This Rakhi, Sugar Free D’lite is turning festive gifting on its head with a deliciously witty twist packed with emotion, humour, and zero added sugar. The brand has rolled out limited-edition gift packs and teamed up with popular creators Mallika Dua and Chetan Goel for a light-hearted digital campaign that blends sibling banter, festive cheer, and guilt-free indulgence, all under the banner of #CaloriesSeRaksha.
At the heart of the campaign is a humorous film, styled like a playful matrimonial ad. It quickly unravels into a riotous sibling face-off, echoing the love, teasing, and protectiveness that define Rakhi. But beyond the laughs, the campaign speaks to a deeper cultural shift: how modern families are looking for ways to celebrate that feel both indulgent and intentional.
According to industry reports, sugar consumption in India surges by nearly 30% during festive weeks. Further, as consumers become increasingly aware of the health trade-offs that come with traditional sweets, Sugar Free D’lite’s limited-edition Rakhi Gift Packs include signature zero-added-sugar cookies and chocolates, which offer a thoughtful alternative without compromising on wellness. Whether it is for a fitness-first brother or a sister watching her sugar intake, the brand aims to bring together festive flavour and mindful gifting in one deliciously wrapped package.
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 flavor just like the gift boxes!”
With this festive launch, Sugar Free D’lite further strengthens its positioning as a trusted ally for consumers seeking healthier choices that do not compromise on taste, especially during moments of celebration. The gift packs are available on Blinkit, Flipkart, and leading modern trade stores across India.
