Hershey’s India has launched a new Diwali campaign for Hershey’s Kisses, bringing a playful take on romance and family gatherings to the festive season. Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign extends the brand’s ‘Giving Kisses Is Hard’ platform into a familiar Diwali setting.
The campaign centres on a digital film featuring a couple trying to find a private moment together during a Diwali celebration. Their attempts to spend time alone are repeatedly interrupted by family members, creating a series of humorous situations. The film concludes with one partner offering a Hershey’s Kiss, turning the small gesture into a sweet expression of affection.
The latest communication follows the brand’s Valentine’s Day campaign, ‘Giving Kisses Is Hard, but there’s Hershey’s Kisses’, which explored the hesitation people sometimes feel when expressing affection. For Diwali, the brand carries the same thought into the dynamics of a family gathering, where finding a moment of intimacy can become a challenge amid the celebrations.
Commenting on the campaign, Kamy Devaguptapu, director of marketing, India and APAC, Hershey’s India, said, “Diwali is a time for togetherness — homes filled with family, friends, laughter and celebrations. But amidst all the festivities, finding a quiet moment with someone special isn’t always easy. Hershey’s Kisses brings this familiar Diwali dilemma to life in its latest film, through a playful, tongue-in-cheek portrayal of a couple trying to steal a quiet moment together.
“What makes this platform exciting is its ability to adapt to different occasions and cultural contexts while retaining a consistent brand thought. Whether it is the hesitation around expressing affection on Valentine’s Day or the Diwali dilemma of wanting to share a moment of intimacy when surrounded by family and friends, Hershey’s Kisses is finding culturally relevant ways to bring the platform alive,” she added.
Tejal Waradkar, executive creative director, TBWA\Lintas said, “The strength of ‘Giving Kisses Is Hard’ lies in taking a simple human truth and finding a culturally relevant way to bring it alive. Diwali, with its coming together of families, traditions and celebrations, presented the perfect setting. We tapped into the amusing reality of how difficult it can be for couples to steal a moment of intimacy when the entire family is around. By bringing this unspoken tension into the open, we gave the platform a fresh, playful and distinctly festive expression.”
Created entirely using AI, the film will be amplified across YouTube, social media and connected TV platforms.
