Overview
Archies Limited, India's leading gifting and social expression brand, announced the launch of its Raksha Bandhan campaign titled #ThreadsThatBind on 19 August 2026. The campaign is centred on a brand film set in a magical Gulmohar garden that introduces an “Archies station” where each Raksha Bandhan order is assembled using emotions such as laughter, childhood memories, heartfelt words, and unspoken promises.
Campaign Details
The film reimagines every Archies gift as more than a product, portraying each gift hamper as a collection of intangible moments that cannot be bought but can be cherished. The narrative emphasizes that the most meaningful gifts are the emotions and memories they represent, reinforcing Archies’ belief that greeting cards, gift hampers, and gestures convey deeper messages of love and togetherness.
Executive Commentary
Varun Moolchandani and Hanisha Gandhi, Executive Directors of Archies Limited, stated that Raksha Bandhan is one of the most emotional celebrations in India and that #ThreadsThatBind seeks to move beyond the idea of gifting to celebrate the laughter, memories, playful moments, and promises that bind siblings. They expressed hope that the campaign will inspire people to express these emotions in meaningful ways and make each Raksha Bandhan more special.
Company Background
Archies Limited has operated a chain of stores for 45 years, offering greeting cards, photo albums, baby books, jewellery, accessories, gift hampers, perfumes, stuffed toys and other gifts. The company’s network comprises more than 1,000 sales points, including company‑owned stores, retailers, franchisees and distributors, with a strategic focus on malls and prime retail spaces.
Media Links
- YouTube: https://www.youtube.com/watch?v=dstTS5n4zug
- Instagram: https://www.instagram.com/reel/DcFnD6iieaY/?igsh=dGZ3OGU0cXgybmRw&igsi=dGZ3OGU0cXgybmRw