New ‘Say It With Silk’ film for 2026 contrasts human emotion with AI in expressing affection.
Cadbury Dairy Milk Silk has launched its 2026 Valentine’s Day campaign under the longstanding platform ‘Say It With Silk,’ reinforcing its positioning as the chocolate of love and meaningful emotional expression. The latest iteration leverages a new digital film that reflects on how artificial intelligence is shaping modern communication — and how genuine emotion still beats algorithm-generated suggestions.
The campaign’s central message is a contrast between AI convenience and real human feeling, illustrating that while technology can assist with words or gift ideas, it cannot truly experience or convey the intensity and nuance of human emotion. This theme is woven into storytelling that underscores love as something felt, not generated.
Alongside the digital film, Cadbury Dairy Milk Silk has introduced refreshed Valentine’s Day packaging in its signature gold and purple palette, designed to make gifting and emotional expression more intuitive for consumers. These packs form part of the broader campaign narrative, turning the chocolate bar itself into a physical symbol of heartfelt sentiment.
The campaign is being amplified through a 360-degree marketing rollout, including digital content, music integrations, influencer collaborations, outdoor advertising and shopper marketing across traditional, modern and quick commerce channels. This wide-reach strategy aims to engage audiences at multiple touchpoints throughout the Valentine’s season.
Senior executives from Mondelez India and Ogilvy highlighted the campaign’s focus on emotion, intent and effort, noting that while AI tools are increasingly part of daily life, true love and meaningful communication remain inherently human qualities — a narrative designed to resonate especially with younger, tech-savvy audiences.
Source: afaqs! – https://www.afaqs.com/news/advertising/cadbury-silk-turns-to-human-emotion-over-ai-in-valentines-film-11066622
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