Mumbai-based food company Chheda Specialities Foods is expanding its presence in the sweets category with Kaju Katli as the focus of its Raksha Bandhan campaign.
Known for its portfolio of chips and namkeen under the Chheda’s brand, the company is now building out its sweets range, with Modak planned for Ganesh Chaturthi, followed by products including Motichur Laddoo, Besan Laddoo and Ice Halwa.
For Raksha Bandhan, Chheda’s has launched a campaign centred on the idea of ‘Ghar Jaisi Mithai’, with a film conceptualised by Schbang Digital Solutions. The film follows a brother visiting his sister at her in-laws’ home for her first Raksha Bandhan after marriage. As the siblings revisit the rituals they grew up celebrating, he gives her Chheda’s Kaju Katli, triggering memories of home.
The film ends with the campaign thought, ‘Har Tyohar Mein, Jiski Zaroorat - Chheda’s Ghar Jaisi Mithai.’
Commenting on the campaign, Dharmik Chheda, Director, Strategy & Operations of Chheda Specialities Foods Private Limited, said, “Festivals in India have always been closely associated with the tradition of sharing sweets, and Raksha Bandhan is a particularly special occasion for celebrating relationships through thoughtful gestures and gifting. With this campaign, we are bringing the Chheda’s experience to a loved product segment, beginning with Kaju Katli for Raksha Bandhan. Through this campaign, we wanted to capture the feeling that some festive moments are made special by the familiar taste of home. We look forward to strengthening this portfolio further, while continuing to deliver the quality and consistency that our consumers associate with Chheda’s.”
The campaign seeks to position Chheda’s sweets around familiarity and family traditions, while giving the brand an entry point into a category traditionally associated with festive celebrations.
Dipshika Ravi, National Creative Director, Schbang Digital Solution Private Limited, said, “We saw that Chheda’s has always been woven into the fabric of Indian families. Its legacy lives in the place it has earned within people’s lives. Our creative lens was to explore that sense of belonging, because in every family, there are certain things that simply belong. Rakhi gave us the perfect canvas to bring that truth to life, with Chheda’s woven naturally into a moment of family, while the new range became a contemporary expression of a love that has been passed down for generations.”
