New Delhi, India — Local lifestyle technology brand Dylect has released a new Raksha Bandhan campaign built around a digital film that reframes sibling protection through a social media lens.
The film centres on a brother gifting his sister a Dylect Sense 4K Max Two Channel Dash Cam during the Rakhi ceremony, in place of the chocolate she expects. The dash cam includes Sony STARVIS 2, a 140° wide-angle view and ADAS (Advanced Driver Assistance System).
The narrative follows a young woman documenting her Raksha Bandhan preparations, from her outfit to the rakhi thali, for social media. When her brother hands her the dash cam instead of the usual gift, the exchange unfolds as sibling banter, closing with his remark, “Kyunki road pe reels nahi, proof kaam aata hai.”
The film ties its narrative to the meaning of Raksha Bandhan, protection, framing the dash cam as the brother’s way of looking out for his sister when he is not present.
The campaign moves away from traditional, sentiment-led Raksha Bandhan storytelling, instead drawing on everyday sibling behaviour and social media culture to reflect how younger consumers mark festivals today.
Anuj Bhatia, Founder of Dylect, said, “Raksha Bandhan has always been about the bond between siblings, but the way that bond is expressed keeps changing. Through this campaign, we wanted to capture that change in a simple and relatable way, making it humourous, light conversational while capturing those real everyday moments that are part of modern sibling relationships.”
“The film is less about the occasion itself and more about the small ways siblings continue to embrace each other,” Bhatia added.
Through the campaign, Dylect forms part of its broader approach to building brand stories around Indian consumers’ everyday relationships and experiences.