On the occasion of Valentine’s Day brands like Amazon, Cadbury Silk, Ferro Rocher, Oyo Rooms, Truly Madly came out with interesting campaigns and offers to celebrate the idea of true love in their own way. From launching endearing love stories on TV, engaging consumers on the digital platform through interesting activations and social experiments, brands had a slew of acts lined up this Valentine’s day.
Here are some brands that came out with innovative campaigns this Valentine’s day:
Amazon India released an endearing film ahead of Valentine’s Day titled ‘Endless love’. The film conceptualised by Ogilvy & Mather shows an old man remembering his beloved wife on Valentine’s Day, even though she is not there, but after being married for 63 years, 8 months and 6 days, he is still in love with her. The brand has promoted the film on the social media channels through #CelebratingEndlessLove.
Mondelez India launched their new TVC titled ‘Puppets’ as an extension of their ‘Say it with Silk’ campaign. The TVC captures the quintessential rich taste of Cadbury Silk and plays on the emotion of guilt free indulgence that is difficult to resist. The brand is also using the #SayItWithSilk to promote the campaign and they are also giving a chance to the consumers to personalise ‘Silk’ for their loved ones. This limited edition pack will be available for a month.
Commenting on the importance of Valentine’s Day for the brand, Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “An occasion like Valentine’s Day comes once a year and that is not the core of Silk. It is really about great indulgence which you can’t resist and that we do throughout the year. What we have actually stumbled upon is- Consumers were anyway using chocolates on occasion like this and that is how the tagline of ‘Say it with Silk’ came through. We realised that it is a sweet spot between something special, but not inaccessible.”
Premium chocolate maker, Ferro Rocher is engaging with its audience through a week-long digital activity to help them with interesting and unique gifting ideas for their loved ones. The brand is using Facebook and Instagram to take forward this idea. Special Valentine’s Day gift packs (packs of 16 and 24 pralines) are available across all modern trade and retail outlets across India. The brand has also showcased Valentine mega displays in select outlets.
Oyo Rooms launched their social media campaign titled #NoRoomforHate. They have also released a short video which highlights the importance of ‘Making room for peace, understanding, tolerance, happiness, togetherness, expression, progressive thinking, privacy, positivity, love and not hate’.
Dating app TrulyMadly partnered with Starbucks to co-host the #StarbucksDate, a special evening for chosen 50 TrulyMadly users who planned to meet their match in real life. The #StarbucksDate was an ‘exclusive invitation only’ event filled with special attractions including stand-up comedy acts, food & beverages, music and games to make this day a special one.
Speaking about the association, Hitesh Dhingra, Co-Founder, TrulyMadly said, “According to insights from our survey, coffee shops are the first choice of meeting spots for around 55% of the users of our app and as Starbucks is a much loved brand in this space, this collaboration for Valentine’s Day was particularly exciting. Through this association, we wanted to delight our users and make their dating experience even more special.”
Reliance Retail released its specially designed, limited edition range of Love You Forever (LYF) devices under its ‘Togetherness Offer’, available in 13 cities. The devices – available in two variants, Flame 1 and Wind 6 – are engraved with ‘Love You Forever’ on the back. Attractive offers are also available from its partners.
Flipkart added an element of fun by promoting their hashtag #FlipkartGIFdelivery. It allowed people to play around with the different GIF options available on the occasion of Valentine’s Day. It even tagged Olacabs, Myntra, RedBull and MTV India on Twitter and played around with its hashtag.