Valentine’s Day is all about heartfelt gestures, and this year, Cadbury Dairy Milk Silk is making it easier than ever to express love with its latest campaign, “Say it with Silk.”
By blending innovative packaging with an emotionally resonant brand film, the campaign ensures that words of love come effortlessly—just like indulging in a bar of Silk.
For those who struggle to put their feelings into words, Cadbury Dairy Milk Silk has introduced limited-edition packs featuring pre-written love messages like “You are my love” and “You are special to me.” These thoughtful additions make gifting even more meaningful, helping people communicate their emotions without hesitation. The brand’s goal is to take the pressure off romantic confessions, ensuring love is expressed with ease.
The campaign’s core storytelling element is a beautifully crafted animated film featuring a penguin’s adorable attempt to confess its love. As the narrative unfolds, the little penguin stumbles upon a Cadbury Dairy Milk Silk Heart Blush, which becomes the perfect expression of its affection. The film, a blend of emotion and charm, underscores the idea that sometimes, the simplest actions speak the loudest.
Available in leading retail stores and online platforms, the limited-edition Silk packs make it easy for consumers to find the perfect Valentine’s Day gift. Supported by a holistic marketing approach, the campaign integrates multiple touchpoints to enhance the consumer experience—whether through digital storytelling, influencer collaborations, or immersive on-ground activations.
Nitin Saini, Vice President – Marketing, Mondelez India, emphasized the brand’s commitment to making love declarations seamless. “Cadbury Dairy Milk Silk has always been the silent cupid, encouraging young hearts to express themselves. This year, we’ve made it even simpler—whether through our thoughtfully designed packaging or our emotionally compelling film. Together, they create moments that make Valentine’s Day even more magical.”
The campaign, conceptualized by Ogilvy India, leverages nostalgia and relatable emotions to strike a chord with audiences. Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers at Ogilvy India, explained, “Every love story begins with that first moment of hesitation. Through our film featuring two charming penguins, we bring this universal emotion to life, reminding everyone that love is about taking that first step.”
Additionally, Shekhar Banerjee, Chief Client Officer & Office Head – Wavemaker India, highlighted the strategic intent behind the campaign. “Our goal was to embed Silk into the very fabric of love confessions. From subtle social media integrations to grand offline activations, we’ve ensured that at every stage of romance, Silk is there to help people express their feelings.”
Cadbury Dairy Milk Silk has long been associated with young love, and the “Say it with Silk” campaign reinforces its role in making Valentine’s Day special. Whether through charming love notes or an endearing film, the campaign simplifies romantic gestures, ensuring that love finds its perfect expression—one delicious bite at a time