Cadbury Celebrations has unveiled its refreshed Raksha Bandhan portfolio alongside a new campaign, #ThisTakraarIsSweet, celebrating the unfiltered bond between siblings through playful bickering, nok-jhok and everyday moments of affection.
Created by Ogilvy, the campaign film draws on the familiar dynamics of sibling relationships, highlighting how pranks, teasing and mock fights often sit alongside unconditional love. The film features a soulful rendition of the iconic song Phoolon Ka Taaron Ka, bringing a nostalgic touch to the celebration of sibling bonds.
Parul Gulia, Marketing Director – Gifting and Countlines, Mondelez India, said sibling relationships are full of teasing, pranks and arguments, while also being rooted in unconditional love. She added that the campaign celebrates these everyday moments while the refreshed portfolio brings redesigned packaging, new gifting formats and a wider assortment across price points.
Sukesh Kumar Nayak, Group Chief Creative Officer, Ogilvy India Group, said the campaign focuses on the messy and unscripted moments that define sibling relationships. He added that the reimagined rendition of Phoolon Ka Taaron Ka helps capture the sweet friction and affection within these bonds.
The campaign’s media strategy, led with WPP Media South Asia, focuses on influencers and e-commerce to connect consumers with personalised gifting options. Creator content will be used to develop gifting guides aimed at helping consumers choose Cadbury Celebrations products based on their sibling’s preferences.
This year’s 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 products.
The portfolio includes options starting at under Rs 100, while premium gifting options are available in the Rs 250 to Rs 575 range, including Celebrations assorted chocolate packs, Silk Selections, Bournville Selections and Rich Dry Fruits jars.
The launch will be supported through television, digital, social media and in-store touchpoints, positioning Cadbury Celebrations as a thoughtful gifting choice while highlighting the authentic relationships between siblings.
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