The season of love has begun and the world has been struck with the cupid’s bow once again. Valentine’s Day is just around the corner and people from every age group are gearing up to spend the day in the most romantic way possible. When we talk about Valentine’s Day, the one brand name that comes to everyone’s mind is ‘Cadbury’.
Cadbury has been a flagbearer of Valentine’s Day for decades now. As soon as the day starts approaching, Cadbury launches some of the most heartfelt campaigns to indulge its loyal customers. And we can all agree, any Valentine’s Day is incomplete without a Cadbury Silk.
Young lovers tend to make this day special and hope that their Valentine will accept their proposal. While many are lucky to find love, some face rejection and are left heartbroken. Some may take this very sportingly but others, not so much.
So this year, Cadbury Dairy Milk Silk is on a mission to create Valentine’s Day into a day of healthy love with Silk’s ‘Unforgettable Love Tips’ campaign.
As per a Google Lighthouse study, there’s been a 50% spike in search trends for personalized gifts during Valentine’s Day. This year, Cadbury Dairy Milk Silk has decided to come to our rescue by taking the digital route and leveraging its website www.cadburysilk.com The brand is on a mission to create Valentine’s Day into a day of healthy love with Silk’s ‘Unforgettable Love Tips.’
The campaign aims to resonate with Gen Z in so many ways. The love ideas can be anything from recording a music duet together to a surprise getaway. All these ideas are sure to touch a chord with the Gen Zs making the campaign an even bigger hit.
But there is another side to this day. While there are plenty of tips available online to plan this day in the most romantic ways possible, no one prepares you for one thing that truly matters, and that is ‘Rejection’.
Some may take the heartbreak very sportingly but others, not so much. Some tend to fall into constant obsession and stalking behavior.
Each Cadbury Dairy Milk Silk pack will come with a QR Code that will lead consumers to the dedicated microsite listing unique ideas curated and voiced by social media celebrities such as renowned musician Armaan Malik, popular YouTuber Prajakta Koli and globetrotters Vidit Taneja, and Savi Munjal (Bruised Passports).
Every unique romantic tip is matched with a healthy love tip that helps the consumers see how important it is to respect consent and boundaries too, all in the voice of their favorite creators.
Cadbury understands the importance of consent and healthy love and that is exactly what it aims to promote to young lovers this Valentine’s Day.
This campaign has been designed with the help of the ‘MINDS Foundation’ which is a mental health NGO for young adults and has become an extensive awareness campaign spread across 200+ cities.
Harshad Rajadhyaksha and Kainaz Karmakar, CCO Ogilvy India said, “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.”