Hershey’s Lights Up Festive with its First 3D CTV Masthead in Collaboration with Frodoh

Hershey’s launched its first ever 3D Masthead this festive season with a high-impact Connected TV activation executed in partnership with Interactive Avenues and Frodoh. The campaign went live during India’s opening ODI against Australia capitalising on heightened festivities and match day consumption to drive reach and impressions across CTV households.

The 3D creative, developed in collaboration with Interactive Avenues and delivered through Frodoh’s CTV network, transformed the home screen into a premium showcase featuring the Hershey’s Kisses Festive Moments pack in rich gold tones. The immersive format brought the signature Kisses into focus with depth, motion, and festive led detailing, paired with the line “Unwrap Bonds with Hershey’s.” The result was a warm, celebratory moment that felt like a storefront reveal and stood out cleanly in the viewer journey.

Across the high-viewership days, the campaign delivered effective CTV household reach encompassing in millions, reinforcing how impact-led CTV formats, supported by strong agency planning, can elevate festive storytelling at scale. By pairing a marquee cricket match with Frodoh’s attention-first placement, Hershey’s secured strong seasonal visibility and strengthened the festive appeal of its Kisses gifting range.

Speaking on the association, Kamy Devaguptapu – Director of Marketing India, Hershey’s said, “Our Diwali campaign with Frodoh brought Hershey’s Modern Gifting vision to life through an immersive 3D Connected TV experience. Showcasing the elegance of Hershey’s Kisses Festive Moments pack, we connected with millions of households during India’s biggest celebration.”

Mohammed Tauseef Unea, Director Business, IPG, added, “We are proud to have successfully executed the Masthead innovative Connected TV campaign. The Hershey’s initiative delivered strong performance with showcasing the Hershey’s Festive Pack. The results demonstrate that Hershey’s message reached a wide yet high-quality audience, supported by strong engagement indicators. Overall, the campaign met its objectives from both a performance and efficiency standpoint. We look forward to driving similarly groundbreaking campaigns in the future.”

Russhabh R Thakkar, Founder and CEO, Frodoh, added, “Hershey’s Kisses is a strong festive brand, and the 3D Masthead gave us the right canvas to bring that warmth onto Connected TV. Running the campaign alongside the India–Australia ODI created a natural high-attention moment, and the immersive creative helped the brand land its festive message without any friction. We’re glad to support Hershey’s first 3D Masthead on CTV and look forward to building more festive, impact-led experiences together.”

With this campaign, Frodoh and Hershey’s reinforced how CTV can deliver high-attention visibility for seasonal retail moments.