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Hershey’s India has unveiled a new Diwali campaign for Hershey’s Kisses, extending its ‘Giving Kisses Is Hard’ platform into the festive season. Created by TBWA\Lintas, the AI-generated film uses humour and relatable family dynamics to depict the challenge of finding a private romantic moment during bustling Diwali celebrations.

Hershey’s India is taking a light-hearted look at festive romance this Diwali with a new campaign for Hershey’s Kisses that captures a familiar dilemma for many couples: finding a moment alone amid the noise, chaos and togetherness of family celebrations.

Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign builds on the brand’s ongoing ‘Giving Kisses Is Hard’ platform, which explores the challenges people face in expressing affection openly. This latest iteration shifts the setting from Valentine’s Day to Diwali, drawing on the realities of crowded homes, family gatherings and constant interruptions during the festive season.

At the heart of the campaign is a digital film that follows a couple attempting to steal a quiet moment together during a Diwali party. Each effort is thwarted by inquisitive relatives and family members who seem to appear at exactly the wrong time. As their attempts become increasingly futile, the film leans into the humour of the situation before concluding with a simple gesture: one partner offers the other a Hershey’s Kiss, creating a sweet and satisfying ending.

The brand sees the campaign as a natural evolution of the platform introduced earlier this year through its Valentine’s Day communication, ‘Giving Kisses Is Hard, but Hershey’s Kisses’. While that campaign focused on the hesitation many people feel when expressing affection openly, the Diwali film applies the same insight to a distinctly festive context, where privacy can be hard to come by.

According to Hershey’s India, the strength of the platform lies in its ability to remain relevant across different cultural moments while retaining a consistent brand idea.

Commenting on the launch, Kamy Devaguptapu, Director of Marketing, India and APAC at Hershey’s India, said Diwali is synonymous with homes filled with family, friends, laughter and celebrations. However, she noted that amidst the festivities, finding a quiet moment with someone special is often easier said than done.

“Hersey’s Kisses brings this familiar Diwali dilemma to life in its latest film, through a playful, tongue-in-cheek portrayal of a couple trying to steal a quiet moment together,” she said.

Devaguptapu added that the campaign demonstrates how the ‘Giving Kisses Is Hard’ platform can adapt itself to varying occasions and cultural situations without losing its core message. Whether the challenge is expressing affection on Valentine’s Day or sharing an intimate moment while surrounded by relatives during Diwali, the brand aims to connect with consumers through relatable experiences.

For TBWA\Lintas, the campaign offered an opportunity to explore a universal human truth through a festive lens. Tejal Waradkar, Executive Creative Director at the agency, said Diwali provided the ideal backdrop because of its unique blend of family traditions, celebrations and togetherness.

“The strength of ‘Giving Kisses Is Hard’ lies in taking a simple human truth and finding a culturally relevant way to bring it alive,” she said. “We tapped into the amusing reality of how difficult it can be for couples to steal a moment of intimacy when the entire family is around.”

Adding a contemporary twist to the campaign, the film has been created entirely using artificial intelligence. Hershey’s India plans to amplify the campaign across YouTube, social media channels and connected TV platforms, ensuring the festive story reaches audiences wherever they are celebrating the season.