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A sister ties a Rakhi on her brother's wrist. Traditionally, that is where the moment ends. The thread is tied, the sweets are shared, and the promise to protect and care for one another is spoken aloud, perhaps once, on a single day of the year. What happens after the festival is left to the siblings themselves. Cadbury Celebrations' #ConnectedRakhi, launched for Raksha Bandhan in 2022, asked a question about that gap. The campaign's insight, as described in coverage, is tha