!</li><li>You have always been my hero, guiding me through life with your wisdom and strength. Happy Rakhi, Bhai!</li><li>On this special day, I pray for your well-being and success. May our bond grow stronger with each passing year. Happy Raksha Bandhan!</li><li>Thank you for being my shield and my confidant. I am blessed to have you as my brother. Happy Rakhi!</li><li>You are more than just my brother; you are my mentor and my best friend. Wishing you a joyful Raksha Bandhan!</li><li>No matter how far we are, our bond remains unbreakable. Sending you love and warm wishes on Raksha Bandhan!</li><li>Brother, you are my guardian angel in disguise. May you always be blessed with happiness. Happy Rakhi!</li><li>To the one who always stood by me, protected me, and encouraged me, Happy Raksha Bandhan! You're the best brother ever!</li><li>Dear Bhai, may you always walk the path of success and may all your dreams come true. Happy Raksha Bandhan!</li><li>You are my pillar of strength and my guiding star. Wishing you a Raksha Bandhan filled with love and joy!</li><li>Your presence in my life is a blessing, and on this Rakhi, I wish you all the happiness in the world!</li><li>Thank you for being the best brother anyone could ask for. Here's to many more Rakhi celebrations together!</li><li>Your love and protection are my greatest treasures. Wishing you a very Happy Raksha Bandhan, dear Brother!</li><li>May this Raksha Bandhan bring you peace, prosperity, and joy. I am grateful to have you as my brother!</li></ul><h2>15 heartfelt Raksha Bandhan wishes for sisters</h2><ul><li>Dear Sister, you are my source of strength and joy. May this Rakhi bring you all the happiness in the world!</li><li>On this special day, I promise to always protect you and stand by you, no matter what. Happy Raksha Bandhan!</li><li>You are my sister, my confidante, and my best friend. Wishing you a Raksha Bandhan filled with love and laughter!</li><li>To my dearest sister, may your life be as bright and beautiful as you are. Happy Raksha Bandhan!</li><li>Sister, you are the light of my life, and I am so grateful to have you by my side. Happy Rakhi!</li><li>Wishing you a Raksha Bandhan full of love, joy, and endless blessings. You deserve the best, dear Sister!</li><li>You are my guiding star and my biggest supporter. Thank you for always being there for me. Happy Raksha Bandhan!</li><li>To my lovely sister, may all your dreams come true and may you find happiness in everything you do. Happy Rakhi!</li><li>Sister, you make my world a better place just by being in it. Wishing you a wonderful Raksha Bandhan!</li><li>On this Rakhi, I wish you all the success and joy in the world. Thank you for being an amazing sister!</li><li>You are my role model and my source of inspiration. Happy Raksha Bandhan to the best sister ever!</li><li>Sister, you are the most precious gift in my life. Wishing you a Raksha Bandhan filled with love and happiness!</li><li>May your life be filled with endless joy and may you always find success in everything you do. Happy Rakhi!</li><li>You are not just my sister but also my best friend and confidante. I am blessed to have you in my life. Happy Raksha Bandhan!</li><li>Dear Sister, may this Rakhi strengthen our bond and may we always be there for each other. Happy Raksha Bandhan!</li></ul><div type="Article" hostid="261" msid="112559982" title="Raksha Bandhan 2024: The history and cultural significance of the Rakhi festival" mstype="2" mssubtype="0"></div> <h2>10 memorable <keyword id="6822586" type="General" weightage="20" keywordseo="Raksha-Bandhan-quotes" source="Orion">Raksha Bandhan quotes</keyword></h2>The bond between a brother and sister is like no other. It is both cherished and protected, bound by love and loyalty. A brother is a friend given by nature, a protector in life, and a lifelong companion in joy and sorrow. Sisters are different flowers from the same garden, blossoming together with love and care. Brothers and sisters are as close as hands and feet, bound by love and strengthened