Mumbai, August 6, 2025: Hershey India Pvt. Ltd., a subsidiary of The Hershey Company, a leading global Snacking and Confectionery Company and the largest producer of quality chocolates in North America, has launched its Raksha Bandhan campaign, ‘Bonds Unwrapped with HERSHEY’S’, celebrating the evolving meaning of siblinghood. The campaign puts the spotlight on the many modern relationships we cherish, from brother-sister bonds and long-distance friendships to father-daughter duos and beyond, that define the festival today.
Traditionally viewed as a celebration of the brother-sister bond, Rakhi has grown into a festival that honours all those who stand by us like siblings – whether it’s a friend, a parent, or someone who feels like family. Recognizing this shift, Hershey India brings its own sweet twist to the festival with a film honoring the modern rituals and a specially curated gifting range as thoughtful and sweet as the bonds it celebrates.
The campaign is rooted in the insight that today’s consumers are looking for more meaningful and inclusive ways to express love. The film captures this sentiment, showing different Rakhi moments – from sisters celebrating their bond, to friends surprising one another, and a father-daughter duo creating new traditions – reinforcing the thought that it’s the bond that matters, not the label.
Commenting on the new campaign, Kamy Devaguptapu, Marketing Director, Hershey India & APAC, said, “At Hershey India, we believe that festivals are a reflection of the times we live in. Raksha Bandhan, today, is about the people who protect, uplift, and stand by us, regardless of traditional roles. With our new campaign and curated chocolate gift packs, we want to help consumers express this modern sentiment in a sweet, thoughtful way. Through this, we hope to deepen emotional connections and make Rakhi feel even more personal.”
To elevate the experience further, each HERSHEY’S Premium Gift Pack comes with a QR code on the packaging. When scanned, it allows consumers to create a personalized AR greeting that can be instantly shared with their loved ones, adding a thoughtful, digital twist to their Rakhi wishes.
The festive gift packs feature an indulgent assortment of HERSHEY’S KISSES and cocoa-rich HERSHEY’S EXOTIC DARK, offering a melt-in-mouth chocolatey experience perfect for gifting.
HERSHEY’S Rakhi Gift Packs are available across all modern trade, general trade, e-commerce, and q-commerce platforms.
