Godrej Industries Group (GIG) has launched a light-hearted campaign this Raksha Bandhan celebrating “work siblings” — colleagues who playfully tease, support, and share the camaraderie of real siblings. With changing family structures and more millennials choosing to have only one child, the traditional sibling bond is becoming rarer. A 2023 YouGov-Mint-CPR survey revealed that 47% of urban millennials prefer just one child.
Through lifestyle platforms Godrej L’Affaire and Vikhroli Cucina, the ‘Work Sibling – India’s New Badge of Workplace Bonding’ campaign includes a satirical digital film and interactive social media activity encouraging professionals to “adopt” their favourite colleagues as official work siblings. Participants can tag colleagues, share stories, and send personalised e-Rakhi cards.
In Guwahati, where corporate offices and start-ups are steadily expanding, the idea resonates strongly with young professionals. Many working in the city’s growing IT hubs and retail management sectors say such campaigns boost workplace morale and mirror the close-knit market culture of the city, where collaboration often goes beyond formal roles. Commenting on the initiative, SujitPatil, Chief Communication Officer, GIG, said the campaign is about “celebrating everyday bonds that make workplaces feel more human” and fostering a sense of belonging among teams nationwide.