Mumbai: Cadbury Celebrations has unveiled its refreshed Raksha Bandhan portfolio, introducing premium packaging, elevated gifting formats and an expanded assortment across price points. The launch is accompanied by a new campaign, #ThisTakraarIsSweet, which celebrates the playful banter, arguments and affection that define sibling relationships.
The campaign film brings the spirit of Raksha Bandhan to life through the everyday dynamics shared between siblings. Set to a soulful rendition of the iconic Phoolon Ka Taaron Ka, the film captures the teasing, pranks and mock fights that sit alongside the unconditional love between brothers and sisters.
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 refreshed Raksha Bandhan portfolio features redesigned packs with premium gold-accented packaging, elevated gifting formats, chocolate-coated dry fruits in contemporary jars and an expanded assortment of Cadbury brands.
The portfolio includes options starting at under ₹100, while premium offerings are priced in the ₹250–₹575 range. The range includes Cadbury Celebrations assorted chocolate packs, Silk Selections, Bournville Selections and Rich Dry Fruits jars, giving consumers options across different gifting preferences and budgets.
The launch will be supported by an integrated media campaign spanning television, digital, social media and in-store touchpoints. The brand is also focusing on influencers and e-commerce as key pillars of its media strategy, with creator-led gifting guides designed to help consumers choose products based on individual sibling preferences.
