As Valentine’s Day nears, Mondelez India has revived Cadbury Dairy Milk Silk’s long-standing ‘Say It With Silk’ platform for 2026, once again spotlighting the brand’s association with love, emotion, and heartfelt expression.
The latest campaign is led by a digital film that explores the growing role of technology and artificial intelligence in modern relationships. It draws a clear contrast between AI-assisted communication and the genuine emotional effort required to express love, reinforcing the idea that affection is driven by intention—not automation.
Through a series of intimate moments, the film highlights how vulnerability, sincerity, and human effort carry deeper meaning than algorithm-generated messages. While technology may offer suggestions, the narrative underlines that AI cannot feel emotion or experience love.
Complementing the film, Cadbury Dairy Milk Silk has also unveiled refreshed Valentine’s Day packaging. Retaining its iconic gold and purple colour scheme, the limited-edition packs are designed to enhance seasonal gifting and support the broader campaign rollout.
Speaking about the campaign, Nitin Saini, vice president – Marketing, Mondelez India, said: “In a world where technology is increasingly shaping how we communicate, this year’s film reflects on what makes love truly human – emotion, intent, and effort.”
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said: “This is a very special film in the journey of Silk because of the strong point of view it comes with. Most of our earlier work on Silk has been about expressing one’s feelings, but as we dug deeper into the behaviour of young couples, we discovered that their dependence on AI to act or express themselves is tremendous. This film showcases all the things about love that AI could never think of. Why? Because AI has never been in love. Written insightfully by Akshay Seth and directed poetically by Bob from Good Morning Films, we hope young love enjoys watching this as much as we enjoyed creating it.”
Shekhar Banerjee, President, Client Solutions, South Asia at WPP Media, added: “While technology and AI continue to shape how we communicate, expressing real emotion, especially love, ultimately takes human courage and feeling. Our idea was to further amplify this expression of love with music and voices that Gen Z deeply connects with, to help them say what they often struggle to put into words. By integrating Silk into cultural moments, shared experiences, and music, we aim to make expressions of love feel more authentic and not AI-generated.”
The Valentine’s Day 2026 campaign is supported by a multi-platform strategy spanning digital content, music collaborations, influencer partnerships, outdoor advertising, and shopper marketing across traditional trade, modern trade, and quick commerce platforms.
The seasonal portfolio includes classic Dairy Milk Silk bars, variants, and the Silk Desserts range, available in multiple pack sizes throughout the Valentine’s period.
Read more: Cadbury & VCCP Unveil ‘Made To Share’ Dairy Milk Campaign
