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Valentine’s Day has long been a battleground for brands, each trying to capture the essence of love while appealing to a wide spectrum of audiences. Some see it as a day of grand romantic gestures, while others dismiss it as an overhyped, commercialized affair. Cadbury, however, has mastered the art of speaking to both sides, ensuring that no matter how you feel about February 14th, there’s a piece of chocolate with your name on it.
This year, the brand took an even bolder approach, making sure both die-hard romantics and cynics had something to engage with. While Cadbury Dairy Milk Silk stayed true to its signature “Say It With Silk” campaign, encouraging heartfelt confessions and sweet gestures, Cadbury 5 Star veered in the opposite direction, launching yet another anti-Valentine’s campaign, this time cheekily titled “Destroy Valentine's Day.”
And a heartfelt video with Jasprit Bumrah, who was called "World's Best Bowler" by Chris Martin at the recent India Coldplay Tour, which made headlines. The result? A marketing masterclass that speaks to everyone, whether they’re planning a candlelit dinner, scrolling trends or deliberately ignoring the day altogether.
The genius of Cadbury’s Valentine’s Day playbook lies in its ability to acknowledge the duality of emotions associated with the day. Some consumers embrace romance with all their heart, while others reject the cliché. Instead of forcing a one-size-fits-all narrative, the brand allows its sub-brands to carve out their own paths, speaking directly to their distinct target audiences.
Nitin Saini, Vice President - Marketing, Mondelez India Foods, explains that Cadbury ensures each brand remains true to its unique proposition. While Silk is all about celebrating love, 5 Star thrives on disruption, playfully mocking the holiday with its signature irreverence. This strategy ensures that both segments—hopeless romantics and Valentine’s Day rebels—feel seen and acknowledged.
Advertising expert Dr. Sandeep Goyal, Chairman, Rediffusion, echoes this sentiment, emphasising that Cadbury’s portfolio of brands does not need to align with one another in messaging. Instead, they compete in the same space while maintaining individual identities, allowing each to build its own loyal consumer base. This approach ensures maximum reach without diluting Cadbury’s overall positioning as a brand that is always part of cultural moments.
For years, Cadbury Dairy Milk Silk has positioned itself as the perfect companion to young love. This Valentine’s Day, the brand reinforced this positioning by celebrating real-life romance, featuring Indian cricketer Jasprit Bumrah and sports presenter Sanjana Ganesan. Their undeniable chemistry made the campaign feel authentic, resonating deeply with audiences who appreciate organic, unscripted love stories.
The move to feature a real-life couple wasn’t just a creative decision — it was a strategic one. Dr. Goyal points out that using real couples strengthens emotional brand recall, as consumers are more likely to connect with narratives that feel genuine rather than overly polished. With Silk’s target audience comprising young, romance driven consumers, the decision to highlight a real couple adds an extra layer of credibility and relatability.
Adding to this emotional appeal was Cadbury’s Penguin-themed animated campaign, a whimsical, digital-first effort that aimed to engage younger audiences who prefer playful, shareable content. In an era where meme culture reigns supreme, this quirky take on love ensured Cadbury remained a part of online conversations, making the brand more than just an observer of Valentine’s Day—it became a participant.
On the flip side of this romantic equation, Cadbury 5 Star remained true to its disruptive DNA. Over the years, 5Star has built an identity around “not caring”—about exams, responsibilities, and now, about Valentine’s Day. This year, the brand took its irreverence a step further by launching “Destroy Valentine’s Day”, a campaign that humorously suggested making the day “uncool” by enlisting the help of “uncles”—a playful nod to older family members who often dismiss modern romantic trends.
Chandramouli, CEO, TRA Research, explains that for a brand like 5 Star, humor is the ultimate engagement tool. While Cadbury Silk thrives on emotional storytelling, 5 Star’s strategy is built on shareability and relatability, ensuring its campaigns are widely discussed on social media. The brand understands that not everyone is excited about Valentine’s Day, and instead of ignoring this segment, it actively embraces them.
By tapping into the anti-Valentine’s sentiment, 5 Star ensures it remains relevant and fresh. The humor-driven campaign doesn’t just attract attention—it invites participation, sparking conversations and making the brand a part of pop culture moments.
The success of Cadbury’s dual Valentine’s Day approach boils down to sharp audience insights. Valentine’s Day is one of the most polarizing commercial holidays—some people go all out, while others roll their eyes. Instead of alienating one group in favor of the other, Cadbury ensures it stays relevant to both.
Silk’s romance-driven storytelling strengthens long-term brand affinity, as consumers associate the product with love, nostalgia, and cherished moments. Meanwhile, 5 Star’s humor and sarcasm tap into virality, cutting through the clutter in a way that resonates with its younger, irreverent audience.
By featuring a real-life couple, Silk builds authenticity, making its campaign feel genuine rather than gimmicky. Meanwhile, the Penguin-themed animated ad expands Cadbury’s reach to digital-first audiences, ensuring the brand remains playful and relatable to Gen Z consumers.
For 5Star, the focus on humor-driven content ensures the campaign isn’t just seen—it’s shared, memed, and talked about. The idea of enlisting “uncles” to “ruin” Valentine’s Day is a simple yet effective way to engage audiences who are already indifferent to the holiday, making them feel like 5 Star understands their perspective.
Cadbury’s approach to Valentine’s Day proves that successful marketing isn’t about choosing one narrative—it’s about embracing every consumer mindset. By allowing Silk to celebrate love and 5 Star to mock it, the brand ensures it is part of the cultural moment regardless of how people feel about Valentine’s Day.
At its core, Cadbury understands that the holiday is about emotions—whether those emotions are romantic, cynical, or simply indifferent. By catering to both lovebirds and skeptics, the brand positions itself as a staple for everyone, ensuring that whether you’re planning a grand romantic gesture or actively avoiding the holiday, Cadbury is still the perfect companion. And in the end, that’s what makes the brand truly timeless—because no matter how you feel about Valentine’s Day, there’s always room for a little chocolate.
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