The festival of love is here and brands have gone all out to convert the season of love into clicks, engagement and sales with bouts of creativity.
While some brands counted on AI to make the celebration more personal, others used user-generated content to make their campaign more diverse. Most brands leveraged the reach of Indian influencers to make their brand relatable.
BestMediaInfo has curated a list of Valentine’s Day campaigns that showcased love and its forms in creative ads.
1. Flipkart makes getting the right gift easy
Flipkart used gift-seeding to get the right present for every partner. The company is leveraging its media exposure to target people with what their partner wants as a Valentine’s Day gift.
Individuals have to choose a product from Flipkart and enter their partner’s social media details. Flipkart will then strategically follow the individual with the chosen product, across different social media platforms.
Flipkart’s Valentine’s Day campaign has been conceptualised by 22Feet Tribal Worldwide.
Viacom18’s English entertainment channel Comedy Central launched the campaign, ‘Your Happy Place, Happier TWOgether!’ in collaboration with Sociowash.
Turning people’s rampant smartphone addiction into a catalyst for connection, Comedy Central has split a short film into two halves and urged viewers to ‘Watch It Together’, that is, to watch the complete film by physically putting two phones together.
4. Fortune Foods reminds how “Ghar Ka Khana” is a love language
Rediscovering cooking as a love language, Fortune Foods’ campaign encourages audiences to share their daily ‘Language of Love on social media.
Their advertisement captures the disconnect that mobiles cause even at the dining table and how food can unite two souls in love. ‘Onion rings’ take a whole new meaning in their creative campaign.
4. BlueStone captures the nostalgia of a Y2K romcom
Cosy Sundays spent wrapped in each other's arms, the era of flip phones to skateboards, CDs, cassettes, and Walkmans, BlueStone's #LoveLike_ campaign has it all. The campaign tickles nostalgia and uses vintage aesthetics to bring a rom-com love alive.
The brand also collaborated with fashion and lifestyle influencer Noopur, so she can add her spin to #LoveLike_.
5. Dedicate a ‘Snap Song’ to your Forevers using Hershey India’s AI campaign
Hershey India’s third edition of #YoursForever campaign turns cupid with its AI infused personalisation. 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’.
6. Swiggy’s ‘Table For 2’ nudges at an old-school love story
Moving out of home is a fast rising phenomenon and capturing the void felt by empty nesters, Swiggy and Talented have released a UI-based film ‘Table for 2’.
It is about two 60-something empty nesters, who find their love and their way back to each other, with a little help from Swiggy. In the world of right swipes and ghosting, this film aims to focus on an old-school love that has a track record of 40+ years of being together.
7. Ajio delivers the ‘Drip Treatment’ for singles and situationships
The online fashion platform, introduced their #VdayNahiMeDay campaign, urging individuals to celebrate themselves, whether single or navigating a 'situationship.'
The campaign, conceptualised by Youngun, features the ‘drip treatment,’ created by Dr. Drip, a fictional persona created for this narrative.
Dr. Drip invents the 'drip treatment' to tackle love problems with vibrant colours and trendy styles, transforming Valentine's Day into a celebration of self. With a nod to contemporary culture, the campaign merges in category-specific lines, encouraging individuals to prioritise 'fit checks' over 'DM checks' and 'fashion deals' over 'sad feels.'
8. Cupid gets a crash course on modern love in MyMuse’s campaign
Modern love with its trend of situationships, ‘something casual’, long distance relationships and hookups is difficult to understand, especially by Cupid. MyMuse showcases this belief in its creative campaign where Cupid finds modern couples reject Cupid’s advances and use the brand’s products to find love. MyMuse also created a Cupid profile and launched a #cancelcupid campaign on LinkedIn, leveraging its employees as brand ambassadors.
9. Ditch the Roses with Pepperfry’s MakeNotBuy campaign
Ditching the cliche gift of roses, the brand showcases a couple gifting each other utilities like a shaving kit and a lamp, to promote the art of gifting useful things. In an era where material things are taking precedence, the brand’s campaign aims to convince people to gift useful things to the ones they love.
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