Mumbai: Ice cream brand Vadilal has announced the launch of its new summer campaign that puts the focus on celebrations. Unveiling a series of three films depicting the significance of celebrations and Vadilal, the brand showcases “Har moment ko banaye Kamaal! WAAH Vadilal!”
The campaign revolves around the central theme of ‘WAAH’, embodying what it called the utter delight experienced by consumers when indulging in Vadilal ice creams. Vadilal explains that it looks to captures the essence of celebration through three films, each showcasing moments of life’s milestones that go unnoticed until Vadilal ice cream makes its entrance. From the jubilant arrival of a newborn in the hospital to the poignant reunion of a long-lost son in India, and the groundbreaking news of a Mars landing in the newsroom, Vadilal’s message is that its presence elevates these moments into indelible celebrations.
The films look to convey its essence by echoing the central themes, where protagonists only fully react to the news once Vadilal ice cream is served, emphasising the joyous association with ice cream as the core ingredient. Two out of three campaign films have launched over the past couple of weeks. The third film will release in the forthcoming week.
The campaign will be shown through mediums such as TV, digital, print, radio, OOH, audio, news channels and all brand touch points.
Vadilal said that for over a century, it has woven itself into the fabric of countless family narratives, enriching moments of celebration with its flavors. Vadilal said that its aim has been to play with the sentiments of the Indian culture where every moment, be it festivals or intimate news is celebrated with delightful treats. Over the past three years, the brand haspursued the essence of the “WAAH” factor in life’s experiences. With each indulgence in Vadilal’s ice creams, protagonists find themselves exclaiming ‘WAAH’, a sentiment Vadilal has embraced and amplified in their narratives it said.
The films look to underscore the idea that every moment, no matter how fleeting, feels incomplete without the joyous presence of Vadilal.
Niraj R. Presswala, GM, marketing and branding said, “With loyal consumers spanning three generations, Vadilal Ice Creams is thrilled to connect with every age group in the quirkiest way possible this year, and we will continue doing campaigns like these year on year. Our summer ad films promise not only the best laughs but also a trip down memory lane, recalling your fondest celebratory moments. Vadilal has been there for countless “WAAH” moments – from birthdays to anniversairies to new jobs and to making every small moment a WAAH moment in your life. We’re excited to keep being a part of your cherished memories in the years ahead.”
The TVCs are crafted by Moonshot Digital creative agency feature scripts written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi, with direction films by Rahul Bharti and production by Zuleikha Gupta at Sun City Studios.
Devaiah Bopanna, co-founder Moonshot Digital said, “It’s not every day that you get a chance to work on a legacy brand. The challenge of living up to the legacy of Vadilal, while also trying to push the envelope on the creative, is no easy task. Thankfully, we had the unflinching support from the Vadilal team to create something all of us could be proud of. Sometimes, we just need to keep it simple and let the product and the brand do all the talking. So when we hit upon a simple insight that ‘Every moment can be an epic moment if we have Vadilal in it,’ it immediately resonated with all of us.”
Watch the TVCs here:
Film Maternity:
Film Space
