Chheda Specialities Foods Private Limited, a Mumbai-based food company known for its diverse portfolio of chips and namkeen under the Chheda’s brand, is strengthening its presence in the sweets category with Kaju Katli as the focused offering for Raksha Bandhan. Chheda’s is deepening its sweets portfolio, with Modak for Ganesh Chaturthi followed by favourites such as Motichur Laddoo, Besan Laddoo and Ice Halwa.
As part of the Raksha Bandhan campaign, Chheda’s has unveiled a film that captures the warmth and familiarity of celebrating festivals with family. Conceptualised by Schbang Digital Solutions Private Limited, the film follows a brother visiting his sister at her in-laws’ home for her first Raksha Bandhan after marriage. As the siblings recreate the rituals they grew up celebrating together, he offers her Chheda’s Kaju Katli, whose familiar taste takes her back home. Through this moment, the film captures the comforting feeling of “ghar jaisi mithai” — a taste that brings back memories of home and makes every celebration feel a little more familiar. The film closes with the campaign thought, “Har Tyohar Mein, Jiski Zaroorat – Chheda’s Ghar Jaisi Mithai.”
Commenting on the launch of the campaign, Dharmik Chheda, Director, Strategy & Operations of Chheda Specialities Foods Private Limited, said: “Festivals in India have always been closely associated with the tradition of sharing sweets, and Raksha Bandhan is a particularly special occasion for celebrating relationships through thoughtful gestures and gifting. With this campaign, we are bringing the Chheda’s experience to a loved product segment, beginning with Kaju Katli for Raksha Bandhan. Through this campaign, we wanted to capture the feeling that some festive moments are made special by the familiar taste of home. We look forward to strengthening this portfolio further, while continuing to deliver the quality and consistency that our consumers associate with Chheda’s.”
Sharing thoughts on the campaign, Dipshika Ravi, National Creative Director of Schbang Digital Solution Private Limited, said, “We saw that Chheda’s has always been woven into the fabric of Indian families. Its legacy lives in the place it has earned within people’s lives. Our creative lens was to explore that sense of belonging, because in every family, there are certain things that simply belong.
Rakhi gave us the perfect canvas to bring that truth to life, with Chheda’s woven naturally into a moment of family, while the new range became a contemporary expression of a love that has been passed down for generations.”
Available in 100 gm and 200 gm packs, Chheda’s Kaju Katli is crafted with 60%+ kajus and premium cashews in every bite, offering a rich and indulgent experience suited to festive celebrations and gifting. The product will be available through leading quick-commerce platforms, including Blinkit and Zepto, from August 25 onwards, alongside all other retail channels.
