MUMBAI: This Raksha Bandhan, Anmol Industries brings a heartfelt narrative to the screen, one that redefines traditional sibling roles and celebrates gratitude in its purest form. Titled “Iss Baar Mera Number Hai,” the brand’s latest campaign under the #HarPalAnmol umbrella is a tribute to the evolving nature of sibling bonds.
The emotional film showcases a role reversal – where a brother chooses to tie a rakhi to his sister, acknowledging the years she stood by him not just as a sister, but as a parental figure, mentor, and protector. The story serves as a gentle nudge towards breaking free from fixed gender roles and embracing emotional reciprocity in relationships.
The narrative unfolds through a surprise video message from a brother who reflects on the sacrifices and love he received from his elder sister. Childhood memories blend seamlessly with the present-day Raksha Bandhan celebration, culminating in a powerful, tear-jerking moment, when he ties a rakhi on her wrist instead. The gesture is symbolic and rooted in the belief that protection, love, and gratitude are not defined by tradition but by intent.
The film ends with a thought-provoking message:
“Behen bhai ke rishte mein na koi role hai fix, na koi rivaaz. Toh iss Raksha Bandhan, naye rivaazon ki shuruaat karein, aur banaye Har Pal Anmol.”
Aman Choudhary, executive director – marketing and innovation, Anmol Industries, shared, “With each campaign, we try to reflect deeper emotional truths. ‘Iss Baar Mera Number Hai’ is more than just a Raksha Bandhan film – it’s a conversation starter about emotional equality and the unspoken acts of love in Indian families.”
The campaign encourages people to share their Raksha Bandhan stories using #HarPalAnmol on social media, helping to create a wave of change. Anmol Industries remains committed to championing impactful narratives that inspire and uplift, ensuring that every festival is a celebration to cherish.
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