From quirky twists to doing nothing - How brands are changing the V-Day marketing playbook

Valentine’s Day is the first big marketing occasion of the year, and brands are already gearing up to make the most of it. While traditional love-filled campaigns continue to dominate, this year brings some interesting twists. With a sharper focus on younger audiences, brands are exploring fresh narratives – from heartfelt storytelling to quirky, humour-driven approaches.

Just like every year, Cadbury leads the charge when it comes to Valentine’s Day. This year, several brands, including Zepto, Britannia, Swiggy, and more, have also joined the trend.

Interestingly, alongside the usual lovey-dovey campaigns, several brands are also celebrating single life and helping people get over their exes with witty and hilarious activities, ensuring there’s something for everyone. So, what’s different this time? Adgully caught up with leading brands to decode their Valentine’s Day strategies for 2025.

Cadbury 5 Star: ‘Doing Nothing’ with a Fun Twist

Cadbury 5 Star has taken a refreshingly irreverent approach this Valentine’s Day with its 'Doing Nothing' campaign, challenging the pressure of grand romantic gestures. Continuing with its tagline, “Eat 5 Star, Do Nothing”, the brand introduces uncles as the unexpected heroes of the campaign, embracing the simple joy of doing nothing. Conceived by Ogilvy, the campaign humorously highlights the idea that once older generations adopt trends, the youth move on—making this Valentine’s Day the last one ever, thanks to their new secret weapon: uncles.

In an official release Nitin Saini, Vice President - Marketing, Mondelez India, explained, “At Cadbury 5 Star, we’ve always championed the idea of doing nothing. Valentine’s Day often comes with pressure to make grand gestures, but not everyone fits that mold. We wanted to take a light-hearted, fun approach to disrupt the norm, using uncles to show that sometimes, doing nothing is the best way to celebrate.”

Starbucks’ ‘Pink Drink’ for a Special Valentine’s Treat

Mitali Maheshwari, Head of Product and Marketing at TATA Starbucks, mentioned that Starbucks is making this Valentine’s extra special with the launch of the Starbucks Pink Drink in India. This vibrant strawberry-flavoured beverage, combined with creamy coconut milk and green coffee extracts, is complemented by a limited-edition menu featuring indulgent treats like the Crème Brûlée Latte and Blossom Cake – perfect for the season.

Noise’s focus on Meaningful Gifting with Smart Wearables

Utsav Malhotra, Chief Operating Officer, Noise, said that is focusing on meaningful gifting through wearable technology. Smartwatches and hearables have become essential gifts, with the brand launching its annual Stoopid Cupid Sale. The sale offers exclusive deals on flagship products via quick-commerce platforms like Blinkit and Zepto.

IGP & FNP: Elevating Personalised and Experiential Gifting

Gifting portals like IGP (Indian Gifts Portal) and FNP (Flowers and Petals) are stepping up their efforts to offer unique, personalized experiences that go beyond traditional gifts.

Tarun Joshi, CEO, IGP, shared, “This year, we are elevating the gifting experience by offering exclusive curated gifts, such as a luxury yacht evening or a private plane ride. These experiences are designed to create memories, not just presents. Our campaign, “Amazing Gifts, Samay Par”, celebrates the essence of love through thoughtful gifting.”

To support this, IGP has designed a 360-degree marketing strategy encompassing digital, social media, and offline activations to ensure engagement at multiple touchpoints. Their ad film creatively portrays the story of two cells falling in love, symbolizing the growth of love and the journey of gift-giving.

In terms of marketing spends, IGP has increased their ad budget by 25% this season, focusing on impactful digital and social media campaigns. A large portion of the budget (75%) is dedicated to digital advertising, performance marketing, and influencer partnerships, ensuring maximum reach and engagement. The platform has also introduced an interactive Valentine’s Day section on their website, allowing users to create personalized gift baskets or experience packages, making every gesture special.

On the other hand, FNP is offering premium and personalized gifting options with its ‘Make it Special’ campaign. Avi Kumar, Chief Marketing Officer, FNP, elaborated, “Valentine’s Day is not just about material gifts, but about creating emotional connections through thoughtful, curated experiences. Our campaign offers premium personalized options – from flowers and chocolates to customized experiences.” FNP has embraced digital innovation with an immersive experience, enabling customers to curate their ideal Valentine’s Day package, whether it’s a bouquet, chocolate box, or a combination of both. They’ve also launched a unique viral billboard campaign with over 100 brands participating to celebrate love in a distinctive way.

