This Anmol Biscuits campaign uses Holi’s colors as a metaphor for inclusion, challenging stigma through symbolic storytelling— Clapboard's Global Ad Archive.
Sometimes Love Sounds Like - Hershey's India | Clapboard Ad Archive
Hershey's India’s 2025 campaign Sometimes Love Sounds Like brings an intimate and relatable voice to the confectionery and snacks category by portraying love as a series of small, meaningful gestures centered around the brand’s indulgent offerings. Anchored in the everyday, the campaign unfolds across three distinct vignettes—a surprise gift delivery, a cozy movie night with Hershey’s Kisses, and moments marked by the simple act of saving a seat—each illustrating how Hershey’s chocolates become a conduit for affection and connection without resorting to grandiose declarations. This approach aligns with what Clapboard’s taxonomy classifies as FORMAT#10 ASSOCIATED USER IMAGERY, as it depicts ordinary people in scenarios the target audience recognizes and aspires to, reinforcing the brand’s presence in the fabric of real-life expressions of care. Hershey’s Exotic Dark chocolates take center stage, inviting consumers to elevate Valentine’s Day celebrations by infusing them with richness and joy, while the hashtag #SometimesLoveSoundsLike fosters a shareable digital dialogue that extends the campaign’s emotional reach. The film medium is employed to great effect, using warm, inviting visuals and understated storytelling to position Hershey’s not just as a confectionery product but as an essential part of everyday intimacy and thoughtful moments. The campaign’s strategic narrative eschews traditional problem–solution structures in favor of evoking feelings of warmth and togetherness, which strengthens Hershey’s brand association with love and subtle emotional generosity in the highly competitive Indian confectionery market. This emotional resonance is amplified by the brand’s focus on Valentine’s Day, a key seasonal occasion, helping to embed Hershey’s chocolates into consumers’ ritualistic celebrations of affection. The campaign earns 63/100 in Clapboard’s global creative archive. Sometimes Love Sounds Like matters to the industry because it demonstrates how confectionery brands can deepen consumer relationships by embedding themselves in authentic, everyday moments rather than relying solely on spectacle or overt romantic clichés.
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