Cadbury Celebrations has introduced a refreshed Raksha Bandhan gifting portfolio, with new packaging, gifting formats and a wider range of products across price points. The launch is accompanied by a new campaign, ‘#ThisTakraarIsSweet’, which focuses on the playful arguments, teasing and everyday moments that shape sibling relationships.
The campaign film uses a soulful rendition of Phoolon Ka Taaron Ka to portray the familiar mix of nok jhok and affection between siblings. Rather than presenting Raksha Bandhan only as a formal gifting occasion, the film focuses on the everyday interactions that make sibling relationships distinctive.
The refreshed portfolio includes redesigned packs with gold accents, elevated gifting formats, chocolate coated dry fruits in jars and a broader selection of Cadbury brands. The range includes Celebrations assorted chocolate packs, Silk Selections, Bournville Selections and Rich Dry Fruits jars.
Products start at below Rs 100, while the premium range is priced between ₹250 and ₹575. The broader price range is aimed at giving consumers more gifting choices, from everyday Raksha Bandhan purchases to more premium options.
The campaign will run across television, digital, social media and in store channels during the Raksha Bandhan season.
Watch the campaign
Parul Gulia, Marketing Director Gifting and Countlines, Mondelez India said, “Sibling relationships are wonderfully unfiltered full of teasing, pranks, arguments and, underneath it all, unconditional love. With our new Raksha Bandhan campaign, #ThisTakraarIsSweet, we’re celebrating the little moments that make every sibling bond so unique.”
She further added, “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.”
Sukesh Kumar Nayak, Group Chief Creative Officer, Ogilvy India Group shared, “True sibling relationships live in the messy, unscripted moments. 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.”
He further added, “Backed by a nostalgic, reimagined rendition of ‘Phoolon Ka Taaron Ka’, the film captures the sweet friction that makes sibling love so unique. Experience the story of every household this festive season. Watch it now and tag the sibling who always pulls your leg!”
Shekhar Banerjee, President, Client Solutions, WPP Media South Asia added, “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. Every sibling relationship has its own chaotic, sweet dynamic – so why should the gift be one-size-fits-all?”
He further added, “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.”
