Uploaded March 2023 | Updated September 2026, 8 minutes ago
As the chocolate that represents young love, Cadbury Silk wanted to ensure that Valentine's Day wasn't only filled with love, but with healthy love. By scanning the limited-edition Cadbury Silk pack, people could instantly receive "Unforgettable Love Tips" from some of Gen Z's biggest influencers and creators...but with a twist. Not only did each tip come with advice for a different proposal, but also with advice on how to handle and cope with a potential rejection, recommendations that were made in partnership with the MINDS Foundation, a mental health NGO for young adults.
Client: Cadbury Silk
Team: Ogilvy India
As the chocolate that represents young love, Cadbury Silk wanted to ensure that Valentine's Day wasn't only filled with love, but with healthy love. By scanning the limited-edition Cadbury Silk pack, people could instantly receive "Unforgettable Love Tips" from some of Gen Z's biggest influencers and creators...but with a twist. Not only did each tip come with advice for a different proposal, but also with advice on how to handle and cope with a potential rejection, recommendations that were made in partnership with the MINDS Foundation, a mental health NGO for young adults.
Client: Cadbury Silk
Team: Ogilvy India
