Brands
Cadbury Dairy Milk Silk’s announces ‘Unforgettable Love Tips’ campaign
Mumbai: Cadbury Dairy Milk Silk has announced its new campaign called ‘Unforgettable Love Tips’ for Valentine’s Day. Since its inception, the brand has successfully created special moments of love by offering young lovers a helping hand in expressing their true feelings to their significant other. However, there are very few avenues which prepare them for an outcome they may not foresee or desire i.e rejection. So, this year, Cadbury Dairy Milk Silk is on a mission to create Valentine’s Day into a day of healthy love with Silk Unforgettable Love Tips.
As per a Google Lighthouse study, there’s been a 50 per cent spike in search trends for personalised gifts during Valentine’s Day. To save young hearts from the mounting pressure of making this day extra special, Cadbury Dairy Milk Silk plays cupid once again by taking the digital route and leveraging its website. Whether it’s to help someone profess their love for the first time or add a dash of love to an existing relationship, Silk’s Unforgettable Love Tips is here for everyone.
Applying QR code technology (scan on packs), each pack will lead consumers to the dedicated microsite listing unique ideas curated and voiced by social media creators such as renowned musician Armaan Malik, popular YouTuber Prajakta Koli and globetrotters Vidit Taneja and Savi Munjal (Bruised Passports). But here comes a powerful twist i.e every unique romantic tip is matched with a healthy love tip that will sensitise consumers towards the importance of respect, consent and boundaries too, all in the voice of their favourite creators.
Whether it’s recording a music duet together, a DIY gift or a surprise getaway, the ideas will help couples plan the perfect Valentine’s Day by tapping the popular Gen Z cohorts’ music, DIY and travel. And the healthy love tips will sensitise them to create a safe and healthy love atmosphere, all in the voice of their favourite creators. To give a deeper understanding on what healthy love is, the brand has partnered with MINDS Foundation, a mental health NGO for young adults to curate multiple relevant articles addressing the topic.
Ringing in the season of love, and to kickstart the campaign, Cadbury Dairy Milk Silk has released a new TVC that showcases how consumers can access these Unforgettable Love Tips and make their Valentine’s Day special.
Mondelez India vice president of marketing Nitin Saini said, “Valentine’s Day has always been a special occasion for Mondelez India and Cadbury Dairy Milk Silk has become a symbol of love and romance amongst the youth of India. Cognizant of the perennial pressure of crafting the perfect Valentine’s Day experience, our goal is to strike a chord by helping consumers turn it into one of the most memorable days for their loved ones while sensitizing them about being in healthy love. With Silk Unforgettable Love Tips and our social media celebrities onboard, we hope to help consumers find both the perfect way and the right way to express their love.”
Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “Silk has been the favourite chocolate of young India and it stands for young love. On Valentine’s day, these young lovers are going to be bombarded with the pressure to express themselves, pour their hearts out and make this day super special. Social media and Bollywood also play their part in raising the importance of this day. We conceptualized Silk ‘Unforgettable Love Tips’ with the intent to help them make their Valentine’s day memorable. So, we’ve curated amazing tips and ideas for them except there is one important addition. We developed the microsite journey in such a way that all romantic tips can be accessed, only after you hear about ‘healthy love’. What is ‘healthy love’? Advice on boundaries, love vs stalking and much more. This is a great day but it’s also a fragile day for young ones. This project addresses both.”
Wavemaker India chief client officer & office head – West Shekhar Banerjee added, “This campaign is designed around curated experiences. Our focus was on creating a flawless consumer journey for young couples, starting from sourcing the right talent across diverse genres to serving the perfect experience. Given the importance of the occasion we had to ensure scale with eye-catching outdoor placements to interactive digital experience bringing alive the entire Valentine’s Day experience.”
To amplify this campaign further, the brand will be collaborating with the talented illustrator, Alicia Souza who will be releasing some heart-melting artworks. The brand is also partnering with Shoppers Stop as a gifting partner. Additionally, the brand will be leveraging OOH media, influencer collaborations and college activations all with a balance between love tips and healthy love tips, making it an unforgettable experience.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
