7th August, 2025 – ELIVAAS, India’s leading luxury villa rental brand, has launched a new digital campaign this Raksha Bandhan celebrating the emotional bond between siblings. Titled #CareGoesBothWays, the campaign honors the quiet, often unspoken gestures that define the relationship between a brother and sister, transforming everyday interactions into lasting memories.

The short film at the heart of the campaign captures a simple sibling moment, elevated by emotion and intent. It brings to life the unsaid affection that exists in small, thoughtful surprises, reminding viewers that true care doesn’t always need grand gestures.

Rooted in nostalgia and warmth, the campaign encourages audiences to rethink how they celebrate festivals. It underscores that Raksha Bandhan isn’t just about rituals or gifts, it’s about creating space for togetherness, emotional connection, and meaningful shared experiences.

“At ELIVAAS, we’ve always believed in celebrating the bonds that quietly shape our lives. This campaign is close to our heart, as it portrays the often-overlooked strength and emotional depth of the sibling relationship, especially the role of the elder sister, who guards, nurtures, and holds everything together. Through this film, we hope to honour that love with intention, and show how small, thoughtful gestures can leave a lasting imprint. At its core, this reflects what ELIVAAS stands for, creating spaces where genuine care and meaningful connections can truly thrive,” said Ritwik Khare, Founder & CEO, ELIVAAS.

The campaign ties in seamlessly with ELIVAAS’ core offering of handpicked luxury villas, ideal for meaningful celebrations and intimate gatherings. These thoughtfully curated spaces give families the opportunity to bond, unwind, and create lasting memories.