Casio India celebrates the bond of siblings with a timeless twist in new ad, ETBrandEquity

A still from an adThis Raksha Bandhan, Casio India, pioneer in timepieces, has unveiled a new campaign that redefines the essence of gifting between siblings.

Moving beyond the traditional thread of Rakhi, the campaign thoughtfully positions a Casio watch as a symbol of everlasting love, memories and time spent together.

At the heart of the campaign is a model that has been sourced in India, for India – thoughtfully designed to reflect the preferences, aesthetics, and sensibilities of Indian consumers.

This reinforces Casio’s ongoing commitment to creating products that resonate with local markets while upholding the brand’s global standards of quality and innovation.

In a tender and visually evocative film, Casio captures the nuances of a brother-sister bond from childhood mischief to growing up side by side, ultimately portraying how some are bound not just by thread, but by time.

The watch- MTP-SN3KRL-1A worn on the wrist like a Rakhi, becomes a modern metaphor for the timeless promise siblings share.
Takuto Kimura, managing director, Casio India, said, “While the Rakhi has long been a traditional symbol of protection and love, this campaign explores the idea of time as an equally powerful and lasting expression of that bond. This year, we are especially proud to showcase a model designed specifically for India, reflecting our deep understanding of the local market and our ongoing commitment to deliver products that are culturally and emotionally relevant.”

The creative concept and production of the campaign film have been carried out by Film Your Film Studios. Directed by Gaurav Kumar, the film captures the essence of the campaign with authenticity and emotional depth, reinforcing Casio as a brand that genuinely connects with its audience.

This Raksha Bandhan, a Casio watch is not just a gift but a gesture that marks moments, celebrates memories and strengthens the bond between siblings, the brand stated in a press release shared with ETBrandEquity.

Watch the video here:

• Published On Aug 4, 2025 at 04:20 PM IST

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