HERSHEY INDIA SWEETENS VALENTINE’S DAY WITH OPEN KISSES

This Valentine’s Day, Hershey India is making affection sweeter with its playful campaign celebrating Hershey’s Kisses. By inviting people to share “open kisses,” the brand blends romance with indulgence, positioning its iconic chocolate as the perfect symbol of love. The campaign adds a lighthearted twist to Valentine’s gifting culture.  

Giving kisses isn’t always easy. They can be shy, hesitant, or even complicated by circumstance. But this Valentine’s Day, Hershey India has found a way to make them sweeter, simpler, and delightfully open. With its latest campaign, the brand is inviting couples, friends, and families to celebrate affection through Hershey’s Kisses—those tiny, iconic drops of chocolate that have long symbolised warmth and love.  

The idea of “open kisses” is at the heart of Hershey India’s Valentine’s Day message. In a world where expressions of love can sometimes feel restrained or awkward, the brand is encouraging people to embrace openness, joy, and sweetness. By linking the act of giving a kiss with the act of sharing a Hershey’s Kiss, the campaign cleverly bridges emotion and indulgence. It’s a reminder that love, like chocolate, is best when shared.  

Hershey’s Kisses have always carried a certain charm. Their unique teardrop shape, wrapped in shimmering foil with a little paper plume, makes them instantly recognisable. More than just a chocolate, they are a gesture—small enough to be offered casually, yet meaningful enough to carry sentiment. In India, where Valentine’s Day has steadily grown into a cultural moment for younger generations, Hershey India is positioning Kisses as the perfect token of affection.  

The campaign’s playful tone—“Giving kisses isn’t always easy… but this Valentine’s Day, it just got sweeter”—captures the balance between humour and heart. It acknowledges the nervousness that often accompanies romantic gestures, while offering a lighthearted solution: let Hershey’s Kisses do the talking. By framing chocolate as a universal language of love, Hershey India taps into a tradition that transcends cultures.  

Valentine’s Day in India has evolved significantly over the past two decades. Once considered a Western import, it is now embraced by urban youth as a celebration of companionship, romance, and even friendship. Brands across categories—from fashion to food—have increasingly used the occasion to launch campaigns that resonate with emotion. Hershey India’s approach stands out because it doesn’t just sell a product; it sells a feeling. The campaign is less about indulgence and more about connection, positioning Hershey’s Kisses as a facilitator of sweet moments.  

The timing is strategic. February is a month when confectionery sales spike, driven by gifting and celebrations. By tying its messaging to Valentine’s Day, Hershey India is not only boosting visibility but also embedding its product into the rituals of the season. Chocolates have long been a staple of Valentine’s gifting, but Hershey’s Kisses—with their bite-sized charm—offer something more versatile. They can be slipped into a gift box, scattered across a table, or simply handed over with a smile.  

The campaign also reflects Hershey’s global brand ethos. In markets around the world, Hershey’s Kisses have been positioned as symbols of affection, often tied to family moments, celebrations, and romance. By localising this sentiment for India, Hershey India is reinforcing the universality of love while adapting to cultural nuances. The phrase “open kisses” resonates particularly well in a society where public displays of affection can sometimes be viewed with hesitation. It reframes the act of sharing love as something wholesome, joyful, and sweet.  

From a branding perspective, the campaign is a masterclass in simplicity. It doesn’t rely on elaborate visuals or complex narratives. Instead, it leans on the strength of the product itself—the familiar foil-wrapped chocolate—and the emotional resonance of its name. The word “Kisses” carries inherent warmth, and Hershey India has amplified that by making it the centrepiece of its Valentine’s message.  

For consumers, the campaign offers more than just a chocolate treat. It offers a way to express feelings that might otherwise go unsaid. A Hershey’s Kiss becomes a stand-in for affection, a small but meaningful gesture that can brighten someone’s day. In that sense, the campaign is not just about Valentine’s Day—it’s about everyday love, the kind that thrives in openness and sweetness.  

As Valentine’s Day approaches, Hershey India’s message is clear: love doesn’t have to be complicated. Sometimes, it can be as simple as sharing a chocolate. With Hershey’s Kisses, giving kisses just got sweeter, easier, and more delightful. And in a season defined by affection, that’s a gift worth celebrating.