Hershey's Valentine Campaign Turns PDA Hesitation into Chocolate Momen

Hershey’s India has launched a new Valentine’s Day campaign that draws directly from everyday social realities, addressing the discomfort around public displays of affection (PDA) that still exists across many parts of India.

The campaign uses humour and cultural insight to position Hershey’s Kisses as a simple, acceptable way to express affection without crossing social boundaries.

Titled ‘Giving Kisses is hard, but there’s Hershey’s Kisses!’, the campaign highlights familiar situations where young couples hesitate to express affection in public spaces such as cafés, parks, or public transport.

Instead of a romantic kiss, the couples exchange Hershey’s Kisses chocolates, turning a moment of hesitation into a light, relatable gesture.

• Hershey’s turns PDA hesitation into sweet moments with Valentine’s Kisses campaign
• New Hershey’s India ad reimagines public affection through chocolates
• Hershey’s Kisses campaign blends humour and culture this Valentine’s Day

The narrative reflects how affection is often moderated by social norms, while chocolates remain a symbol of love during the Valentine’s season.

The central digital film forms the backbone of the campaign and is supported by a strong on-ground and digital rollout. Hershey’s has placed contextual outdoor advertising across Mumbai, using short, witty lines that mirror real-life scenarios couples experience during Valentine’s season. These installations support the brand’s broader marketing strategy and connect with urban audiences familiar with the unspoken rules around PDA.

To extend engagement beyond advertising, the brand partnered with quick-commerce platform Zepto as part of a Zepto partnership for a Valentine-themed activation. A specially created ‘Kisses Booth’ allowed participants to exchange chocolates, translating the campaign idea into a physical experience and strengthening brand engagement.

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On social media, Hershey’s collaborated with Close-up to encourage users to create personalised content and gift chocolates for romantic moments. With this initiative, the brand reinforces its position in the Indian chocolate market, adapting a global celebration to local cultural behaviour.