Hershey India has unveiled its Raksha Bandhan campaign titled ‘Bonds Unwrapped with HERSHEY’S’, redefining the traditional narrative of the festival by embracing a wider spectrum of relationships.
While Raksha Bandhan has historically celebrated the brother-sister bond, Hershey’s latest campaign expands the lens to include long-distance friendships, sisterhood, and father-daughter connections, reflecting how the festival has evolved to honour anyone who protects, supports, or uplifts us like family.
The campaign film captures various heartwarming Rakhi moments-friends surprising each other, sisters celebrating their unique bond, and a touching father-daughter exchange. At its core, the message is simple: it’s the bond that matters, not the label.
Kamy Devaguptapu, Marketing Director, Hershey India & APAC, said,
“Festivals are mirrors of society. Today, Raksha Bandhan goes beyond traditional roles to celebrate all meaningful relationships. With this campaign and our specially curated chocolate gift packs, we aim to help consumers express love in a thoughtful, contemporary way.”
To make the gifting experience more personal, each HERSHEY’S Premium Gift Pack features a QR code that unlocks an AR greeting, allowing users to create and share personalised digital messages with loved ones.
The festive gift range includes HERSHEY’S KISSES and HERSHEY’S EXOTIC DARK chocolates. These are available across modern trade, general trade, e-commerce, and q-commerce platforms-making it easier than ever to celebrate Rakhi with a sweet, inclusive touch.
