Brands gear up to woo consumers on Valentine's Day 2020
In this season of love, brands curate innovative marketing strategies to draw in consumers with clutter-breaking campaigns
What makes an effective Valentine’s Day brand campaign? Breaking moulds, being disruptive and lastly, connecting with the consumers through experiential experiences. With Valentine’s Day 2020 around the corner, brands are set to woo consumers. They have chalked out innovative marketing strategies and conceptualised some interesting campaigns around the theme of love. Here’s what they have to say about their campaigns and initiatives for V-Day.
Big Bazaar has come up with a digital campaign planned for the Valentine’s Day weekend. The brand has created two heartwarming stories that convey deeper meaning of love shared between different individuals.
The campaign features a special marriage where the wife is hearing and speech impaired. The story revolves around how the husband plans a sweet surprise to celebrate Valentine’s Day with his wife.
Speaking about the campaign, Pawan Sarda, Group Head – Digital and Marketing, Future Group says, “As a brand, Big Bazaar has always believed in celebrating occasions and moments with everyone. Valentine’s Day is no different because love simply has no limitations. The Love Weekend at Big Bazaar celebrates an all-inclusive valentine’s day with all our customers. From young elders to specially abled, everyone has a love story. We welcome our customers to visit our stores to experience this special kind of love from 14th-16th Feb, after all #LoveSabkeLiye.”
The Italian brand, Lavazza kick-started Valentine’s Week celebrations on 11th February 2020. With the objective of spreading some love for coffee, Lavazza India has curated a project, which includes exclusive training sessions and a survey to gather interesting insights around coffee drinking habits among the Indian millennial and Gen-Z population.
“Coffee has always been a drink which brings people together; it goes beyond being just a beverage, it is a connector. Our initiative aims to create the same feeling by bringing coffee lovers under the same roof to celebrate and reflect on the power of coffee in our lives. With this project, Lavazza aims to spread the love out for a perfect cup of coffee”, commented Rachna Anbumani, Vice-President, Marketing, Lavazza India.
This Valentine’s Day, Amazon Alexa decides to stand with love - love of all, for all. A special video featured the real-life couple- renowned fashion designer Suneet Verma and his partner Rahul Arora celebrating their love. The video shows Suneet setting up for a perfect date night at home, to surprise Rahul, with a little help from Alexa. From ordering flowers and cakes to helping with recipes, Alexa has Suneet’s back to make the day special. With their busy schedules, couples these days find it increasingly difficult to steal special moments together. The video showcases how a little help from Alexa can make their Valentine’s Day a memorable occasion. As Alexa continues to make inroads into the hearts and homes of Indians, here is Amazon Alexa’s Valentines’ Day campaign - painting the town red with a love that’s boundless!
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Mondelez is all set to take over the season of love with special offerings from two of its most iconic brands Cadbury Dairy Milk Silk and OREO. Cadbury Dairy Milk Silk and Valentine's Day have been synonymous with each other for almost a decade, capturing hearts with its "Say it with Silk" proposition.
This year, the brand followed an unconventional path and reinvented the expression of love with the “How far will you go for love” campaign. A concept was conceived to nudge consumers to try and go beyond the usual and make it special for their partner this Valentine’s Day.
Commenting on the strategy for this Valentine’s Day, Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India said, “We have received great admiration with the Pop Your Heart campaign over a couple of years and we are thrilled to take it into its third year. As leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotions with our products. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heart-warming film and other exciting bundles on eCommerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”
Check out the Cadbury ad film here:
This Valentine’s Day, Spotify brings you insights, trends and curated audio experiences to bring out that warm, fuzzy feeling. This Valentine’s, may it be at an exclusive date night or a simple lazy stay-in, Spotify’s musical ode to celebrate the day of love is available in curated playlists across languages - Valentine's Day Punjabi, Valentine's Day Tamil, Valentine's Day Telugu, Valentine's Day Marathi, Valentine's Day Special (Hindi).
Lotte Choco Pie
Valentine’s Day is an opportunity for both young and old to show their loved ones they care. While the occasion can be exciting for youngsters and newlyweds, for much older couples, it may seem a little stale. If you belong to the latter and Valentine’s Day just doesn’t seem to have the same kick as it once did, during the first few years of your marriage, it’s time to participate in ‘Pause To Cherish!’, a special Valentine’s Day digital campaign launched by Lotte Choco Pie under its (Lotte India’s) Lotte Fest initiative.
Commenting on the V-Day campaign, Venkatesh Parthasarathy, VP Marketing, Lotte India shared, “For decades, Valentine’s Day is so strongly associated with youngsters in our country while it actually represents love, affection, and friendship without any age barrier. We are truly excited to celebrate the love of seasoned couples in our country which will inspire the young. In this digital world, the old-fashioned way of expressing love in the form of letter cards can make these Valentines feel extra special and I am confident that through this campaign Lotte Choco Pie will make their enduring relationship more memorable.”
