Mumbai: Havmor Ice Cream’s ad campaigns over the last two years have created high recall and impact with consumers, with a primary focus on consumer awareness to induce trials.
Executed by Havmor’s media agency MediaCom, these campaigns have resulted in significant growth for the brand pan India, winning new markets and delivering growth that has doubled the industry average. MediaCom has played an integral part in the way the Havmor brand has grown and spread its footprint across different geographies over last 2 years. Apart from regular media campaigns, Havmor also undertook an extensive consumer research study with GroupM’s strategic marketing consultancy mConsult.
Havmor appointed MediaCom as their agency on record for all media planning and buying in 2015. MediaCom brings on board its expertise and marketing intelligence along with a wealth of experience across local and global markets. With access to rich data, coupled with insights tailor-made for Havmor, the brand launched its first television campaign in 2016. The partnership took off on a high note as MediaCom ensured that the brand gains maximum visibility from its target audience. Strategic media tie ups were also put in place, for example, for movie premieres the brand came on board as the ice cream partners with Bahubali on Maa TV. Apart from sponsorships, MediaCom also worked on increasing the brands visibility through innovative tickers & 3D animation.
During the peak season in 2017, MediaCom looked at aggressive TV sponsorship for Havmor for 25 weeks straight. Digital mobile advertising, high impact print ads & OOH in regional markets were also a big chunk of MediaCom’s strategy which helped the brand gain consumer loyalty.
Speaking on the strong partnership, Chaitanya Rele, VP – Head of Marketing, Havmor Ice Cream, said, “We continue to have a long-standing association with MediaCom. The team has helped us deliver successful marketing campaigns over the last 2 years which has helped the brand grow exponentially. They have partnered throughout by providing strategic input and executing them unequivocally. We plan to continue with high impact marketing plans to in the near future as well and a long-lasting partnership with MediaCom.”