SilverQueen's #BanyakMaknaCinta returns to celebrate love in Indonesia

As Valentine's Day approaches, SilverQueen, Indonesia's beloved chocolate brand, continues its tradition of celebrating love in all its forms. Through its annual #BanyakMaknaCinta campaign, the brand encourages young Indonesians to embrace differences as a source of unity, fostering stronger bonds with family, friends, and loved ones.

This year's campaign is marked by the Satukan Kita Movement, a lively event held on 9 February during Car Free Day at Jakarta's Sarinah. The activation featured a mysterious pink box that captured the curiosity of passersby. Upon opening, two dancers emerged, sparking an energetic dance sequence that quickly engaged the crowd. Participants from diverse backgrounds joined in, symbolising the power of love in bridging differences.

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"We believe that love, in all its forms, has the power to unite and overcome differences. Through this campaign, we hope to create a positive impact in Indonesia by highlighting the beauty of togetherness and unity," said Mikhaela Bunawan, brand manager of SilverQueen, as quoted by local media.

Adding a digital touch, SilverQueen introduced Love Card, an AI-powered interactive platform available from 15 January to 14 February. Users can craft personalised love messages by selecting three words that define their loved one's character, uploading photos, and sharing their creation via social media.

To enhance engagement, a leaderboard system rewards the most active participants with exclusive prizes, including a Pinisi Trip, drones, Insta360 cameras, Adidas Samba sneakers, and an Omakase dining experience.

To complement the campaign, SilverQueen has launched special Valentine's Day editions, including SilverQueen Chunky Bear, SilverQueen Buy 2 Special Pack, SilverQueen Montes Special, and uniquely packaged 1 kg and 3 kg SilverQueen bars. These limited-edition products, available at various retail and eCommerce outlets, range from IDR 20,000 (US$1.2) to IDR 900,000 (US$54.9).

Beyond Valentine's Day, SilverQueen remains committed to celebrating Indonesian culture. For example, through its collaboration with the ministry of tourism and creative economy under the #IniIndonesiaku campaign, the brand promoted national pride by featuring five special-edition packaging designs created by talented young Indonesian artists. This initiative aligns with SilverQueen's long-standing mission to contribute positively to the country's heritage and identity.

By blending tradition with innovation, SilverQueen's #BanyakMaknaCinta campaign aims to not only strengthen brand affinity but also foster a deeper appreciation for unity, diversity, and love among Indonesians.

MARKETING-INTERACTIVE has reached out to SilverQueen for more information.

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