by memories. A sister is both your mirror – and your opposite, a constant presence in the story of your life. - Elizabeth Fishel There is no love like the love for a brother. There is no love like the love from a brother. – Astrid Alauda Our siblings are our first friends, our fiercest rivals, and our most loyal supporters. The greatest gift our parents ever gave us was each other. Happy Raksha Bandhan to all brothers and sisters! Brothers and sisters may fight like cats and dogs, but they are the best of friends when the chips are down. A sister is a gift to the heart, a friend to the spirit, a golden thread to the meaning of life. – Isadora James <h2>5 WhatsApp Status for Raksha Bandhan 2024</h2><ul><li>Celebrating the bond of love and protection this Raksha Bandhan. Happy Rakhi to all brothers and sisters! #RakshaBandhan2024</li><li>No matter how far we are, our bond remains strong. Happy Raksha Bandhan to my beloved sibling! 🌟❤️ #SiblingLove</li><li>Tying the knot of protection and love. Happy Raksha Bandhan! #RakhiCelebration</li><li>Blessed to have a brother/sister like you. Wishing you a joyous Raksha Bandhan! #RakshaBandhanVibes</li><li>Raksha Bandhan: A day to celebrate the endless bond of love between siblings. Happy Rakhi! #SiblingGoals</li></ul><div type="Article" hostid="261" msid="112530289" title="Raksha Bandhan 2024: 5 fun sibling challenges" mstype="2" mssubtype="0"></div>This Raksha Bandhan, express your feelings with these heartfelt wishes, memorable quotes, and touching WhatsApp statuses. Whether near or far, let your siblings know how much they mean to you. SEE ALSO: <a href="https://www.businessinsider.in/thelife/webstories/raksha-bandhan-2024-10-gifts-that-will-make-your-sister-feel-special/slidelist/112465765.cms" data-type="tilCustomLink" target="_blank">Raksha Bandhan 2024: 10 gifts that will make your sister feel special</a>

Raksha Bandhan 2024: Heartfelt wishes, quotes, and WhatsApp status

One of the warmest and strongest bonds within families are the ones shared between siblings. The bond between a brother and sister is one that holds the test of time. <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> is a celebration of that sacred bond between a brother and sister. There are many legends on the origin of Raksha Bandhan. But the essence of this day, lies in the name itself - the bond of protection. On this day, sisters tie a ‘rakhi’ around their brothers’ wrists - as a token of their love and protection. And in return, the brothers shower them with gifts, sweets and money. Raksha Bandhan is also known as Rakhi Purnima, Saluno, and Rakri, and is celebrated every year on Purnima (full moon day) of Shravan month as per the Hindu calendar. This year, Raksha Bandhan will be celebrated on Monday, August 3, 2020. So on this special day, greet your sister or brother with a wonderful wish or message that will celebrate the special bond you both share. Here are a few <keyword id="6822586" type="UNKNOWN" weightage="20" keywordseo="Raksha-bandhan-quotes">Raksha Bandhan quotes</keyword>, wishes and messages to choose from. <keyword id="6822014" type="UNKNOWN" weightage="20" keywordseo="raksha-bandhan-messages">Raksha Bandhan messages</keyword> and quotes to send a brother My darling brother, I know I fight with you a lot, but today, on this auspicious occasion of Raksha Bandhan, I just want to tell you that you are my world and being your sister is an honor for me. I know you will always be there for me. You are my best friend and the best gift I ever received! Happy Raksha Bandhan, brother! My dear brother, you are the reason for my smile. I thank the universe for choosing me as your sister. We often disagree, fight and argue. But that doesn’t change my love for you. Wishing you a Happy Raksha Bandhan, Bhai! We are not together on this Raksha Bandhan, but that doesn’t change my love for you. I promise to always take care of you and protect you. Happy Raksha Bandhan! You are the luckiest boy because you have a sister like me. Happy Raksha Bandhan