MUMBAI: Rabitat has unveiled its latest Raksha Bandhan campaign titled, “It’s the Little Crimes That Count.” With this campaign, Rabitat is stepping into the season with humour, honesty, and a limited-edition festive hamper titled, “the Rabitat Rakhi Hamper”, acknowledging the silent economics of sibling life, where everything you own is also unofficially theirs.
For India, Raksha Bandhan is a celebration of a bond that’s built on love, mischief, and lifelong camaraderie. For Rabitat, it marks an opportunity to design products that honour this bond in ways that feel fresh, meaningful, and joyfully nostalgic. Curated to inspire lasting rituals and joyful moments, the kits consciously replace sugar rushes and plastic clutter with products built for joy, utility, and shelf life. Every box includes a Rakhi, a Rakhi Ritual Kit, a custom Sibling Tax Card (a playful take on sibling bingo), a photo frame, and a curated mix of Rabitat’s everyday bestsellers.
Commenting on the launch, Rabitat co-founder Sumit Suneja said, “Every sibling story is part crime, part comedy, and 100% chaos. It’s these unchanging truths that shape the kind of intent-led experiences we create at Rabitat. This Rakhi, we wanted to move gifting away from the usual suspects of sugar, plastic, and lead into experiences that celebrate modern siblinghood. Knowing we are laying foundational layers for the next generation of Indian families, Rabitat hopes to spark traditions that are as emotionally resonant as they are smartly designed; the kind kids will remember, and parents will be proud to pass on.”
The campaign draws from a truth all parents know too well: nothing in a sibling household is safe. From lunch boxes raided on the sly to stationery that mysteriously migrates, sibling “taxation” is real. Rather than tame it, Rabitat chooses to honour it, turning these petty moments into powerful rituals of bonding and banter.
To take the story beyond the box, Rabitat is teaming up with a host of beloved mom-influencers like Ishita Dutta, Smriti Khanna, Kishwer Merchant, and many more across platforms such as Instagram to share slice-of-life sibling tales. Adding to the momentum, Rabitat is also collaborating with FilterCopy to bring these real, relatable moments to life through heartwarming storytelling. Together, these content pieces echo a fresh Rakhi sentiment, one that’s rooted in realism, full of character, and reflective of how Indian parents and kids truly celebrate today.
As families seek safer, more thoughtful alternatives to traditional festive options, Rabitat’s Rakhi hampers emerge as a refreshing pick for the season. By turning sibling tussles into Rakhi-ready rituals, the brand proves that good design and great storytelling belong at the heart of every celebration.
