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Parle Valentine Campaign
Date
April 2023
Location
India
Date
February 2025
Role
Lead Copywriter & Campaign Strategist
Project type
Social Media Campaign
Campaign Overview
Parle Brief: Make Kismi the Valentine’s Day toffee that everyone talks about.
We came up with: “#SayItWithKismi” Campaign
What we did: We ditched the scripted love notes and dared fans to tackle our kiss-packed tongue-twister—and share their Kismi Kissey: the story of how they met their valentine. Because nothing says “I love you” like tangled words and unforgettable memories.
My Contributions:
Copy & Concept: Penned a brand-on tongue-twister that dared fans to fumble (and smile).
UGC Amplification: Transformed raw entries into scroll-stopping AI-powered visuals, in lockstep with design.
Reel Direction: Edited the highlight reel that earned 20 M+ impressions and a 10 % engagement lift.
Impact: Cemented Kismi’s reputation as the toffee that celebrates lovable chaos, because sweet isn’t always neat.
Parle & Kismi
Parle is one of India’s most beloved confectionery brands, and Kismi is its cheeky, nostalgia-inducing toffee that’s been delivering sweet moments since back in the day. Known for its melt-in-your-mouth texture and playful spirit, Kismi has always been about authentic, unpolished fun, so what better way to celebrate Valentine’s than by leaning into lovable imperfections?
