Mumbai: Continuing its legacy as The Happiest Ice Cream in the World, Baskin Robbins India has unveiled an exciting new campaign to mark the launch of its latest offering—authentic Italian Gelato scoops and sundaes. With this addition, the iconic dessert brand is bringing a touch of Italy and a whole lot of love to Indian consumers, strengthening its commitment to innovation and joy-filled indulgence.
Having served India for over three decades, Baskin Robbins has become a household name across the country, with over 1,000 parlours in 290+ cities, and a growing presence across retail, quick commerce, and food service channels. The new Italian Gelato range is a testament to the brand’s drive to deliver world-class flavours while staying rooted in emotional connection.
To support the launch, the brand has released a set of three heartwarming and humorous films under a campaign that has gone live earlier this month across digital and social platforms. Baskin Robbins India plans to invest 20% more than last year’s marketing spend to amplify the campaign and boost visibility.
Set in familiar, everyday scenarios, the films capture intimate and joyful moments—a couple rekindling their playfulness, a grandmother tapping into her inner child, and a group of friends navigating the rollercoaster of growing up—all united by the comfort and charm of Baskin Robbins’ Italian Gelato. With every scoop, viewers are transported to the cobblestoned streets of Italy, no passport required.
Aleesha Desai, General Manager Marketing, Baskin Robbins India, said, “Our endeavour with the campaign is not just to introduce Italian Gelatos, but to also highlight the international equity of the brand and the fact that we want to continuously give our consumers only the best from around the world. For us, it’s not just about indulgence, it’s about connection, that is built over shared ice cream scoops and shared laughs. These films with their humour amplify the joyous, friendly and relatable personality of the brand in its full glory – it surprises you, warms you, and gently reminds you to savour the moment.”
Each film is designed to reinforce the brand’s purpose: to make every moment a celebration through ice cream. With Italian passion, smooth flavour, and feel-good storytelling, Baskin Robbins once again sets the standard for dessert experiences in India.
