Kalyan Jewellers and Swiggy Instamart’s Raksha Bandhan OOH campaign.

At Sikanderpur Ghosi in Gurugram, a striking OOH display has captured public attention in the lead-up to Raksha Bandhan. Positioned prominently and executed by MOMS Outdoor on the Rapid Metro overpass, the campaign features two side-by-side billboards from Kalyan Jewellers and Swiggy Instamart, with a large decorative rakhi installation placed between them.

On one side, Kalyan Jewellers presents a bold red creative featuring brand ambassador Amitabh Bachchan holding a gift card. The message, “Gehna for Behna?” promotes a ₹2100 Kalyan gift card as a Raksha Bandhan gifting option, appealing to those looking to mark the occasion with traditional jewelry.

Adjacent to it, Swiggy Instamart offers a contrasting proposition with a crisp blue ad that reads, “Rakhi ke saath milega na. In just 10 minutes.” The message emphasizes speed and convenience, positioning Instamart as a quick solution for festive needs, including Rakhi delivery.

The placement, visuals, and cultural timing make the campaign stand out. While both brands take different approaches—one focused on tradition and gifting value, the other on modern convenience—they share the same goal of engaging audiences during a key festive moment. The central rakhi element acts as a unifying visual, tying the campaign together and reinforcing its relevance to the occasion.