ELIVAAS Launches #CareGoesBothWays Campaign for Raksha Bandhan

ELIVAAS has unveiled a new digital campaign for Raksha Bandhan, honouring the emotional bond between siblings. Titled #CareGoesBothWays, the campaign recognises the quiet, often unspoken gestures that define the relationship between brothers and sisters, transforming everyday interactions into lasting memories.

At the heart of the campaign is a short film that captures a simple sibling moment, elevated by emotion and intention. It brings to life the unsaid affection that exists in small, thoughtful gestures, reminding viewers that true care does not always require grand gestures.

Rooted in nostalgia and warmth, the campaign encourages audiences to rethink how they celebrate festivals. It emphasises that Raksha Bandhan isn’t merely about rituals or gifts; it is about creating space for togetherness, emotional connection, and meaningful shared experiences.

“At ELIVAAS, we’ve always believed in celebrating the bonds that quietly shape our lives. This campaign is close to our heart, as it portrays the often-overlooked strength and emotional depth of the sibling relationship, especially the role of the elder sister, who guards, nurtures, and holds everything together. Through this film, we hope to honour that love with intention, and show how small, thoughtful gestures can leave a lasting imprint. At its core, this reflects what ELIVAAS stands for, creating spaces where genuine care and meaningful connections can truly thrive,” said Ritwik Khare, Founder & CEO, ELIVAAS.

The campaign aligns seamlessly with ELIVAAS’ core offering of handpicked luxury villas, ideal for meaningful celebrations and intimate gatherings. These thoughtfully curated spaces provide families with the opportunity to bond, unwind, and create lasting memories.