Ahmedabad: Vadilal is embracing the summer season with a refreshing and joyful new campaign – “Zara Muskuraiye, Vadilal Khaiye!” The campaign brings to life the spirit of delight, togetherness, and indulgence that has long defined the Vadilal experience, while introducing a dynamic new chapter for the brand.
At the heart of this campaign is Vaddy – Vadilal’s newly launched brand mascot. Mischievous, playful, and full of character, Vaddy represents the brand’s vibrant, youthful energy and its timeless appeal across generations. With his infectious smile and zest for fun, Vaddy aims to connect with consumers of all ages, embodying the joyous moments that come with every scoop of Vadilal ice cream.
Aakanksha Gandhi, President, Branding & New Business Development, Vadilal, said, “Vadilal has been a beloved name in Indian households for generations, cherished for its wide range of flavours that perfectly suit the Indian palate. Through an extensive brand research exercise, we gained insights into what is sought by consumers today—fun, vibrancy, and a contemporary appeal while staying true to the brand they love.
This led us to embark on an exciting transformation journey. At the heart of this evolution is our new mascot, Vaddy, here to spread joy, spark fun, and remind everyone to enjoy life’s little indulgences with Vadilal. We want to build on Vaddy as a lifelong entity for the brand, and we are thrilled to bring this new energy to our brand while staying rooted in what makes Vadilal special — delicious ice creams that bring people together, no matter the occasion. This Summer – Zara Muskuraiye, Vadilal Khaiye.”
The campaign also marks the debut of a catchy new sonic identity — a fresh jingle that complements Vadilal’s bold visual revamp and reinforces the brand’s feel-good philosophy. The multi-platform rollout will span television, digital, social media, outdoor, and retail touchpoints, ensuring widespread visibility and emotional resonance with audiences.
Niraj Presswala, General Manager, Marketing & Branding, Vadilal, added, “This campaign marks a bold yet thoughtful evolution of the Vadilal brand. Our mascot Vaddy is a symbol of happiness, indulgence, and the feel-good moments that ice cream brings. We are excited to connect with a new generation of consumers while continuing to delight those who have grown up with Vadilal.
Along with unveiling a bold new look, the campaign also introduces a catchy sonic identity, a fun and memorable new jingle that complements Vadilal’s vibrant new look. Rolling out across TV, digital, social media, outdoor, and retail platforms, the campaign ensures that Vaddy and the brand’s new philosophy reach far and wide this summer and become a part of everyday moments.”
As a brand synonymous with joy and nostalgia, Vadilal’s latest campaign reaffirms its positioning as not just a dessert brand, but a purveyor of shared happiness. With “Zara Muskuraiye, Vadilal Khaiye!”, Vadilal invites everyone to slow down, smile, and indulge in moments that matter — one delicious scoop at a time.
