Hershey’s India has rolled out a campaign ahead of Diwali for Hershey’s Kisses, finding humour in stolen romantic moments amidst celebrations with family.

Conceptualised by TBWALintas, part of Omnicom Advertising India, the campaign comprises an AI ad film and builds on the brand’s ‘Giving Kisses Is Hard’ campaign, adapting it to the familiar scenario of a Diwali gathering.

The film follows a couple trying to steal a quiet, romantic moment together amid Diwali celebrations. It opens with the two standing on the terraces of their respective homes, where the man asks his partner about his Diwali gift. She playfully suggests a kiss, to which he readily agrees. However, when she disappears from the terrace and asks him to open the door, he hesitates, worried that their families might catch them as everyone is busy celebrating the festival. Their attempts to find a moment alone are repeatedly interrupted by family members, adding to the playful tension. The film eventually ends on a sweet note, with one partner offering the other a Hershey’s Kiss.

What we think about it:  The film’s relatable storytelling, natural chemistry and catchy execution make the romance feel convincingly human rather than AI-generated, delivering an effective festive narrative. However, with AI increasingly being used to meet the demand for multiple festive campaigns at scale, and Prada’s recent Holiday campaign taking a stance against AI, the question is whether Indian brands should rethink the rush towards AI-led production and take notes on the value of human craft.

Kamy Devaguptapu, director - 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.”

Tejal Waradkar, executive creative director, TBWALintas, added, “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.”

The film has been created entirely using AI and will be amplified across YouTube, social media and connected TV platforms.

CREDITS:

Client: Hershey’s India

Agency: TBWALintas

Creative: Russell Barrett, Sarvesh Raikar, Tejal Waradkar, Garima Obrah, Bhagyashree Ghatnekar, Sanchita Kotian, Jyotsna Mohanty, Nidhi Panchal and Santosh Pandhe

Business: Govind Pandey, Adhideb Ghosh, Geetanjali Saini, Jonita Quadros, Nisha Jaffer

Strategy: Amrita Korwar and Simran Dcosta

Internal production team: Renuka Koul and Deep Dubey

Production house: Momomoto Films (Producer: Ajay Koul)

Director: Deepti Nangia