This Rakhi, Sugar Free D’lite is turning festive gifting on its head with a witty twist packed with emotion, humour, and zero added sugar. The brand has rolled out limited-edition gift packs and teamed up with popular creators Mallika Dua and Chetan Goel for a light-hearted digital campaign that blends sibling banter, festive cheer, and guilt-free indulgence, all under the banner of #CaloriesSeRaksha.
At the heart of the campaign is a humorous film, styled like a playful matrimonial ad. It quickly unravels into a riotous sibling face-off, echoing the love, teasing, and protectiveness that define Rakhi. But beyond the laughs, the campaign speaks to a deeper cultural shift: how modern families are looking for ways to celebrate that feel both indulgent and intentional.
Tarun Arora, CEO and Whole Time Director, Zydus Wellness, said, “Consumer expectations are shifting, and people want to celebrate without compromise. They are looking for choices that honour tradition but also reflect modern lifestyles. With #CaloriesSeRaksha, we have reimagined festive gifting in a way that resonates emotionally while being health-forward. And with creators like Mallika Dua and Chetan Goel, who embody today’s cultural voice with humour, honesty, and relatability, #CaloriesSeRaksha campaign connects at both a personal and generational level.”
Mallika Dua shared her experience, saying, “Sibling love comes with a side of teasing, laughter, and drama and this campaign captures that perfectly. I loved bringing the Rakhi story to life in a way that’s funny, modern, and filled with flavor just like the gift boxes!”
