Ad Campaigns
This Valentine’s Day, Cadbury Silk merges the magic of love and power of AI
Mumbai: This Valentine’s Day, Cadbury Silk, India’s favourite premium chocolate from Mondelez India, plays cupid once again to highlight some unforgettable love stories around us. Elevating the celebration of love to new heights, the brand has introduced an innovative and interactive experience that allows couples to weave their significant moments of love into a heartwarming tale of love and affection, brought to life with cutting-edge generative AI technology.
To add the cinematic magic to this campaign, Cadbury Silk has joined forces with acclaimed filmmaker Zoya Akhtar who brings in her expertise to help couples craft their cherished moments into beautiful memoirs. Being the curator of contemporary love stories, she will contextualise and breathe life into the special moments capturing the essence of love in its most authentic form. Consumers can simply scan the QR code on Cadbury Silk packs, leading them to an exclusive website where they will need to answer some interesting questions that will help in curating their unique love stories with personalized avatars, which will be featured in the animated movie. The AI module will seamlessly weave these elements together to craft a visually stunning and emotionally resonant story.
Speaking about this, Mondelez India VP – marketing Nitin Saini said, ” Cadbury Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. We believe the priceless romantic moments are not always the expensive ones, therefore with this campaign, we wanted to celebrate the everyday magic of a deeper and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to create an experience that couples could revel in by watching a movie on them, by them and gush over the cute moments that are a testament of their love. The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that is bound to touch hearts.”
Akhtar added, “I am excited to be part of Cadbury Silk’s Valentine’s Day campaign. Collaborating on this campaign will allow me access to a lot of unique love stories that varied couples share. I will also get to craft these moments into beautifully animated short films through the magic of AI. It’s fun to be able to capture and share the essence of these special experiences in a new way. I look forward to adding my touch of creativity to make this Valentine’s Day unforgettable for everyone involved.”
The brand has also launched a new ad film featuring Akhtar embodying the spirit of love that Cadbury Silk is known for.
Ogilvy India CCOs Kainaz Karmakar & Harshad Rajadhyaksha added, “Where there’s love, there’s a story. And there can’t be a better gift than your story made into your own AI movie. When Akshay Seth came to us with the ‘Story of Us’ we instantly loved it, but the execution was a challenge. It involved a partnership between Cadbury Silk x Zoya Akhtar x AI x Disney+Hotstar x Millions of personal stories! Since this is the first time customized AI video generation at scale is being attempted, it took a lot for all the moving parts to come together but they finally have. The interface, with Zoya Akhtar as your guide nudges you to dig into your story and pull out the best nuggets. Then AI will turn that into a mini movie featuring Avatars of the two of you. The best stories will feature as an anthology on the streaming platform Disney+Hotstar”.
Wavemaker India chief client officer & office head Shekhar Banerjee said, “Over the years, Cadbury Silk has leveraged technology to create unique and memorable experiences during Valentine’s Day. This year, we are taking it up a notch by transforming everyday moments of love into cinematic experiences, powered by AI and Zoya Akhtar. These AI-curated stories will be amplified through strategic media partnerships and personalized content collaborations with leading OTT and music platforms, as well as brand experience zones. Our ultimate goal is to make every couple’s Bollywood dream come true. As a result, we are excited to collaborate with top industry players to deliver unparalleled romantic experiences that will leave a lasting impression on our audience”.
Ogilvy India’s Creative Tech Team, led by Rajneesh Bolia, is using a proprietary tool to convert simple text input from the consumer into lovable character animations featuring the consumer. Built in-house to deliver personalized videos of moments shared by consumers, the team has successfully automated this unique AI-driven solution that is probably the world’s first in terms of use-case for a brand, the scale and the way it is automated and implemented.
Selected videos from the campaign will be featured on the streaming platform Disney+Hotstar, allowing consumers to share their love stories with a wider audience.
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.
