Hershey’s has launched its first 3D masthead this festive season through a Connected TV (CTV) activation, executed in partnership with Interactive Avenues and Frodoh. The campaign went live during India’s opening ODI against Australia, aiming to reach CTV households during a high-viewership period.
The 3D creative, developed with Interactive Avenues and delivered via Frodoh’s CTV network, featured the Hershey’s Kisses Festive Moments pack on the home screen. The format used depth and motion alongside festive detailing, with the line “Unwrap Bonds with Hershey’s,” to present the product within the CTV interface.
According to the companies, the campaign delivered CTV household reach in the millions over the high-viewership days. The activation combined a live cricket match with Frodoh’s CTV placement to support seasonal visibility for the Hershey’s Kisses gifting range.
Speaking on the association, Kamy Devaguptapu – Director of Marketing India, Hershey’s said, “Our Diwali campaign with Frodoh brought Hershey’s Modern Gifting vision to life through an immersive 3D Connected TV experience. Showcasing the elegance of Hershey’s Kisses Festive Moments pack, we connected with millions of households during India’s biggest celebration.”
Mohammed Tauseef Unea, Director Business, IPG, added, “We are proud to have successfully executed the Masthead innovative Connected TV campaign. The Hershey’s initiative delivered strong performance with showcasing the Hershey’s Festive Pack. The results demonstrate that Hershey’s message reached a wide yet high-quality audience, supported by strong engagement indicators. Overall, the campaign met its objectives from both a performance and efficiency standpoint. We look forward to driving similarly groundbreaking campaigns in the future.”
Russhabh R Thakkar, Founder and CEO, Frodoh, added, “Hershey’s Kisses is a strong festive brand, and the 3D Masthead gave us the right canvas to bring that warmth onto Connected TV. Running the campaign alongside the India–Australia ODI created a natural high-attention moment, and the immersive creative helped the brand land its festive message without any friction. We’re glad to support Hershey’s first 3D Masthead on CTV and look forward to building more festive, impact-led experiences together.”
The campaign highlights the use of CTV formats for seasonal retail communication through collaborations between brands, agencies and platform partners.
