Rakhi Gets a Sugar-Free Makeover with #CaloriesSeRaksha

This Rakhi, Sugar Free D’lite, a product by Zydus Wellness, has launched limited-edition gift packs that contain no added sugar for guilt-free indulgence.

They collaborated with Mallika Dua and Chetan Goel for a light-hearted digital campaign showcasing sibling banter and festive cheer.

The #CaloriesSeRaksha campaign kicks off with a playful matrimonial advertisement that sets the tone for a humorous sibling rivalry. As the campaign progresses, it aims to provide families with solutions for celebrating festivals, like Rakhi, without feelings of guilt or overindulgence.

According to the source, sugar consumption in India surges by nearly 30% during festive weeks. As consumers become more aware of the health trade-offs associated with traditional sweets, Sugar Free D’lite’s limited-edition Rakhi Gift Packs feature signature zero-added-sugar cookies and chocolates, aiming to provide a thoughtful alternative that does not compromise wellness.

Tarun Arora, CEO and Whole Time Director, Zydus Wellness, said, “Consumer expectations are shifting, and people want to celebrate without compromise. They are looking for choices that honour tradition but also reflect modern lifestyles. With #CaloriesSeRaksha, we have reimagined festive gifting in a way that resonates emotionally while being health-forward. And with creators like Mallika Dua and Chetan Goel, who embody today’s cultural voice with humour, honesty, and relatability, #CaloriesSeRaksha campaign connects at both a personal and generational level.”

Mallika Dua shared her experience, saying, “Sibling love comes with a side of teasing, laughter, and drama, and this campaign captures that perfectly. I loved bringing the Rakhi story to life in a way that’s funny, modern, and filled with flavour just like the gift boxes!”

The gift packs are available on Blinkit, Flipkart, and leading modern trade stores across India.

Link to the Campaign: https://www.instagram.com/reel/DMpqI6_xWSI/?igsh=MWtlM2MwNDJ1eWtvOQ%3D%3D