The Ice Cream Wali Situationship
Services
Digital Content & Video Production
Social Media
Campaign Films
Client
Vadilal
Sector
Consumer & Retail
Question
What does it take for a legacy brand to become Gen Z's favorite talking point?
Answer
Speak their language, fuel their culture.
As one of India's most iconic ice cream brands, Vadilal has built generations of love and familiarity. However, in a social-first world dominated by Gen Z, legacy alone isn't enough. Heritage brands are often perceived as familiar, yet disconnected from the conversations shaping culture today.
The challenge wasn't awareness, it was relevance. How could Vadilal move beyond nostalgia and become a brand Gen Z actively engages with, shares, and talks about?
The opportunity was to reposition Vadilal not just as a brand with history, but as a brand that actively participates in culture. By tapping into internet behaviors, trending conversations, and shareable moments, Vadilal could transform from a familiar legacy brand into a relevant cultural participant - one that Gen Z wants to engage with, recreate, and talk about.
The Campaign Idea
The Ice Cream Wali Situationship campaign reimagined everyday ice cream cravings through the lens of modern relationships.
Through two relatable films, Vadilal tapped into a behavior Gen Z knows all too well - the "situationship." By drawing parallels between complicated romantic dynamics and people's undeniable attachment to ice cream, the campaign transformed a simple product truth into a culturally relevant conversation, making Vadilal feel more contemporary, relatable, and share-worthy.
From a summer campaign to a creator-powered conversation.
Across three phases, the campaign was designed to build momentum through a strong mix of high-reach names and community-led creators. The plan brought together 657 influencer collaborations across the summer, including 600+ nano influencers, 20+ macro influencer collaborations, and Gen Z creator collaborations with Dolly Singh and Srishti Garg.
This phased approach ensured the campaign stayed visible at scale, while continuously creating relatable, high-frequency content that kept the conversation active across social media.
A product launch, made for the feed
For the new flavours, we let the ingredients do the talking. Using AI, we created fully AI-generated films that transformed ingredients into indulgent visual experiences.
Keeping the internet invested.
The Ice Cream Wali Situationship didn't just live through its films - it became a social conversation. Through a mix of creator-led content, influencer collaborations, relatable reels, and always-on social posts, the campaign tapped into the humor, chaos, and quirks of modern dating culture.
By speaking Gen Z's language and creating content that felt native to their feeds, Vadilal transformed a simple campaign into a shareable cultural moment, keeping audiences engaged, entertained, and part of the conversation throughout.
Awareness wasn’t the problem; relevance was. Legacy alone doesn't secure a spot on a Gen-Z feed. By drawing an unexpected, humorous parallel between complicated romantic "situationships" and our undeniable attachment to ice cream, Vadilal moved from a brand with history to a brand participating in live culture.
Gen-Z easily filters out traditional broadcast advertising. They want content that looks and feels like it belongs on their FYP. The campaign moved away from talking at the audience to creating with them.
By utilizing highly shareable formats, text-overlays, and modern dating tropes, the Reels felt entirely native to the feed.
The campaign momentum exploded by blending high-impact mainstream cricket stars (Rinku Singh, Abhishek Sharma) with high-engagement lifestyle creators (Varun Sood, Aatman Desai).
This dual-engine approach lent both massive reach and authentic internet credibility, sparking a social snowball effect that kept the internet invested
The numbers
250M+
Views
74M+
Reach
1.5M+
Engagement
35K+
Followers
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