Say It Without Saying It: How brands are playing it cheeky this Valentine’s

Every February, red hearts flood timelines, discounts dominate inboxes, and brands begin speaking the language of love.

In the run-up to Valentine’s Day 2026, across OOH campaigns and short-format digital films and social media creatives, double meanings and suggestive wordplay have emerged as a noticeable creative device. The format is simple: one line that reads innocent at first glance, but carries a wink upon second reading. The strategy is neither accidental nor entirely new.

What’s notable is how widespread it has become beyond traditionally “bold” categories. Sexual wellness brands such as Durex and Manforce have historically leaned into Valentine’s innuendo, using copy that suggests more than it explicitly states. But the tactic is no longer limited to that category.

An example of this digital-side flirtation popped up in a recent Goibibo ad featuring actor Emraan Hashm, where he was giving “tips” to help not ruin the Valentine’s Day with the line “Kiss kiss ko du?” a classic double-meaning tease.

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A post shared by Emraan Hashmi (@therealemraan)

Another example comes from Hershey's Kisses Valentine's 2026 campaign film, where the core idea revolves around the playful line "Giving kisses is hard, but there's Hershey's Kisses!" The ad film captures relatable Indian scenarios where couples hesitate over public affection due to either judgmental stares or social awkwardness, then pivots to the chocolate as the easy, approved alternative.

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Brand’s outdoors hoardings across Indian metros is doing more with less - fewer words, fewer visuals, but more implication.

Tinder and Blinkit

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A post shared by Finding Good Ads | Marketing | Advertising (@findingoodads)

magicpin

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CashKaro

Frido

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If anything, this Valentine’s season reflects a broader creative shift. Romance in advertising is no longer only about idealised couples and perfect gestures. It is about wit, cultural fluency and the ability to participate in conversation. In scroll-heavy environment where attention is fleeting, ambiguity functions less as provocation and more as participation - the viewer completes the thought, and in doing so, engages longer.