bro! With a small hope that our love for each other never diminishes, I want to wish you a very Happy Raksha Bandhan! You are the best gift that I received from my parents. Love you so much brother! Happy Raksha Bandhan! Thank you for being my first best friend and guardian, brother. Happy Rakhi to you! Sending my best wishes and lots of love to you, dear brother. Happy Raksha Bandhan! Thanks for being an awesome brother, guide, and friend. I have the loveliest and sweetest brother in this world. Thanks for being the best one!! Happy Raksha Bandhan! I must have done something right that God blessed me with a brother like you. Happy Rakhi, Bhaiya! The one who is reading this message is very close to my heart and I love him the most. He is indeed you, my handsome brother. Happy Raksha Bandhan! You fight with me for the smallest things and tease me all the time. But, I know you are the one who also loves me the most. I want to tell you, my brother, that I also love you the same way. I love you, Bhai. Happy Raksha Bandhan! On this special day, I want to tell you that I will always be there for you. I feel blessed to have you in my life; you are such a wonderful person. I promise to always love and protect you. Happy Rakhi, Bhai! Happy Raksha Bandhan, my brother!!! This Raksha Bandhan, I promise you that whenever you need me in difficult times, I will always be there by your side to protect &amp; support you. I might not express my love for you often, but today on the occasion of Rakhi, I promise you that I’ll always be there for you. Happy Raksha Bandhan! This Raksha Bandhan, I pray to God to give my handsome brother good health, long life, the world of happiness, positivity, peace and all that he desires for. Happy Raksha Bandhan to my lovely brother!! Raksha Bandhan messages and quotes to send a sister This Rakhi, I wish our bond of love grows stronger with each passing year. Happy Raksha Bandhan! One thing I never forget to pray to God is – to protect my sweet sister from all the evil and fill her life with happiness. Happy Raksha Bandhan! We might be poles apart, but I respect and love you. Sending my love and best wishes on Rakhi today. Happy Raksha Bandhan! As the years go by, the love between a brother and sister multiplies with caring and sharing. Happy Raksha Bandhan! Missing the fights and enormous love that we shared in our childhood days. Happy Raksha Bandhan, sister! I don’t need anyone else, as long as you are by my side, sister. Thank you so much for loving me, supporting me, guiding me and being as crazy as me. You’re the best sister that a brother can ask for. Happy Raksha Bandhan! I feel proud to have a sister like you. Be the same strong-minded girl always!! Happy Raksha Bandhan! On the occasion of Rakhi, I want to send my love and best wishes to you. You have always been my best friend! Happy Raksha Bandhan, sister! Hey sister!! I may be younger than you but strong enough to protect you from any evil. Happy Raksha Bandhan! You make this life beautiful for me. I promise to protect you from every evil and will support you in every decision you make. I love you, my beautiful sister. Have the best day today and always! You are a gem; I just pray to God to give you long life and abundant happiness. Thank you so much (sister’s name) for loving and supporting me throughout. I am very grateful to God for having you as my sister. I have always confided in you, and you have always given me the freedom to do so many amazing things in my life. I wish our bond strengthens with each Rakhi. Happy Raksha Bandhan, sister! I am glad to receive the most precious gift from God - that is you, sister!! Loads of love &amp; Happy Raksha Bandhan! You care for me like a mother. I cannot thank you enough for loving, supporting, and pampering me even. No one can be like you, my darling sister. Wish you a very happy Raksha Bandhan, dearest sister. Your happiness is my world, my baby sister!! Happy Raksha Bandhan! Life is beautiful because of you, my darling sister. Happy Raksha Bandhan!

