Ad Campaigns
Mondelez India lets people pop their hearts out this Valentine’s day
MUMBAI: To celebrate Valentine’s Day, Mondelez India amplified its ‘Pop Your Heart Out with Silk’ campaign launching a new heart-warming digital film, ‘Cadbury Silk Unsaid Stories’.
The TVC opens with a meet-up where members from young to old are shown narrating their love stories, talking about how letting go off that hesitation could have changed the course of their love lives and ‘only if they would’ve expressed to the one they loved, things would have been different. They receive a bar of the Cadbury Dairy Milk Silk Pop Your Heart Out, nudging them to set aside their hesitation and simply say it with Silk.
Talking about the marketing strategy for this Valentine’s Day, Mondelez India director, marketing (chocolates) Anil Viswanathan said, “We received an overwhelming response with the ‘Pop Your Heart Out With Silk’ campaign which was introduced last year. With the recently launched Cadbury Dairy Milk Silk Unsaid Stories, Mondelez India takes forward the narrative of breaking the hesitation around the expression of love. As leaders in chocolate gifting, we endeavour to identify new occasions and empower customers to convey the right emotion with our products.”
Mondelez India has also introduced an ecommerce exclusive Cadbury Dairy Milk Silk Heart Shaped Valentine Gift Pack which contains 2 bars of Cadbury Dairy Milk Silk Plain, 60gm each and 2 bars of Cadbury Dairy Milk Silk Oreo, 60gm each along with a customised greeting card and a photo frame. The classic taste of Cadbury chocolates offer you the reason to celebrate this occasion with your loved one. The limited edition product can be purchased for Rs 650 on Cadbury Joy Deliveries and Amazon.in.
To scale up the heart-pop initiative and support the digital film and the innovative heart shaped gift pack, Mondelez India has dedicated a 360-degree integrated marketing campaign which includes TV integrations, high impact outdoor activation, on ground, digital and in-store promotions.
Mondelez India has also partnered with Gully Boy, one of the most awaited movies of 2019 building in co-branded promotions to create high impact digital buzz during Valentine’s Day.
For this occasion, Cadbury Dairy Milk Silk has taken over 40 Café Coffee Days across Mumbai, Delhi, and Bangalore to create visibility. Apart from this, the brand has also undertaken strategic tie-ups with Amazon Store, PVR Cinemas, Ola app integrations to ensure maximum reach. Creating salience with the product, and taking it to the next level by being present across all youth relevant touch points, like Snapchat, Tik Tok, music apps like Gaana, Wynk, food apps like Zomato and using celeb influencers, is making millions of people Pop their Hearts out!
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.
