This year, Cadbury Diary Milk Silk is on a mission to make Valentine’s Day a day of healthy love with its Unforgettable Love Tips.
The brand has collaborated with Ogilvy India and Wavemaker India to launch a TVC that showcases how consumers can access these tips and make their Valentine’s Day special. The brand further uses its website to provide tips and ideas, leveraged through QR code technology on its chocolate packaging. The tips, curated and voiced by popular social media creators, will not only help couples plan the perfect Valentine’s Day, but also sensitize them to the importance of respect, consent, and boundaries in a healthy relationship.
Cadbury has partnered with MINDS Foundation, a mental health NGO for young adults, to provide deeper understanding on what healthy love is.
Watch the film here:
“Valentine’s Day has always been a special occasion for Mondelez India, and Cadbury Dairy Milk Silk has become a symbol of love and romance amongst the youth of India,” said Nitin Saini, Vice President of Marketing for Mondelez India. “Cognizant of the perennial pressure of crafting the perfect Valentine’s Day experience, our goal is to strike a chord by helping consumers turn it into one of the most memorable days for their loved ones while sensitizing them about being in healthy love. With Silk Unforgettable Love Tips and our social media celebrities onboard, we hope to help consumers find both the perfect way and the right way to express their love,” he added.
Harshad Rajadhyaksha and Kainaz Karmakar, CCO Ogilvy India said, “Silk has been the favourite chocolate of young India and it stands for young love. On Valentine’s day, these young lovers are going to be bombarded with the pressure to express themselves, pour their hearts out and make this day super special. Social media and Bollywood also play their part in raising the importance of this day. We conceptualized Silk ‘Unforgettable Love Tips’ with the intent to help them make their Valentine’s day memorable. So, we’ve curated amazing tips and ideas for them, except there is one important addition. We developed the microsite journey in such a way that all romantic tips can be accessed, only after you hear about ‘healthy love’. What is ‘healthy love’? Advice on boundaries, love vs stalking and much more. This is a great day but it’s also a fragile day for young ones. This project addresses both.”
Shekhar Banerjee, Chief Client Officer & Office Head – West, Wavemaker India added, “This campaign is designed around curated experiences. Our focus was on creating a flawless consumer journey for young couples, starting from sourcing the right talent across diverse genres to serving the perfect experience. Given the importance of the occasion we had to ensure scale with eye-catching outdoor placements to interactive digital experience bringing alive the entire Valentine’s Day experience.”
To amplify this campaign further, the brand will be collaborating with the illustrator, Alicia Souza to release artworks. Additionally, the brand will be leveraging OOH media, influencer collaborations and college activations all with a balance between love tips and healthy love tips, making it an unforgettable experience.
