Pick any occasion, and one sees that brands find unique ways to make themselves relevant to each one of them. Same goes for Valentine's Day, but the five campaigns that caught our attention this year were those by Tanishq, CloseUp, MTV, CaratLane and Nestlé Alpino.
Interestingly, two of them - CloseUp and MTV - spoke for the LGBT community. The other two, Tanishq and CaratLane tried to delink the occasion from the usual 'couple imagery' it is associated with. Nestlé Alpino took a slightly different route, roping in writer Anuja Chauhan for a thoughtful campaign.
In another development, Reliance Jio wished Happy Valentine's Day to warring rivals Airtel, Vodafone and Idea Cellular on Twitter.
A look at the ads...
22Feet Tribal Worldwide's new campaign for the jewellery brand looked at Valentine's Day as not just an occasion to celebrate love between spouses, but one that celebrates it in all forms. The ad shows young and old couples, father and daughter, sisters, and people in general, gifting each other and also themselves Tanishq jewellery at the brand's outlets across the country. The film urges viewers to give a #GiftFullOfLove to just anyone they love.
The brand's Valentine's Day campaign #BreakTheBarriers reiterated its stance that no baggage/stereotypes should ever stop people from believing in and acting on their mutual attraction. After all, age, race and gender can't limit love, said the brand through three different stories depicting inter-racial and same sex attraction and the love between an older woman and younger guy. This is also probably the first time CloseUp spoke for the LGBT community in India. The campaign was conceptualised by The Glitch.
"It's funny how we Indians are indifferent to the disgusting things people shamelessly do in public. However, we do get utterly repulsed at the thought of or by the visual of two men or women holding hands. Why such hypocrisy? How can love be chhee?," asked the youth brand MTV, while slamming homophobes in its Valentine's Day campaign.
Conceptualised by Famous Innovations, CaratLane's campaign showcased new-age relationships with a fresh approach to V-Day. While the first film - 'The Roomies' - explored the bond between two roommates who have become each-other's family away from home, the second one - 'The Colleague' - depicted the warm relationship between two colleagues, and how it grows stronger with a beautiful gift, a piece of CaratLane jewellery.
The campaign was launched on YouTube and Facebook. The films have been directed by Amit V. Masurkar, and produced by QED Films.
On Valentine's Day, it's a personal touch that makes all the difference when loved ones come together. With that in mind, Alpino, the premium confectionery brand from the house of Nestlé, partnered with popular rom-com writer Anuja Chauhan for an activity called 'Alpino Love Notes with Anuja Chauhan'.
With this campaign, positioned as 'Love's Little Helper', Alpino helped lovers say it just right and add the magic of expressing personal emotions, as writer Anuja drafted 'Love Notes' for them. These notes were wrapped around special packs of Nestlé Alpino, and were also available online for people to share. The campaign was launched on Facebook with the release of a short digital video featuring the writer herself. 'Love Notes' will later be launched online in the form of an e-book as well.