365telugu.com online news,Mumbai, August 12, 2025: Raksha Bandhan has long been about the sacred chaos of siblinghood—friendly fights, stolen snacks, unspoken loyalty. But in today’s world, that bond is becoming rarer. Many siblings live in different cities or countries, and with changing family dynamics and a rise in single-child households, more children are growing up without siblings at all. According to a 2023 YouGov-Mint-CPR Millennial Survey, 47% of urban millennials in India want only one child.
Meanwhile, the workplace has become our second home. We spend more time with colleagues than with friends or family, and in that time, genuine bonds form. We’ve all heard of “work spouses,” but what about the “work sibling”? The colleague who teases you in meetings, steals your snacks, helps you finish your deck, and always has your back.
Read This also…House of McDowell’s Soda Welcomes Vijay Deverakonda as Brand Ambassador
This Raksha Bandhan, Godrej Industries Group (GIG) is reimagining the tradition with its playful campaign ‘The Work Sibling – India’s New Badge of Workplace Bonding’, brought to life by its lifestyle platforms Godrej L’Affaire and Vikhroli Cucina.
Through a witty digital film and an interactive social media activity, the campaign encourages professionals to “adopt” their favorite colleagues as official work siblings. From lighthearted banter to shared deadlines and snack raids, the initiative celebrates the unique, chaotic joy of sibling-like bonds in the workplace—reminding everyone that siblinghood isn’t just about blood, it’s about connection.
Link to campaign:
https://youtube.com/shorts/ezSw3qMcQQY?si=M33hbyUlctaBYt6A https://www.instagram.com/reel/DNDJ1t5SwJl/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Set up like a parody infomercial, the film hits nostalgic notes from loud typers and pineapple-on-pizza debates to desk fights and lunch thefts, it turns everyday office chaos into classic sibling moments. This Raksha Bandhan, celebrate your ‘work sibling’ the colleague who roasts you in 4K but backs you in every pitch.
Tag them with a message, and a personalised e-Rakhi card will quietly slide into their DMs because what’s Raksha Bandhan without a bit of emotional blackmail?
The campaign sparked a wave of hilarious confessions and shoutouts, as professionals shared their own work sibling moments on the campaign comments section.
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.”