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Time of India

This Raksha Bandhan, Hershey India celebrates evolving bonds

Hershey India , a subsidiary of The Hershey Company, a global snacking and confectionery company, 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. Recognising 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. Kamy Devaguptapu, marketing director, Hershey India and APAC, said, "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.' Hershey's Rakhi Gift Packs are available across all modern trade, general trade, e-commerce and q-commerce platforms. Watch the video here: