Every sibling relationship runs on the same currency: teasing, mock fights, and love that somehow survives both. Cadbury Celebrations just built an entire Raksha Bandhan campaign around that exact truth, and honestly, it’s hard not to relate.
The brand has unveiled a refreshed festive portfolio alongside a new campaign called #ThisTakraarIsSweet — a celebration of the delightfully chaotic, unfiltered bond between siblings. Rather than leaning on the usual sentimental gifting tropes, the campaign leans into the bickering, pranks, and playful “takraar” (friction) that actually define most sibling relationships, arguing that beneath the teasing is where the real affection lives.
What’s New This Raksha Bandhan
| Element | Details |
|---|---|
| Campaign name | #ThisTakraarIsSweet |
| Campaign film | Set to a reimagined rendition of the classic song “Phoolon Ka Taaron Ka” |
| Packaging | Premium gold-accented redesign across the portfolio |
| New formats | Chocolate-coated dry fruits in contemporary jars, elevated gifting packs |
| Price range | Starting under ₹100, with premium options between ₹250–₹575 |
| Featured lines | Celebrations assorted packs, Silk Selections, Bournville Selections, Rich Dry Fruits jars |
According to Mondelez India’s Marketing Director Parul Gulia, the goal was to reflect sibling relationships as they actually are — full of teasing and arguments, yet unconditionally loving underneath it all — while also giving consumers a wider, more premium range of gifting options to choose from this year.
The creative direction, led by Ogilvy India, focuses on capturing those “messy, unscripted moments” that make sibling bonds so recognizable, using nostalgia as an emotional anchor through the reworked soundtrack. Meanwhile, WPP Media South Asia is driving the campaign’s rollout with a strong focus on influencer content and e-commerce, aiming to turn gifting into a more intentional, personalized choice rather than a last-minute purchase — a shift that mirrors how festive gifting culture has evolved globally, much like traditions surrounding gift-giving as an expression of relationship and social bonds.
With television, digital, social, and in-store campaigns all rolling out together, Cadbury Celebrations is positioning itself less as a chocolate brand and more as a stand-in for the relationship itself — chaotic, sweet, and impossible to replace. For more brand campaign breakdowns and festive marketing updates, check out TechnoSports.
