Nisha Singhania, Rubeena Singh, Shradha Agarwal’s Rakhi celebrations

Raksha Bandhan – that very special festival celebrating the beautiful bond between brothers and sisters – will be celebrated this Monday, August 3, 2020. The festival is observed on the last day of the Hindu lunar calendar month of Shravana, which typically falls in August. Raksha Bandhan is one of the most awaited and loved festivals for Hindus. Rakhi is derived from the Sanskrit word Raksha, which means protection, and the expression “Raksha Bandhan”, portrays “the bond of protection”.

Also read: Cadbury Celebrations Wishes You a Happy and Safe Raksha Bandhan

Adgully spoke to three leading ladies of the media & advertising world – Nisha Singhania, Rubeena Singh and Shradha Agarwal – to know how they celebrate Raksha Bandhan, the bond that they share with their brothers and how they plan to celebrate the festival in COVID-19 times.

Nisha Singhania Co-Founder & Director Infectious Advertising:

“In our family, Rakhi every year is a very elaborate affair with three generations of cousins meeting and exchanging gifts and goodies. This year, unfortunately due to COVID, we are having to do most of the celebrations virtually with the extended family. My brother’s family and we will meet up for a small celebration at my parent’s house. 

Nisha Singhania Co-Founder & Director Infectious Advertising
Nisha Singhania Co-Founder & Director Infectious Advertising

My brother and I are really close, but never really express our feelings and emotions. It’s understood that we are always there for each other. However, I would like to use this platform to thank him for always being there by my side through thick and thin and always putting me before himself. He is someone I can and will always count on.”

Rubeena Singh, CEO, iProspect India:

“The last few months have been challenging because of COVID-19 and the related lockdown and I am looking forward to celebrating Raksha Bandhan. Raksha Bandhan brings back fond memories of us siblings growing up together. I have a brother who is 8 years younger. Some of my fondest memories together include my college days, when he was barely 12/13 years old. I would be up all night studying for my Masters and he would often stay up to motivate me, get me coffee and sometimes give me a shoulder rub as I would go stiff with the long hours spent hunched over my study table.

Rubeena Singh, CEO, iProspect India
Rubeena Singh, CEO, iProspect India

Raksha Bandhan marks the beginning of the Indian festive season and I hope that people are able to enjoy the coming festivities with their families safely without compromising on the pandemic guidelines. After months of slowdown, we all do need a bit of festive cheer. Hopefully we will see an uptake in consumer and brand spends.”

Shradha Agarwal, COO, Grapes Digital:

“My brother stays in Kolkata and I stay in Delhi. So Rakhi for me is generally celebrated with my brother on video calls. Being Marwari (clichéd thought), both of us are really engrossed in our professional lives and don’t get much time to talk to each other. But we know that if we face any issue any time in our lives, we are there. I still remember his words on my marriage, ‘For anything, just call me’, and when I got COVID ‘I am there, will catch a flight and come over, so you don’t worry even once’.

Shradha Agarwal, COO, Grapes Digital
Shradha Agarwal, COO, Grapes Digital

We don’t click pictures together or gift each other anything, but what we ensure we give each other is ‘time’ when we meet. Share our success and fear with each other and that’s how we show our love and affection. To be honest, he doesn’t need any message from me, in fact, he will be shocked to see this or read this. But since it is good to express your feelings once in a while, my message is, ‘Bro, while I know you have given up everything on the personal front to ensure family thrives, and you protect everyone. But we are all now grown up and you have done more than enough. So chill and give yourself some time now. I love you!’ I can’t believe I am saying this up and loud, but I mean it.” 


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