Tanishq urges everyone to #CelebrateEverySister in its latest Raksha Bandhan film

Tanishq, India’s most loved and trusted jewellery brand has launched its latest Raksha Bandhan film which celebrates ‘sisters’; the ones who manage to be both, the most annoying as well as the most comforting presence in our lives and yet the ones who will always be there by our side through adversities and celebrations alike.

Conceptualized by Tanishq and WYP Brand Solutions, the film beautifully pays a tribute to a special ‘sister’ who has been going out of her way especially in the wake of the current pandemic. The film is not only contextually relevant as it is high on emotions but is also true to the spirit of Raksha Bandhan. The film is written & directed by Bhavesh S Kosambia and produced by Oneness Media. The film was shot during the lockdown with a minimal crew and adhering to all safety norms.

The film runs high on emotions and true to the Tanishq style not just describes the relationship between a brother and sister, but also between a nurse and her patients. The narrative manages to touch the heart and leaves an impact with a beautiful voiceover that takes us through a typical brother-sister relationship.  The film ends with a  twist where one realizes that the sister is also a nurse or a ‘sister’ as nurses are fondly called in India thus urging everyone to #CelebrateEverySister, including nurses, this Raksha Bandhan.

At the heart of this campaign is the support that Titan is extending to 'Sisters' of the nursing community through the special 'Sahodari' initiative and has associated with the Society for Community Health Awareness Research and Action (SOCHARA). The film urges everyone to join in and take the pledge support nurses in every possible way and thus celebrate their heroic efforts especially during these tough times!