#BachaateRaho Raksha Bandhan film highlights sibling bonds, showcasing the brand’s reliable support through everyday challenges with subtle product integration

Mumbai : Reliance General Insurance one of India’s leading private general insurance companies has launched a special campaign for Raksha Bandhan titled #BachaateRaho, capturing the essence of the sibling bond through a touching film. The campaign highlights the everyday moments of care and support that define the relationship between brothers and sisters, focusing on the small, yet meaningful, gestures that sibling’s treasure for a lifetime.

The film begins with a father and daughter engrossed in a cricket match when the younger brother rushes home in a panic, seeking help from his sister. In a relatable slice-of-life scenario, the sister steps in to help, urging their father to nurture the brother’s cricketing potential. The narrative beautifully portrays the unbreakable bond between siblings, emphasising that relationships are more important than any situation.

While the film subtly integrates the role, it shows how the car, damaged by the brother, is protected under the company’s insurance. The ad subtly highlights features such as instant video claim assistance and door-to-door pick-up and drop services, portraying us as a reliable and supportive partner much like the dependable sibling relationship.

Commenting on the launch, Mr. Rakesh Jain, CEO of Reliance General Insurance, said: “Raksha Bandhan is a celebration of everlasting bonds, heartfelt promises, and the commitment to protect what truly matters. At Reliance General Insurance, we believe that true protection goes beyond tradition. It is about providing lasting security, peace of mind, and emotional assurance to our loved ones. Insurance is one of the most meaningful ways to say: ‘I’ve got your back, no matter what.’ This Raksha Bandhan, we urge families to honour the spirit of the festival by backing love with action through the power of protection that endures for a lifetime”

Our campaign aims to convey that, much like siblings who support each other, we also provides unwavering convenience and care at every step. Conceptualised and executed by SoCheers, the film is being promoted across digital and social media platforms