Cadbury Dairy Milk Silk: Unforgettable Love Tips

Over the years, India’s favourite premium chocolate brand from Mondelez India, Cadbury Dairy Milk Silk, has become synonymous with Valentine’s Day. Since its inception, the brand has successfully created special moments of love by offering young lovers a helping hand in expressing their true feelings to their significant other. However, there are very few avenues which prepare them for an outcome they may not foresee or desire – Rejection. So, this year, Cadbury Dairy Milk Silk is on a mission to create Valentine’s Day into a day of healthy love with Silk Unforgettable Love Tips. As per a Google Lighthouse study, there’s been a 50% spike in search trends for personalised gifts during Valentine’s Day. To save young hearts from the mounting pressure of making this day extra special, Cadbury Dairy Milk Silk plays cupid once again by taking the digital route and leveraging its website www.cadburysilk.com. Whether it’s to help someone profess their love for the first time or add a dash of love to an existing relationship, Silk’s Unforgettable Love Tips is here for everyone. Applying QR code technology (scan on packs), each pack will lead consumers to the dedicated microsite listing unique ideas curated and voiced by social media creators such as renowned musician Armaan Malik, popular YouTuber Prajakta Koli and globetrotters Vidit Taneja and Savi Munjal (Bruised Passports). But here comes a powerful twist – every unique romantic tip is matched with a healthy love tip that will sensitise consumers towards the importance of respect, consent and boundaries too, all in the voice of their favourite creators. Whether it's recording a music duet together, a DIY gift or a surprise getaway, the ideas will help couples plan the perfect Valentine’s Day by tapping the popular Gen Z cohorts – music, DIY and travel. And the healthy love tips will sensitise them to create a safe and healthy love atmosphere, all in the voice of their favourite creators. To give a deeper understanding on what healthy love is, the brand has partnered with MINDS Foundation, a mental health NGO for young adults to curate multiple relevant articles addressing the topic. Ringing in the season of love, and to kickstart the campaign, Cadbury Dairy Milk Silk has released a new TVC that showcases how consumers can access these Unforgettable Love Tips and make their Valentine’s Day special.