Cadbury Dairy Milk Silk has brought back its Valentine’s Day platform, ‘Say It With Silk’, for 2026, continuing its focus on expressions of love through gifting and storytelling.
Launched by Mondelez India, the campaign is led by a new digital film that examines how artificial intelligence is influencing modern expressions of affection. The film contrasts AI-generated communication with human emotion, positioning love as something that cannot be automated and reinforcing the long-running ‘Say It With Silk’ idea.
The 2026 edition of the campaign includes updated Valentine’s Day packaging, digital content, music integrations, influencer collaborations, and retail activations across channels such as traditional trade, modern trade, and quick commerce.
Speaking about the campaign, Nitin Saini, Vice President – Marketing, Mondelez India, said, “Say It With Silk has always been a powerful platform for helping people express their feelings in meaningful ways, and we’re excited to continue this journey in 2026. In a world where technology is increasingly shaping how we communicate, this year’s film reflects on what makes love truly human - emotion, intent, and effort. Alongside this, our refreshed Valentine’s packs and a strong 360-degree presence across music, content, influencers, and retail are designed to help people turn their feelings into thoughtful gestures. Because when it comes to love, what matters most is not just what you say, but how you say it.”
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said, “This is a very special film in the journey of Silk because of the strong point of view it comes with. Most of our earlier work on Silk has been about expressing one’s feelings, but as we dug deeper into the behaviour of young couples, we discovered that their dependence on AI to act or express themselves is tremendous. This even extends to when they’re in love, robbing them from experiencing the impulse and spontaneity of romance. This film showcases all the things about love that AI could never think of. Why? Because AI has never been in love. Written insightfully by Akshay Seth and directed poetically by Bob from Good Morning Films, we hope young love enjoys watching this as much as we enjoyed creating it.”
Shekhar Banerjee, President - Client Solutions, South Asia at WPP Media, added, “While technology and AI continue to shape how we communicate, expressing real emotion, especially love, ultimately takes human courage and feeling. We feel, a bar of Cadbury Silk with its Heart Pop says it best. Our idea was to further amplify this expression of love with music and voices that Gen Z deeply connects with, to help them say what they often struggle to put into words. By integrating Silk into cultural moments, shared experiences, and music, we aim to make expressions of love feel more authentic and not AI-generated.”
As part of the campaign, Cadbury Dairy Milk Silk has introduced refreshed Valentine’s Day packaging in its gold and purple colour palette. The updated packs are designed for gifting and aim to support expressions of affection during the season.
The Valentine’s Day 2026 range includes the Cadbury Dairy Milk Silk bar, its variants, and the Silk Desserts portfolio, available in multiple pack sizes across markets.
