Brands
This festive season Cadbury Celebrations sweetens the Brother-Sister bond with its new campaign and premium pack
MUMBAI: Mondelez India, the creators of the Chocolate Gifting market in India have recently rolled out a new campaign for Raksha Bandhan, in line with Cadbury Dairy Milk’s new positioning of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’. The new exciting packs of Cadbury Celebrations and Cadbury Gifting Portfolio, are making the festive season even sweeter and memorable, along with a heart-warming TVC highlighting the brother-sister bond.
Commenting on the exciting festive offering, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said, “Over the years, Mondelez India has been an intrinsic part of festivals with Cadbury Celebrations becoming India’s favorite gifting option. Cadbury Celebrations brings alive the joy of gifting by getting people together and strengthening relationships especially during festivals like Raksha Bandhan. We aim to bank on the Cadbury Celebrations Premium Selection chocolates with revamped and premium packaging to help us connect with our consumers this festive season. Our Raksha Bandhan TVC, in a heart-warming set up, highlights the innocent brother-sister relation and how a pack of Cadbury Celebrations brings them closer to each other, than ever. Linking in with the recently launched Cadbury Dairy Milk Generosity Campaign, this Rakhi commercial also brings alive the acts of generosity that makes our festivals full or warmth and renewed good feelings amongst relationships far and close”
The new TVC features the story of a younger brother going the extra mile, by sacrificing the money he saved for his cricket bat, to buy his sister a ‘rakhi’ gift – a box of Cadbury Celebrations. Of a simple sacrifice, that enhances the love between them. The new campaign is led by a TVC and further amplified through digital and social activations along with innovative OOH.
5The company has been making strides in e-commerce, creating new shopping opportunities through personalization and gifting platforms. This festive season, the company has also designed an ecommerce innovation using personalization to take the gifting experience a notch up. Consumers will be able to customize their Cadbury Celebrations and other eCommerce exclusive Cadbury Gift boxes with heartfelt messages to create a truly special personalized gift for their siblings.
Abhishek Ahluwalia, e-Commerce Lead, Mondelez India said “Last year, Mondelez India announced the launch of its first direct-to-consumer website “Cadbury Joy Deliveries” – www.cadburygifting.in. This Raksha Bandhan we are taking it a step further with adding a personal touch to the packaging of the Cadbury Celebrations and other eCommerce exclusive Cadbury Gift boxes. The website allows you to customize a heartfelt message and add photographs for your beloved sibling at attractive prices. So this festive season not only is the joy delivered to your doorstep but, it is personalized, too.”
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