You know Valentine’s Day is around the block when the streets are filled with red- heart insignia, every social wall is full of poetically written love posts and the entire city is on a romantic break. This Valentine’s Day express your love and write your unique love stories with NESTLÉ KITKAT.
Commenting on this initiative, Nikhil Chand, Director – Foods and Confectionery, Nestlé India, said “NESTLÉ KITKAT aims to always engage the youth with innovative and exciting activations. This year, KITKAT celebrates Valentine’s with the world’s first KitKat having a chocolate love story in the molds itself. These chocolate pieces can be arranged in different ways to make special love stories. Our new launch of KITKAT DESSERT DELIGHT Rich Chocolate Fudge offers a unique combination of greeting cards and delicious chocolate treat which makes for a wonderful gift for your loved ones. Also, the innovative love break packs of KITKAT allow youngsters to join two packs and express their love to anyone they wish to.”
Faasos as a brand is known for its wraps, a grab-and-go food category that is perfect as a single meal. Hence, during Valentine’s, while the entire world is busy celebrating couples Faasos thought of making singles the hero. The fast-food company is targeting a growth of 20 per cent of sales through their V-Day campaign.
Sagar Kochhar Global Chief Marketing Officer, Rebel Foods commenting on the campaign remarked, “Faasos as a brand has high top of mind recall for single and daily consumption. Our maximum repeat orders come from single-serve wraps and meals. Hence, the thought of celebrating this Valentine's Day along with our single patrons. #SinglesWithBenefits is our way to enjoy Valentine's Day with our loyal singles and also invite more single consumers to join the tribe. With a new user experience on our personalized microsite, we are giving away some great offers to all those who come and participate.”
Watch the digital ad here:
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SKINN by Titan
The season of love is here, so is the reason for everyone to express their feelings. SKINN by Titan announces the launch of its digital content film “It’s a date”, which is a refreshing new take on the ‘expression of love’. Conceived by Ogilvy Bangalore and brought to life by The Timeliners, “It’s A Date” is a heartwarming story of love – not limited to romance between couples, but also the affection for people who are important to you.
When the film begins one would assume that the protagonists are a live-in couple and soon after, it is perceived that the male lead is about to propose. Only later they would realize that the gift was an expression of platonic love towards his flatmate and that his date is with another male friend. The film effortlessly normalizes a lot of things which are usually not conventional. At one end it showcases the chemistry between two friends while celebrating the friendship between a guy and a girl who share an apartment together. On the other end, it subtly celebrates same-sex relationships.
Ankit Kasliwal, Marketing Head, Fragrances, Titan Company Limited says “There are often many things which remain unsaid in a relationship & even when you want to say sometimes the words aren’t just enough to convey a gamut of emotions. Gifting a SKINN perfume is a very warm, thoughtful & personal gesture that the protagonist does in the film to convey his feelings to his flatmate. The film is a progressive take by the brand to not limit love to certain boxes and boundaries.”
The burger joint has conceptualized a digital ad around a lonely man. Burger King shares, “We've found the loneliest man in the world. And he's been right in front of us the whole time. Go ahead give him company, take a picture or two, tag @burgerkingindia and get a free Whopper this Valentine's Day. #LonelyNoMore.”
Burger King’s brand essence is all about self-expression and just being who you are. Valentines’ day is often depicted as a clichéd glossy celebration of love amongst couples and people in love. Our idea, this Valentine’s day is to provide a platform of self-expression for not just the couples but for the singles as well. For once, why not celebrate the loners this Valentine’s. And that was the genesis of the campaign.
Check out the digital ad:
We've found the loneliest man in the world. And he's been right in front of us the whole time. Go ahead give him company, take a picture or two, tag @burgerkingindia and we'll give you a free Whopper this Valentine's Day. #LonelyNoMore— BurgerKingIndia (@burgerkingindia) February 12, 2020
.#valentineday #bemine #ContestAlert pic.twitter.com/eQGlXcESGo
Shubh Mangal Zyada Saavdhan
Have you ever heard of Valentine's Week celebration with the entire family? That's what TSBI, the digital marketing partner for Shubh Mangal Zyada Saavdhan did for the film's campaign.
With just the right amount of mush, a dash of quirk & a whole lot of Zyada Pyaar, the team conceptualised bite-sized videos to celebrate Valentine's Week. What makes these videos loaded with humour & heartwarming moments stand out from the clutter is the involvement of the family in a uniquely endearing way. So be it Rose day or a Chocolate day or Teddy day, Ayushmann Khurrana & Jeetu's romance shone through amid family humour, staying true to the film proposition, 'Jeetega Pyaar Seh Parivaar.'
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