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
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
