Hershey India has launched its first-ever Halloween campaign ‘#HersheyliciousHalloween’. Intending to carry on its global legacy of Halloween celebration, the campaign familiarizes its Indian audience with rituals associated with the festival.
Indians love to celebrate and come together for festivities. Halloween is one such emerging occasion, which is gaining popularity in India. Hershey, true to its brand ethos of ‘Celebrating Togetherness’, with a portfolio of indulgent chocolates, is encouraging consumers to make their ‘First Halloween’, a ‘Hersheylicious Halloween’.
The campaign brings together multi-faceted elements that turn this unique occasion, into an adorable excuse for a celebration. The Halloween week commenced with a complete makeover of Hershey India’s social media pages featuring peculiar elements across its feed. The makeover followed by the launch of a digital film, encourages people, across ages, to come together and celebrate this occasion.
The brand also rolled out 'Voice the Hershey's Monsters' contest encouraging its audience to remix the reel posted by the brand and get creative by adding voiceovers to it. The winners will be chosen by the audience and will stand a chance to win hampers and exclusive discount coupons from Hershey India.
The digital film by the brand for #HersheyliciousHalloween opens with a little kid preparing his ghost costume for Halloween and taking Hershey’s chocolates for trick-or-treating. He then goes around asking his society members for treats, albeit leaves non-reciprocated. Tired of his efforts, the boy is dejected. To his surprise, his neighbours, who had ‘tricked’ him by turning him away, come together, dressed to celebrate Halloween, over Hershey’s Kisses range of chocolates.
The film is an expression of opening to new experiences. It is conceptualised by Dentsu Webchutney, directed by Isha Ashta and produced by Zara Iman from Airvision Films.
Ankit Desai, Marketing Director, Hershey India, said, “Hershey's, our premium, indulgent, chocolate brand, enables endearing moments of affection, be it on special occasions, festivals or everyday moments. Through unique campaigns, we have celebrated key occasions of ‘Valentine’s, Rakhi, Diwali’. #HersheyliciousHalloween campaign, is yet another effort, of encouraging customers to the many ways in which chocolates can be a part of their celebratory moments and they can ‘Say it with a Kiss’. We are establishing a culture-shaping movement in India by giving people the opportunity to experience Halloween, together for the first time. Halloween is one of the biggest micro-occasions that is picking up in India, given its popularity amongst Gen Z and young Millennials. With this campaign the larger thought is to generate excitement about this occasion and get Indians to share their stories of celebrating their ‘First Halloween’ the Hershey’s way.”