India – The Hershey’s brand has launched a Valentine’s Day campaign in India titled, ‘Giving Kisses is hard, but there is Hershey’s Kisses!’, drawing on cultural attitudes towards public displays of affection in the country.
Developed in partnership with TBWA\Lintas (formerly Lowe Lintas) and built around the message, “Giving Kisses can be hard, but there is Hershey’s Kisses”, the campaign references the social hesitation that can accompany public expressions of affection in India. It also positions Hershey’s Kisses chocolates as an alternative way to convey romantic sentiment. The initiative includes a digital film, location-based outdoor executions, brand collaborations, and themed on-ground activations in Mumbai and Delhi.
The campaign also centres on a digital film depicting moments of “love interrupted”, in which young couples navigate social boundaries before turning to Hershey’s Kisses as a substitute gesture. The creative plays on the brand’s name to address what it describes as a familiar cultural tension around public displays of affection.
Beyond digital, the campaign features contextual outdoor hoardings across Mumbai, using humour and situational cues to reinforce the theme.
On the ground, Hershey partnered with quick commerce platform Zepto at the Zepto Valentine Prom Party, where a ‘Kisses Booth’ encouraged attendees to exchange chocolates.
Moreover, on social media, the brand collaborated with oral care brand Close-up during ‘Chocolate Day’ and ‘Kiss Day’, inviting consumers to create personalised music videos through ‘Closeup Love Tunes’ and gift Hershey’s Kisses.
Commenting on the campaign, Kamy Devaguptapu, director at The Hershey Company India & APAC Market, said, “In India, expressing love openly can be complicated, but sharing joy shouldn’t be. This Valentine’s Day, we’re celebrating the beauty of connection with a playful twist on our name. ‘Giving Kisses is Hard, but there’s Hershey’s Kisses’ acknowledges that while giving kisses might invite judgment, giving Hershey’s Kisses is simple, sweet, and universally welcomed.”
She added, “Our campaign recognizes the cultural realities young Indians navigate while empowering them to share affection in their own way—making Hershey’s Kisses the perfect, delightful gesture of love that everyone can embrace.”
On the other hand, Sarvesh Raikar, president (Creative) at TBWA\Lintas, added, “Many brands have various takes on Valentine’s Day. We wanted to have our own unique little point of view. Afterall, Kisses are one the world’s most distinct chocolates. India has always had a strong POV on PDA, and the conversations peak around Valentine’s Day.”
He continued, “Unlike the west, kisses aren’t the easiest thing for people in love to give and take. We thought this could be a beautiful, unique space for kisses to own in India’s peculiar cultural context. Giving and receiving kisses needn’t be so hard! It’s, after all, the most fundamental expression of love.”
The integrated campaign spans digital, outdoor, and experiential touchpoints, positioning Hershey’s Kisses within the broader Valentine’s Day marketing landscape in India.
