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Brands celebrating many shades of love this Valentine’s Day

From FreshToHome to MamaEarth and Swiggy to Westside, brands have created enough moments through their campaigns for people to celebrate love

e4m by exchange4media Staff
Published: Feb 12, 2022 8:39 AM  | 4 min read
Valentin's Day

You can love it, you can hate it, but you certainly can’t avoid it when it comes to Valentine’s Day! However, with the marketing blitz, this otherwise special day to celebrate romance has now expanded to celebrating love in all its forms – be it romantic, platonic, or with oneself. This year too, the brands have created enough moments for people across the relationship spectrum to celebrate the occasion. Here’s how various brands are marking Valentine’s Day 2022 with their creative campaigns!

Columbia Pacific Communities ‘#NormaliseSeniorPDA’

Columbia Pacific Communities is batting for a change in perception when it comes to senior citizens in India indulging in some public display of affection. The brand asked people to take the pledge to #NormaliseSeniorPDA on their website and post a photo of a senior couple expressing affection on social media to celebrate Valentine’s Day. 

FreshToHome ‘#FreshValentines’

As an extension of its core value of ‘freshness’, FreshToHome is breaking V-Day stereotypes by showcasing meat lover couples that are ‘keeping it fresh’. By replacing traditional and outmoded ways of proposing with new ways of expressing love. As an example, instead of proposing with regular rings, the main film spotlights a foodie proposing with calamari rings. Influencers replace a bouquet of roses with a bouquet of skewered kebabs. The campaign is all about celebrating couples that understand each other’s food preferences and give each other their favourite dishes, presented interestingly.

Mamaearth X Truly Madly ‘#TrulyBeautifulME’

Understanding the need among the youth to build meaningful connections, Mamaearth has partnered with TrulyMadly, a dating app that brings focus on compatibility and finding beauty within people rather than just matching with someone basis their looks. #TrulyBeautifulMe campaign focuses on finding beauty in good actions rather than just swiping right for someone’s good looks.

Through this initiative, TrulyMadly will encourage people to update their profile with a new question on ‘What makes them beautiful?’ In the response, if they select Good Deeds, this will add a badge stating ‘Beautiful by Good Actions’ to their first profile picture on the app. This will be sent to all existing users via notifications and will be a part of the profile creation for new users. 

Swiggy ‘Anything Restaurant’ 

Like always, Swiggy chose a quirky way to celebrate Valentine’s Day this year as well. The brand is aiming to put an end to the food ordering woes of couples in Bangalore, with the launch of “The Anything Restaurant” on the app. At the ‘Anything’ restaurant, names of the dishes have been christened to celebrate common couple lingos. The ‘Anything’ Restaurant is available on Swiggy in Bangalore until February 14. 

Westside ‘Love Is…’

Westside is celebrating people and passion with its latest campaign titled ‘Love Is…’ – a concept brought to life through a series of 9 videos encapsulating the different yet non-conclusive aspects and definitions of love. These videos will bring alive different facets of an individual’s life, something that they truly enjoy and are passionate about, be it the love for fashion or food, spending time with furry friends, chilling with your BFF, or the simple joy of dressing up.

Wiggles.in ‘#LoveIsInTheCare’ 

Wiggles.in launched #LoveIsInTheCare, a digital marketing campaign as an extension of the brand’s values and attempts to inculcate a spirit of never giving up on one's pet, no matter the circumstances. Crafted around the core thought that the ultimate form of love is care, the #LoveIsInTheCare campaign brings to light the fact that pets step into our lives as blessings and ultimately need to be cared for just like any other family member or friend. The campaign explores different aspects around pet care such as teething problems, issues leading to loss of appetite, poor or diminishing eyesight, and how pet parents are the only ones empowered to help them overcome and deal with their problems thus reinforcing the campaign’s core ideology. 

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