Fabelle, the luxury chocolate brand from ITC Ltd., has launched a new campaign for Raksha Bandhan titled #WorthTheOne, aimed at offering a personalised gifting experience that reflects the individuality of sibling relationships.
The campaign is based on the idea that Raksha Bandhan gifts often end up being last-minute and generic. Fabelle’s #WorthTheOne looks to address this by allowing consumers to create a custom chocolate gift box that is tailored to the unique dynamics between siblings.
Central to the campaign is a compatibility test on the brand’s dedicated worththeone website. Participants answer questions that explore their sibling bond — including traits like protectiveness, rivalry, and shared memories. Based on these responses, an AI engine curates a selection of chocolates designed to align with the relationship profile. The box includes 20 handcrafted truffles in five flavours, such as Saffron RasMalai and Ruby Hazelnut Gianduja. Each box is also personalised in terms of packaging and selection, with no two boxes being identical.
Fabelle’s Master Chocolatiers create the truffles using cocoa sourced from various global regions, continuing the brand’s approach of crafting small-batch luxury chocolates.
Commenting on the initiative, Anuj Bansal, Vice President and Head of Marketing, Chocolates, Coffee and Confectionary, Foods Division, ITC Limited, said, “Fabelle has always stood at the intersection of luxury, craft and emotion. This Rakhi, Fabelle is celebrating the unique sibling bond with #WorthTheOne. Leveraging AI we will convert shared memories, quirks, and emotional nuances into an experience that feels luxurious, handcrafted, personal and thoughtful.”
