Hershey’s marked the festive season with a major innovation by launching its first-ever 3D Connected TV (CTV) Masthead in India, creating a high-impact brand moment for households nationwide. The immersive activation, executed in collaboration with Interactive Avenues and Frodoh, went live during India’s opening ODI against Australia, leveraging peak festive sentiment and high match-day viewership.
Designed to elevate festive storytelling, the 3D creative transformed the CTV home screen into a premium showcase for the Hershey’s Kisses Festive Moments pack, rendered in rich gold hues. With depth, motion, and festive detailing, the format brought Hershey’s iconic Kisses to life while reinforcing the brand message, “Unwrap Bonds with Hershey’s.” The experience was crafted to feel warm and celebratory, standing out seamlessly within the viewer journey like a digital storefront reveal.
The campaign delivered reach across millions of CTV households during high-viewership days, underlining Hershey’s focus on using innovative, attention-led formats to drive scale and seasonal impact. By aligning the activation with a marquee cricket fixture and an attention-first CTV placement, Hershey’s strengthened festive visibility and amplified the gifting appeal of its Kisses range.
Speaking on the initiative, Kamy Devaguptapu, Director – Marketing India, Hershey’s, said, “Our Diwali campaign with Frodoh brought Hershey’s Modern Gifting vision to life through an immersive 3D Connected TV experience. Showcasing the elegance of Hershey’s Kisses Festive Moments pack, we connected with millions of households during India’s biggest celebration.”
Mohammed Tauseef Unea, Director Business, IPG, added, “We are proud to have successfully executed the Masthead innovative Connected TV campaign. The Hershey’s initiative delivered strong performance with showcasing the Hershey’s Festive Pack. The results demonstrate that Hershey’s message reached a wide yet high-quality audience, supported by strong engagement indicators. Overall, the campaign met its objectives from both a performance and efficiency standpoint. We look forward to driving similarly groundbreaking campaigns in the future.”
Russhabh R Thakkar, Founder and CEO, Frodoh, said, “Hershey’s Kisses is a strong festive brand, and the 3D Masthead gave us the right canvas to bring that warmth onto Connected TV. Running the campaign alongside the India–Australia ODI created a natural high-attention moment, and the immersive creative helped the brand land its festive message without any friction. We’re glad to support Hershey’s first 3D Masthead on CTV and look forward to building more festive, impact-led experiences together.”
With this activation, we reinforced our commitment to exploring innovative, high-attention formats that help us connect meaningfully with consumers during key festive moments, while showcasing how Connected TV can deliver scale, impact, and premium visibility for seasonal storytelling.
