Mumbai: Retail chain Shoppers Stop has launched its Raksha Bandhan campaign, “Celebrating Sisterhood,” highlighting the role of caregivers and domestic support staff as integral members of modern Indian families.
The campaign centers on a digital film portraying a young girl tying a rakhi to her caretaker, recognizing the care, trust and protection she receives every day. Through this narrative, the campaign expands the traditional meaning of Raksha Bandhan to celebrate bonds beyond biological relationships.
Commenting on the initiative, Uma Talreja, Chief Marketing and Customer Officer, said evolving social dynamics have made celebrations more inclusive, acknowledging the contributions of women in various roles within households and communities.
The campaign also promotes sustainable fashion through a partnership with Goonj. Customers are encouraged to donate gently used clothing, which will be distributed to underprivileged families or recycled into useful products, supporting both environmental sustainability and rural livelihoods.
The week-long digital campaign was rolled out across social media and online platforms ahead of Raksha Bandhan, combining festive messaging with themes of inclusion, gratitude and social responsibility.
