Fabelle, a luxury chocolate brand from ITC has long been known for setting benchmarks in indulgent craftsmanship and curated consumer experiences. This Raksha Bandhan, living up to that legacy, Fabelle has introduced #WorthTheOne, a first-of-its-kind experience designed to offer consumers a truly personalised and meaningful gifting experience that celebrates the unique bond between siblings.

Every year, most brothers end up shopping for Raksha Bandhan gifts at the last minute, often settling for options that feel generic and impersonal. Fabelle #WorthTheOne offers an opportunity to move away from the predictable and instead create something that is as special and distinctive as the sibling relationship itself.

At the heart of #WorthTheOne is a powerful insight: every sibling bond is layered with its own emotional textures, shared codes, quirks and inside jokes. Fabelle aims to understand this bond and deliver a gifting experience that feels thoughtful, personalised, and truly one-of-a-kind.

Fabelle through #WorthTheOne campaign is inviting all brothers to rediscover their bond. One has to take a fun and insightful sibling compatibility test on Fabelle’s worththeone website. Using AI, Fabelle then matches the relationship traits, from protective instincts to playful rivalries and deliver a curation of unique exquisite chocolates – which are then handcrafted by ITC Master Chocolatiers with finest cocoa, sourced from across the world. From the nostalgia-rich Saffron RasMalai truffle chocolate to the elegance of Ruby Hazelnut Gianduja chocolate, every variant tells a story of shared memories, silent support, and unspoken love. Furthermore, no two boxes are alike, each box comes with 20 unique truffles in 5 different flavours and the packaging too is tailor made and personalised.

Anuj Bansal, vice president and head of Marketing – Chocolates, Coffee and Confectionary, Foods Division, ITC Limited, said, "Fabelle has always stood at the intersection of luxury, craft and emotion. This Rakhi, Fabelle is celebrating the unique sibling bond with #WorthTheOne. Leveraging AI we will convert shared memories, quirks, and emotional nuances into an experience that feels luxurious, handcrafted, personal and thoughtful.”