The ad flips the usual narrative of gift-giving by encouraging sisters to ‘claim their dues’ for everything they’ve put up with in the course of growing up with brothers. It promotes the brand’s jewellery as a form of ‘payback’, and its interactive format appeals to younger audiences
Mumbai: Kumari Fine Jewellery has launched a Raksha Bandhan campaign that taps into the everyday reality of sibling relationships – the teasing, the constant banter and the never-ending little fights. Titled ‘Claim Your #SiblingTax – Because Payback Is Due!’, the campaign flips the usual narrative of gift-giving by encouraging sisters to ‘claim their dues’ for everything they’ve put up with while growing up with brothers.
The idea is simple: jewellery as a form of payback, because it is not just any gift, but something that reflects years of sibling banter, inside jokes and shared memories.
“Sibling tax is nothing new, but it’s a new way or rather a Kumari way to communicate brother-sister love,” said Amit Bandi, CEO, Kumari Fine Jewellery. “This relationship is built on sweet fights that never really end. Raksha Bandhan felt like the perfect time to turn those memories into something more lasting.”
The campaign stands out by focusing on stories,not rituals. From stolen snacks and remote controls to being teased with embarrassing nicknames, the brand invites sisters to share the small moments that define their sibling bond. These everyday situations form the heart of the campaign, with jewellery positioned as a fun but thoughtful ‘tax’ for all the emotional damage over the years.
“In this campaign, we’re sharing all the typical things siblings argue about – who finished whose noodles, who got the last piece of cake, and so on…” Bandi explained. “It’s light-hearted, but also very relatable. It’s about time sisters got something back for all that.”
By encouraging this kind of personal story-telling, the campaign has struck a chord with younger buyers, especially Gen Z and millennials who connect with its tone and humour. It also reflects a broader trend: the shift in how traditional festivals are celebrated, with more focus on personal connections and less on formal rituals.
From a business point of view, the campaign is already helping to drive engagement across digital platforms and increasing footfalls in the brand’s stores. The use of social media-friendly content, meme-inspired visuals and interactive formats has allowed the brand to build stronger connections with a younger audience.
“This is Kumari’s way of speaking today’s language,” said Bandi. “The emotion behind Raksha Bandhan hasn’t changed, but how we express it definitely has.”
Kumari Fine Jewellery retailed its products online before launching its first physical showroom in Mumbai’s Kala Ghoda in October, 2024. The brand aims to open 5-6 stores in the city within the next 8-10 months, before moving its focus to other metro and semi-metro cities across the country.
Written by Achal Chaubey
Retail Jeweller India Exclusive
