Business
Haldiram’s finds the words siblings often leave unsaid in its Raksha Bandhan film, “Keh Do Dil Ki Baat, Haldiram’s Ke Saath”
For Haldiram’s, “Keh Do Dil Ki Baat, Haldiram’s Ke Saath” extends its association with food and togetherness into a more emotional and conversational space, recognising that siblings don’t always express love with words—they simply have their own way of showing it.
Siblings have a language of their own constant teasing, pointless arguments, pulling each other’s leg, stealing food and, often, pretending not to care. But when it comes to saying something heartfelt, that can suddenly feel like the hardest thing to do. This familiar truth sits at the heart of Haldiram’s Raksha Bandhan campaign, built around the thought “Keh Do Dil Ki Baat, Haldiram’s Ke Saath.”
Instead of portraying sibling love through grand gestures, the campaign captures the little things that make the relationship real—the jokes, fights, irritation, checking in and, most importantly, the feelings that often remain unsaid.
The Raksha Bandhan film explores this emotional shorthand between siblings, where affection can hide behind a sarcastic comment, an apology that never gets spoken or a compliment that feels too embarrassing to say. It celebrates a relationship where saying “I love you” may feel unnatural, but showing up for each other comes instinctively. With a more contemporary and relatable lens on Raksha Bandhan, Haldiram’s celebrates not just the ritual of tying a rakhi, but the bond built over years of growing up together—and the unique language only siblings understand.
Food naturally becomes part of this conversation. Rooted in Indian celebrations and togetherness, Haldiram’s uses mithai and snacks as the backdrop to these everyday moments, creating a natural space for conversations that might otherwise remain unsaid.
For Haldiram’s, “Keh Do Dil Ki Baat, Haldiram’s Ke Saath” extends its association with food and togetherness into a more emotional and conversational space, recognising that siblings don’t always express love with words—they simply have their own way of showing it.
As Divya Batra, VP – Marketing, Haldiram’s says, “Sibling relationships have a very unique way of expressing love. You may not always say the nice things out loud, but they show up in the little things—through arguments, checking in on each other, sharing food, or simply being there when it matters. With ‘Keh Do Dil Ki Baat, Haldiram’s Ke Saath’, we wanted to capture that truth in a way that feels familiar and real. Raksha Bandhan gives us a beautiful opportunity to say some of the things we usually leave unsaid, and we felt Haldiram’s could play a small role in helping start that conversation.”
Taking the campaign beyond the film, Haldiram’s has also created a virtual Mithai Shop on Zepto. Consumers receive an interactive leaflet with their Zepto order, which they can scan to access Haldiram’s virtual Mithai Shop and order mithai for their loved ones in minutes. And perhaps that is the most relatable part of the idea: sometimes, the people closest to us are exactly the ones we find hardest to say things to.
This Raksha Bandhan, Haldiram’s is simply asking siblings to say it anyway.
