Description
Indians are famously terrible at expressing love. PDA? Risky. Sometimes, banned. But handing someone a Hershey's Kiss? That, we can manage. This Valentine's Day, we turned Hershey's Kisses into a surrogate for every kiss nobody could give. The campaign launched with teasers that piqued curiosity, and dropped a film that tickled people pink: 12M views, 3.7 lakh likes, and comments like "Hershey's Kisses saving Valentine's Day in India." We took it OOH giving entire neighbourhoods official permission to give KISSES. We partnered with Closeup and Zepto, bantering in the spirit of love. We were everywhere. JioHotstar drove impact. YouTube drove reach. Instagram drove the conversation. The results? 20% follower growth. Purchase intent uplift at 4x industry benchmark. And a 600bps jump in Ever Consumed. Turns out, India doesn't just love love, India loves giving KISSES.
