Mumbai: Cadbury Dairy Milk Silk continues to play cupid this Valentine’s Day with its latest campaign, “Say it with Silk”, making it easier than ever for people to express their love. Through specially designed limited-edition packaging featuring heartfelt love notes and a touching brand film, the campaign brings romance to life, ensuring that expressing emotions is as simple as gifting a Cadbury Dairy Milk Silk Heart Blush.
Recognizing that expressing feelings can often be daunting, the brand has introduced pre-written love messages such as “You are my love” and “You are special to me” on its exclusive packaging, allowing consumers to convey their emotions effortlessly. The campaign, conceptualized by Ogilvy, highlights the power of simple, heartfelt gestures in love.
At the heart of the campaign is a heartwarming film that follows a penguin’s quest to express its love. As fate intervenes, a Cadbury Dairy Milk Silk Heart Blush finds its way to the penguin, turning into the perfect token of affection. The story serves as a poignant reminder that sometimes, the simplest gestures hold the deepest meaning.
The limited-edition Cadbury Dairy Milk Silk packs are now available across leading retail stores and e-commerce platforms nationwide, ensuring consumers can easily find the perfect Valentine’s Day gift. The launch is being supported by a 360-degree communication campaign, reinforcing the brand’s commitment to making love more expressive and effortless.
Speaking about the campaign, Nitin Saini, Vice President – Marketing, Mondelez India, said: “Cadbury Dairy Milk Silk has always been synonymous with heartfelt gestures and playing cupid for couples on Valentine’s, so this year, we’re making it even easier for young lovers to express their feelings with our campaign “Say it With Silk”. Through this, we are bringing love to life in two beautiful ways—on pack and on screen. Our new packaging makes expressing emotions effortless, while our film tells a story that resonates deeply with the essence of love. Together, they create meaningful moments that go beyond words, making Valentine’s even more memorable”
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, also commented: “Through the years, Silk has been nudging young lovers to express their feelings to each other on Valentine’s Day. Every year, the brand finds new ways to land this message. This year, we decided to put the spotlight on the hesitation and the awkwardness of finding the words. The story is told through two adorable penguins as our lead characters. Set in the penguins’ world, the story comes from a universal emotion which everyone who is or has been in love will be able to relate to. Our penguins are a tribute to the first step of every love story – expressing your love. Special mention of our Sr. ECD, Akshay Seth and our director, Harshik Suraiya, along with the broader teams at Ogilvy, Vanilla Films and Mondelez, for leaving no stone unturned to bring this cute, animated story to life.”
Also, Shekhar Banerjee, Chief Client Officer & Office Head – Wavemaker India mentioned “Our campaign moves beyond simple messaging to seamlessly integrate into every stage of the journey of finding love. This Valentine’s Day, we are enabling expressions of love at every touchpoint, from the first blush of attraction to the grand gesture of commitment. By understanding the emotional milestones – the shy glances, the hesitant steps forward, the breathless anticipation – we have strategically aligned Silk with key media channels that resonate with each moment. Imagine live, in-the-moment surprises, authentic influencer partnerships, and content that speaks volumes without uttering a word”.
With “Say it with Silk”, Cadbury Dairy Milk Silk continues to strengthen its position as a brand synonymous with love, offering consumers an easy yet meaningful way to celebrate their special connections this Valentine’s Day.
