India, 1st August 2025: Launching its Rakhi campaign “Mann Se Tohfa” is a new way to celebrate gifting at Raksha Bandhan, and it’s also a fresh spin on the long, Indian tradition. IVYN, India’s most considerate gifting brand is taking a fresh approach to gifting by focusing on brothers, which allows sisters to now gift him with love, rather than duty, gratitude, and emotional generosity. For centuries now, Raksha Bandhan is a day brothers can protect and pamper their sisters, even gifting as a sign of affection. While this gifting notion is core to Indian culture and a beautiful tradition, IVYN is going against tradition and asking one question – Why is it a one-sided affair?
In launching “Mann Se Tohfa” IVYN seeks to reorient the spirit of Rakhi by pushing sisters and families to realize the distinct role brothers play in their lives – whether it is being the supportive, older sister, or the most amusing younger brother or the cuddly older brother there has always been a balance in the dynamic. This year, let us make our brother feel notably special, seen, and recognized as a caring brother. With gifts, that are gifting without limits, and gifting from the heart.
“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? This campaign is not just about products; it’s about acknowledging a shift in societal dynamics. Today, relationships are more expressive, more emotionally aware, and more reciprocal. This Rakhi sisters want to give back not just with a thread, but with a token of appreciation that celebrates the bond in a balanced way.” says Pooja Jain, Founder, IVYN
In a world that’s increasingly moving toward emotional honesty and equality in relationships, IVYN’s campaign reflects a generational shift. Raksha Bandhan is no longer just about protection, it’s about presence. A brother’s support, a sister’s resilience, and the shared memories in between. IVYN’s message is simple but powerful: Let this Rakhi be about appreciating one another mutually, deeply, and genuinely.
About IVYN:
IVYN is not just a brand, it’s a beautifully thought-out experience designed to make emotions tangible. Founded with the idea that the best gifts are those given with intention, IVYN has quickly emerged as a go-to destination for those who believe in the power of thoughtful expression.What sets IVYN apart is its ability to combine utility with emotion. Whether it’s a birthday, a festival, a corporate celebration, or just a moment that deserves to be marked, IVYN offers a curated range of gifts that feel personal and elevated. Their hampers don’t just look good—they mean something. Each IVYN product is handpicked to reflect a certain elegance, rooted in quality and aesthetic detail. The brand works closely with local artisans, boutique creators, and wellness labels to craft offerings that are as beautiful as they are meaningful. It’s gifting, but done with care—for the moment, for the relationship, and for the memory it creates.
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Author: Team BTP
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