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Brands are always known to use occasions such as festivals, moments, topicals and internationally celebrated days to make an emotional connect with consumers. Valentine’s Day is another day for brands to share their love with consumers — and what better route than content to achieve this goal? Content marketing and branded content give brands the opportunity to tell stories beyond regular product advertising.

Here’s a look at this year’s content initiatives of a few brands around Valentine’s Day.

XYXX’s #CozyUpInXYXX campaign

Lingerie as a gift to women on Valentine's Day is quite common. But then why should men miss out? Taking steps to break this notion, men’s innerwear brand XYXX asked three women —Aastha Atray (journalist/podcaster), Rohini Ramnathan (radio jockey) and Protima Tiwary (fitness influencer) — to share their opinion on what they would like to see in their man's underwear drawer and how men need to step up their underwear A-game.

Campaign video:

Amazon campaign showcases how Alexa can make Valentine’s Day special

This Valentine’s Day, Amazon Alexa decides to stand with love — love of all, for all. A special video featured real-life couple, renowned fashion designer Suneet Verma and his partner Rahul Arora, celebrating their love. The video shows Suneet setting up for a perfect date night at home to surprise Rahul with a little help from Alexa. From ordering flowers and cakes to helping with recipes, Alexa helped Suneet to make the day special. With their busy schedules, couples these days find it increasingly difficult to steal special moments together. The video showcases how a little help from Alexa can make their Valentine’s Day a memorable occasion.

 The video:

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 Skinn by Titan’s video content ‘It’s a date’

Skinn by Titan announces the launch of its digital content film ‘It’s a date’, a refreshing new take on the ‘expression of love’. Conceived by Ogilvy Bangalore and brought to life by TVF’s The Timeliners, ‘It’s A Date’ is a heart-warming story of love — not limited to romance between couples but also the affection for people who are important to you.

When the film begins one would assume that the protagonists are a live-in couple and soon after, it is perceived that the male lead is about to propose. Only later they would realise that the gift was an expression of platonic love towards his flatmate and that his date is with another male friend. The film effortlessly normalises a lot of things that are usually not conventional.

The film:

Ixigo’s ‘My first time’

The travel app launched the Instagram campaign ‘My first time’, where a few people are seen sharing their first-time experiences. At the first look, it gives a double meaning when people are shown sharing weird answers on their ‘first-time’ experience in love and things around it. Towards the end, the video reveals that these people were sharing their first-time experience in the flight. It’s a good attempt as it doesn’t diverge from the brand propositioning and yet is able to engage with consumers taking the opportunity of Valentine’s Day.

The video:

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Metro Shoes’ #FoundMyPair

Makani Creatives has launched #FoundMyPair campaign for Metro Shoes in association with Humans of Bombay. As part of the campaign, the users are asked to share their love story with Metro Shoes, which will be featured on the Humans of Bombay platform.

 The campaign ran between February 9 to 12, 2020, where users shared their unique stories using #FoundMyPair to get featured on the Metro social media handles.

The UGC contest tweet:

#FoundMyPair campaign is designed for millennials who want to share their love story with the world to inspire future generations. Metro shoes will feature each love story shared with them on their social media handle and one lucky story will get featured on Humans of Bombay. Humans of Bombay is popular for their authentic stories which are crafted in a way to establish deeper connects with the readers. The style is appreciated by many readers across the country making Humans of Bombay India’s largest platform of showcasing the journey of individuals with 1.2 million followers.