Ad Campaigns
Shraddha Kapoor lights up Diwali Celebrations in Hershey India’s new campaign ‘Shraddha Waali Diwali’
Mumbai: Hershey India, a part of The Hershey Company, one of the world’s leading snacking companies, has launched a new digital campaign Shraddha Waali Diwali for its iconic HERSHEY’S KISSES brand, featuring brand ambassador Shraddha Kapoor. Staying true to its brand ethos of nurturing warm connections with loved ones, the digital film emphasizes celebrating the magic of unspoken moments with friends and family this Diwali.
Knowing how your favorite celebrity celebrates a special occasion is something that interests many. Hershey India brings this to life to create relatability and connect with its audiences this Diwali. The film unveils what ‘Shraddha Waali Diwali’ looks like as part of ‘HERSHEY’S Waali Diwali’.
The film opens with Shraddha Kapoor engrossed in her Diwali preparations. She emphasises that when words fall short towards expressing affection, HERSHEY’S KISSES brand can become a perfect gifting solution that resonates with the festival’s spirit of love and togetherness. The film beautifully embodies the simplicity and sweetness of Diwali celebrations. It also showcases how HERSHEY’S KISSES brand can be a source of pure goodness in celebrating those special moments with loved ones, further strengthening the everlasting bonds with family, siblings, and friends.
Commenting on the new campaign, Hershey India marketing director Ankit Desai said, “Chocolates have made a special place in consumers’ hearts as a preferred choice for celebrating moments of togetherness, through shared consumption or gifting, during festivals. Hershey’s delicious range of chocolates have seamlessly become an integral part of Indian households, for elevating everyday occasions or enhancing the joy of festive celebrations. Our latest campaign, Shraddha Waali Diwali, captures the true spirit of Diwali, where love and playfulness combine to create unforgettable moments with HERSHEY’S KISSES brand, fostering warm connections with loved ones. Through this campaign we want to strengthen our connection and relatability with audiences.”
The digital film has been shared across Hershey India’s social media platforms.
This Diwali, Hershey India has also curated HERSHEY’S Festive Moments Gift Packs that come with a unique consumer immersive experience on the pack via a QR Code. Upon purchasing HERSHEY’S Festive Moments Gift Pack, consumers are encouraged to scan the QR Code, initiating a journey to fill in details to create a personalized experience for the kind of Diwali they are celebrating this year – Be it with family, friends or a long-distance Diwali. On filling in the details, the consumer would receive a personalized wish generated by AR that can be conveniently shared over WhatsApp with their loved ones, adding a touch of thoughtfulness to the celebration. These Gift packs come with Hershey’s iconic brands- HERSHEY’S KISSES, HERSHEY’S Bars and HERSHEY’S Exotic Dark in handpicked flavours & melt-in-mouth chocolaty experience.
Hershey’s Festive Gift Packs are available across all channels and at stores.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
