Cadbury Celebrations has launched a new Raksha Bandhan campaign, ‘#ThisTakraarIsSweet,’ alongside a refreshed gifting portfolio offering options across price points.
The campaign centers on sibling relationships built on playful bickering and “nok-jhok,” according to the brand.
Cadbury Celebrations’ new film draws on the dynamics of sibling relationships, set to a rendition of the song Phoolon Ka Taaron Ka.
“True sibling relationships live in the messy, unscripted moments,” said Sukesh Kumar Nayak, Group Chief Creative Officer, Ogilvy India Group.
“While we celebrate love this Raksha Bandhan, we often forget that the teasing, the mock fights, and the constant leg-pulling are also genuine expressions of affection. It is a bond defined by unfiltered honesty. Our latest film, #ThisTakraarIsSweet, brings this relatable dynamic to life. Backed by a nostalgic, reimagined rendition of ‘Phoolon Ka Taaron Ka’, the film captures the sweet friction that makes sibling love so unique.”
“For Rakhi, we are speaking to a digital-native audience, so our multimedia strategy is over-indexed on two clear pillars: influencers and e-commerce,” said Shekhar Banerjee, President, Client Solutions, WPP Media South Asia.
“Every sibling relationship has its own chaotic, sweet dynamic – so why should the gift be one-size-fits-all? By turning creator content into personalised gifting guides and connecting it seamlessly to e-commerce, we are helping brothers choose a Cadbury Celebrations pack that genuinely fits their sister’s vibe. The ambition is to move the brand from being a last-minute panic buy to a more thoughtful, intentional choice – because every bond, every banter and every dispute is unique.”
The Raksha Bandhan portfolio features redesigned packs with gold-accented packaging, gifting formats, and chocolate-coated dry fruits in jars, according to the brand.
“Sibling relationships are wonderfully unfiltered — full of teasing, pranks, arguments and, underneath it all, unconditional love,” said Parul Gulia, Marketing Director – Gifting and Countlines, Mondelez India.
“With our new Raksha Bandhan campaign, #ThisTakraarIsSweet, we’re celebrating the little moments that make every sibling bond so unique. Bringing this spirit to life beyond the campaign, we’re delighted to launch a refreshed Cadbury Celebrations portfolio with thoughtfully redesigned packaging, new gifting formats and a wider assortment across price points. As gifting becomes increasingly meaningful, premium and personal, we want to make it easier for consumers to find something special for every sibling.”
