Cadbury Celebrations has rolled out a Raksha Bandhan campaign, #ThisTakraarIsSweet, to showcase a celebration of the delightfully unfiltered sibling bond, built on playful bickering, and all the little moments that make it truly special.

Conceptualised by Ogilvy, the campaign comprises an ad film.

Set to a soulful rendition of Phoolon Ka Taaron Ka, the film celebrates the beautifully chaotic bond between siblings, reminding us that behind every harmless prank, argument and endless tease lies unconditional love. It captures the everyday moments that define sibling relationships, from blowing out a sister’s birthday candle to fighting over the window seat on a flight. The film closes by showing how these seemingly small, chaotic moments are what make Raksha Bandhan, and the bond between siblings, special.

What we think about it: The film works because it captures the unfiltered reality of sibling relationships, where teasing, petty fights and playful pranks often sit alongside deep affection. The familiar moments depicted in the campaign are instantly relatable to anyone who has grown up with a sibling.

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.”

Sukesh Kumar Nayak, group chief creative officer, Ogilvy India Group, added, "True sibling relationships live in the messy, unscripted moments. While we celebrate love this Raksha Bandhan, we often forget that the teasing, the mock fights, and the constant leg-pulling are also genuine expressions of affection. It is a bond defined by unfiltered honesty. Our latest film, #ThisTakraarIsSweet, brings this relatable dynamic to life. Backed by a nostalgic, reimagined rendition of 'Phoolon Ka Taaron Ka', the film captures the sweet friction that makes sibling love so unique. Experience the story of every household this festive season. Watch it now and tag the sibling who always pulls your leg!"

Shekhar Banerjee, president, Client Solutions, WPP Media South Asia, added, "For Rakhi, we are speaking to a digital-native audience, so our multimedia strategy is over-indexed on two clear pillars: influencers and e-commerce. Every sibling relationship has its own chaotic, sweet dynamic - so why should the gift be one-size-fits-all? By turning creator content into personalised gifting guides and connecting it seamlessly to e-commerce, we are helping brothers choose a Cadbury Celebrations pack that genuinely fits their sister’s vibe. The ambition is to move the brand from being a last-minute panic buy to a more thoughtful, intentional choice - because every bond, every banter and every dispute is unique."

This year’s Raksha Bandhan portfolio features premium gold-accented packs, gifting formats and chocolate-coated dry fruits. 

The campaign will be rolled out across television, digital, social media, and in-store touchpoints.

CREDITS:

Agency: Ogilvy

Client: Mondelez

Media agency: WPP Media