Hershey’s launched its first 3D Masthead this festive season with a Connected TV activation executed in partnership with Interactive Avenues and Frodoh. The campaign went live during India’s opening ODI against Australia, leveraging match-day viewership to reach households across CTV.
The 3D creative, developed with Interactive Avenues and delivered through Frodoh’s CTV network, transformed the home screen into a premium display featuring the Hershey’s Kisses Festive Moments pack. The format highlighted the Kisses with depth, motion, and festive detailing, paired with the line “Unwrap Bonds with Hershey’s.”
Across the high-viewership days, the campaign delivered effective CTV household reach in millions, showing how impact-led CTV formats, combined with agency planning, can scale festive storytelling. By pairing the cricket match with Frodoh’s placement, Hershey’s achieved strong seasonal visibility and supported the festive appeal of its Kisses gifting range.
With this campaign, Frodoh and Hershey’s demonstrated how CTV can deliver high-attention visibility for seasonal retail moments.
Speaking on the association, Kamy Devaguptapu – Director of Marketing India, Hershey’s said, “Our Diwali campaign with Frodoh brought Hershey’s Modern Gifting vision to life through an immersive 3D Connected TV experience. Showcasing the elegance of Hershey’s Kisses Festive Moments pack, we connected with millions of households during India’s biggest celebration.”
Mohammed Tauseef Unea, Director Business, IPG, added, “We are proud to have successfully executed the Masthead innovative Connected TV campaign. Hershey’s initiative delivered a strong performance showcasing the Hershey’s Festive Pack. The results demonstrate that Hershey’s message reached a wide yet high-quality audience, supported by strong engagement indicators. Overall, the campaign met its objectives from both a performance and efficiency standpoint. We look forward to driving similarly groundbreaking campaigns in the future.”
Russhabh R Thakkar, Founder and CEO, Frodoh, added, “Hershey’s Kisses is a strong festive brand, and the 3D Masthead gave us the right canvas to bring that warmth onto Connected TV. Running the campaign alongside the India–Australia ODI created a natural high-attention moment, and the immersive creative helped the brand land its festive message without any friction. We’re glad to support Hershey’s first 3D Masthead on CTV and look forward to building more festive, impact-led experiences together.”
