Fabelle, the luxury chocolate brand from ITC Ltd., has launched a unique Raksha Bandhan campaign titled #WorthTheOne, blending craftsmanship with deep emotional insight to transform sibling bonds into bespoke chocolate gifts.
Built on the idea that no two sibling relationships are alike, the campaign captures everything from playful rivalries to heartfelt protection. #WorthTheOne invites consumers-especially brothers looking for meaningful Rakhi gifts-to go beyond generic offerings.
Through an AI-powered compatibility test on the dedicated worththeone website, users answer questions about their sibling relationship. Based on the responses, Fabelle curates a personalised box of chocolates crafted by ITC’s Master Chocolatiers using premium cocoa sourced globally.
Each box includes 20 handcrafted truffles across five unique flavours, such as the nostalgia-evoking Saffron RasMalai Truffle and the indulgent Ruby Hazelnut Gianduja. Even the packaging is fully customised, ensuring that every gift feels truly one-of-a-kind.
Addressing a common festive challenge-impersonal, last-minute gifting-Fabelle’s campaign brings personalisation to the forefront of the Raksha Bandhan experience.
Anuj Bansal, Vice President and Head of Marketing – Chocolates, Coffee and Confectionary, Foods Division, ITC Ltd., shared:
“Fabelle has always stood at the intersection of luxury, craft, and emotion. With #WorthTheOne, we’re celebrating sibling bonds by turning memories and quirks into something luxurious, personal and thoughtful.”
By combining technology, emotion and craftsmanship, Fabelle continues to redefine premium gifting, making this Rakhi more personal and memorable than ever before.
