The Hershey Company has launched its Valentine’s Day campaign, ‘Giving Kisses is hard, but there is Hershey’s Kisses!’, presenting a take on love and public displays of affection in India.
Built around the message, “Giving Kisses can be hard, but there is Hershey’s Kisses”, the campaign reflects the hesitation that can accompany public affection and positions Hershey’s Kisses as an alternative way to express it.
The initiative includes a digital film, location-based outdoor advertising, brand collaborations and on-ground activations in Mumbai and Delhi.
Developed by Hershey and Mullen Lowe Lintas, the campaign centres on the brand name to address cultural attitudes towards public displays of affection. The digital film portrays couples navigating social boundaries before turning to Hershey’s Kisses. Outdoor hoardings across Mumbai use situational messaging to echo the theme.
Hershey also partnered with Zepto at the Zepto Valentine Prom Party, where a ‘Kisses Booth’ encouraged attendees to exchange chocolates. On social media, a collaboration with Close-up on Chocolate Day and Kiss Day invited consumers to create personalised music videos through Closeup Love Tunes and gift Hershey’s Kisses.
Commenting on the campaign, Kamy Devaguptapu, Director India & APAC Market said: “In India, expressing love openly can be complicated, but sharing joy shouldn’t be. This Valentine’s Day, we’re celebrating the beauty of connection with a playful twist on our name. ‘Giving Kisses is Hard, but there’s Hershey’s Kisses’ acknowledges that while giving kisses might invite judgment, giving Hershey’s Kisses is simple, sweet, and universally welcomed. Our campaign recognizes the cultural realities young Indians navigate while empowering them to share affection in their own way—making Hershey’s Kisses the perfect, delightful gesture of love that everyone can embrace.”
Sarvesh Raikar, President, (Creative) added: “Many brands have various takes on Valentine’s Day. We wanted to have our own unique little point of view. Afterall, Kisses are one the world’s most distinct chocolates. India has always had a strong POV on PDA and the conversations peak around Valentine’s Day. Unlike the west, kisses aren’t the easiest thing for people in love to give and take. We thought this could be a beautiful, unique space for kisses to own in India’s peculiar cultural context. Giving and receiving kisses needn’t be so hard! It’s after all, the most fundamental expression of love.”
The campaign runs across digital platforms, outdoor sites and on-ground events during the Valentine’s Day period.
