This Rakshabandhan, Limeroad celebrates gender neutrality

Limeroad, a leading content-meets-commerce lifestyle platform in India, has rolled out its latest campaign – #SheIsMYBhai – on the occasion of Rakshabandhan. The campaign has been launched with an objective to re-emphasise the message of gender neutrality.

The campaign portrays a strong message from Team Limeroad to Indian brothers to tie a Rakhi on their sisters’ wrist, acknowledging their strength and power. The sentiment is that sisters don’t need brothers to protect them, but tying a Rakhi is just to exude a bond of solidarity. So, both of them will tie a Rakhi, celebrating the relationship of equality.

This campaign is an extension of Limeroad’s last year’s campaign, ‘Open Letter’, which ended with ‘Because today we want you to gift her something more important – a gender-neutral world’. The idea is to further strengthen the call for gender neutrality.

Campaign Note - #SheIsMyBhai

To My Fellow Brothers,

I’ve seen her win; I’ve seen her lose. I’ve hit her black and blue when she refused to share her chocolates with me, and she hit me back really hard when we played WWE. She never let me be the teacher while playing teacher-teacher and that still hurts sometimes. I still can’t forget the way she fought with guys double her size only ’coz I couldn’t open my mouth – and trust me, she still does it for me.

From bike racing games to playing cricket was always fun with her. She lost at the games many times, bruised herself just like me, but never gave up. And that’s why #SheIsMYBhai.

This Rakshabandhan, I urge every bhai out there to tie a Rakhi on his sister’s wrist as a tribute to her strength and power which goes unnoticed. An ode to her confidence because she doesn’t need you to protect her.

To acknowledge the super woman in her, who can change a car tyre and is a crack programmer. Let her know how she forms the backbone of your life, and how you need her as much as she needs you!

So, post a cute, fun, posey picture with your sister with a Rakhi tied around the wrists of both your sister and you and show her you truly love her.