Breaking tradition, IVYN encourages sisters to celebrate brothers with heartfelt gifts this Rakhi
Mumbai, August 1, 2025: IVYN, India’s most considerate gifting brand, has launched its Raksha Bandhan campaign, “Mann Se Tohfa”, turning the tables on conventional gifting by spotlighting brothers this festive season. Traditionally, Raksha Bandhan is celebrated with brothers showering sisters with gifts as a symbol of love and protection. However, IVYN is challenging this one-sided tradition by encouraging sisters to express their love through thoughtful gifting.
The “Mann Se Tohfa” campaign aims to shift the focus toward mutual appreciation, inviting sisters to recognize the emotional presence, support, and companionship brothers bring to their lives—whether as protective older siblings or playful younger ones. By encouraging heartfelt gestures from sisters, the brand hopes to cultivate a more balanced celebration of sibling bonds.
“Every year, brands flood the market with gifts for sisters, reinforcing the traditional idea that Rakhi is a day for brothers to express their love. At IVYN, we felt there was a gap in the narrative. What about the sisters who want to give back? What about celebrating the emotional fabric of the sibling bond in a more equal, heartfelt way?” said Pooja Jain, Founder of IVYN. “This campaign is not just about products; it’s about acknowledging a shift in societal dynamics. Today, relationships are more expressive, emotionally aware, and reciprocal.”
In a world moving towards emotional equality in relationships, IVYN’s “Mann Se Tohfa” captures the evolving spirit of Raksha Bandhan—where love, recognition, and presence are celebrated mutually. The campaign reinforces the idea that sibling relationships deserve expression from both sides—sisters too can show affection beyond the sacred thread, with thoughtful gifts that speak from the heart.
About IVYN:
IVYN is a modern Indian gifting brand committed to emotionally intelligent, thoughtful, and inclusive gifting experiences. The brand continues to redefine the art of gifting with products that speak from the heart and celebrate every meaningful relationship.