Ad review: Sugar Free D’lite’s #CaloriesSeRaksha taps into sibling banter, but does the brand stick?

#CaloriesSeRaksha is a clever wordplay, the ad is watchable, and the theme is familiar. Yet, it doesn’t push creative boundaries or offer a unique take on sibling gifting. Unlike some of the more evocative festive campaigns by legacy players like Cadbury or Tanishq, this one feels more functional.

​#CaloriesSeRaksha is a clever wordplay, the ad is watchable, and the theme is familiar. Yet, it doesn’t push creative boundaries or offer a unique take on sibling gifting. Unlike some of the more evocative festive campaigns by legacy players like Cadbury or Tanishq, this one feels more functional.