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

Conceptualised by 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.

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