Cadbury Celebrations Launches Raksha Bandhan Campaign, Refreshes Gifting Portfolio
Cadbury Celebrations has launched its #ThisTakraarIsSweet Raksha Bandhan campaign alongside a refreshed festive gifting portfolio.
SociapaHQ
Cadbury Celebrations Launches New Campaign #ThisTakraarIsSweet and Revamped Raksha Bandhan Gifting Portfolio Celebrating The Fun Banter And Unconditional Love That Defines Siblings.
The campaign is supported by a new brand film that captures the fun-filled moments of teasing, pranks and daily “nok-jhok” between siblings, reinforcing the idea that these seemingly small interactions are expressions of love. Set to a soulful rendition of the song “Phoolon Ka Taaron Ka”, the film highlights the emotional connection that lies at the heart of every sibling rivalry.
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Check out the campaign here:
Festive Gifting:
Alongside the campaign, Cadbury Celebrations has also unveiled a refreshed festive portfolio that includes redesigned packaging, new gifting formats and a wider range of products across multiple price points. The brand said the enhanced range was intended to make festive gifting more meaningful, premium and personal.
Commenting on the launch, Parul Gulia, Marketing Director – Gifting and Countlines, Mondelez India, said sibling relationships are built on playful disagreements as much as affection.
"Sibling relationships are wonderfully unfiltered — full of teasing, pranks, arguments and, underneath it all, unconditional love. With our new Raksha Bandhan campaign, #ThisTakraarIsSweet, we're celebrating the little moments that make every sibling bond so unique. Bringing this spirit to life beyond the campaign, we're delighted to launch a refreshed Cadbury Celebrations portfolio with thoughtfully redesigned packaging, new gifting formats and a wider assortment across price points. As gifting becomes increasingly meaningful, premium and personal, we want to make it easier for consumers to find something special for every sibling," she said.
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Creative Strategy:
Ogilvy India has conceptualised the campaign. Sukesh Kumar Nayak, Group Chief Creative Officer, Ogilvy India Group, said the film is about those unscripted moments that define sibling relationships.
“Raksha Bandhan is a celebration of love but the teasing, mock fights and leg-pulling are also genuine expressions of affection,” he said. The campaign is designed to relive these moments and reimagine ‘Phoolon Ka Taaron Ka’ with a nostalgic touch.
“Brand has also adopted a digital-first media strategy to support the festive launch. “The campaign is about engaging with digital-native consumers thru influencers and e-commerce,” said Shekhar Banerjee, President, Client Solutions, WPP Media South Asia.
