Firstpost decodes the best gift you can give your sister

Firstpost, India’s largest and premier digital newsroom, makes this Rakshabandhan an agent of social change with its #RakshaMatlabRokNahi campaign. In association with HDFC Bank, the ad campaign shares a unique take on the cherished Rakshabandhan ritual. It signifies that the much loved and celebrated sibling festival is not only limited to protecting ones sister but should also expand to protecting the dreams and aspirations of every woman.   

In the touching video created by Firstpost Studio, a brother informs his sister that his wife won’t be taking up an excellent career opportunity as it involves travel and wouldn’t be safe. To which the sister patiently explains that protection does not mean setting limits. The stirring message hits the audience when she asks her brother for her Rakhi gift – to protect not only his sister but the dreams and aspirations of every woman he meets.

Through this video we see that women’s emancipation is a continuous process of unlearning and rethinking the decisions we are traditionally used to making. To manifest our thoughts into action we just need that small but important nudge to make a difference.


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