The brand’s Raksha Bandhan collection follows the theme ‘Value of Community Bonding’, extending it to relationships beyond siblings
Mumbai: Mia by Tanishq has launched ‘Make Your Sister Cry’, its Raksha Bandhan campaign for 2026, placing jewellery gifting within the everyday relationship between brothers and sisters.
The campaign film starts with a brother being chased by his sister, who throws pillows, books and water bottles at him. The exchange continues until the brother takes out a Mia by Tanishq gift for his sister. The gift contains a pendant, changing the direction of the interaction and providing the campaign’s key product moment.
The film uses the evergreen film song ‘Phoolon ka Taaron ka, sabka kehna hai’ as its soundtrack and ends with the line, ‘Gifts so precious, they’ll bring tears of joy’. Rather than building the film around a traditional Rakhi ceremony, the campaign uses the relationship between the siblings to establish the reason for the gift.
The campaign also supports Mia’s Raksha Bandhan product offering, with the brand introducing six silver Rakhis. The collection follows the theme ‘Value of Community Bonding’, allowing the brand to extend its Raksha Bandhan communication to relationships beyond siblings, including friends, neighbours and communities.
Each silver Rakhi is accompanied by a potli containing roli, chawal, haldi and kalava. The components are positioned around themes of purity, prosperity, health, protection and love.
Mia’s jewellery range for the festival gives the brand a separate gifting proposition alongside its silver Rakhi collection.
The campaign and product range together give Mia two entry points into the Raksha Bandhan occasion: silver Rakhis for the festival ritual and jewellery for gifting between siblings and other relationships.
Born with the heritage and the legacy of Tanishq, Mia by Tanishq crafts 14kt & 18kt gold jewellery with natural diamonds in designs that are minimal and versatile. Mia has a retail footprint of over 250 exclusive stores across 75 cities in India, alongside a presence in over 400+ main Tanishq outlets.
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