Myntra’s M-Now Launches ‘Bhai Code’ Campaign for Raksha Bandhan, Celebrating Last-Minute Gifting and Sibling Banter

This Raksha Bandhan, Myntra is celebrating siblinghood with its latest campaign ‘Bhai Code’ for M-Now. Rooted in Rakhi rituals and sibling dynamics, the campaign captures the banter and warmth of the occasion while highlighting M-Now’s selection across fashion, beauty, and gifting. Through a playful creative lens, the lead film explores the Bhai Code, a humorous take on siblinghood, highlighting M-Now’s role as the go-to gifting partner this Raksha Bandhan.

This year, Myntra has expanded its Rakhi offering across premium gifting, festive dressing and Rakhis. Myntra’s Rakhi storefront features trend-first ethnic wear, footwear, beauty and personal care, accessories, handbags and gifting, including a growing selection of premium and silver Rakhis. Gifting options span brands such as  Tommy Hilfiger, YSL, Dyson, Estee Lauder, GIVA, Carolina Herrera, Prada, Forest Essentials, Kama Ayurveda, Victoria’s Secret, Titan, Timex, Zouk, Lavie, Palmonas, and Zaveri Pearls, among others. Popular ethnic brands include Libas, Jompers, Manyavar, Indo Era and True Browns among others. On M-Now, customers can choose from 1500+ Rakhi styles.

M-Now is live across key metros and non-metros, including Bengaluru, Mumbai, Delhi NCR, Kolkata, Chennai, Hyderabad, Pune, Patna, Jaipur, Lucknow, and Ahmedabad. The service offers access to 1 lakh+ SKUs from 1000+ brands. Over the past year, M-Now has emerged as a key growth driver for Myntra, reinforcing the platform’s growing strength in speed-led fashion and beauty delivery.

Speaking on the campaign, Abhishek Gour, Senior Director, Marketing, Myntra, said, “Raksha Bandhan continues to be an important gifting occasion that often involves a lot of last-minute purchases. The campaign brings this alive through playful, distinctive takes on sibling dynamics and Rakhi gifting, highlighting M-Now’s role as the perfect gifting partner this festive season and helping customers address their fashion emergencies.”

Aditi Gujaran & Vaibhav Pachisia, Creatives, Talented, said, “We looked at Raksha Bandhan from the brother’s point of view and wondered what would happen if being a bhai came with its own rulebook. That led us to the idea of a secret brotherhood with some very serious rules for some very unserious situations. Myntra gave us the freedom to take the idea somewhere unexpected and trusted us to see it through.”

About the film:

This film hilariously explores brotherhood rules during Rakhi, from setting gift budgets to muting an ambitious NRI brother and handling broken phones over badly timed ringtones. Beneath the humour, the filmhighlights how brothers truly look out for their sisters. The story drives viewers to M-Now, where brothers can shop directly from their sisters’ wishlists under the tagline: “The Rules of Rakhi Have Changed. Rakhi Gifts on M-Now. Bhai-Now.” Beneath the humour, the film highlights how brothers truly look out for their sisters

Link to the film: https://www.instagram.com/reel/DcSk5K-JLmX