Launching LuvIt chocolates in Mumbai

Role: Copywriter    |    For: LuvIt



Having established its presence in south India, the chocolate brand always stuck to its regional communication. To grow into a national brand, they wanted a unique communication which was consistent with their existing brand positioning.


For millennials, chocolate is the currency used for bribing. LuvIt, already known for its impeccably smooth taste was surely a chocolate no one would be willing share. As a part of the creative team, we used this insight to conceive “Matlabi 4 LuvIt” campaign. The asterisk motif - considered as a "conditions apply" symbol universally - became an inherent part of the brand communication on digital.




•  Engagement on LuvIt’s Facebook page grew 4 folds during the launch.

•  Organic interactions doubled which enlivened the brand’s community.