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Chandigarh: Raksha Bandhan has long been a festival that celebrates the sacred, and sometimes chaotic, relationship between siblings — from squabbles over the TV remote and snack thefts to an unspoken bond of loyalty and protection. But in modern India, those moments are increasingly becoming a rarity. Many people live far away from their families due to career opportunities, and with changing family dynamics or the growing trend toward single-child families, fewer children are growing up with siblings at all.
A 2023 YouGov-Mint-CPR Millennial Survey revealed that among urban millennials in India, 47% preferred to have only one child. That means the traditional sibling experience — shared rooms, joint punishments, and playful fights — is not something every child will grow up with.
Meanwhile, the workplace has quietly taken on the role of a “second home” for many. We often spend more hours with our colleagues than with our closest friends or family. Over time, these interactions forge genuine bonds — ones that extend beyond job titles, deadlines, and coffee breaks. We’ve all heard of “work spouses,” but what about “work siblings”? These are the colleagues who tease you mercilessly during meetings, steal your snacks without asking, fix your incomplete presentations, and always have your back when it matters.
Celebrating the Modern Sibling Bond at Work
This Raksha Bandhan, Godrej Industries Group (GIG), through its lifestyle platforms Godrej L’Affaire and Vikhroli Cucina, is redefining the meaning of siblinghood for the modern professional with their campaign: ‘The Work Sibling – India’s New Badge of Workplace Bonding’.
The campaign blends humor, nostalgia, and workplace reality to highlight that sibling-like bonds can thrive even in corporate settings. With a witty digital film and an interactive social media activity, Godrej invites professionals to “adopt” their favorite colleagues as official work siblings.
The idea is refreshingly relatable — everyone has that one co-worker who’s always ready with a sarcastic comment, borrows stationery without returning it, and gives brutally honest feedback, yet is the first to step up when you need help.
A Satirical Take on Office Life
Set up like a parody infomercial, the campaign’s digital film humorously turns everyday workplace quirks into sibling-like moments. From loud typing battles and heated debates over pineapple on pizza to playful desk wars and the age-old tradition of lunchbox thefts, the film delivers an affectionate nod to the chaos and comfort that define siblinghood — now reimagined in the workplace.
As part of the campaign, employees can tag their chosen “work sibling” on social media with a heartfelt (or teasing) message. Godrej’s platform then sends the tagged colleague a personalized e-Rakhi card, sliding into their DMs with just the right amount of emotional blackmail — because what’s Raksha Bandhan without a little drama?
The response has been vibrant and enthusiastic. Offices across the country have been buzzing with posts, videos, and hilarious confessions. From colleagues sharing stories of saving each other from client wrath to playful roasts about missed deadlines, the campaign has sparked a wave of joy and camaraderie in professional spaces.
Strengthening Workplace Bonds
Speaking about the initiative, Sujit Patil, Chief Communication Officer of Godrej Industries Group, said:
“With ‘The Work Sibling,’ we wanted to celebrate the everyday bonds that make workplaces feel more human. At Godrej, we have always believed that strong teams are built on beautiful bonds of friendship and understanding, not just roles. This campaign reflects our continued focus on employee wellbeing, and we hope it brings a little joy to offices across the country by encouraging people to appreciate the colleagues who feel like family.”
Patil further emphasized that campaigns like these align with Godrej’s larger mission to nurture positive work environments. By encouraging employees to acknowledge and celebrate the people they connect with on a deeper level, the company hopes to foster trust, empathy, and collaboration in the workplace.
Redefining Raksha Bandhan for a New Generation
Raksha Bandhan has traditionally been about brothers and sisters, but in today’s evolving social and family structures, the festival’s essence — care, respect, and a promise to protect — can extend to all kinds of relationships. Whether it’s a cousin, a friend, a mentor, or a “work sibling,” the sentiment remains the same.
Through this campaign, Godrej is sending a clear message: siblinghood is not defined by blood alone; it’s about the bond you build. And in the fast-paced, high-pressure environment of modern workplaces, having someone who looks out for you — even while teasing you relentlessly — is a gift worth celebrating.
From Homes to Offices — Sibling Spirit Lives On
As the campaign gains traction, it’s clear that the concept of the work sibling resonates strongly with India’s professional community. It’s a recognition that while the structure of families may be changing, the human need for companionship, humor, and mutual support is as strong as ever.
By capturing this sentiment in a fun, engaging, and heartfelt way, Godrej has created more than just a marketing campaign — it’s a movement to acknowledge and cherish the bonds that make the workplace feel a little less like work and a little more like home.
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