At Hershey’s, we marked the festive season with a significant milestone by launching our first-ever 3D Connected TV (CTV) Masthead, delivering a high-impact, immersive brand experience for audiences across India. The premium activation was executed in partnership with Interactive Avenues and Frodoh, and went live during India’s opening ODI against Australia—leveraging peak festive sentiment and high match-day viewership.
This innovative 3D creative transformed the CTV home screen into a premium festive showcase, highlighting the Hershey’s Kisses Festive Moments pack in rich gold tones. Designed with depth, motion, and festive detailing, the format brought our iconic Kisses to life while reinforcing our message, “Unwrap Bonds with Hershey’s.” The experience was crafted to feel warm, celebratory, and visually distinct, seamlessly standing out within the viewer journey.
Across high-viewership days, the campaign delivered reach across millions of CTV households, reinforcing our belief that immersive, attention-led CTV formats—supported by strong agency planning—can elevate festive storytelling at scale. By aligning the activation with a marquee cricket fixture and Frodoh’s attention-first placement, we strengthened seasonal visibility and enhanced the festive appeal of our Kisses gifting 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.
