Mumbai, India | 1 September 2026: For generations, the sibling dynamic around Raksha Bandhan has extended well beyond the traditional exchange of gifts. For many sisters, there is another familiar ritual: casually asking their brothers to pay for one more thing.
This Raksha Bandhan, feminine care brand Plush and quality-first grocery and essentials app FirstClub turned that everyday sibling joke into the centre of a festive collaboration — by giving brothers a “credit card” that was, quite literally, meant for their sisters.
As part of the collaboration, select male FirstClub shoppers received a Raksha Bandhan envelope containing a card designed to look like a credit card. The card unlocked a 25% discount on Plush products for their sisters, turning the familiar “shopping on your brother’s account” joke into an unexpected festive gesture.
The idea plays on a behaviour that is instantly recognisable across sibling relationships: sisters asking brothers to foot the bill, and brothers reluctantly — or proudly — taking credit for it.
The campaign brings this dynamic to life through the line: “Take the credit. We’ll take the bill.”
Turning a Familiar Sibling Joke Into a Festive Gesture
Rather than building the collaboration around a conventional Raksha Bandhan gifting proposition, Plush and FirstClub chose to build on an everyday cultural observation — the informal understanding that a brother’s wallet is often fair game when a sister wants to shop.
The “credit card” became a playful physical manifestation of that relationship, giving brothers something they could actually hand over to their sisters while adding an element of surprise to the usual Raksha Bandhan exchange.
Prince Kapoor, Co-Founder, Plush, said:
“We wanted to turn something sisters have been wanting to do forever — shopping on their brothers’ accounts — into an official sibling privilege. So this Rakhi, we gave brothers a credit card they could proudly hand over, and a reason to take credit for being the best brother ever. She gets to shop for her self-care, he gets to take the credit — and honestly, we think that’s a pretty good sibling deal.”
The campaign also found resonance on social media, with consumers sharing their FirstClub unboxings and reactions to discovering the unexpected “credit card” inside their Raksha Bandhan orders. Posts on LinkedIn highlighted the surprise element of the activation and its take on the familiar sibling ritual, while the campaign reel extended the “Take the credit. We’ll take the bill.” idea across Instagram.
The collaboration reflects a broader shift in festive brand communication, where campaigns are increasingly built around relatable cultural behaviours and moments rather than conventional product-led gifting messages. By taking a familiar sibling exchange and giving it a physical, unexpected twist, Plush and FirstClub sought to make the Raksha Bandhan interaction itself part of the gift.
About Plush
Plush is a feminine care brand offering products across period care, hair removal and intimate wellness. The brand focuses on creating high-quality, skin-friendly personal care solutions designed around women’s everyday needs.
About FirstClub
FirstClub is India’s quality-first grocery and everyday essentials app, on a mission to make high quality the default in everyday consumption. Founded by Ayyappan R, who previously served as Senior VP at Flipkart, CEO of Cleartrip, and CBO at Myntra, FirstClub curates products that meet stringent standards of high quality, safety, and transparency, having banned 200+ harmful ingredients across the app, including artificial flavours, preservatives, and colours. The app started in Bengaluru where it is currently headquartered, and is now scaling across a new city – Hyderabad. FirstClub has crossed 2 million lifetime orders. The company has raised over $86M to date, including its seed round of $8M, a Series A of $23M, and a Series B of $55 M led by Accel, RTP Global, Peak XV Partners, Sofina, with participation from Paramark Ventures, Blume Founders Fund, Quiet Capital, and 2am VC.
