This Raksha Bandhan, Sweet Truth from Rebel Foods has launched a festive campaign titled #ABondSoSweet, aimed at highlighting the bond between siblings through more than just traditional gifting. The campaign introduces dessert hampers accompanied by a plantable Rakhi that grows into wildflowers, adding an eco-friendly dimension to the celebration.
Leaning into the playfulness often associated with sibling relationships, the campaign features elements like messaging that reads “Even if I’m sending you this Rakhi, I’m still Mom’s favorite” and a gift box created for two—but one that also nods to the familiar act of stealing the last bite. The focus is on the everyday moments of teasing, bribery, and shared indulgence that define siblinghood.
Commenting on the campaign, Nishant Kedia, CMO at Rebel Foods, said, “With #ABondSoSweet, we aimed to go beyond the usual gifting. It’s all about capturing the real essence of siblinghood, the teasing, the playful blackmail, the shared desserts—and packaging it in a way that tells a story. The plantable Rakhi is a meaningful touch that continues to grow long after the festival is over—just like the bond itself.”
Available in more than 90 cities across India, the limited-edition Sweet Truth Rakhi hamper includes a choice between two rich desserts (brownies or dessert jars), a plantable Rakhi, and a sachet of roli-chawal, designed to evoke memories and encourage shared experiences.
