Tanishq has rolled out a campaign, 'Brothers, Written by Sisters', on the occasion of Raksha Bandhan.

Conceptualised by Talented, the film explores the layered dynamic between siblings — a relationship built on shared mischief, equal footing, and evolving understanding. It spotlights how empathy, emotional growth, and values are exchanged, not just given, in the lifelong bond between a brother and a sister. While a sister is often a boy’s first mirror to empathy, fairness, and emotional honesty, the brother, too plays a vital role: in receiving, reflecting, and reciprocating those early lessons. The campaign honours the mutual shaping that defines siblinghood — one where lessons flow both ways and both individuals grow through the presence of the other. The film features several moments where the sister and brother support each other. Through subtle instances, it highlights how they shape and influence each other's lives.

What we think about it: The ad moves away from the usual trope of overly sentimental sibling bonds often seen in festive campaigns. Instead, it explores their relationship through a quieter, more thoughtful lens. By focusing on the small, everyday moments that define the connection between a brother and sister, the film offers a deeper and more authentic insight into sibling love. The narrative feels fresh and genuine, standing out from the clutter of emotionally exaggerated festive ads.

Pelki Tshering, chief marketing officer, Tanishq, said, “At Tanishq, we’ve always believed that women, effortlessly, knowingly, unknowingly add a speck of beauty to every relationship. It’s her perspective that quietly shapes a more equitable and empathetic world. With ‘Brothers Written by Sisters’, we turn the lens to the sibling bond — one where a sister often becomes a boy’s first mirror to empathy, fairness, and emotional growth. This film is a tribute to that formative influence — not loud, but lasting.  Through this story, we continue to imagine the world through her eyes — a world gently, powerfully written by women.”

Tanima Kohli and Leena Gupta, creatives, Talented, said,“It’s rare to get a chance at a sequel, especially one that feels so close to the heart. As we brought the series back, we wanted to push the envelope further. Every scene was built to reflect different facets of a sibling bond. Because when children grow up without the weight of societal conditioning, they create their own little world with no roles to play, no expectations to meet. And in their everyday mischief, in the teasing and banter, lie the first lessons of love and respect. Lessons that go on to shape the more equal, more compassionate modern relationships we believe in today.”

The film released on 6 August.