Instamart’s Rakhi calculator turns sibling ‘debts’ into Dairy Milk bars

Mumbai: Sibling scorekeeping is getting a chocolate-powered settlement this Raksha Bandhan, with Instamart and Mondelez India launching a Sibling Debt Calculator that turns childhood misdemeanours into Dairy Milk bars.

The digital tool lets users tick off 10 familiar sibling “crimes”, including stolen chocolates, borrowed clothes that never came back, remote-control battles and getting each other into trouble. Every crime adds 10 points to the sibling’s debt.

The catch, or perhaps the reward, is that the debt is calculated in Cadbury Dairy Milk. Every 10 points equals one Dairy Milk bar. A sibling guilty of five offences, for instance, would officially owe five bars.

Once the calculation is complete, users can share the result with their sibling on WhatsApp through a pre-filled message stating the chocolate debt. The sibling can then head to Instamart and add the corresponding number of Dairy Milk bars to their cart.

The campaign has also spilled onto social media, with users sharing screenshots, tagging siblings and comparing who owes whom. The format turns familiar sibling grievances into a shareable Raksha Bandhan conversation, with the final score doubling as a playful gifting prompt.

One user shared that her sister scored 50 points on the calculator, translating into five Cadbury chocolates, while another described the experience as “revenge time”.

The collaboration builds on Instamart’s use of sibling humour during Rakhi. Previously, the brand created a tongue-in-cheek “legally binding” Rakhi Agreement featuring clauses around Maggi sharing and charger rights.

With the latest campaign, years of sibling accounting get a new unit of measurement: chocolate. And this time, settling the score could actually be worth it.