India – For its latest Valentine’s Day campaign, Cadbury Dairy Milk Silk teams up with Ogilvy India to make expressing love effortless, featuring special packaging with heartfelt messages.
Titled ‘Say it With Silk,’ the campaign acknowledges the challenge of expressing emotions. It features limited-edition packaging with pre-written love notes like “You are my love” and “You are special to me,” making it easier to share feelings through a simple gift.
The campaign includes a film about a penguin struggling to express its feelings. When its initial gesture is lost, a Cadbury Dairy Milk Silk Heart Blush becomes the perfect substitute, highlighting how simple acts can convey deep emotions.
Speaking on the campaign, Nitin Saini, vice president of marketing at Mondelez India, said, “Cadbury Dairy Milk Silk has always been synonymous with heartfelt gestures and playing cupid for couples on Valentine’s, so this year, we’re making it even easier for young lovers to express their feelings with our campaign, “Say it With Silk”. Through this, we are bringing love to life in two beautiful ways—on pack and on screen. Our new packaging makes expressing emotions effortless, while our film tells a story that resonates deeply with the essence of love. Together, they create meaningful moments that go beyond words, making Valentine’s even more memorable.”
The limited-edition Cadbury Dairy Milk Silk packs will be available in retail stores and online platforms nationwide. The launch is accompanied by a 360-degree communication campaign aimed at highlighting the brand’s message.
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs at Ogilvy India, shared, “Through the years, Silk has been nudging young lovers to express their feelings to each other on Valentine’s Day. Every year, the brand finds new ways to land this message. This year, we decided to put the spotlight on the hesitation and the awkwardness of finding the words. The story is told through two adorable penguins as our lead characters. Set in the penguins’ world, the story comes from a universal emotion which everyone who is or has been in love will be able to relate to. Our penguins are a tribute to the first step of every love story – expressing your love.”
“Special mention of our Sr. ECD, Akshay Seth and our director, Harshik Suraiya, along with the broader teams at Ogilvy, Vanilla Films and Mondelez, for leaving no stone unturned to bring this cute, animated story to life,” they added.
Shekhar Banerjee, chief client officer & office head at Wavemaker India, added, “Our campaign moves beyond simple messaging to seamlessly integrate into every stage of the journey of finding love. This Valentine’s Day, we are enabling expressions of love at every touchpoint, from the first blush of attraction to the grand gesture of commitment. By understanding the emotional milestones – the shy glances, the hesitant steps forward, the breathless anticipation – we have strategically aligned Silk with key media channels that resonate with each moment. Imagine live, in-the-moment surprises, authentic influencer partnerships, and content that speaks volumes without uttering a word.”.