Ayushmann Khurrana breaks yet another stereotype, this time around Raksha Bandhan in his latest ad with The Man Company

• “Truth be told some of our traditions can, in the present day context, do with a little tweaking,” says The Man Company.
• So this Raksha Bandhan, the brand with endorser Ayushmann Khurrana, urges you to remember the times your sisters have protected you and tie a rakhi on their wrists instead.

Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective. The film depicts a radically different yet heartwarming take on brother-sister relationship and is part of #RakhiForSisters, a new digital campaign from The Man Company.

The film opens with Ayushmann’s elder sister waking up to a heartfelt written note from him on the day of Rakshabandhan. He reminds her of all the times she has protected her brother, from dad’s anger after breaking a vase, from bullies in school and even after suffering a heartbreak. Ayushmann then walks in and declares that he should in fact tie a rakhi on his sister’s wrist for protecting him always. In return, he receives The Man Company men’s grooming kit as his Rakshabandhan gift.

Ayushmann is the brand ambassador for The Man Company and is also an investor in the company. As an actor and a public figure, he is well-known for shaking up societal conventions and portraying unorthodox roles.


The Man Company has through its marketing and promotional campaigns frequently sparked dialogue and conversations on what it means to be a man for the modern times. The brand’s Valentine’s Day campaign this year, #ForAllKindsOfLove, celebrated male body positivity. A previous year’s campaign questioned the stereotyping of ideal love; and pointed out that gender, age, socio-economic status, faith or religion: none of it matters when it comes to love.

“The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality. We at The Man Company take pride in contributing meaningfully to the broader conversations on evolving gender roles and the evolving understanding of positive masculinity,” says Hitesh Dhingra, Founder and CEO, The Man Company.