Cadbury Celebrations has expanded its Raksha Bandhan gifting range with a refreshed portfolio featuring redesigned packaging, new gifting formats and a wider selection across price points. The launch is accompanied by a new festive campaign, #ThisTakraarIsSweet, built around the playful dynamics of sibling relationships.
The updated portfolio includes premium gold-accented packs, chocolate-coated dry fruits in jars, and an expanded assortment of gifting options, priced from below ₹100 to premium packs between ₹250 and ₹575. The range spans assorted chocolate packs, Silk Selections, Bournville Selections and Rich Dry Fruits jars. The campaign film, set to a rendition of “Phoolon Ka Taaron Ka,” centres on sibling banter, pranks and everyday moments as expressions of affection.
Parul Gulia, Marketing Director, Gifting and Countlines, Mondelez India, called sibling bonds “wonderfully unfiltered,” adding that the refreshed portfolio aims to make gifting easier as it grows more personal and premium.
Sukesh Kumar Nayak, Group Chief Creative Officer, Ogilvy India Group, said the teasing and mock fights between siblings are genuine expressions of affection, calling it the “sweet friction” the film captures.
Shekhar Banerjee, President, Client Solutions, WPP Media South Asia, said the campaign leans on influencers and e-commerce, turning creator content into personalised gifting guides to shift Cadbury Celebrations from a last-minute buy to a more intentional choice.
