MUMBAI, INDIA — Over the years, Mondelez’s chocolate brand Cadbury Dairy Milk Silk has become synonymous with Valentine’s Day. Since its inception, the brand has successfully created special moments of love by offering young lovers a helping hand in expressing their true feelings to their significant other. However, there are very few avenues that prepare them for an outcome they may not foresee or desire: rejection. This year, Cadbury Dairy Milk Silk is on a mission to create Valentine’s Day into a day of healthy love with Silk Unforgettable Love Tips.
As per a Google Lighthouse study, there’s been a 50% spike in search trends for personalized gifts during Valentine’s Day. To save young hearts from the mounting pressure of making this day extra special, Cadbury Dairy Milk Silk plays cupid once again by taking the digital route and leveraging its website. Whether it’s to help someone profess their love for the first time or add a dash of love to an existing relationship, Silk’s Unforgettable Love Tips is here for everyone.
Applying QR code technology (scan on packs), each pack will lead consumers to the dedicated microsite listing unique ideas curated and voiced by social media creators such as renowned musician Armaan Malik, popular YouTuber Prajakta Koli, and globetrotters Vidit Taneja and Savi Munjal (Bruised Passports). Here comes a powerful twist: every unique romantic tip is matched with a healthy love tip that will sensitize consumers towards the importance of respect, consent, and boundaries too, all in the voice of their favorite creators.
Whether it’s recording a music duet together, a DIY gift, or a surprise getaway, the ideas will help couples plan the perfect Valentine’s Day by tapping the popular Gen Z cohorts: music, DIY, and travel. The healthy love tips will sensitize them to create a safe and healthy love atmosphere. To give a deeper understanding of what healthy love is, the brand has partnered with MINDS Foundation, a mental health NGO for young adults to curate multiple relevant articles addressing the topic.
Ringing in the season of love, and to kickstart the campaign, Cadbury Dairy Milk Silk has released a new TVC that showcases how consumers can access these Unforgettable Love Tips and make their Valentine’s Day special.
“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.”
Harshad Rajadhyaksha and Kainaz Karmakar, CCO Ogilvy India said, “Silk has been the favorite 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 talented illustrator, Alicia Souza who will be releasing some heart-melting artwork. The brand is also partnering with Shoppers Stop as a gifting partner. 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.