Mumbai, 05 November, 2026: Hershey’s India has launched a new Diwali campaign for Hershey’s Kisses, finding humour in stolen romantic moments amidst celebrations with family. Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign builds on the brand’s ‘Giving Kisses Is Hard’ platform, adapting it to the familiar scenario of a Diwali gathering.
The campaign is led by a digital film featuring a couple attempting to steal a quiet moment together at a Diwali party. Their attempts are repeatedly interrupted by family members, making it increasingly difficult for them to be alone. The film ends with one partner offering a Hershey’s Kiss to the other, bringing the moment to a sweet close.
The Diwali campaign follows the brand’s Valentine’s Day communication, ‘Giving Kisses Is Hard, but Hershey’s Kisses’, which explored the hesitation around expressing affection openly. With the latest film, Hershey’s takes the same brand thought into a festive setting, using the dynamics of family gatherings to create a relatable narrative.
Commenting on the campaign, Kamy Devaguptapu, Director of Marketing, India and APAC, Hershey’s India, said, “Diwali is a time for togetherness — homes filled with family, friends, laughter and celebrations. But amidst all the festivities, finding a quiet moment with someone special isn’t always easy. Hershey’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.
“What makes this platform exciting is its ability to adapt to different occasions and cultural contexts while retaining a consistent brand thought. Whether it is the hesitation around expressing affection on Valentine’s Day or the Diwali dilemma of wanting to share a moment of intimacy when surrounded by family and friends, Hershey’s Kisses is finding culturally relevant ways to bring the platform alive.”
Tejal Waradkar, Executive Creative Director, TBWA\Lintas said, “The strength of ‘Giving Kisses Is Hard’ lies in taking a simple human truth and finding a culturally relevant way to bring it alive. Diwali, with its coming together of families, traditions and celebrations, presented the perfect setting. 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. By bringing this unspoken tension into the open, we gave the platform a fresh, playful and distinctly festive expression.”
The film has been created entirely using AI and will be amplified across YouTube, social media and connected TV platforms.
