Global chocolate brand Hershey’s has launched a fresh Valentine’s Day campaign titled “Giving Kisses is hard, but there is Hershey’s Kisses!” that leans into the cultural hesitation around public displays of affection (PDA) observed in parts of India. The campaign combines humour with culturally rooted insights to place Hershey’s Kisses at the centre of everyday expressions of affection.
The digital film at the heart of the campaign follows young couples navigating awkward moments when they hesitate to express physical affection publicly — before pivoting to an alternative gesture that is both fun and socially comfortable: offering Hershey’s Kisses.
Humour Meets Heart in Creative Expression
Beyond digital films, the campaign extends to location-based outdoor installations across Mumbai, where contextual messaging reinforces the thematic idea that giving chocolates — specifically Hershey’s Kisses — is a sweet and accepted way to show affection during Valentine’s celebrations.
As part of experiential activations, the brand teamed up with Zepto at a Valentine’s-themed event where attendees could participate at a “Kisses Booth” that encouraged gifting chocolates instead of traditional PDA. On social channels, a collaboration with Close-up invited users to create personalised music videos and share Hershey’s Kisses in Valentine-linked moments.
Brand Leaders Spotlight Cultural Context
Commenting on the campaign, Kamy Devaguptapu, Director, India & APAC Market at Hershey’s, said: “In India, expressing love openly can be complicated, but sharing joy shouldn’t be. This Valentine’s Day, we’re celebrating the beauty of connection with a playful twist on our name. ‘Giving Kisses is Hard, but there’s Hershey’s Kisses’ acknowledges that while giving kisses might invite judgment, giving Hershey’s Kisses is simple, sweet, and universally welcomed. Our campaign recognises the cultural realities young Indians navigate while empowering them to share affection in their own way — making Hershey’s Kisses the perfect, delightful gesture of love that everyone can embrace.”
Creative Take Highlighted by Agency
Reflecting on the idea behind the campaign, Sarvesh Raikar, President (Creative), noted: “Many brands have various takes on Valentine’s Day. We wanted to have our own unique little point of view. Afterall, Kisses are one of the world’s most distinct chocolates. India has always had a strong POV on PDA and the conversations peak around Valentine’s Day. Unlike the West, kisses aren’t the easiest thing for people in love to give and take. We thought this could be a beautiful, unique space for kisses to own in India’s peculiar cultural context. Giving and receiving kisses needn’t be so hard! It’s after all, the most fundamental expression of love.”
Wide-Ranging Rollout Across Platforms
The Valentine’s campaign has been rolled out across digital, outdoor and on-ground activations in both Mumbai and Delhi, illustrating how creative storytelling and culturally contextual narratives can drive brand engagement during high-emotion occasions like Valentine’s Day.
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