Hershey’s debuts 3D CTV masthead during India–Australia ODI

MUMBAI: Hershey’s has rolled out its first-ever 3D connected TV masthead in India, marking a festive-season push tied to live cricket viewership.

The high-impact CTV activation, executed with Interactive Avenues and Frodoh, went live during India’s opening ODI against Australia, aiming to capture heightened festive and match-day consumption across connected TV households.

The immersive 3D creative transformed the CTV home screen into a premium showcase for the Hershey’s Kisses Festive Moments pack, rendered in gold tones with depth, motion and festive lighting. Anchored by the line “Unwrap bonds with Hershey’s”, the format was designed to mirror a storefront-style reveal within the viewer journey.

The campaign delivered multi-million household reach across high-viewership days, underlining the growing appeal of attention-led CTV formats for seasonal brand storytelling. By pairing a marquee cricket fixture with a masthead placement, Hershey’s sought to sharpen the festive appeal of its Kisses gifting range.

Hershey’s director of marketing Kamy Devaguptapu, said the Diwali-led campaign brought the brand’s modern gifting vision to life through an immersive 3D CTV experience, connecting with millions of households during India’s biggest celebration.

IPG director business Mohammed Tauseef Unea, said the masthead campaign achieved strong reach and engagement, meeting objectives on both performance and efficiency.

Frodoh founder and chief executive Russhabh R Thakkar, said the 3D masthead provided the right canvas to bring festive warmth to connected TV, with the India–Australia ODI creating a natural high-attention moment.

The campaign underscores how CTV is increasingly being positioned as a premium, high-impact medium for festive retail advertising in India.