Mumbai: Fabelle, the luxury chocolate brand from ITC Ltd., known for redefining indulgent craftsmanship and curated consumer experiences, has launched a unique Raksha Bandhan campaign titled #WorthTheOne. This first-of-its-kind initiative sets a new benchmark in the personalised gifting space by turning sibling stories into tailor-made chocolate experiences.
Fabelle’s #WorthTheOne campaign is built around a deep emotional insight: no two sibling bonds are alike. From protective instincts to playful rivalries, each relationship carries its own emotional layers and shared quirks. The brand aims to turn these personal dynamics into a thoughtfully curated gifting experience.
Addressing a common pain point—last-minute, impersonal Raksha Bandhan shopping—Fabelle invites brothers to create something truly meaningful. Consumers can take a fun and insightful sibling compatibility test on the Fabelle’s worththeone website. Using AI, the platform then matches sibling traits and translates them into a bespoke selection of handcrafted chocolates, curated by ITC’s Master Chocolatiers using the finest cocoa from around the world.
Each personalised box contains 20 truffles in 5 distinct flavours, including the nostalgia-rich Saffron RasMalai truffle and the elegant Ruby Hazelnut Gianduja, designed to evoke memories and emotion. Even the packaging is customised, ensuring that no two boxes are ever the same.
Commenting on the launch, 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.”
