Love it or hate it, Valentine’s day is a significant spending occasion for shoppers worldwide. This year, however, just a handful of brands in India have been able to skip the cliches and come up with concepts that are truly new and innovative. Mondelez India has certainly hit the mark with its Valentine’s day campaigns for Cadbury Dairy Milk Silk and Cadbury 5 Star. To understand the campaign objectives and the insights used to develop them, Anant Rangaswami (Editor, Melt) is in conversation with Anil Viswanathan (Vice President – Marketing, Mondelez India).