Hershey's Kisses Takes Giving Kisses Is Hard To Diwali With An AI Film
Hershey's Kisses has taken its 'Giving Kisses Is Hard' platform to Diwali, with a TBWA\Lintas film about a couple who cannot get a moment alone at a family celebration. The brand says the film was made entirely with AI.
- Brand: Hershey's Kisses, Hershey's India
- Platform: 'Giving Kisses Is Hard'
- Agency: TBWA\Lintas, part of Omnicom Advertising India
- Production: Momomoto Films; director Deepti Nangia
The Hershey's Kisses Diwali Film
A couple at a Diwali party keep trying to steal a quiet moment together, and family members keep walking in on them. The film ends with one partner offering the other a Hershey's Kiss. It will be amplified across YouTube, social media and connected TV.
The campaign follows the brand's Valentine's Day work, 'Giving Kisses Is Hard, but Hershey's Kisses', which dealt with hesitation about showing affection in the open. This time the same idea is set in a family gathering.
What Hershey's Said
Kamy Devaguptapu, director of marketing, India and APAC, Hershey's India, said Diwali fills homes with family and friends, but finding a quiet moment with someone special "isn't always easy". She said the platform can adapt to different occasions and cultural contexts while keeping a consistent brand thought.
What TBWA\Lintas Said
Tejal Waradkar, executive creative director, TBWA\Lintas, said the platform works by taking a simple human truth and finding a culturally relevant way to show it. She said the agency tapped into how hard it can be for couples to steal a moment when the whole family is around, and gave the platform a playful, festive expression.
Credits
The creative team includes Russell Barrett, Sarvesh Raikar, Tejal Waradkar, Garima Obrah and Bhagyashree Ghatnekar, with strategy by Amrita Korwar and Simran Dcosta. Momomoto Films produced the film, with Ajay Koul as producer, and Deepti Nangia directed it.
The film is on the Hershey's India YouTube channel.
More campaigns on Ad Tribe.