Avi Kumar added, “Our goal is to make Valentine’s Day a celebration of emotions and connections, not just gifts. With our digital-first approach, we bring these moments to life in a more meaningful way, making it easier for people to share their love and affection in a personalized manner.” The brand is focusing on metro cities and high-growth Tier 2 markets, where digital adoption and premium gifting trends are rising. Social media platforms, particularly Instagram and YouTube, are being leveraged to engage Gen Z and Millennials, while influencer-led content amplifies their message. FNP is also enhancing its retail stores as experiential touchpoints, allowing customers to explore and personalize their gifts.

By blending digital storytelling with offline experiences, both IGP and FNP are ensuring that this Valentine’s Day is about creating lasting memories and meaningful connections, making them the top choices for gifting across key demographics.

Social & Nestlé KitKat: Reviving Old-School Love

Social, a leading food chain, has embraced nostalgia for their ‘Old-School Love’ campaign in collaboration with Nestlé KitKat. Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality, shared, “We’re reviving love letters, mixtapes, and personal gestures to create real connections, bringing back the romance of yesteryear with exclusive retro playlists and KitKat-infused desserts.”

Social is not just selling products; they are creating experiences. Aggarwal added, “We’re focusing on creating vibrant, social experiences in cities like Mumbai, Delhi, Pune, and Bangalore, where the energy is high. But we’re also concentrating on our outlets in the North – Chandigarh, Dehradun, and Indore – where the vibe is more intimate, perfect for chill hangouts.”

Mad Over Donuts & Gozoop: A Spicy Twist on Valentine’s Treats

Valentine’s Day is all about love, and this year, Gozoop and Mad Over Donuts (MOD) are set to redefine how we celebrate it. With a refreshing and playful approach, MOD introduces Pookie Peri – a sweet and spicy donut that combines peri-peri glaze, white chocolate, and peri-peri sauce. This unique creation is designed to surprise and delight customers, offering a fun and adventurous twist to the traditional Valentine’s Day treats.

Speaking about the marketing strategy for the season, Tarak Bhattacharya, Executive Director & CEO, MOD, shared, “To make the most of this season, we’ve allocated 25% of our monthly marketing budget specifically for Valentine’s Day promotions. This ensures we have a strong presence across digital, social, and in-store channels, making our campaign highly visible and engaging. We’re also investing in targeted content and creative storytelling, ensuring that every interaction with MOD feels fun, fresh, and share-worthy.”

Bhattacharya durther said, “Valentine’s Day is about celebrating every kind of love, and Pookie Peri is our bold twist on tradition. It’s adventurous, fun, and perfectly captures the excitement of modern relationships.” MOD’s campaign focuses on offering more than just a sweet treat – it is about creating an experience that connects with today’s audiences.

The campaign is primarily aimed at Gen Z and Millennials, leveraging the growing popularity of short-form content and real-time trends. Janhavi Iyer, VP - Brand Communications, Gozoop, said, “We’re targeting Gen Z with #ThePookiestValentinebyMOD, a playful campaign that uses the term ‘Pookie’, which is trending among young audiences, to bring a fresh, fun narrative to the season of love.”

• Targeting Gen Z and Millennials: The campaign speaks directly to younger audiences with engaging, bold content, from Meta ads and WhatsApp engagement to in-store animations and expanded gifting options like heart-shaped bite boxes.
• Marketing Spend: MOD has allocated 25% of its monthly marketing budget for Valentine’s Day promotions, ensuring high visibility and engagement across social and digital platforms.
• Creative Strategy: The campaign focuses on interactive and shareable content, using platforms like Instagram and tapping into real-time trends to keep it fresh and relevant.

Brands are redefining how we celebrate Valentine’s Day by moving beyond traditional gifts and focusing on deeper emotional connections and unique experiences. Whether it’s through personalized gifts, nostalgic gestures, or indulgent treats, each campaign captures the essence of love in a fresh and meaningful way. This Valentine’s Day, it’s not just about grand gestures – it’s about creating lasting memories, connecting at a personal level, and celebrating love in all its forms.