Brands celebrating relationships with a difference this Valentine's Day 

From Borosil to Kalyan Jewellers and The Man Company to Platinum, brands have produced liberating ad films in this season of love 

e4m by Noel Dsouza
Published: Feb 14, 2019 9:08 AM  | 5 min read

Valentine’s Day is the day we celebrate love and brands have made use of this opportunity to market their brand in a plethora of ways. 

Some brands have come up with innovative and thought-provoking ads this year. Exchange4media gives you an insight and takes you through some of them. 

Borosil - #FirstValentine

Borosil has based their Valentine’s Day ad on the message: ‘Love is Love’. This is to celebrate the victory of the LGBTQ+ community against the archaic Section 377. Priyanka Kheruka, Head of Brand, Borosil, says: “We, at Borosil, have always believed in creating a positive impact as a brand that belongs to and relates to all. The decriminalisation of Section 377 was a big milestone for India and we are celebrating this victory of universal love.” The ad showcases a girl who was against celebrating Valentine’s Day until this year. She now has someone beside her to share her life and love with and is enjoying the freedom to express her emotions. 

Candere by Kalyan Jewellers - #OneForLove
The brand encourages consumers to do something memorable for their loved ones on this special day. Sharing an insight on the campaign, Rupesh Jain, CEO of Candere, said, “Love is found in every relationship of our lives, all we need to do is look for it. Our Valentine's Day video takes a refreshing take on love that will definitely make you smile. Through our campaign #OneForLove, we aim to break stereotypes and ignite thought-provoking conversations that would eventually lead towards a society that acknowledges and celebrates unconditional love and bonding.”

In this commercial, a family is shown throwing a surprise for the daughter-in-law of the house with a Valentine’s Day gift. The daughter-in-law returns from work to find her V-Day gift and her her sister-in-law remarks that her brother would have done the same. 

The ad gives the message that one doesn’t need to be in a romantic relationship to enjoy the special day.  Watch it here:

The Man Company - #AllKindsOfLOve
This Valentines Day, The Man Company, a grooming essentials firm  has vowed to celebrate #AllKindsOfLove. “For centuries, we have templatised emotions and expression of love by confining it within the fences of gender, age, socioeconomic status, faith and religion. With the campaign #AllKindsOfLove. The company seeks to free the relationships of the modern gentleman from the undue constraints,” says Hitesh Dhingra, Founder and MD, The Man Company.

This commercial showcases different types of relationships like inter-religious relationships, a relationship between an older woman and a younger boy and a gay couple. Each couple gifts each other a box of a 30-Day grooming hamper by The Man Company. The #AllKindsOfLove ad’s tagline is ‘Love knows no religion, Love knows no age and Love knows no gender’. 

Watch it here:

Platinum by PGI-#EqualsInLove
The digital agency, Webchutney, conceptualised two ad films for this Valentine’s Day. Platinum, a flagship by PGI, has launched #EqualsInLove. Both the ads showcase a rare kind of love where couples meet each other halfway. Pravin Sutar, Executive Creative Director, Dentsu Webchutney said, “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with the themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.” 

The two ad films are:

The Talk
In the commercial, a wife comes back home and her husband asks if it’s necessary for both of them to work. The wife asks him if he really wants to quit and he says, “Yes!” The film shows that couples can equally share the responsibilities in today’s modern world and that women can be the one working, while the man takes on household chores.

In this ad film, a couple is looking for an apartment and the husband says that he wouldn’t be able to afford a place that they both have liked. The wife says that since it is “our apartment we can both contribute to paying the rent and not just you”. Splitting the rent equally is a progressive message, especially where traditionally the man takes on this responsibility. 


Caravan of Joy

This Valentine’s Day, Imagica has collaborated with UFO Moviez, digital cinema distribution network and in-cinema advertising platform, to bring UFO’s Caravan of Joy - a movie-on-wheels concept to Imagica. 

It is a unique movie-viewing extravaganza coupled with an overnight camp stay and breakfast included, available all through the weekends till February 23. 

Caravan Talkies is a synergetic business initiative that leverages on the brand's strengths to access movie content, impressive advertiser client base and digital distribution capabilities. 

It is a movie-on-wheels concept, wherein sundown non-ticketed shows (complimentary) are played at villages for India’s rural population situated in media dark areas. This platform provides an opportunity for brands to reach out and engage with rural audiences via consumer activations in a fun and receptive environment.

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