Raksha Bandhan messages, wishes and quotes you can share with your siblings

<ul class="summary-list"><li>The pre-wedding festivities for Anant Ambani and Radhika Merchant cost many millions of dollars.</li><li>Critics say the big spending highlights the wealth disparity in India, where many live in poverty.</li></ul>The lavish <a target="_blank" href="https://www.businessinsider.com/ambani-wedding-guests-celebrities-performance-dress-code-party-billionaire-2024-3?r=US&amp;IR=T#the-couple-hosted-a-communal-dinner-for-51-000-people-1">pre-wedding festivities for Anant Ambani,</a> the son of <a target="_blank" href="https://www.businessinsider.com/how-rich-mukesh-ambanis-india-2020-1">Asia's richest person,</a> and Radhika Merchant, also the child of a billionaire, made headlines worldwide for their extravagance.But critics say it showed a telling disregard for the struggles of the many millions of Indians living in poverty.Spanning three days, the <a target="_blank" href="https://www.businessinsider.com/anant-ambani-mom-nita-worked-hours-months-pre-wedding-reliance-2024-3">pre-nuptial event</a> included a <a target="_blank" href="https://www.businessinsider.com/rihanna-ambani-wedding-performance-india-lazy-pregnant-first-show-years-2024-3">private performance by Rihanna,</a> which <a target="_blank" href="https://www.businessinsider.com/how-much-costs-music-star-rihanna-beyonce-ambani-wedding-performance-2024-3?r=US&amp;IR=T">estimates suggest cost up to $9 million</a>. There was a trail featuring live animals and a nine-page dress code.The mother of the groom-to-be, Nita Ambani, wore a necklace worth valued at some $60 million, which Business Insider noted was perhaps one of the <a target="_blank" href="https://www.businessinsider.com/nita-ambani-jewelry-at-anant-ambani-pre-wedding-celebration-2024-3?r=US&amp;IR=T">biggest shows of wealth.</a>Almost half of the 1.4 billion people in India live below the median poverty line of $3.65 a day, per the <a target="_blank" href="https://pip.worldbank.org/country-profiles/IND">World Bank,</a> and activists say the ostentatious displays of wealth are an affront to the country's poor.<h3>'It feels unfair'</h3>"There is so much poverty all around," said Shyam Bihari, a Delhi fruit seller and social worker, in a conversation with BI."It feels unfair to see this amount of money being spent on a wedding when so many people are still unable to access basic necessities like food and water," he said.Large swathes of India's population have long grappled with food insecurity and water scarcity.According to the <a target="_blank" href="https://www.wfp.org/countries/india">World Food Programme,</a> a quarter of the world's undernourished people live in India. <a target="_blank" href="https://www.wateraid.org/in/stories/the-daily-struggle-for-water-in-bundelkhand#:~:text=India%20is%20home%20to%2063.4,make%20such%20challenges%20more%20acute.">WaterAid says</a> that around 35 million Indians lack access to safe water.Rajni Haldia, a Delhi-based cleaner who earns $25 a month, told BI that she felt "very bad" watching the coverage of the lavish pre-wedding festivities while knowing the extent of poverty in India.Haldia said: "I hope all the rich people who came to India for the wedding are seeing the difference between the rich and poor, and I hope the government can do more to tackle this."Rakhi Tripathi, a peace activist and associate professor at New Delhi's FORE School of Management, told BI that the extravagant celebrations show a "disconnect" between India's elite and the rest of the population.Tripathi pointed out that <a target="_blank" href="https://www.bnnbloomberg.ca/india-allots-142-billion-for-free-grains-to-800-million-people-1.2004794">800 million of India's 1.4 billion population receive monthly food rations</a> of wheat or rice.She said: "In a country like this, when we have such a huge event, spending crores of rupees, yeah, lack of empathy is the correct word."(Crore is an Indian term for 10 million; 1 crore rupees is around $120,000.)Sohini Kar, an associate professor at the London School of Economics, whose work focuses on urban India, told BI she agrees."I certainly think there's a lack of empathy, awareness," she said.