In a world where Valentine’s Day traditionally splits people into two distinct groups—the romantics and the cynics—Cadbury India has cleverly positioned itself to appeal to both, showcasing that when it comes to chocolate, everyone has a seat at the table, no matter which side of the holiday divide they sit on.

For this Valentine’s season, the brand has once again rolled out its dual-narrative approach. Cadbury Dairy Milk Silk charms the romantics, while Cadbury 5 Star offers a playful nod to the skeptics. It’s like throwing a party where both Elizabeth Barrett Browning and Oscar Wilde could comfortably mingle, even if their views on love couldn’t be more different.

The heart of Silk’s campaign is a penguin, conceptualized by Ogilvy, embarking on a journey to express its feelings. The penguin finds comfort in Cadbury’s new Silk Heart Blush—an indulgent chocolate that literally wears its heart on its sleeve with an edible blush. The campaign paints a picture of romantic vulnerability, reminiscent of a Victorian gentleman’s flustered moment in front of his lover.

On the other hand, Cadbury 5 Star’s campaign takes an entirely different, humorous turn by tapping into the quirky truth that middle-aged uncles can single-handedly kill any trend. The campaign humorously disrupts the traditional Valentine’s Day narrative by showcasing these uncles adopting the day’s clichés, making it clear that sometimes, the moment a middle-aged man joins a cultural movement, its charm fades fast.

Nitin Saini, Vice President of Marketing at Mondelez India, elaborates, “Valentine’s Day has become an important cultural moment, and over the years, we’ve developed unique narratives for Cadbury Dairy Milk Silk and Cadbury 5 Star to connect with distinct consumer mindsets.”

Both campaigns target very specific demographic groups, each with their own media strategy. For Silk, Saini mentions, “We use a blend of TV, OOH, digital films, and influencer collaborations to create a deeply immersive romantic experience, designed for young couples who celebrate Valentine’s Day as a day to express love and enjoy their relationships.”

Conversely, Cadbury 5 Star’s campaign is geared toward digital-first engagement. “The campaign is designed to go viral and generate participation. It utilizes social media, influencer marketing, and user-generated content to resonate with those who don’t want the traditional Valentine’s Day experience. The ‘Uncles take over Valentine’s Day’ concept is brought to life through real-world interventions and gamified social engagement,” explains Saini.

The marketing direction given to agency partners reflects this clear division of focus. “For Cadbury Dairy Milk Silk, the aim is to celebrate love in a fresh, youthful, and aspirational way, reinforcing Silk as the ultimate choice for making Valentine’s Day special,” says Saini. “For 5 Star, the tone is all about humor and disruption, offering an unexpected and fun alternative for those who want to opt out of conventional Valentine’s Day celebrations—essentially, a counter-culture approach.”

While the two campaigns might seem to send opposing messages, Saini points out that the segmentation strategy minimizes the risk of confusion. “Both brands target young consumers, but the audience mindset toward Valentine’s Day differs. Cadbury Dairy Milk Silk resonates with those who are in love and want to express it, while Cadbury 5 Star appeals to those who are either indifferent to the day or actively want to avoid the clichés associated with it.”

This dual-brand strategy enables Mondelez India to capture both sides of the Valentine’s Day market. “With Cadbury Dairy Milk Silk and Cadbury 5 Star, we address different consumer segments, tailoring our brand philosophy and messaging to match consumer preferences,” says Saini. “Consumers who love Valentine’s Day are more likely to choose Silk, while those who want to disengage will connect with the irreverent tone of 5 Star.”

These campaigns reflect broader marketing trends in India, where brands are increasingly mindful of both traditional holiday celebrations and emerging counter-cultural movements. Mondelez’s strategic segmentation ensures that both brands remain true to their identities while staying relevant to their distinct audiences.

Author: Uma Purandare