Vadilal Industries International Business has launched a campaign in the overseas market featuring brand ambassador and Bollywood superstar Ranveer Singh for their flagship ice creams range – Vadilal Ice Cream. Conceived by Mullen Lintas Delhi, the campaign pitches that ‘joy is to be lived in the now and any moment wasted is a moment lost’.
The new campaign by the agency titled ‘Vadilal Quick Treat – Har Moment Right Kar!’ comes after Mullen Lintas recently won the international business for the Indian legacy ice cream brand.
“The idea of the new campaign is to give fresh new imagery to Vadilal Quick Treat Ice Cream which, for the people in USA and Indians abroad, is more so a nostalgic buy,” said a release.
“Vadilal is one such iconic brand that has been loved across ages by Indians in the domestic Indian market and abroad alike,” said Ranveer Singh, Shreshth Jhawar, CEO, Vadilal Industries USA.
Ranveer Singh depicts the different types of flavours in a youthful/trendy way to urge the audience to go and savour every moment with Vadilal Ice Creams, or as Ranveer aptly puts it – ‘lick it, bite it, right it!’
“We derived a life philosophy using exactly that as an analogy and who better to endorse it but Ranveer Singh, who embodies that, living each moment to the fullest, with absolute panache and exuberance,” said Garima Khandelwal, CCO, Mullen Lintas.
“With this campaign we launched the brand’s tagline – “har moment ko right kar”. Infact, in all the brands Ranveer endorses, we have never seen him this way, dressed as a Cassatta. It was a great marriage with everything coming together, in complete Bollywood style to speak to the NRI audience, we are excited to see how this brand relationship now develops.”
Client: Vadilal Industries Ltd.
Creative Agency: Mullen Lintas
CEO, Mullen Lintas: Hari Krishnan
Chief Creative Officer: Garima Khandelwal
National Planning Director: Ekta Relan
Head of Office, Mullen Lintas: Sunil Singh
Executive Creative Director, Mullen Lintas: Kapil Ojha
Creative Team: Ashwin Joharapurkar, Alekh Kudtarkar, Adwait Kulkarni, Rohit Suryawanshi
Planning Head, Mullen Lintas: Saumya Baijal
Account Management Team: Disha Dhami, Yashi Goel
Production House: Mangata Films
Director: Vasan Bala
Producer: Ashi Dua & Karan Kapadia