This Valentine's Day - Roses, nah! Chocolate? Yes!!

Valentine's Day in the 90s

It was all about roses. We used to wait to get the roses. The colour of the rose was under questions. Was it pink or was it red? Well, we used to decide the colour based on our feelings towards the person who gifted us the rose.

In fact, there is a personal cute story around it, but I will save it for some other time.

Valentine's Day is special. And more so, in observing how brands keep coming up with great stuff, creative ideas to make their campaigns stand out.

Cadbury Silk is back with yet another campaign all complete with AR.

Apart from the pop the heart, the packaging, the pink and cute stuff and the lovey dovey messages that are perfect for teenagers and the young ones, the best one is the AR part.

Where you can read the message in all secrecy and make that moment special between you two. Moreover, there is no 'What will they say'? nag around it.

So how did the agency come up with this campaign?

From ibbonline.com

Anil Viswanathan, Vice President - Marketing, Mondelez India said, “Over the years, the overwhelming response to ‘Pop The Heart’ has made Cadbury Dairy Milk Silk a medium of expression and with the new heart center, the aim is to become an everlasting ritual to celebrate love. We understand that the definition of a relationship is evolving, and with the digital age, as the world becomes more and more inclusive, couples want their relationship as exclusive as possible, and we as a brand want to aid the celebration, the way they’d like it. To secure this special place, with #HowFarWillYouGoToMakeThemBlush, the personalized Augmented reality technology, which is a first for the nation, empowers our consumers to go all out, secretly, when expressing their love.?We truly hope that this year again our brand strikes a chord with all our consumers and make them blush.”

“How do you put a chocolate with a pink heart in the centre, at the centre of Valentine’s Day celebrations?

Zenobia Pithawalla, senior executive creative director and Mihir Chanchani, executive creative director from Ogilvy India, said the thought came from: “How do you put a chocolate with a pink heart in the centre, at the centre of Valentine’s Day celebrations?

We knew that most romances in our target audiences of teenagers are secret romances.

So, this Valentine's Day we decided to help young lovers in India shout out their love for their loved ones and yet keep it a secret from prying eyes.

Introducing - Cadbury Silk Secret Messages.

With help from out tech partner, 8th Wall - we used personalization of Augmented Reality to turn every Silk hoarding, bus shelter, poster, press ad and POS materials into a personalized secret message between lovers, which only they can see. So now, they can literally proclaim their love from rooftops and yet keep it a secret. What better way to make them blush? Bringing alive the unique product idea and branding of this new product called Silk Heart Blush.”

What do you think? Isn't the campaign cute?

It is a world where brands will be as much about tech experience as much as it is about human experience.

Heard of other tech based campaigns? Share with me!