In India teenage romances are frowned upon, making most romances secret romances.

Cadbury Silk stands for young love, and Valentine’s Day is the brand’s biggest annual business opportunity. The task was to get young consumers excited to buy Silk on Valentine’s Day and make the Cadbury Silk Heart Blush pack the centre of V- Day celebrations in the country.

That meant getting them excited about a grand romantic gesture they could make for the one they love.

This Valentine's Day, we decided to help young lovers in India shout out their love for their loved ones and yet keep it a secret from prying eyes. Introducing - Cadbury Silk Secret Messages.

Sender journey:

- Scan Silk pack on their phone

- Fill out their loved one's details on a microsite

- Write a cute love message (or pick from a list of templates)

- Share the link with their loved one

Receiver journey:

- Click on the link

- Point the phone at any Silk ad

- Watch the Silk ad turn into a secret love message

This was done using personalisation of Augmented Reality to turn every Silk hoarding, bus shelter, poster, press ad, and POS materials into a personalised secret message between lovers, which only they could see. So now they could literally proclaim their love from rooftops and yet keep it a secret.

Teenage romances are not openly accepted in India, especially by parents.

This is one of the main reasons young lovers (15-21 years of age) keep their relationships a secret.

They find ways to maintain secrecy.

They have separate accounts on social media.

Disclosing their relationship status to limited friends.

Or not disclosing it to anyone at all.

This often holds them back from making

grand gestures in love.

Something they would actually want to do.

Cadbury Silk used this insight to come up with their ‘Silk Secret Messages’ campaign for Valentine’s Day, 2022.

A magical way to help young lovers shout their love from rooftops and yet keep it a secret.

Start: 25th Jan;

End: 14th Feb

Business Challenge:

How could Silk continue to win the hearts of its consumers?

We launched the industry first packtivation idea that helped couples make a grand gesture of love, while keeping it a secret.

How did we do this:

1. Launched a unique product - New Silk Heart Blush

2. Used a combination of mobile first website and real-time personalisation in an AR for a First ever personalised AR tech

3. Ambitious Activation Plans on digital, in-store & On-ground

Our IMC made by and for our consumers had a powerful insight married with first ever personalised new-age technology – WebAR.

We had made a high-decibel execution to reach our consumers.

a. Presence on TV & digital platforms

b. Impactful OOH & Print amplified with Influencers

c. Partnerships expanding across digital platforms staggered 300+ MN impressions

d. Influencers and Content Creators added to the impact

- 15,00,000+ secret messages

- 2.1 mn site visits

- 1000+ mn impressions

- 6% portfolio growth

- $1 mn earned media

- 27% sales growth

- 12% revenue growth