This Raksha Bandhan do it the Godrej Way with #WorkSiblings

Raksha Bandhan has always celebrated the sacred chaos of siblinghood, the fights, the food thefts, the unspoken loyalty. But in today's world, that bond is becoming rarer. Many of us don't live in the same city, or even the same country, as our siblings anymore. With changing family dynamics or preferences leaning towards single child, an increasing number of children are growing up without siblings at all. A2023 YouGov-Mint-CPR Millennial Survey said that among urban millennials in India, 47% wanted only one child.

At the same time, our workplaces have become our second homes. We spend more hours with colleagues than we do with friends or family. In that proximity, real bonds form, ones that go beyond job roles and coffee chats. We've all heard of "work spouses", but what about the "work sibling"? The one who teases you endlessly in meetings, finishes your half-written decks, steals your snacks, and always has your back.

This Raksha Bandhan, Godrej Industries Group (GIG), through its brand agnostic lifestyle platforms Godrej L’Affaire and Vikhroli Cucina, introduces a delightfulcampaign for the modern professional: ‘The Work Sibling –India’s New Badge of Workplace Bonding’

Through a tongue-in-cheek digital filmand an interactive social media activity, the campaign invites working professionals to “adopt” their favorite colleagues as official work siblings. From stealing your snacks to roasting your ideas (with love, of course), this satirical campaign brings the chaotic joy of siblinghood right into the workplace.

Link to campaign:

https://youtube.com/shorts/ezSw3qMcQQY?si=M33hbyUlctaBYt6Ahttps://www.instagram.com/reel/DNDJ1t5SwJl/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Set up like a parody infomercial, the film hits nostalgic notes from loud typers and pineapple-on-pizza debates to desk fights and lunch thefts, it turns everyday office chaos into classic sibling moments. This Raksha Bandhan, celebrate your ‘work sibling’ the colleague who roasts you in 4K but backs you in every pitch. Tag them with a message, and a personalised e-Rakhi card will quietly slide into their DMs because what’s Raksha Bandhan without a bit of emotional blackmail?
The campaign sparked a wave of hilarious confessions and shoutouts, as professionals shared their own work sibling moments on the campaign comments section.

Commenting on the Campaign Sujit Patil, Godrej Industries Group, Chief Communication Offer said “With ‘The Work Sibling’, we wanted to celebrate the everyday bonds that make workplaces feel more human. At Godrej, we have always believed that strong teams are built on beautiful bonds of friendship and understanding, not just roles. This campaign reflects our continued focus on employee wellbeing, and we hope it brings a little joy to offices across the country by encouraging people to appreciate the colleagues who feel like family.”