Vadilal, a legacy brand, had long been associated with a traditional and vintage image. The goal was to shift this perception and position the brand as a modern, youthful choice that resonates with the Indian youth, speaking their language and understanding their evolving needs.
Vadilal
Elevating Vadilal: From Tradition to Trend
Scooping Joy Since 1907
Vadilal, the ice cream brand that has been keeping India cool since 1907, is a true legend in the world of frozen delights!
With its rich history of crafting mouth-watering flavors, Vadilal has been the go-to treat for generations. Who can forget the iconic Cassata, the ultimate showstopper that’s a staple of Indian dessert culture!
Over the years, Vadilal has transformed into a household name, delighting taste buds with exciting, out-of-the-box flavours. From kids to adults, everyone has a sweet spot for Vadilal
Objective
Waah Waah Vadilal!
Come summer, and there is no beating the heat without ice cream. Cashing in on this sentiment, we created a trendy music video set in a vibrant ice cream world.
The campaign wasn’t just about ice cream, it highlighted the brand's relevance in contemporary culture. With over 59 million reach and 5 million engagement, it took over summer conversations, all with a simple, yet powerful, "Waah."
Leveraging Influencers
As part of the campaign, we strategically partnered with food influencers across various domains to amplify Vadilal’s presence on social media.
By collaborating with both regional and national influencers, we tapped into diverse audience segments, sparking conversations and generating buzz around the brand.
Brand Voice
ting actively changed the tone of voice of the brand on traditional and digital media, employing a more youthful persona through design and content.
We hopped on to trends and made the right amount of noise for youngsters to take notice. Our feed took on a more vibrant visual aesthetic, building a community and driving engagement.
Social Media
Social media played a crucial role in driving user engagement. Once the hook step was created, we ran contests to encourage participation from our audience, creating a community of people who didn't just love ice cream but also loved to express their love for it.
We achieved a significant increase in social media engagement, with an 89% rise in Instagram followers.
Outcome
ting's work for Vadilal transformed a legacy brand into a beloved name on social media through consistent messaging and visual design.
Despite a challenging brief, we captured the fun around ice cream, inspiring other FMCG brands. By reshaping Vadilal's landscape, we created a fresh, engaging narrative, setting a new industry standard with our creativity.
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