Cadbury Silk and HT give readers a 'Valentine Ribbon' surprise

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | February 18, 2015
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The choclolate brand spread the message of love through a noteworthy print innovation in Hindustan Times.

On Valentine's Day, Hindustan Times' Mumbai and Delhi editions came out with a special innovation for Cadbury Dairy Milk Silk. The newspapers came attached with Cadbury Silk Bands - ones transforming into flower ribbons.

The key thought for Cadbury Dairy Milk (CDM) Silk on Valentine's Day was - 'looking for the right way to say it? Say it with Silk'.

A ribbon that could be made into a flower and gifted along with a pack of Silk was delivered on February 14 to HT Mumbai and Delhi readers, via the front page jacket. Consumers had to only pull it out, wrap it around their Cadbury Silk packs and #SayitwithSilk to their loved ones.

Prashant Peres, director, marketing, Chocolates, Mondelez India Foods, says, "We set benchmarks with our print innovation for Valentine's Day last year. This year again, we wanted to give our consumers a sweet surprise on the special day. Our endeavour has always been to give that extra nudge in the direction of love and have people wake up to a delightful start on February 14, since Cadbury Dairy Milk Silk, is the epitome of a sweet romance."

On Valentine's Day, CDM Silk came with a special Limited Edition Pack - a collectible Silk box with a Silk pack inside, along with a #SayitWithSilk bookmark. Valentine's Day offers a unique opportunity for CDM Silk in projecting the brand as one of the most active ones in the gifting space.

Rohit Sarma, head, media marketing, West, HT Media, says, "Last year, we were challenged to put to rest the popular belief that newspapers, as a static medium, are incapable of bringing out the emotions of an ad campaign. However, we changed this common perception, and the digital world applauded our print innovation. This year, once again, we wished to be the carrier of love and delight for our readers."

Cadbury Silk ran the #SayitWithSilk campaign on digital, TV, activations and outdoors as well. The creatives for the campaign was designed by Ogilvy and Mather

Shekhar Banerjee, senior vice president, Madison Media, says, "Imagine, with just a media innovation if you can transform a great chocolate into the best and most talked about gift for Valentine's Day!"

HT Media is a leading media company, home to three leading newspapers in the country in the English, Hindi and business news segments - Hindustan Times (English daily), Hindustan (Hindi daily, through a subsidiary) and Mint (business paper).

The company also has four FM radio stations - Fever 104 FM in Delhi, Mumbai, Bengaluru and Kolkata. HT Media has also made a foray into the internet space through its subsidiary Firefly e-Ventures and has launched successful portals,, These are in addition to the existing websites, and

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