How emotional intelligence is redefining Rakhi gifting traditions

India Today

3 days ago

As Indian festivals evolve in a rapidly changing cultural landscape, so do the expectations around how we celebrate them. Gifting—once a last-minute checkbox is now emerging as a personal expression of connection, identity, and emotional resonance. For siblings, especially during Raksha Bandhan, the pressure to move beyond impersonal gifts has sparked a wider shift toward meaning-led gestures that acknowledge shared memories and individual quirks.advertisementIndia Today spoke with creators and industry professionals associated with ITC Ltd.'s luxury chocolate brand Fabelle to explore how the brand is tapping into emotional storytelling and technology to reimagine Rakhi gifting.WHEN AI MEETS AFFECTIONThis year, Fabelle introduced a digital gifting experience built around a simple premise: no two sibling bonds are alike, so no two gifts should be either. At the core of the initiative is a compatibility test hosted on a dedicated microsite, where brothers can answer playful questions about their relationship dynamics. Whether the bond is rooted in playful teasing, fierce protectiveness, or a shared love of nostalgia, the test decodes the emotional textures that define each sibling duo.
Using AI, these responses are then translated into a curated box of handcrafted chocolates. From saffron-infused truffles that evoke tradition to experimental flavours like Ruby Hazelnut Gianduja that lean toward modern indulgence, each box is personalised not just in flavour but in spirit. The idea is to make gifting not just thoughtful but truly reflective of the relationship being celebrated.THE RISE OF EXPERIENCE-LED GIFTINGOne of the notable shifts in the current gifting landscape is the move away from utility or generic value toward immersive, experience-led offerings. Consumers aren't just purchasing a product—they're opting into a moment. Whether it's a QR code that unlocks a shared memory or packaging that includes personalised messages, gifting is becoming more interactive, story-driven, and emotionally aligned with the person receiving it.Fabelle's initiative fits within this broader trend. It is less about chocolate and more about the story behind each selection: why a sibling chose a particular flavour, how it ties back to a memory, and what it says about their bond. The visual and sensory aspects—from personalised packaging to flavour notes—add layers of detail that transform the act of giving into a moment of recognition.THE EMOTIONAL NUANCE OF MODERN FESTIVALSContemporary celebrations are moving beyond surface-level symbolism. For Raksha Bandhan especially, this means focusing not just on rituals, but on relevance. Many siblings no longer live in the same city or even country. Their relationships are shaped by WhatsApp chats, video calls, and digital photo albums. In such a context, a hyper-personalised gift serves as both a gesture and a bridge—one that recognises distance but reaffirms closeness.Fabelle's campaign engages with this reality by creating a space where brothers can reflect on what their bond looks like today and how best to express it in a way that feels intentional and specific. While rooted in tradition, the approach speaks to a generation that values emotion, authenticity, and customisation.A SHIFT THAT'S HERE TO STAYadvertisementWhat campaigns like this indicate is a broader consumer desire for brands to move beyond function and lean into feeling. Whether it's through the use of technology, design, or curated experiences, the end goal remains the same: to make celebrations feel less transactional and more transformative.By tapping into emotional intelligence and digital tools, festive gifting is becoming a space for storytelling—a place where flavours, formats, and memories converge to say something real.- Ends