3 Baby Blue Elephants at Kyoorius Creative Awards for
Experience & Activation
Creative Use of Data Targeting
Creative Use of Data Social Media

Silk celebrates
Valentine's Day

While Silk celebrates love every day, this Valentine's Day, we wanted to celebrate love for all the right reasons.

What's the best way to celebrate Valentine's Day?

WE HAD A PROBLEM:
Each year, teens and young ones set out to make 14th February the most special day for the ones they love.
So begins the search for the perfect dating, gifting and proposal ideas to make the day as grand as possible.

And as the search for the perfect idea increases, so does the hope in these young ones' hearts. And while all the movies and the shows give them the perfect idea of what it feels like to be with the one you love, nobody prepares them for REJECTION.
Which then leads to unhealthy love.

THE SOLVE:
As a brand that's always stood for young love, this year we wanted to change our stance to healthy love.
And we did so through Unforgettable Love Tips!
We created a platform to provide these young ones with the most unique and swoon ideas for Valentine's Day, all in one place. And got India's most famous influencers to give them these tips.

To play, press and hold the enter key. To stop, release the enter key.

Unforgettable Love Tips
by
Armaan Malik, Prajakta Koli &
The Bruised Passports

We curated the best of musical, DIY and travel ideas with our top influencers, and created 15 special videos around it with experiential ideas in each cohort to give these young lovers a special way to make their favourite person's day special.

But with each unique love tip was attached a unique healthy love tip that also prepared them for the chances of getting rejected. The video would start with 3 unique love tips and end with 3 unique healthy love tips. All the links became clickable only when the healthy tips ended.

Each tip, when tapped on, would take the user to another page where they could easily achieve the desired option.

And if the user tapped on a healthy tip, they got redirected to an article on how to cope with rejection, written by mental health professionals at MINDS foundation.

To make the audience aware about our site, we created a film that made them want to visit our site for
Unforgettable Love Tips to celebrate Valentine's Day.

And when they actually visited, they not only learned some unique ways of celebrating Valentine's Day,
but also the fact that only healthy love, is true love.

Thus, Valentine's Day 2023 became unforgettable for all the right reasons.

Silk celebrates Valentine's Day

What's the best way to celebrate Valentine's Day?

Unforgettable Love Tips by Armaan Malik, Prajakta Koli & The Bruised Passports

Each tip, when tapped on, would take the user to another page where they could easily achieve the desired option. And if the user tapped on a healthy tip, they got redirected to an article on how to cope with rejection, written by mental health professionals at MINDS foundation.