|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Cadbury Dairy Milk Silk revives ‘Say It With Silk’ for Valentine’s 2026
|
|
Tuesday, 03 February, 2026, 08 : 00 AM [IST]
|
|
Our Bureau, New Delhi
|
This Valentine’s Day, Mondelez India brings back Cadbury Dairy Milk Silk’s iconic love platform, ‘Say It With Silk’, reinforcing the brand’s long-standing association with heartfelt and meaningful expressions of love. The 2026 edition of the campaign arrives with a fresh digital film, refreshed Valentine’s packs, and a high-impact 360-degree amplification strategy designed to resonate deeply with today’s digitally driven generation.
As technology and AI increasingly influence how people communicate, Cadbury Dairy Milk Silk takes a timely and emotional stance while AI can suggest words, it cannot feel emotions. At the core of the campaign is a new digital film that explores romance in an AI-driven world, drawing a sharp contrast between algorithm-generated expressions and genuinely human effort. Through intimate storytelling, the film reminds viewers that love is not something to be generated, but something to be felt, making the ‘Say It With Silk’ platform more relevant than ever.
Commenting on the campaign, Nitin Saini, vice president – marketing, Mondelez India, said the brand continues to help people express emotions in thoughtful ways. He noted that in an age where technology shapes conversations, the campaign celebrates what makes love truly human—emotion, intent, and effort—supported by refreshed packs and a strong presence across music, influencers, content, and retail.
Creative partners Ogilvy India highlighted how the campaign taps into a growing dependence on AI among young couples, which often takes away the spontaneity of romance. The film, they said, showcases aspects of love that AI can never replicate—because AI has never been in love.
Adding scale to the campaign, WPP Media has amplified ‘Say It With Silk’ through music integrations, Gen Z voices, cultural moments, and shared experiences, ensuring emotional authenticity rather than AI-generated expressions.
Further elevating the gifting experience, Cadbury Dairy Milk Silk has introduced refreshed Valentine’s Day packaging in its signature golden and purple hues, turning the chocolate into a tangible expression of affection.
Backed by a robust 360-degree plan spanning digital, influencers, outdoor, retail, and quick commerce, the Valentine’s Day 2026 range—featuring silk bars, variants, and the indulgent silk desserts portfolio—offers something special for every expression of love.
|
|
|
|
|
|
|
|
|
|