Vadilal Enterprise, India’s ice-cream brand, has launched a new campaign that redefines summer celebrations. Featuring a series of three films depicting the significance of celebrations and Vadilal, the brand uniquely showcases “Har moment ko banaye Kamaal! WAAH Vadilal!”
The dynamic campaign revolves around the central theme of ‘WAAH’, embodying the delight experienced by consumers when indulging in flavorful Vadilal ice-creams. Capturing the essence of celebration across their three heartwarming films, the brand showcases moments of life’s milestones that go unnoticed until Vadilal’s ice-cream makes its entrance and draws attention to them. From the juiblant arrival of a newborn in the hospital to a heartfelt reunion of a long-lost son in India to the groundbreaking news of a Mars landing, Vadilal’s presence raises these moments into joyful celebrations. As their protagonists only react to the news after Vadilal’s ice-cream is served, their delight is associated with ice-cream as the core ingredient for summer joy. With each indulgence, the protagonists exclaim, ‘WAAH’, a sentiment that has been embraced by the brand.
Vadilal’s TVCs have been crafted by Moonshot Digital creative agency and feature scripts written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi, with direction films by Rahul Bharti and production by Zuleikha Gupta at Sun City Studios.
NiraJ R. Presswala, GM, marketing & branding says, “With loyal consumers spanning three generations, Vadilal Ice Creams is thrilled to connect with every age group in the quirkiest way possible this year, and we will continue doing campaigns like these year on year. Our summer ad films promise not only the best laughs but also a trip down memory lane, recalling your fondest celebratory moments. Vadilal has been there for countless “WAAH” moments – from birthdays to anniversairies to new jobs and to making every small moment a WAAH moment in your life. We’re excited to keep being a part of your cherished memories in the years ahead.”
Devaiah Bopanna, co-founder of Moonshot Digital says, “It’s not every day that you get a chance to work on a legacy brand. The challenge of living up to the legacy of Vadilal, while also trying to push the envelope on the creative, is no easy task. Thankfully, we had the unflinching support from the Vadilal team to create something all of us could be proud of. Sometimes, we just need to keep it simple and let the product and the brand do all the talking. So when we hit upon a simple insight that ‘Every moment can be an epic moment if we have Vadilal in it,’ it immediately resonated with all of us.”
Vadilal’s new campaign will be amplified through a mega-media mix with maximum penetration across mediums such as TV, Digital, Radio, Print, OOH, Audio, News Channels, and all brand touchpoints. Cobmined, their videos have over 20 million views on YouTube, proving the resounding success of their marketing plan.
