Mondelez backs campaign with refreshed packs and a sweeping 360-degree rollout
Mumbai, January 30, 2026: Mondelez India has brought back Cadbury Dairy Milk Silk’s flagship Valentine’s platform ‘Say it with silk’, rolling out a new digital film that explores romance in an increasingly AI-driven world while urging consumers to express love through heartfelt, tangible gestures.
The latest chapter of the long-running campaign contrasts algorithm-generated expressions with genuine human emotion, positioning Silk as a symbol of authenticity in an era of automated communication. The brand has also unveiled refreshed Valentine’s Day packaging in its signature purple and gold, designed to elevate gifting during the festive season.
The campaign is supported by a high-impact 360-degree amplification strategy spanning music collaborations, content partnerships, influencer activations, outdoor media and in-store promotions across traditional trade, modern retail and quick-commerce platforms.
Mondelez India vice president of marketing Nitin Saini, said the initiative reflects the need to preserve emotion and intent in expressions of love as technology reshapes everyday communication.
