Hershey’s has launched a new Valentine’s Day campaign titled ‘Giving Kisses is Hard, But There Is Hershey’s Kisses!’, tapping into India’s long-standing social hesitation around public displays of affection (PDA). Using humor and cultural insight, the campaign positions chocolates as a universally accepted and light-hearted way to express love.
The digital film at the heart of the campaign depicts young couples navigating awkward, judgment-filled moments when attempting PDA in public spaces. Instead of leaning into discomfort, the narrative cleverly pivots to Hershey’s Kisses as an easy, socially acceptable alternative-turning the brand’s name into the campaign’s central idea and emotional hook.
Extending beyond digital, the campaign includes location-based outdoor installations across Mumbai, featuring contextual messaging that reinforces the theme. Hershey’s also partnered with Zepto for a Valentine-themed activation, introducing a playful ‘Kisses Booth’ where participants exchanged chocolates instead of awkward kisses. On social media, a collaboration with Close-up invited users to create personalised music videos and gift Hershey’s Kisses during Valentine-related moments, further amplifying engagement.
Commenting on the initiative, Kamy Devaguptapu, Director – India & APAC Market, Hershey’s, noted that while expressing love openly can be complicated in India, sharing joy does not have to be. The campaign acknowledges cultural realities while empowering young Indians to express affection in ways that feel comfortable and joyful.
Sarvesh Raikar, President (Creative), added that the brand wanted to carve out a distinctive point of view around Valentine’s Day. Given India’s nuanced relationship with PDA, Hershey’s Kisses naturally fit into a culturally relevant space where affection can be shared without hesitation.
Spanning digital, outdoor, and on-ground activations across Mumbai and Delhi, the campaign reinforces Hershey’s Kisses as a simple, sweet, and widely accepted symbol of love in India’s unique social context.
