As Valentine’s Day approaches, Mondelez India has returned with Cadbury Dairy Milk Silk’s long-running platform, ‘Say It With Silk’, continuing its focus on celebrating expressions of love. The 2026 edition is anchored by a new digital film that contrasts AI-assisted communication with the emotional effort of expressing affection, positioning love as rooted in intent, spontaneity, and human connection rather than automation.

The film highlights how AI may assist with words or suggestions but cannot replicate genuine emotion. Through intimate storytelling, it portrays moments where human vulnerability, effort, and thoughtfulness carry deeper meaning than algorithm-driven convenience.

Complementing the film, the brand has launched refreshed Valentine’s Day packaging in its signature gold and purple palette, designed to support gifting during the season and form part of the wider multi-platform rollout.

Speaking on the campaign, Nitin Saini, Vice President – Marketing, Mondelez India, said, “This year’s film reflects what makes love truly human-emotion, intent, and effort. Alongside our Valentine’s packs and 360-degree activations across music, content, influencers, and retail, we aim to help people turn feelings into thoughtful gestures. Love is not just what you say, but how you say it.”

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, added, “We discovered that young couples rely heavily on AI even in matters of love. This film celebrates all that AI could never feel-real emotion, spontaneity, and human courage.”

The campaign includes digital content, influencer activations, music integrations, outdoor placements, and shopper marketing, featuring Silk’s core bars, variants, and Silk Desserts, available in multiple pack sizes for Valentine’s gifting.