Roses are red, marketing budgets are high, and brands are locked in a battle for your love (and your wallet share) this Valentine's Day. As Cupid readies his arrow, brands across industries are busy crafting their narratives for the lucrative market around the festival of love. From tearjerkers to laugh-out-louds, discover who's hitting the mark and who's missing Cupid's arrow entirely in this round-up of Valentine’s Day Campaigns that caught our attention.

Swiggy Makes Room For Geriatric Love

After last year's viral "Wrong Address" meet-cute, Swiggy has tried to tug our heartstrings again with a UI-based film in collaboration with Talented. This time, it's not young love, but the rekindled flame of two empty nesters finding their way back to each other, a reminder that love truly can last a lifetime, as Swiggy implies with nostalgia in the latest feel-good ad.

In a world saturated with quick connections and fleeting encounters, this film celebrates the quiet beauty of long-lasting relationships. But does it land? There's no denying the emotional appeal  - one does shed a few tears watching it. The familiarity of the UI backdrop resonates, and the narrative tugs at heartstrings with its gentle portrayal of mature love. Swiggy cleverly taps into the growing desire for genuine connection and nostalgia, offering a comforting alternative to the often superficial portrayals of love in marketing.  

Cadbury 5 Star Ditches The Mush

Building on last year’s endeavour, the brand has introduced a ‘time travel vessel’, where 3 volunteers will cross the International Date Line thereby crossing the 24-hour threshold and setting foot into February 15, 12:00 am – the local time on the other side, skipping 24 hours of Valentine’s day in a minute. All live-streamed for the world to see, of course.

This cheeky stunt is pure 5 Star: bold, playful, and guaranteed to grab attention. It taps into the growing sentiment of Valentine's Day fatigue, offering a tongue-in-cheek escape for singles and cynics alike. On one hand, it's undeniably fun. But is it just a publicity stunt, or something more? The brand is aiming to stand out in a crowded holiday marketing landscape, and this outlandish idea certainly does that. Love it or hate it, Cadbury 5 Star's time vessel campaign is a bold move, but one thing's for sure: they've ensured they won't be forgotten this Valentine's Day. 

MyMuse's Competition To Cupid 

MyMuse challenges outdated love norms with its "Modern Love Needs Modern Solutions" campaign. Through hilarious films, a confused Cupid stumbles as couples embrace self-love, explore alternative relationships and prioritize intimacy beyond the bedroom. 

It's a bold move and for a sexual wellness brand, that’s how it should be. MyMuse critiques outdated social norms and expectations around love. Their message is clear: one size doesn't fit all, and modern love needs modern solutions. The humour is undeniable. Seeing Cupid struggle with the nuances of modern love is both entertaining and thought-provoking. MyMuse successfully brings inclusivity, self-expression, and intimacy in all its forms to the spotlight with this one.

Cadbury Silk Takes AI route with Zoya Akhtar

AI has made its way into campaigns for V-Day this year for Cadbury Silk, also referred to as the ‘Valentine's chocolate’. The brand has unveiled #StoryOfUS to celebrate love's little moments, using AI and director Zoya Akhtar to help couples create a personalized Valentine's gift - a video created by GenAI based on the cherished memories of their unique love story.

Cadbury Silk leverages its legacy of Valentine's love to tap into the power of personalization. The #StoryOfUS campaign cleverly shifts focus from grand gestures to everyday moments, resonating with a wider audience. The campaign is a sweet blend of sentiment and strategy. It remains to be seen whether the AI magic delivers a truly personalized and heartfelt experience like it did for Cadbury a few years ago on Diwali.

AJIO Ditches The Hallmark

Ajio’s #VdayNahiMeDay campaign urges singles and "situationshippers" to skip the love fest and celebrate themselves instead. Enter Dr Drip, a fictional therapist prescribing personalized "drip treatments" (think trendy clothes and accessories) to cure "lack of affection" and score "fit checks" not "DM checks".

The fictional Dr. Drip and his "drip treatments" (aka trendy clothes) add a playful layer, normalizing the experience of being single or unattached. The campaign resonates with the growing desire for self-care and individuality, particularly among young adults. Ultimately, #VdayNahiMeDay's effectiveness depends on individual interpretation. It is a conversation starter, but whether or not the GenZ audience it is meant for will accept it or not is a question we’ll have to wait to figure out.

EloElo’s Petition To Rename V-Day

Eloelo throws shade on Valentine's Day with their #KunwaraDiwas campaign. Partnering with comedian Fukra Insaan, they're petitioning to rename the day for the singles, tired of all the couple-centric fuss. 

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Eloelo's #KunwaraDiwas campaign walks a fine line between humour and bad taste. While it certainly grabs attention and highlights the often-overlooked perspective of singles on Valentine's Day, its execution risks causing offence and perpetuating stereotypes. While it has sparked dialogue, it's crucial to ensure that the message of empowerment doesn't come at the expense of respect for others' choices and celebrations.

Reliance Jewels Celebrated Stronger Half

Forget "better half," Reliance Jewels rewrites Valentine's Day with #MyStrongerHalf! Their campaign celebrates women as the backbone of relationships beyond just "mature" or "caring." Two heartwarming films show women nurturing families, chasing dreams, and offering unwavering support while men falter. It's an attempt at refreshingly redefining love and power dynamics. 

Reliance Jewels' campaign is an attempt to challenge outdated notions of gender roles and celebrate women's strength. However, its effectiveness hinges on navigating the risk of perpetuating other stereotypes and reducing individual experiences to generalizations. In some senses, the campaign also gives the vibes of Women’s Day and since we have seen so many beautiful ads around the theme of respect and empowerment, will the ad cut through the clutter is something only time will tell.

The Man Company Counts Love

The Man Company's #CountingLove campaign dives deep into the real deal - the laughter, the tears, the triumphs, the fights, and all the countless moments of love. The film takes us through the romance of a young couple embracing every authentic twist and turn. 

While The Man Company's #CountingLove campaign offers a relatable portrayal of love's complexities - the focus on shared emotions, vulnerability, and the "imperfectly-perfect" journey resonates with modern audiences; is it the right fit for a men's grooming brand? At the end of the day, whether the brand’s core TG accepts and appreciates the brand’s endeavour or not will be the real test of brand love.