Madhuri Dixit in the iconic movie Dil Toh Pagal Hai gifted herself goodies on Valentine’s Day. The film presented the concept of Valentine’s Day as a day to celebrate love in all forms and not necessarily only the relationship between romantically involved couples.
This simple message is still relevant with brands that are now celebrating love among roommates, colleagues, best friends, parents and children and even singles. The exclusivity of Valentine’s Day as a day that is meant to only cherish romantic love always leaves out other relationships and singles – but that is clearly not the case this year.
CaratLane was one of the first few brands to launch a unique campaign this Valentine’s Day. According to the omni-channel jeweller, the brand decided to “change course and recognise #EveryDayLove - the kind that may not sweep us off our feet, but makes our lives a little brighter every day through the most subtle gestures.” The campaign #EveryDayLove was led by two digital films - The Colleague and The Roommate. The two films conceptualised by Famous Innovaions showcase loving exchanges between colleagues sharing lunch and roommates who rarely meet but keep each other in their thoughts. “These films spin the idea of "love" on its head, and thereby show jewellery-gifting in a new light. We're telling people that on Valentine’s Day you can gift something to your mom, sister, brother, dad, roommate or anyone who is close to your heart.” said Raj Kamble, Founder and CCO, Famous Innovations. Both the ads together have received more than 1.7 million views.
Tanishq, Mother Dairy, Amanté, and Nivea are the other brands that ditched the mushy overtones that Valentine’s Day is recognised for and went in for a more inclusive message. Tanishq in its ad says, “Where is it written that love is only between couples? On this day love is not limited to one relationship.” The ad encourages married couples, best friends, and couples who feel young at heart, to express their love to each other. It also tells people to be their own Valentine, much like Madhuri Dixit in DTPH 20 years ago.
Mother Dairy also embraced singles this Valentine’s Day - because when there is no Valentine, ice cream is all you need. Mother Dairy Ice Creams wanted to change stereotypes and engage the young singles. The brand, along with WATConsult, launched a series of short videos that depict the perks of being single. Subhashis Basu, Business Head – Dairy Products, Mother Dairy Fruit Vegetable Pvt. Ltd, said, “At Mother Dairy, breaking the stereotypes this Valentine season our #ForeverIceCream initiative has been specially designed for singles to share their side of fun and how our ice creams are an all-time companion.”
Amanté and Nivea both reached out to girls and their besties, encouraging them to gift each other. The Amanté ad follows a girl as she shops for lingerie, always texting her friend photos to seek approval. When the friend finally likes one set of lingerie, the girl reveals that the lingerie is in fact for the friend, which leaves the friend overjoyed. Parineeti Chopra, the brand ambassador for Nivea, who has vowed to save her BFF from bad dates, stands by as her friend is out on a date. Just when the viewer is confused about what Chopra is up to, she breaks the fourth wall, declaring her vow to her bestie. The ad is for Nivea’s latest twin pack lip balm for BFFs.