Through Godrej L’Affaire and Vikhroli Cucina, the campaign celebrates the joy of sibling-style bonds between colleagues with humour, nostalgia, and interactive social media engagement.
Mumbai, August 8, 2025: Raksha Bandhan has long been a festival of sibling banter, stolen snacks, and unshakable loyalty. But with more people living apart from siblings — or growing up without them due to changing family dynamics — the traditional bond is evolving. A 2023 YouGov-Mint-CPR Millennial Survey revealed that 47% of urban Indian millennials prefer to have only one child, making sibling relationships less common.
Recognising the shift, Godrej Industries Group (GIG) has launched a playful new campaign through its lifestyle platforms Godrej L’Affaire and Vikhroli Cucina: ‘The Work Sibling – India’s New Badge of Workplace Bonding’. The campaign celebrates the unique camaraderie found in offices, where colleagues often become as close as family.
Through a tongue-in-cheek digital film and interactive social media activation, the campaign invites professionals to “adopt” their favourite colleagues as official work siblings. Set up like a parody infomercial, the film turns everyday office quirks — from pineapple-on-pizza debates to lunchbox thefts and noisy typing — into classic sibling moments.
> “We’ve all heard of ‘work spouses,’ but the ‘work sibling’ is just as special,” said a GIG spokesperson. “They tease you in meetings, steal your snacks, but always have your back. This Raksha Bandhan, we wanted to capture that chaotic joy and celebrate it in a way that’s modern, relatable, and fun.”
Participants can tag their chosen “work sibling” online, prompting a personalised e-Rakhi card to land discreetly in their DMs — complete with a dose of lighthearted emotional blackmail. The campaign has sparked a wave of hilarious confessions and shoutouts, as employees share their own sibling-style workplace stories in the comments section.
About Godrej Industries Group
Godrej Industries Group (GIG) operates across diverse sectors, from FMCG and real estate to industrial engineering and chemicals. Through initiatives like Godrej L’Affaire and Vikhroli Cucina, GIG creates lifestyle-led experiences that engage communities with creativity, innovation, and storytelling.
Link to the campaign:
https://www.instagram.com/reel/DNDJ1t5SwJl/?igsh=bmduYzk0Z212eDAy
Commenting on the Campaign Sujit Patil, Godrej Industries Group, Chief Communication Offer 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.”