April 2025 | India – In a world that could use a little more laughter and a lot more ice cream, Vadilal has rolled out a campaign that promises both. Titled ‘Zara Muskuraiye, Vadilal Khaiye!’, the iconic ice cream brand has teamed up with creative powerhouse 82.5 Communications to deliver a message that’s as refreshing as a scoop of your favorite flavor on a sunny day.
But this isn’t just another brand campaign. It’s a call to smile — literally.
In a market buzzing with aggressive sales pitches and loud commercials, Vadilal takes a different route. Rooted in nostalgia and emotional warmth, the campaign taps into something we all need right now: joy in the little things.
“Zara Muskuraiye, Vadilal Khaiye!” translates to “Smile a little, enjoy some Vadilal,” and that simple line captures the campaign’s essence — happiness that starts with a smile and ends with a delicious treat.
This isn’t the first time Vadilal has connected with customers on an emotional level. The brand has always stood for tradition, togetherness, and celebration. But this time, with 82.5 Communications bringing its storytelling expertise to the table, Vadilal is diving deeper into the human experience.
Using visual storytelling, vibrant design elements, and emotionally resonant narratives, the campaign creates a space where ice cream isn’t just dessert — it’s a shared moment, a mood-lifter, a symbol of joy.
82.5 Communications, part of the Ogilvy network, is known for turning simple ideas into cultural conversations. With full-service creative control over Vadilal’s entire product portfolio, the agency is set to breathe new life into the brand’s voice.
From redefining the visual identity to crafting stories that connect across age groups, 82.5 is helping Vadilal build a consistent and memorable brand experience — both in supermarkets and on screens.
Here’s what makes ‘Zara Muskuraiye, Vadilal Khaiye!’ uniquely positioned for success in 2025:
Cultural Relevance: Amid digital fatigue and increasing stress, the campaign brings back the joy of small indulgences.
Multi-Platform Storytelling: With creative content rolling out across digital, print, and social platforms, the campaign meets audiences where they are.
Packaging Evolution: The redesign elements teased in the campaign point to a refreshed, modern Vadilal without losing its traditional soul.
Inclusive Messaging: From kids to grandparents, everyone can relate to the universal message — joy is meant to be shared.
With nearly a century of bringing frozen happiness to Indian homes, Vadilal continues to evolve while staying true to its roots. This new campaign isn’t just a marketing move; it’s an invitation. An invitation to pause, smile, and enjoy life — one bite at a time.
So next time you’re reaching into the freezer aisle, remember — Zara Muskuraiye, Vadilal Khaiye!
