Cadbury Dairy Milk Silk argues that the best love stories don't begin with an AI prompt
Conceptualised by Ogilvy, the film has been released ahead of Valentine's Day.
Cadbury Dairy Milk Silk has rolled out a campaign #SayItWithASilk, ahead of Valentine's Day, spotlighting its offerings for the occasion.
Conceptualised by Ogilvy, the campaign consists of an ad film.
The film opens with AI prompts seeking Valentine’s Day ideas and gifting suggestions, alongside a voiceover claiming that AI knows it all. It then follows a young man cycling through heavy rain to meet his partner, highlighting that AI cannot understand what it feels like to travel 20 kilometres at night just to say goodnight. It goes on to show that AI will never know what it means to be imperfect together, to enjoy endless, senseless conversations, to share a private language, or to slow down a hug, reinforcing that love has nothing artificial or intelligent about it. The film ends with couples breaking open the heart from Cadbury Silk’s Valentine’s Day chocolate, as the voiceover urges viewers to follow their hearts, where the best prompts come from.
What we think about it: By contrasting AI-generated prompts with deeply human moments, the film effectively taps into contemporary conversations around technology and intimacy, making its message feel timely and emotionally resonant. While the narrative leans on familiar romantic tropes, its sincere storytelling and strong brand integration ensure the message lands without feeling forced.
The campaign was released on 31 January on YouTube.
CREDITS:
Client: Cadbury Agency: Ogilvy
Media agency: Wavemaker India
CCOs, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak Senior ECD and copywriter: Akshay Seth President and head of office (Mumbai and Kolkata): Hirol Gandhi Deputy CSO, India: Ganapathy Balagopalan EVP, account management: Abhijit Dube EVP, strategic planning: Bhakti Malik GCD: Ganeysh Nayak Creative team: Zaid W., Rohan Parab, Pooja Daga, Aavrutti Sharma, Shikha Gala Account management team: Parshuram Mendekar, Saee Takalkar, Abhishek Menon Brand planning team: Namrata Nandgiri and Puravi Nath Team Cadbury Silk: Nitin Saini, Parvathy Nair, Shikha Agrawal, Anjali Zarah Madan, Yash Desai and Manish Lohana
Production house: Good Morning Films Director: Shashanka Chaturvedi (Bob) Executive producer: Vikram Kalra and Robin D'Cruz DOP: Tapan Basu