Ahmedabad: Zero Gravity Communications was awarded communication mandate for print, digital media duties for #MOR2GO range of products for HAVMOR. Their out-of-the-box strategy, consistent brand messaging across platforms and seamless execution helped Havmor get first product validation in Ahmedabad and now help launch in Mumbai and Bangalore phase 2 lunch.
The positioning given by the agency is Don’t Stop the Fun, there’s #MOR2GO, the campaign aims to reinforce the delightful experience of consuming artisanal ice-creams and that too, through doorstep delivery.
Zero Gravity Communications devised a multi-pronged strategy for the brand. In the first step, print advertisements were placed in leading publications to enable Havmor to gain a share of voice regionally. The simultaneous seeding on digital platforms through search engine ads and social media advertising helped create a strong brand recall. Agency has also created product experience focused commercials which highlights USPs and product experience. Alongside there was highly engaging social influencer campaign with prominent food influencers of Ahmedabad to ensure a vibrant hyperlocal reach.
Khushboo Sharma, Founder & CEO, Zero Gravity Communications said, “Amid the COVID-19 pandemic, the formidable challenge was to regain customers’ trust in safe doorstep delivery and that too, for a product like ice-cream that is generally ordered at parlours rather than online. We wanted to bring forward a new experience of artisanal ice-creams at the doorstep with direct communication. We have taken the iterative approach with first print ads along with a digital campaign that is regionally focused for Gujarat. Now we are going to take it forward with multiple states where Havmor is present along with product films that depict product experience and going forward we will move to storytelling“
Commenting on the launch, Vincent Noronha – Parlour Business Head, Havmor Ice-Cream said, “Our newly-introduced artisanal range prioritizes parlour innovations and promises a delightful experience to ice cream lovers. We identified the consumers demand at a time when disruptive changes had increased the need for joy, safety and convenience from trusted brands. COVID-19 has restricted the mobility of consumers and a lot of demand has moved online. Our new offering overcomes this barrier and provides the wholesome experience to ice cream aficionados to pump up the joy of celebrations. Consumer-centred innovation will always be at the core of our product strategy and business model”
Havmor, a leading ice-cream brand, has launched a range of artisanal ice-creams, #MOR2GO to ring in the festive spirits. It’s a first of its kind launch in the ice cream category with parlour exclusive range of ice creams placed in temperature barrier packaging. #MOR2GO is exclusively available on food aggregator platforms and is home delivered throughout Ahmedabad, Mumbai & Bangalore. The brand is witnessing an ever-growing online demand for artisanal ice creams through Swiggy, Zomato and its own e-commerce portal www.havmoronline.com and looks to leverage it through this exclusive range. The scrumptious range of products includes single serves as well as Havmor’s signature range of ice cream cakes to maximize the joy of festivities. The product is now available in Ahmedabad, Mumbai and Bengaluru. Havmor is now planning to expand this range to more cities and offer more range of products by the summer of 2021.
Zero Gravity Communications is an integrated strategy, branding, advertising and digital solutions company with more than 40+ clients and 43 employees. Their clientele includes some of the prominent names like Goyal & Company, Venus, Mobex, Twasa Cosmetics, Jivraj9, Clear Premium Water, NEI CK Birla Group, Nimba Nature Cure, Troikaa Nutrasciences and more.
