Hershey’s India has launched a new Diwali campaign for Hershey’s Kisses, finding humour in a situation many couples will recognise: trying to steal a private moment while the whole family is around. Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign adapts the brand’s ‘Giving Kisses Is Hard’ platform to the festive season.
The campaign is led by a digital film that follows a couple at a Diwali party as they try to slip away for a quiet moment. Relatives keep walking in at the wrong time, making privacy harder with every attempt. The film ends with one partner offering the other a Hershey’s Kiss, closing the moment on a sweet note. Created entirely using AI, it will be amplified across YouTube, social media and connected TV platforms.
The film follows the brand’s Valentine’s Day communication, which explored the hesitation around expressing affection openly. Hershey’s now carries the same brand thought into a family setting, using the dynamics of a festive gathering to build a relatable story.
Kamy Devaguptapu, Director of Marketing, India and APAC, Hershey’s India, said the platform can adapt to different occasions and cultural contexts while keeping a consistent brand thought. Tejal Waradkar, Executive Creative Director, TBWA\Lintas, said the idea taps into a simple human truth, with Diwali’s family gatherings offering the ideal setting for a fresh, playful and festive take.
