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