Hershey India uses AI to create Snap Songs for people's 'forevers'

Hershey India, a subsidiary of The Hershey Company, a global Snacking and Confectionery Company, is back with the third edition of its flagship campaign, #YourForevers this Valentine’s Day with an AI powered element.

Hershey India has unveiled new products including Hershey’s Kisses Cashews, Hershey’s exotic dark turkish hazelnuts - mocha and caramel flavour and Hershey’s bar- dark N rich coffee flavour.

The new launches aim to extend the brand’s proposition of expressing affection between loved ones by creating special moments. Additionally, the brand’s campaign features an added element of personalization enabled by AI technology.

The AI-powered campaign aims to help consumers express feelings to their Forevers by creating personalised dedications on the microsite.

Users can create and dedicate their proclamations by providing a few prompts, which will be transformed into a personalised ‘Snap Song’. The ‘Snap Song’ will have a custom photo and lyrics created and sung using generative AI technology. The output will then be shared with users, allowing them to share the creation with their Forevers.

The brand has additionally partnered with storytelling platform Terribly Tiny Tales to showcase the dynamics of modern relationships through their web show, ‘Butterflies’. The webisodes present a representation of love in myriad expressions, from the relationship between lovers to the bond among friends. These webisodes feature Ritwik Bhowmik and Reem Shaikh as the couple who is about to tie the knot, TV Actor Asha Negi and Namita Dubey as friends who are trying to rekindle the magic of their past and influencer Ashnoor Kaur, Harsh Gandhi and Arjun Deswal as best buddies on the verge of stepping into adulthood.

Commenting on the campaign, Ankit Desai, Marketing Director, Hershey India, said, “Valentine’s Day is one of the most widely celebrated occasions, and in recent years, we have seen chocolates gaining prominence as a delicious enabler to expressing love during this special day. It’s a day dedicated to celebrating love, and through Hershey’s delectable range of chocolates, we want to empower our consumers to convey their feelings across relationships be it their parents, spouse or friends. This Valentine’s Day, we have adopted an integrated 360-degree approach, encompassing new product launches, media on our lead brand Hershey’s Kisses and a new campaign on Hershey’s Exotic Dark, along with in-store activations. Additionally, we are amplifying the campaign on digital through our association with Terribly Tiny Tales, coupled with a first-of-its kind AI enabled ‘Snap Song’, which is a personalized song crafted using generative AI technology, tailored just for our consumers. With these initiatives, we aim to deliver a strong performance this Valentine’s.”

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