Cadbury Celebrations has unveiled its refreshed Raksha Bandhan portfolio alongside a new campaign, #ThisTakraarIsSweet, celebrating the playful arguments, teasing and everyday banter that define sibling relationships.
Conceptualised by Ogilvy India, the campaign takes a relatable look at the unfiltered bond between brothers and sisters. The campaign film is set to a soulful reinterpretation of the classic ‘Phoolon Ka Taaron Ka’, using nostalgia and humour to show how harmless fights and constant leg-pulling often become expressions of affection.
Parul Gulia, marketing director – gifting and countlines, Mondelez India, said the campaign celebrates the unique dynamic of sibling relationships while extending the idea through refreshed 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, unscripted moments” that make sibling relationships authentic, highlighting teasing and mock fights as another form of love.
The campaign is supported by a multimedia strategy led by influencers and e-commerce. According to WPP Media South Asia, creator-led content will be used to offer personalised gifting recommendations, helping consumers select products based on their sibling’s personality and preferences.
The refreshed Raksha Bandhan portfolio features premium gold-accented packaging, new gifting formats, chocolate-coated dry fruits in contemporary jars and an expanded selection of Cadbury products.
Prices start below ₹100, while premium gifting options range from ₹250 to ₹575, including Celebrations assorted packs, Silk Selections, Bournville Selections and Rich Dry Fruits jars.
The campaign will run across television, digital, social media and retail touchpoints through the festive season.
