Valentine’s Day: A Capitalist Scam or a True Celebration of Love?

Valentine’s Day, observed globally on February 14th, is widely recognised as a celebration of love and affection. Traditionally marked by exchanging chocolates, flowers, and gifts, the holiday has evolved into a billion-dollar industry. While its origins are rooted in history and mythology, modern-day Valentine’s Day is a product of commercial interests and strategic marketing.

In India, this transformation has been particularly striking. What began as a niche Western-inspired event has grown into a ₹25,000 crore ($3 billion) industry, driven by globalisation, digital commerce, and evolving consumer behavior. This case study examines the commercialisation of Valentine's Day in India, the role of international brands in shaping consumer trends, and the growing influence of digital marketing.

The Commercialisation of Valentine’s Day

The origins of Valentine’s Day remain debated, with links to the Roman fertility festival Lupercalia and St. Valentine, a Christian martyr who allegedly performed secret marriages. Over centuries, the holiday evolved, and by the 19th century, it became increasingly commercialised with mass-produced greeting cards.

By the late 20th century, industries such as chocolates, flowers, and jewelry became deeply embedded in Valentine's Day traditions. Marketing campaigns began equating love with consumer spending, reinforcing the idea that affection must be expressed through material gifts. Today, this model has been successfully replicated in India, where growing disposable income and digital engagement have fueled rapid adoption.

India’s Valentine’s Day Boom: A ₹25,000 Crore Industry

India’s Valentine’s Day market has expanded significantly, reflecting changing social norms and consumer behavior. Initially limited to urban elites, the celebration has now permeated tier-2 and tier-3 cities. The rise of e-commerce, social media, and digital payments has further accelerated this growth, making Valentine's Day a key revenue driver for brands.

As of 2024, the Indian Valentine’s Day market is valued at approximately ₹25,000 crore ($3 billion), driven largely by aspirational young consumers. Recognising this lucrative opportunity, global brands have customised their marketing strategies to resonate with Indian audiences.

How Global Brands are Shaping India’s Valentine’s Day Market

International brands have played a pivotal role in redefining Valentine’s Day in India by leveraging personalisation, influencer marketing, and digital innovation.

1. Cadbury Silk: AI-Powered Personalisation

Cadbury Silk, a Mondelez International brand, has consistently driven engagement through emotional storytelling. In 2025, it launched an AI-driven campaign in collaboration with filmmaker Zoya Akhtar, enabling users to create personalised love story videos. This interactive campaign deepened emotional connections while driving product demand.

2. Swarovski: Influencer-Led Luxury

Luxury jewelry brand Swarovski tapped into India’s influencer culture with its ‘Sparks of Love’ campaign. By collaborating with 12 influencers with a combined reach of 1.9 million followers, the brand positioned its Valentine’s collection as aspirational yet accessible.

3. NESCAFÉ: Augmented Reality Experiences

NESCAFÉ introduced AR-enabled Valentine’s Day packaging, allowing users to scan QR codes to unlock interactive digital love notes. This integration of technology and tradition appealed to India's digitally savvy consumers.

Beyond Romance: Expanding the Meaning of Valentine’s Day

Recognising evolving consumer preferences, brands are now redefining Valentine's Day to include themes beyond romantic love.

1. Oyo: Celebrating Long-Term Love

Oyo’s 2024 Valentine’s Day campaign, featuring veteran actors Neena Gupta and Swanand Kirkire, shifted the focus from young couples to long-term relationships. This strategy helped expand its reach to an older demographic.

2. Galaxy: Introducing Galentine’s Day

Mars Incorporated’s Galaxy chocolate brand introduced "Galentine’s Day" in India, celebrating female friendships. By doing so, it successfully broadened its audience beyond romantic couples.

The Role of Digital Innovation and Social Media

With India’s increasing digital penetration, brands are utilising AI-driven targeting, social media, and data analytics to optimise marketing efforts.

1. Flipkart: AI-Driven Gift Seeding

Flipkart uses AI-driven gift seeding, where users select gifts for their partners, and the platform then subtly targets the recipient with ads featuring the chosen product—creating a seamless, personalised shopping experience.

2. Tinder x Pizza Hut: Cross-Industry Collaborations

Tinder and Pizza Hut collaborated for a unique Valentine’s Day campaign, integrating online dating with food delivery. This campaign capitalised on the intersection of convenience, romance, and digital engagement.

The Rise of Self-Love Marketing

A growing trend in Valentine’s Day marketing is the focus on self-love and inclusivity, catering to solo consumers and those celebrating various forms of love.

Bombay Shaving Company: ‘Love However’ Campaign

Though not an international brand, Bombay Shaving Company’s 2025 ‘Love However’ campaign epitomised this shift by promoting self-love, friendships, and familial bonds. The campaign resonated with a broader demographic, reinforcing the idea that love is not restricted to romantic relationships.

The Future of Valentine’s Day in India

India’s transformation of Valentine’s Day into a commercial and cultural event reflects the evolving dynamics of love and consumerism. International brands have successfully adapted global trends for Indian audiences, leveraging AI-driven personalisation, influencer-led storytelling, and social media engagement to maximise impact.

While some critics argue that Valentine's Day has become excessively commercialised, its growing popularity suggests otherwise. The key to sustaining its relevance lies in balancing commerce with authenticity—ensuring that marketing campaigns resonate emotionally rather than appearing purely transactional.

As India’s digital ecosystem continues to expand, brands must innovate to stay relevant. Whether through AI-powered experiences, inclusive messaging, or influencer collaborations, the celebration of love in India will remain a powerful economic force. In a country where emotions drive consumer behavior, Valentine's Day is not just a retail event—it is an evolving cultural phenomenon.