New campaign reimagines Rakhi as a symbol of enduring love through a locally designed Casio timepiece
New Delhi, August 4, 2025: This Raksha Bandhan, Casio India presents a heartfelt celebration of sibling love with a campaign that redefines tradition through the lens of time. Moving beyond the ceremonial Rakhi, the brand introduces a meaningful alternative — a Casio watch that serves as a lasting symbol of memories, shared moments, and the timeless bond between siblings.
At the centre of this campaign is the MTP-SN3KRL-1A — a watch designed in India, for India. Crafted with deep insight into local preferences and aesthetic sensibilities, the model reinforces Casio’s commitment to blending cultural relevance with global quality and innovation.
A soul-stirring brand film brings this message to life by tracing the journey of a brother-sister relationship — from playful childhood mischief to enduring adulthood companionship. In the poignant climax, the Casio watch, worn like a Rakhi, transforms into a modern metaphor of a lifelong promise.
Takuto Kimura, Managing Director of Casio India, shared his thoughts:”While Rakhi has always stood as a traditional token of love and protection, we believe time is an equally enduring expression of that bond. This campaign celebrates that perspective while proudly showcasing a model tailored specifically for India — a reflection of our belief in designing emotionally and culturally relevant products.”
The campaign film, conceptualised and produced by Film Your Film Studios, is directed by Gaurav Kumar. With rich storytelling and authentic visuals, the film beautifully captures the emotion, connection, and continuity that define siblinghood.
This Raksha Bandhan, Casio offers more than just a gift — it offers a keepsake that marks milestones, celebrates memories, and stands as a timeless expression of love.
About Casio India Co. Pvt. Ltd:
Casio India Co. Pvt. Ltd. (CIC) is the Indian subsidiary of Casio Computer Co., Ltd., Tokyo, Japan. Established in 1996, Casio India has grown to become one of the most trusted names in consumer electronics. The company’s portfolio includes timepieces, electronic musical instruments, and calculators — with a steadfast focus on quality, innovation, and cultural relevance. Guided by the corporate creed of “creativity and contribution,” Casio remains committed to delivering impactful and meaningful products to Indian consumers.
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