MAM
Hershey India redefines Valentine’s day celebrations with an AI-driven experience
Mumbai: Hershey India Pvt Ltd, a subsidiary of The Hershey Company, a leading global Snacking and Confectionery Company and the largest producer of quality chocolates in North America, is back with the third edition of its flagship campaign, #YourForevers this Valentine’s day with an AI-powered element.
Hershey India’s celebration of myriad relationships mirrors the vast assortment of chocolates the brand offers, such as Hershey’s Kisses, Hershey’s Exotic Dark, and Hershey’s Bars. In a move to make this Valentine’s day even sweeter for consumers, Hershey India has launched a comprehensive 360-degree approach, unveiling a tantalizing array of new products including Hershey’s Kisses Cashews, Hershey’s Exotic Dark Turkish Hazelnuts – Mocha and Caramel Flavor, and Hershey’s Bar – Dark ‘n’ Rich Coffee Flavor. The new launches aim to extend the brand’s distinctive proposition of expressing affection between loved ones by creating special moments. Additionally, the brand’s campaign features an added element of personalization enabled by AI technology.
The AI-powered campaign invites consumers to express feelings to their Forevers through an innovative and interactive experience which helps them create personalized dedications on the microsite (https://yourforevers.hersheyland.in/). Users can create and dedicate their proclamations by providing a few prompts, which will be transformed into a personalised ‘Snap Song’. The ‘Snap Song’ will have a custom photo and lyrics created and sung using generative AI technology. The output will then be shared with users, allowing them to share the heartfelt creation with their Forevers.
The brand has additionally partnered with leading storytelling platform Tiny Tales to showcase the dynamics of modern relationships through their highly acclaimed web show, ‘Butterflies’. The webisodes present a beautiful representation of love in myriad expressions, from the profound relationship between lovers to the cherished bond among friends. These heartwarming webisodes feature Ritwik Bhowmik and Reem Shaikh as the endearing couple who is about to tie the knot, celebrated TV Actor Asha Negi and Namita Dubey as friends who are trying to rekindle the magic of their past and Influencer Ashnoor Kaur, Harsh Gandhi and Arjun Deswal as best buddies on the verge of stepping into adulthood.
Commenting on the campaign, Hershey India marketing director Ankit Desai said, “Valentine’s day is one of the most widely celebrated occasions, and in recent years, we have seen chocolates gaining prominence as a delicious enabler to expressing love during this special day. It’s a day dedicated to celebrating love, and through Hershey’s delectable range of chocolates, we want to empower our consumers to convey their feelings across relationships be it their parents, spouse or friends. This Valentine’s day, we have adopted an integrated 360-degree approach, encompassing new product launches, media on our lead brand Hershey’s Kisses and a new campaign on Hershey’s Exotic Dark along with in-store activations. Additionally, we are amplifying the campaign on digital through our association with Terribly Tiny Tales, coupled with a first-of-its-kind AI-enabled ‘Snap Song’, which is a personalised song crafted using generative AI technology, tailored just for our consumers. With these initiatives, we aim to deliver a strong performance this Valentine’s.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
