This Valentine’s, Hershey’s makes public affection sweet and simple

This Valentine’s Day, Hershey’s has teamed up with Lowe Lintas (now known as TBWA\Lintas) to launch ‘Giving Kisses is Hard, But There’s Hershey’s Kisses!’, a culturally rooted take on love and public affection. The campaign positions Hershey’s Kisses as a playful, socially acceptable way to express affection in public, using a digital film, location-based outdoor activations, brand collaborations, and romantic on-ground events across Mumbai and Delhi.

The 360-degree campaign that leans into the brand’s name to flip a familiar cultural tension. The digital film captures everyday moments of “love interrupted,” where young couples navigate unspoken social boundaries, only to find an easy workaround in Hershey’s Kisses. The message is clear: giving kisses can be hard, but there’s Hershey’s Kisses.

Extending beyond digital, the brand rolled out contextual, location-based outdoor hoardings across Mumbai, using humour and situational cues to reinforce that while some actions may be frowned upon, Kisses are always allowed.

On-ground, Hershey partnered with Zepto at the Zepto Valentine Prom Party, featuring a ‘Kisses Booth’ that encouraged couples and friends to exchange chocolates freely, bringing the campaign idea to life. On social media, a collaboration with Close-up on Chocolate Day and Kiss Day invited consumers to create personalised music videos via Closeup Love Tunes and gift Hershey’s Kisses.

Kamy Devaguptapu, Director India & APAC Market, said: “In India, expressing love openly can be complicated, but sharing joy shouldn’t be. This Valentine’s Day, we’re celebrating the beauty of connection with a playful twist on our name. ‘Giving Kisses is Hard, but there’s Hershey’s Kisses’ acknowledges that while giving kisses might invite judgment, giving Hershey’s Kisses is simple, sweet, and universally welcomed. Our campaign recognizes the cultural realities young Indians navigate while empowering them to share affection in their own way—making Hershey’s Kisses the perfect, delightful gesture of love that everyone can embrace.”

Sarvesh Raikar, President, (Creative), said: “Many brands have various takes on Valentine’s Day. We wanted to have our own unique little point of view. Afterall, Kisses are one the world’s most distinct chocolates. India has always had a strong POV on PDA and the conversations peak around Valentine’s Day. Unlike the west, kisses aren’t the easiest thing for people in love to give and take. We thought this could be a beautiful, unique space for kisses to own in India’s peculiar cultural context. Giving and receiving kisses needn’t be so hard! It’s after all, the most fundamental expression of love.”

By blending cultural insight with playful brand storytelling across digital, outdoor, and on-ground touchpoints, ‘Kisses Anytime, Anywhere!’ reinforces Hershey’s Kisses as one of the world’s most distinctive chocolates.