National, India | 5th August 2025: This Raksha Bandhan, Something’s Brewing is calling out the growing digital disconnect between siblings and inviting them to connect meaningfully, with real-time and real conversations. The brand’s latest campaign flips the script on the typical ‘digital Rakhi’ exchange, urging people to replace online payments and virtual wishes with a warm cup of coffee and presence. At the heart of this celebration is the Budan OneTouch coffee machine, a thoughtful, personal, and lasting gift idea that fosters genuine connection.
The campaign unfolds through an emotionally resonant video that captures the modern-day sibling dynamic—a sister caught in the frenzy of life, nearly forgetting Rakhi, only to be surprised by her brother at her doorstep. Instead of the usual money transfer and missed calls, he shows up with a Budan OneTouch machine, offering not just a gift but a heartfelt moment over coffee. It’s a gentle reminder to take time out and brew new memories, away from screens, pings, and digital noise.
On the launch of this campaign, Abhinav Mathur, Managing Director, Something’s Brewing, says, “As siblings, we’ve all relied too long on money transfers and hurried calls to keep Rakhi alive. But a truly special gift is one that lets you slow down and spend time together. With this campaign, we want to rekindle those real, in-person moments, because a meaningful conversation over a great cup of coffee can sometimes say more than any gift ever could.”
To make the occasion even more special, Something’s Brewing has curated a selection of thoughtful Rakhi gifts on their website, perfect for coffee-loving siblings! These include the Fellow Carter Move Mug, a sleek, travel-ready cup that keeps your brew hot on the go; the Budan OneTouch espresso machine for café-style coffee at home; the Noir pod machines with its multiple flavours of dolce gusto pods, a convenient option for those who prefer quick, quality coffee; the V60 Brew Sets for a mindful, pour-over experience; and a range of signature coffees sourced and roasted for every kind of palate. Explore the full Rakhi collection at: somethingsbrewing.in/collections/rakhi-sale.