Hershey India Enables Consumers to Express their Love on Valentine’s Day

MUMBAI:
Hershey India Pvt. Ltd., a subsidiary of The Hershey Company, a leading global snacking and confectionery company and the largest producer of quality chocolates in North America, kicked off an integrated 360-degree Valentine’s Day campaign inviting and enabling consumers to express their love with its #YourForevers campaign.

The multi-platform integrated campaign celebrates love in multiple ways with an interactive ‘Nutty For You’ microsite featuring Hershey’s Kisses dedicated to love. The 360-degree experience includes TV and print campaigns, bespoke packaging, phy-gital activation, influencer outreach, collaboration with Terribly Tiny Tales, and exclusive partnerships with Swiggy and Reliance, with huge scale on-ground activations and sampling.

Central to the campaign, the ‘Nutty For You’ microsite encourages users to submit a proclamation of love for their “Forevers.” Participants receive a shareable card for their loved ones and select winners from Delhi and Mumbai get the chance to have their message shared as a public declaration on Valentine’s Day on exclusive screens at Palladium Mall in Mumbai and Ambience Mall in Delhi. To further amplify the experience, Hershey India is hosting a massive on-ground activation where consumers and their loved ones can use a digital selfie slingshot to capture their love and depart with a chocolate hamper and printed copies of their photographs.

The brand is also collaborating with Terribly Tiny Tales (TTT) to showcase the dynamics of modern relationships with their much-celebrated web show “Butterflies.” The show celebrates love in many forms of connections, such as the bond between a daughter and her mother or the bittersweet relationship between a brother and his brother-in-law. The season also celebrates the everlasting relationships of friends and couples. These heart-melting webisodes feature Sonali Kulkarni and Ayushi Verma as the mother-daughter duo, Yahya Bootwala, Ankita Sharma and Urvi Singh as classic gal gang, popular actor-cum-host Rithvik Dhanjani and Paras Kalnavat as best buddies, renowned influencer Dolly Singh and Pranya Pachauri as a dynamic couple, and Sanaya Irani and Arjit Taneja as mature friends.

Commenting on the campaign, Ankit Desai, Marketing Director, Hershey India said, “At Hershey, our constant endeavour is to be an enabler and an active part of our consumers’ lives, by creating unique and memorable experiences. Our selection of premium, indulgent chocolates is designed to bring people together and create meaningful moments. We are thrilled to launch ‘YourForevers’ for Valentine’s Day. Consumers can express love for their forevers, with our delicious range of chocolates including specially curated Valentine packs. The campaign awareness is built on back of heavy on-air media support for Hershey’s Kisses and Hershey’s Exotic Dark, supplemented with print media, activations, sampling and strong in-store presence, across channels. Digital has been a key pillar for us and through clutter-breaking full funnel experiential campaigns, we have garnered massive consumer love. Through in-content collaboration with TTT’s ‘Butterflies’ season 4 and influencers we have created an experiential route for consumers to proclaim their love and make a grand gesture for their ‘Forevers’ this Valentine’s Day. We aim to amplify the message of love and are excited to see the beautiful declarations from our participants.”

To expand its reach and share the love, Hershey India has also partnered with influencers including husband-wife duos, Durjoy Dutta & Avantika Mohan and Arushi Kapoor & Krishanu B Singh and sisters Srishti Chhabria & Avantika Chhabria. The brand has also launched Valentine Day Special Gift Packs which are available exclusively on e-commerce and at select stores.