Brands
Cadbury Silk revives ‘Say it with silk’ with AI-themed Valentine’s film
Mumbai, January 30, 2026: Mondelez India has brought back Cadbury Dairy Milk Silk’s flagship Valentine’s platform ‘Say it with silk’, rolling out a new digital film that explores romance in an increasingly AI-driven world while urging consumers to express love through heartfelt, tangible gestures.
The latest chapter of the long-running campaign contrasts algorithm-generated expressions with genuine human emotion, positioning Silk as a symbol of authenticity in an era of automated communication. The brand has also unveiled refreshed Valentine’s Day packaging in its signature purple and gold, designed to elevate gifting during the festive season.
The campaign is supported by a high-impact 360-degree amplification strategy spanning music collaborations, content partnerships, influencer activations, outdoor media and in-store promotions across traditional trade, modern retail and quick-commerce platforms.
Mondelez India vice president of marketing Nitin Saini, said the initiative reflects the need to preserve emotion and intent in expressions of love as technology reshapes everyday communication.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
