Hershey’s has marked the festive season with the launch of its first-ever 3D Connected TV (CTV) masthead, rolling out a high-impact activation in collaboration with Interactive Avenues and Frodoh. The initiative was launched earlier during the India–Australia ODI series, a period marked by heightened festive sentiment and high television viewership, allowing the brand to tap into a naturally high-attention environment.

According to a Hershey’s press release, the immersive 3D creative was developed in partnership with Interactive Avenues and delivered through Frodoh’s CTV network. The format transformed the television home screen into a premium visual showcase, highlighting the Hershey’s Kisses Festive Moments pack in rich gold hues. With depth, motion and festive detailing, the creative brought the iconic Kisses to life, paired with the message “Unwrap Bonds with Hershey’s,” creating a warm, celebratory brand moment that stood out seamlessly in the viewer journey.

The campaign went live during key ODI match days, when families typically gather around screens, helping Hershey’s maximise reach across Connected TV households. Running across high-viewership days, the activation delivered effective CTV reach in the millions, reinforcing how impact-led formats, supported by strong media planning, can elevate festive storytelling at scale.

By aligning the campaign with a marquee cricket property and leveraging Frodoh’s attention-first placement strategy, Hershey’s strengthened the festive appeal of its Kisses gifting range while securing strong seasonal visibility during a culturally significant viewing window.

Commenting on the campaign, Kamy Devaguptapu, Director of Marketing India at Hershey’s, said the festive activation brought the brand’s modern gifting vision to life through an immersive 3D Connected TV experience. She added that showcasing the elegance of the Hershey’s Kisses Festive Moments pack helped the brand connect with millions of households during one of India’s most celebratory periods.

Mohammed Tauseef Unea, Director Business, IPG, said the campaign delivered strong performance while highlighting the festive pack through an innovative format. He noted that the initiative achieved its objectives from both performance and efficiency standpoints, reaching a wide yet high-quality audience with encouraging engagement indicators.

Russhabh R. Thakkar, Founder and CEO of Frodoh, said the 3D masthead offered the right canvas to bring the warmth of the Hershey’s Kisses brand to Connected TV. He added that launching the campaign during the India–Australia ODI series created a natural high-attention moment, enabling the immersive creative to land the festive message effectively and without friction.

With this activation, Hershey’s and Frodoh highlighted how Connected TV can deliver premium, high-attention visibility for seasonal retail moments, further strengthening CTV’s role in festive brand storytelling.