Valentine’s Day has moved beyond the clichés of flowers and chocolates, to embrace evolving desires, self-expression, and shared experiences. Since 2021, MyMuse has led this shift with bold, statement-making campaigns year after year.
Valentine’s Day is no longer just another date— it’s MyMuse’s biggest cultural moment. With a 50% spike in brand searches every February, the shift toward pleasure-positive gifting is clear. As intimacy and relationship norms evolve, MyMuse is giving people all over the country a new way of showing and celebrating their love.
With the tagline “This Valentine’s Day, be a giver,” MyMuse highlights that intimacy is about giving and receiving pleasure. Dil Do is a cheeky spin on the Hindi phrase “give your heart”—with a nod to the English word that needs no introduction. Staying true to its approach, MyMuse adapts not just its products but also its core messaging to reflect India’s evolving views on love and intimacy.
An Influencer-Led Movement: 70+ Creators, 180+ Pieces of Content, Endless Conversations
The Dil Do campaign set out to normalise sexual wellness and pleasure by making conversations around intimacy feel natural, engaging, and accessible. To maximise reach across demographics, MyMuse partnered with 70+ creators across cities, languages, and content genres—spanning lifestyle, comedy, beauty, fashion, and couples’ content—showing that sexual wellness is a part of everyday conversations, and that intimacy isn’t niche- it’s universal.
Beyond Influencers: A Multi-Touchpoint Activation
Beyond its extensive influencer network, MyMuse extended the Dil Do campaign across multiple channels to maximise visibility and engagement:
A bold visual takeover across MyMuse’s website and social platforms created an immersive campaign experience.
A giveaway of a ₹1 lakh romantic getaway on social media encouraged consumer participation, making the conversation more interactive.
MyMuse’s annual Valentine’s Day sale made pleasure products more accessible, helping more people explore intimacy.
With Dil Do and its yearly Valentine’s Day campaign, MyMuse continues to lead the conversation on intimacy and pleasure in India. This campaign is not just about marketing; it is part of a larger cultural shift—one that allows Indians to recognise pleasure as an essential part of self-care and relationships.
