Cadbury Celebrations launches its #ThisTakraarIsSweet Raksha Bandhan campaign

Cadbury Celebrations has launched its new Raksha Bandhan campaign, #ThisTakraarIsSweet, celebrating the playful arguments, teasing, pranks, and affection that define sibling relationships. The campaign presents sibling banter not as conflict, but as one of the most familiar and honest expressions of love.

The campaign film captures the everyday chaos of brother-sister relationships, where small disagreements and mischievous moments often exist alongside deep emotional attachment. Set to a soulful rendition of the iconic song ‘Phoolon Ka Taaron Ka’, the film reminds audiences that behind every harmless fight and playful taunt lies a bond that remains strong.

Cadbury Celebrations has used the idea of ‘takraar’ to move away from conventional Raksha Bandhan advertising that focuses only on emotional declarations. Instead, the brand celebrates the unfiltered nature of sibling relationships, showing how teasing and arguments can become memories that families continue to cherish.

The campaign is supported by a refreshed Raksha Bandhan gifting portfolio featuring redesigned packs, premium gold-accented packaging, and elevated gifting formats. The range includes options across price points, allowing consumers to choose Cadbury Celebrations products for different gifting occasions and budgets.

The integrated campaign will run across television, digital platforms, social media, retail outlets, and in-store touchpoints. Its media strategy is particularly focused on influencers and e-commerce to connect with digitally active consumers and make gifting more convenient during the festive period.

Parul Gulia, Marketing Director – Gifting and Countlines – Mondelez India said “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.”

The campaign has been created by Ogilvy India, with WPP Media handling the media strategy. By combining a relatable cultural insight with a familiar festive ritual, Cadbury Celebrations continues to position itself as a meaningful gifting choice for Raksha Bandhan. #ThisTakraarIsSweet reinforces the idea that sometimes the sweetest relationships are also the most argumentative ones.