Hershey India's Raksha Bandhan Campaign Redefines Bonds with Sweet Connections

Hershey India, a subsidiary of The Hershey Company have come up with its warm and endearing Raksha Bandhan campaign titled Bonds Unwrapped with HERSHEY,s that celebrates the new unfolding meaning of sibling relationship and contemporary relationships.

Leaving the stereotype of brother-sister relationship, the campaign also encompasses cousin friendship and sister-sister relationship and father daughter relationship in the true sense of Inclusion during the current Rakhi festivals.

The new campaign involves a touching video presenting diverse Rakhi scenes: sisters celebrating, surprise gifts to a friend, and father-daughter pair being close. It underlines the fact that the power of relationships depends on the intensity of the affects, not necessarily orthodox names.

To go along with this story, Hershey India offers a hand-selected collection of gifting products such as HERSHEYS KISSES and HERSHEYS EXOTIC DARK chocolates, which will bring a sweet note to the celebrations. In every Premium Gift Pack, there will be a QR code that once scanned by the consumer it will enable them to create their own customized AR greetings to make an emotional connection with their loved ones.

• Hershey India’s Raksha Bandhan Campaign Celebrates Inclusive Bonds Beyond Siblings
• Bonds Unwrapped by Hershey Redefines Raksha Bandhan with Emotional AR Gifts
• Hershey India Launches Sweet Rakhi Gift Packs Celebrating Modern Relationships

Kamy Devaguptapu, Marketing Director, Hershey India & APAC, stated, “Raksha Bandhan today celebrates those who protect and uplift us, regardless of traditional roles. Our campaign and curated chocolate gift packs aim to help consumers express this modern sentiment in a thoughtful, sweet way, deepening emotional connections.”

The gift packs are available in the form of modern trade, general trade, e-commerce, and q-commerce making Rakhi celebrations more personal than ever before. The campaign is something that fits the current changing cultural situation and puts an emphasis on Raksha Bandhan as an expression of gratitude to formed families, not only biological brothers and sisters, but also friends and those that help the community in times of need.

Also Read: Haldiram's Launches 'Do Dooni Mithaas' Campaign for Raksha Bandhan 2025

The campaign by Hershey India will be part of a larger movement in which brands are reinventing Raksha Bandhan as a day of inclusivity and emotional narratives. The campaign reaches contemporary audiences by commenting on unconventional relationships, making it relatable to diverse people who should embrace all the relationships they feel are their families. With Raksha Bandhan coming up on August 9, 2025, Hershey India offers a chance to explore the sweetness of a bond with loved ones and there is no exception.