(A representative for the Ambanis did not immediately respond to a request for comment from BI.)Kar also said the festivities were emblematic of the troubling levels of wealth disparity in India.According to <a target="_blank" href="https://bi.slack.com/archives/D06089ABVLM/p1709898345719679">Oxfam International</a>, the top 10% of the Indian population holds 77% of the total national wealth.In the US, the St Louis Fed says <a target="_blank" href="https://www.stlouisfed.org/institute-for-economic-equity/the-state-of-us-wealth-inequality">the figure is 66.6%</a>.The groom-to-be's father, <a target="_blank" href="https://www.businessinsider.com/how-rich-mukesh-ambanis-india-2020-1">Mukesh Ambani</a>, has an estimated net worth of $113 billion, making him the richest person in Asia and the 11th richest person globally, per the <a target="_blank" href="https://www.bloomberg.com/billionaires/?embedded-checkout=true">Bloomberg Billionaires Index</a>.Kar noted that the family is known in India for its extravagance, and lives in a skyscraper.She said: "Their house itself in Mumbai is a stark reminder of the kind of disparity of wealth, where you can sort of visually see this massive house for one family over the slums around their area."According to Architectural Digest India, the 27-story property cost an estimated <a target="_blank" href="https://www.businessinsider.com/ambani-house-photos-altamount-road-mumbai-spa-parking-amenities-art-2024-3?r=US&amp;IR=T#:~:text=The%20Ambani%20family%20owns%20the,contains%20a%20168%2Dcar%20garage.">$1 billion to build</a>. It towers over <a target="_blank" href="https://www.bloomberg.com/billionaires/?embedded-checkout=true">Mumbai's Golibar slum.</a>In 2011, Ratan Tata, another of India's richest men, told <a target="_blank" href="https://timesofindia.indiatimes.com/city/mumbai/Antilla-Mukesh-Ambanis-house-shows-lack-of-empathy-for-poor-Ratan-Tata/articleshow/8506287.cms">The Times of India:</a> "It's sad because this country needs people to allocate some of their enormous wealth to finding ways of mitigating the hardship that people have."The Ambani family does donate to charitable efforts through the Reliance Foundation. That body, founded by Nita and Mukesh Ambani, is one of the largest nonprofits in the country.<div type="image" title="Anant Ambani, son of Mukesh Ambani, Chairman of Reliance Industries, and Radhika Merchant, daughter of industrialist Viren Merchant, serve traditional Gujarati food to villagers ahead of their pre-wedding celebrations on the outskirts of Jamnagar, Gujarat, India, February 28, 2024." height="2812" width="4251" msid="108333407" hostid="261" sizebytes="852730"></div>The wedding also featured a communal dinner that fed some 51,000 local residents in Gujarat, <a target="_blank" rel=" nofollow" href="https://www.thehindu.com/news/national/anant-ambani-radhika-merchants-pre-wedding-celebrations-begin-with-anna-seva/article67898600.ece">The Hindu</a> reported.But, still, Kar suggested that the tens of millions spent on the festivities could have been spent on charitable initiatives, like addressing child malnutrition.She said: "The amount of spending they had on one event could certainly go toward a much larger program for that kind of thing."

The extravagant Ambani pre-wedding party was an affront to the millions of Indians in poverty, critics say

<ul><li>To join the bandwagon of offering healthy solutions to consumers, <keyword id="215445" type="COMPANY" weightage="20" keywordseo="Perfetti-Van-Melle-India">Perfetti Van Melle India</keyword>’s <keyword id="10113427" type="UNKNOWN" weightage="20" keywordseo="alpenliebe-juicyfills">Alpenliebe JuiCyfills</keyword> launched Liquid filled Candy with fruit juice and Vitamin C.</li><li>We speak to Rajesh Ramakrishnan - Managing Director, <keyword id="135659" type="COMPANY" weightage="20" keywordseo="Perfetti-Van-Melle">Perfetti Van Melle</keyword> India to understand the idea behind launching immunity-based candy, impact of lockdown on the company and goals ahead. </li></ul>Since the COVID-19 virus came into our lives, brands have tried to come up with out-of-the-box solutions to help people surf through the rough waters and fight the virus. From anti-corona fabric to antiviral paint, brands have come up with all kinds of innovative, and at times even bizarre solutions to deal with the virus. To join the bandwagon of offering healthy solutions to consumers, Perfetti Van Melle India forayed into the fruit candy segment with Alpenliebe JuiCyfills that is a Liquid filled Candy with fruit juice and Vitamin C. In these testing times, Vitamin C has seen its importance increasing in the market since it helps build immunity. So, the brand wanted to offer a fun and healthy option to kids and adults. It launched a TVC reminding people that sometimes bringing the inner child out can also bring happiness to a family. The TVC showcases a kid who relishes the fruity blast of the new Alpenliebe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief the kid plays a prank that lands his grandparents in a sweet moment of reconciliation. The idea was to position itself as a candy that ‘brings hearts together.’ <div type="Youtube" id="LwCKsIcCfhU" title="Alpenliebe JuiCyfills - #ShararatKaPhalMeethaBhiHotaHai" thumbUrl="https://i.ytimg.com/vi/LwCKsIcCfhU/mqdefault.jpg"></div> However, since confectionery doesn't fall under essentials, there was a clear cut down on the consumption rate. Telling us how the lockdown impacted Perfetti Van Melle India, Rajesh Ramakrishnan - Managing Director, said, “The <keyword id="10113426" type="UNKNOWN" weightage="20" keywordseo="confectionery-category">confectionery category</keyword> falls under the larger Impulse category. We are highly dependent on footfalls on the street. Due to the lockdown from end of March, the traffic in the street significantly came down- schools, colleges, offices were all closed and this greatly impacted our business. April was tough and then May-Aug picked up slowly as the lockdown started easing a bit. The good part is that most of our portfolio is at Re 1 and hence it is an affordable treat for many, so the bounce back is also that much faster.” Increasing focus on e-commerce was another trend that the brand latched onto. “One of the key trends that we see is moving towards Fortification, especially in the F&amp;B category. Consumers are looking for products that provide health related benefits in these times. Another is the move towards greater in-home stocking leading to in-home consumption. There is also a greater shift towards e-commerce across categories,” said Ramakrishnan. Perfetti Van Melle had to cut down its ad spends in the beginning of the lockdown and is now slowly bouncing back. “We had also cut down our spends during the tough months. But now we are slowly getting back to spending to further fuel demand and support our new launches. TV still continues to be our mainstay medium, while our spends in Digital have gone up,” said Ramakrishnan. To minimise COVID’s impact further, the confectionery giant is also focusing more on its large packs for in-home consumption and target consumers via e-commerce. And like any other F&amp;B brand, festive season plays a key role for Perfetti Van Melle. Speaking about the initiatives lined up during the festive season, Ramakrishnan said, “The festive season between Aug-Dec is a key period for us as well, like it is for many F&amp;B products. We have several initiatives lined up for the festive season on Alpenliebe and Alpenliebe Juzt Jelly. We kicked this off with an interesting activation on Alpenliebe during Raksha Bandhan, where we encouraged families to come together to create DIY Rakhis.” The confectionery industry is roughly worth Rs 12,000 crore and was growing steadily before COVID. Ramakrishnan said that it will take a while for the industry to come back to its normal rate of growth, since that would also depend on footfalls in the street. Meanwhile, the brand will continue to focus on staying relevant and building trust. Ramakrishnan said, “Brand building is always a long-term proposition. Consumers consume products that fulfil their functional needs and they connect with brands at an emotional level. This is not likely to dramatically change during or post the pandemic. I believe that brands need to stick to the fundamentals – understand and anticipate consumer needs, offer differentiated products, build strong consumer engagement and drive distribution. In fact, we have observed that consumers become less experimental and prefer to stick to their trusted brands. Brands which have stronger connect are doing better during this period because of the trust they have built over the years. We at Perfetti, operate in a largely impulse category, and the different brands in our portfolio play different roles in the lives of the consumer. For example, Center fruit is all about 'mood transformation' which uplifts your mood and makes you happy, Alpenliebe is about 'Bringing Hearts closer' by getting the family closer to each other. These are very relevant spaces in general and especially in these times.” As a marketer, Ramakrishnan said that it is important to be empathetic to consumers, understand and anticipate their needs in these tough times, and meet those needs. Perfetti Van Melle is currently the market leader in confectioneries and will be focusing towards further strengthening its position during and post-COVID.

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