Hershey's India has rolled out a campaign ahead of Valentine's Day for its Kisses brand.

Conceptualised by Lowe Lintas (now known as TBWALintas), the campaign comprises an ad film.

The film opens at a tea stall, where a traditional radio announces that this Valentine’s Day, people can give kisses anytime, anywhere. It then follows multiple couples, young and old, as they come close to sharing a peck, only to be met with curious, disapproving glances from those around them, reflecting how public displays of affection are still considered taboo in Indian society. In the final twist, the couples don’t exchange kisses in the conventional sense. Instead, they share Hershey’s Kisses, triggering the same joy and emotional connection. The film closes with the line: Giving kisses is hard, but there’s Hershey’s Kisses.

What we think about it: Smartly taps into India’s lingering discomfort with public affection, using humour and restraint to make its cultural insight feel both relatable and brand-relevant. While the insight is familiar, the Hershey’s Kisses twist lands cleanly, ensuring the message feels sweet rather than preachy.

Kamy Devaguptapu, director India and APAC market, The Hershey Company, said,  “In India, expressing love openly can be complicated, but sharing joy shouldn’t be. This Valentine’s Day, we’re celebrating the beauty of connection with a playful twist on our name. ‘Giving Kisses is Hard, but there’s Hershey’s Kisses’ acknowledges that while giving kisses might invite judgment, giving Hershey’s Kisses is simple, sweet, and universally welcomed. Our campaign recognises the cultural realities young Indians navigate while empowering them to share affection in their own way, making Hershey’s Kisses the perfect, delightful gesture of love that everyone can embrace.”

Sarvesh Raikar, president, (creative), TBWALintas, added, “Many brands have various takes on Valentine’s Day. We wanted to have our own unique little point of view. Afterall, Kisses are one the world’s most distinct chocolates. India has always had a strong POV on PDA and the conversations peak around Valentine’s Day. Unlike the west, kisses aren’t the easiest thing for people in love to give and take. We thought this could be a beautiful, unique space for kisses to own in India’s peculiar cultural context. Giving and receiving kisses needn’t be so hard! It’s after all, the most fundamental expression of love.”

On-ground, Hershey partnered with Zepto at the Zepto Valentine Prom Party, featuring a ‘Kisses Booth’ that encouraged couples and friends to exchange chocolates freely, bringing the campaign idea to life. On social media, a collaboration with Close-up on Chocolate Day and Kiss Day invited consumers to create personalised music videos via Closeup Love Tunes and gift Hershey’s Kisses.

The campaign was rolled out across social media platforms such as Instagram and YouTube.