Cadbury Celebrations has unveiled its refreshed Raksha Bandhan portfolio alongside a new campaign, #ThisTakraarIsSweet, celebrating the playful yet enduring bond between siblings.
The campaign film captures the familiar banter and affection that define sibling relationships, set to a soulful rendition of 'Phoolon Ka Taaron Ka', reinforcing the brand's association with festive gifting.
The updated Raksha Bandhan range features redesigned premium packaging, chocolate-coated dry fruit jars and an expanded assortment, including Celebrations assorted chocolate packs, Silk Selections, Bournville Selections and Rich Dry Fruits jars.
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. 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. 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? 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 launch will be supported by an integrated campaign across television, digital, social media and in-store touchpoints to drive festive engagement and reinforce Cadbury Celebrations' position in the gifting category.
