Hershey’s Kisses brings ‘stolen moments’ to Diwali in new AI-led campaign

MUMBAI: Finding a moment of privacy at a Diwali gathering can be harder than it looks. Hershey’s Kisses has turned that familiar predicament into the premise of its latest festive campaign, using humour to extend its ‘Giving Kisses Is Hard’ brand platform.

Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign centres on a digital film featuring a couple trying to steal a quiet moment at a Diwali party. Their attempts are repeatedly interrupted by family members, until one partner offers the other a Hershey’s Kiss, bringing the pursuit of romance to a sweet end.

The campaign follows the brand’s Valentine’s Day communication, ‘Giving Kisses Is Hard, but Hershey’s Kisses’, which focused on the awkwardness of expressing affection openly. The Diwali film carries the same thought into a festive setting, drawing on the familiar dynamics of family gatherings.

Hershey’s India director of marketing, India and APAC, Kamy Devaguptapu said the campaign captures the challenge of finding time with someone special amid the bustle of celebrations. She added that the platform allows the brand to adapt a consistent idea to different occasions and cultural contexts.

TBWA\Lintas executive creative director Tejal Waradkar said the creative builds on the human truth that couples can struggle to find privacy when surrounded by family and friends, using Diwali as a setting for a playful interpretation.

The film has been created entirely using artificial intelligence (AI) and will be distributed across YouTube, social media and connected TV platforms.