Chheda’s Enters Sweets With A Raksha Bandhan Film For Kaju Katli

A frame from the Chheda’s Kaju Katli Raksha Bandhan film, a brother arriving at his sister’s home with a box of sweets

Chheda’s has launched its Kaju Katli with a Raksha Bandhan film built on the idea of ‘ghar jaisi mithai’, taking the snacks brand into packaged sweets for the festive season.

Brand: Chheda Specialities Foods Private Limited
Agency: Schbang Digital Solutions Private Limited
Line: “Har Tyohar Mein, Jiski Zaroorat — Chheda’s Ghar Jaisi Mithai”
Product: Kaju Katli in 100g and 200g packs, made with more than 60 per cent kaju
On Blinkit and Zepto from 25 August, alongside other retail channels

What The Kaju Katli Film Actually Does

The film follows a brother visiting his sister at her in-laws’ home for her first Raksha Bandhan after marriage. They recreate the rituals they grew up with, and he brings the sweets.

That first-festival-after-marriage setting is doing the work. It is the one Raksha Bandhan where the sister is in an unfamiliar house, which gives ‘ghar jaisi’ something specific to mean rather than leaving it as a general claim about taste.

The Category Problem A Packaged Sweet Has

Indian sweets are still bought overwhelmingly from a known halwai, and the objection to a packaged version is not price or convenience. It is that it will not taste like the one from home.

Dipshika Ravi, national creative director at Schbang, described the approach as exploring a sense of belonging, on the basis that in every family certain things simply belong. That is a positioning answer to the freshness objection rather than a product one, and it is the only answer available to a brand that cannot out-local a neighbourhood shop.

Quick Commerce Is The Real Launch Channel

Listing on Blinkit and Zepto from 25 August matters more than it looks. Festive sweets are bought late and close to the occasion, and a ten-minute delivery window turns a gifting purchase into an impulse one.

Dharmik Chheda, director of strategy and operations, framed Kaju Katli as the start of a wider push, with Modak planned for Ganesh Chaturthi and Motichur Laddoo, Besan Laddoo and Ice Halwa to follow. Read that way, this film is a category entry rather than a festival campaign, and the Raksha Bandhan timing is the door rather than the room.