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
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
