I don't like to celebrate special “days” publicised by big corporates like the father's day, friendship day and so on. Companies ingrain a message in our heads that just loving someone is not enough. You have to buy that company's cards or products to prove their affection. Cadbury's has reduced a very special tradition of rakhi to a mere exchange program—a box of chocolates for rakhi. I guess they are not to be blames because we are stupid enough to either believe that our love for our dear ones can be proved by chocolates or we just do it as conformists. Afterall who wants to not gift a box of chocolates and be labeled as a rebel.