India, Feb 2: This Valentine’s Day, Mondelez India brings back Cadbury Dairy Milk Silk’s iconic Valentine’s platform, ‘Say It With Silk’, continuing the brand’s long-standing role in championing meaningful expressions of love.
As expressions of affection increasingly intersect with digital tools and technology, Silk through its ‘Say It With Silk’ platform continues to encourage people to go beyond words and find more heartfelt, tangible ways to express what they feel. The 2026 chapter of the campaign builds on this enduring idea through a refreshed mix of portfolio, storytelling, pop-culture interventions, and presence across consumer touchpoints throughout the Valentine’s season.
At the heart of this year’s campaign is a new digital film that offers a contemporary take on romance in an AI-driven world. As artificial intelligence begins to assist with conversations, suggestions, and even emotional expression, the film reflects on a poignant truth: while AI can generate responses, it cannot feel emotion. Through intimate storytelling, the film contrasts algorithm-driven convenience with deeply human and heartfelt efforts, reinforcing that love is not something to be generated, but something to be felt, bringing renewed relevance to the ‘Say It With Silk’ platform.
Speaking about the campaign, Nitin Saini, Vice President Marketing, Mondelez India, said,
“Say It With Silk has always been a powerful platform for helping people express their feelings in meaningful ways, and we’re excited to continue this journey in 2026. In a world where technology is increasingly shaping how we communicate, this year’s film reflects on what makes love truly human emotion, intent, and effort. Alongside this, our refreshed Valentine’s packs and a strong 360-degree presence across music, content, influencers, and retail are designed to help people turn their feelings into thoughtful gestures. Because when it comes to love, what matters most is not just what you say, but how you say it.”
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said,
“This is a very special film in the journey of Silk because of the strong point of view it comes with. Most of our earlier work on Silk has been about expressing one’s feelings, but as we dug deeper into the behaviour of young couples, we discovered that their dependence on AI to act or express themselves is tremendous. This even extends to when they’re in love, robbing them from experiencing the impulse and spontaneity of romance. This film showcases all the things about love that AI could never think of. Why? Because AI has never been in love. Written insightfully by Akshay Seth and directed poetically by Bob from Good Morning Films, we hope young love enjoys watching this as much as we enjoyed creating it.”
Shekhar Banerjee President, Client Solutions, South Asia at WPP Media, added,
“While technology and AI continue to shape how we communicate, expressing real emotion, especially love, ultimately takes human courage and feeling. We feel, a bar of Cadbury Silk with its Heart Pop says it best. Our idea was to further amplify this expression of love with music and voices that Gen Z deeply connects with, to help them say what they often struggle to put into words. By integrating Silk into cultural moments, shared experiences, and music, we aim to make expressions of love feel more authentic and not AI-generated.”
Further strengthening the campaign’s focus on expression, Cadbury Dairy Milk Silk introduces refreshed Valentine’s Day packaging, featuring its signature golden and purple packs. Designed to elevate the act of gifting, the new packs transform the chocolate into a tangible expression of affection, making it easier for consumers to say what they feel when words fall short.
Extending beyond the film and packaging, the ‘Say It With Silk’ Valentine’s Day 2026 campaign is backed by a robust 360-degree amplification plan. This includes a music video integration, content partnerships with platforms, a large-scale influencer activation, and impactful outdoor and shopper marketing across channels including traditional trade, modern trade, and quick commerce. Together, these touchpoints ensure the campaign meaningfully engages consumers wherever they are, throughout the Valentine’s season.
Ringing in the season of love, the Valentine’s Day 2026 range includes the classic Cadbury Dairy Milk Silk bar, its popular variants, and the indulgent Silk Desserts portfolio, available across multiple pack sizes, offering something for every kind of expression.
