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  • Writer's pictureMansee Mohta

Brands hitting the bullseye with Cupid's arrow


Cadbury 5 Star Attempts to Erase Valentine's Day with Time Travel


Cadbury 5 Star has unveiled a groundbreaking campaign aimed at revolutionizing Valentine's Day by introducing a bold concept: a 'Time-Travel Device' designed to erase the day altogether. Building upon the success of last year's initiative to cater to those unenthused by Valentine's Day, the brand, along with its volunteers, will launch the world's first-ever 'time travel vessel'.

The mission of this vessel, as stated in the company's press release, is to skip Valentine's Day entirely. On February 14th, three courageous volunteers will embark on a journey to fast-forward the day from their timelines. The entire world is invited to witness this spectacle through a live-streamed event.

Nitin Saini, Vice President of Marketing at Mondelez India, commented on the campaign, expressing that Cadbury 5 Star embodies boldness, cheekiness, and mischief. The campaign aims to exceed expectations by accomplishing the seemingly impossible task of erasing Valentine's Day entirely, offering a rollercoaster ride of laughter and endless banter.

The campaign also hopes to inspire singles to join as "Mission Engineers" to make this collective dream a reality. Cadbury 5 Star has partnered with space scientist Nambi Narayanan to introduce the 'time travel vessel', named F.N.S. Cringe Vinash. This vessel will cross the International Date Line between American Samoa and Samoa, effectively skipping 24 hours of Valentine's Day in a single minute.

Volunteers on this momentous journey will symbolize the spirit of those wishing to erase Valentine's Day from their calendars. Equipped with an abundance of Cadbury 5 Star treats, they will indulge in delightful confections as they journey through time.

Sukesh Nayak, Chief Creative Officer at Ogilvy India, highlighted the campaign's magnitude and complexity. He praised the Experiential Marketing Team for orchestrating everything, from a detailed live-stream event in the middle of nowhere to a mission control room. Additionally, the team enlisted the expertise of Nambi Narayanan to explain the science behind the mission.

Shekhar Banerjee, Chief Client Officer and Office Head at Wavemaker India, emphasized the need for a unique approach to media when disrupting popular norms and triggering conversations. The campaign partnered with influencers as hosts to help achieve its goal of challenging the cultural narrative surrounding Valentine's Day.





CaratLane's #KhulKeKaroExpress Campaign Encourages Emotional Expression This Valentine's Day


CaratLane, a jewelry brand known for empowering self-expression, has launched the #KhulKeKaroExpress campaign in time for Valentine's Day. This campaign aims to go beyond the traditional focus on giving jewelry and instead encourages people to openly express their true feelings to their loved ones.

Drawing inspiration from real customer stories, the campaign showcases the diverse range of emotions associated with Valentine's Day, from romantic love to familial bonds and even self-love.

Jennifer Pandya, VP Marketing at CaratLane, highlights the brand's desire to facilitate deeper connections: "We understand the difficulty people face in expressing their emotions, and we want to champion that expression. Witnessing the joy on the recipient's face is the ultimate reward of gifting, and this campaign captures those emotions – joy, happiness, and excitement – to encourage everyone to be open about their feelings."

While traditional spouse gifting remains prevalent during Valentine's Day, CaratLane recognizes the growing trends of gifting to mothers, daughters, siblings, and even oneself.

Aarti Srinivasan, ECD at BBH India, the creative agency behind the campaign, emphasizes the importance of genuine connection: "In our technologically advanced world, it's refreshing to experience the simplicity of expressing emotions in person. Aligning with BBH's 'Zag' philosophy and CaratLane's mission of emotional expression, we wanted to elevate the gifting experience by focusing on the act of giving itself. The idea behind #KhulKeKaroExpress is to encourage people to look into each other's eyes, express their feelings openly, and witness the recipient's emotions in return."

To further personalize the gifting experience, CaratLane has introduced special message cards with QR codes. These cards allow customers to add personalized messages through an augmented reality (AR) activation in stores, making their Valentine's Day gifts truly unique and unforgettable.

This makes me ask the question...Are QRs the next big thing?





KitKat Celebrates Valentine's Day with #LoveBreakLingo



This Valentine's Day, KitKat launched a unique campaign called #LoveBreakLingo, designed to resonate with the way young people communicate today.

Understanding that young people prefer short and expressive language, KitKat created a set of new "love lingo" expressions to help them express their feelings across various relationships, from best friends to crushes. These playful terms like "FCF" (Forever Crush Forever) and "WCB" (World's Coolest Buddy) were incorporated into limited-edition Love Break packs.

Consumers could choose a pack and use the corresponding #lovebreaklingo to send personalized messages on WhatsApp using a QR code printed on the packaging. This campaign not only provided a fun way to express affection but also allowed KitKat to stay relevant and connect with their younger audience.

Further amplifying the campaign, KitKat set up interactive kiosks in three major malls. These kiosks used pictures, custom filters, and new experiences to engage with consumers and bring the #LoveBreakLingo to life.

Overall, KitKat's Valentine's Day campaign was a success. It was unique, personal, and catered to the specific communication style of their young target audience, allowing them to express themselves in an authentic and engaging way.




McDonalds Valentines Billboards



McDonald's Teams Up with Cardi B and Offset for First-Ever Celebrity Duo Meal


McDonald's is making history with the launch of its first-ever celebrity duo meal, featuring power couple Cardi B and Offset.

Available starting Valentine's Day, the meal combines the rappers' favorite McDonald's picks: a cheeseburger with BBQ sauce and a large Coke for Cardi B, and a Quarter Pounder with cheese and a large Hi-C Orange Lavaburst for Offset. The meal also includes a large order of fries and an apple pie for sharing.

This innovative campaign extends beyond the celebrity partnership, exploring the universal themes of love and shared experiences. The ad, "Knowing Their Order," which aired during the Super Bowl pregame show, features diverse couples, including Cardi B and Offset, reminiscing about their memories tied to McDonald's. This approach emphasizes the idea that knowing your partner's McDonald's order transcends mere preference, holding a deeper sentimental value.



McDonald's is leveraging various channels to amplify the campaign:

  • Mobile app: A "truth or dare" game will be added to the McDonald's app.

  • Dating apps: Collaborations with Tinder, BLK, and Chispa will encourage users to connect over shared meals at McDonald's.

  • Out-of-home: A kiss cam billboard in Times Square will allow customers to participate by taking pictures in a kissing booth, with the image projected onto the billboard.

This campaign builds upon the success of McDonald's "Famous Orders" platform and past celebrity collaborations, which have consistently driven positive results.

  • Strong financial performance: McDonald's recent earnings report exceeded expectations, with same-store sales growth in the U.S. reaching 10.3%.

  • Proven success of celebrity partnerships: Collaborations with celebrities like Travis Scott, BTS, Saweetie, and Mariah Carey have demonstrably boosted sales.

  • Leveraging nostalgia and cultural relevance: Campaigns like the McRib and the Cactus Plant Flea Market Happy Meals tap into customer sentiment and cultural trends, driving growth.

McDonald's commitment to "scalable insights" allows them to connect with their fans on a deeper level, creating culturally relevant campaigns that resonate across markets and propel their business forward.

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