It’s the most romantic time of year – or the most commercialized, depending on who you ask!
As brands unleashed their creativity for our affection – and attention – this year, the marketing world delivered everything from earnest sentiment to sheer cheek.
The best ones, though, reminded us once again that romance and commerce make surprisingly good partners!
Here are our picks:
Hershey’s | The Great Indian Workaround
Hershey’s tackled a uniquely desi problem this Valentine’s: public kisses are basically a logistical nightmare – requires perfect timing and the absence of anyone who knows your mother.
With the holy trifecta of a film, contextual OOH and brand collabs, they served up Hershey’s Kisses as the always-appropriate alternative!
Chef’s kiss all around (pun absolutely intended).
Onsurity | Love in the B2B World
Here’s a sentence we don’t type often: a B2B brand nailed Valentine’s Day.
Onsurity, the employee-wellness platform, had every right to shout about their shiny 4.7-star Google rating. Instead, they used the day – and the ratings – to celebrate the people behind the numbers: the HRs who bet on them!
Turns out, even in the most corporate corners, a little heart goes a long way.
KitKat | Shot = Officially Shootable
KitKat played wingman this Valentine’s because we can all relate to going silent in front of crushes.
Their ‘Break The Ice’ packs came loaded with flirty messages that channeled peak Gen Z energy.
Insightful, timely and lowkey a public service for the tongue-tied.
Cadbury 5Star | Do Nothing, Historically Speaking
After years of roasting Valentine’s Day for being too mushy, they called a truce. Sort of.
The ‘Restore Valentine’s Day’ campaign dug up Esther Howland, the Mother of the American Valentine who (ironically) never celebrated the day with a partner herself. She sold the dream, lived the single life.
5Star’s premise? If she spent her Feb 14ths doing nothing, then “Eat 5Star, Do Nothing” is technically the most historically correct mood ever.
Somehow made their tagline a callback to Valentine’s history. Respect.
Tanishq Jewellery | The Long Game
Now we’re entering classic Valentine’s territory!
The Soulmate Diamond Pair Rings, created with De Beers, is a new engagement line built on a beautiful concept: two rings crafted from a single natural rough diamond split into two stones. Poetic from the jump.
The film traced a couple’s journey over time, positioning the diamond as a quiet witness to all the un-perfect moments that make a relationship.
District by Zomato | Men, Be Green Flags
They cracked the brief by admitting what everyone already knows: effort is the whole point.
The film ft. Ishaan Khatter decodes the subtle language of modern dating, starting with “something chill”. Spoiler: it’s not Netflix on the couch.
Enter the Green Flag Handbook. Step-by-step, Ishaan shows us how planning, thoughtfulness, and actually booking a table (via District, obvs) are the real romantic gestures.
Uber Black x FNP | Surprise & Delight
Let’s end it on a sweet, sweet note.
Ferns N Petals and Uber Black brought Valentine’s Day directly to riders in Delhi NCR – literally. Select passengers found rose bouquets waiting in their premium rides, because why should romance be confined to dinner reservations?
Simple concept, elevated execution. Sometimes that’s all it takes.
Which of these campaigns was your personal favourite?
