In order to expand its business to spread the goodness of their ice-cream to a country whose palate is as diverse as its culture, Havmor Icecreams was facing the challenge of creating a plan that would attract foodies across the length and breadth of the country instantly.
To expand and launch Havmor in various parts of the country and make it the preferred ice-cream brand this summer through the launch of new flavours, Havmor asked itself some very pertinent questions- one being, What would an ice-cream lover want to see and hear that would make them feel the goodness of having ice cream?
That’s when the idea hit home – that to know what kind of ice creams the country loves, it is best to hear it from the consumers. This led to the launch of ‘The Coolest Summer Job’ campaign. Some of India’s food lovers were invited to apply for the position of ‘Ice-cream Taster for Havmor’. Interested candidates were to send a video expressing their love for ice-cream along with why they deserve the coolest summer job.
The top-5 shortlisted candidates will be given the designation of ‘Chief Tasting Officers’ and will join the ice-cream makers of Havmor to invent their own new flavour.
Further to this, two of India’s most renowned chefs, Vicky Ratnani and Sanjana Patel, have joined in the campaign as mentors to the five Chief Tasting Officers. They will train, guide and educate the ice-cream tasters about different flavours, textures and ingredients.
Commenting on the digital campaign, Chaitanya Rele, VP Marketing for Havmor Ice Creams, said, “The campaign has been received with great enthusiasm across the country. We would like to thank the team at Prodigitz for creating and executing an idea that has been engaging and which puts our consumers in the forefront. We would also like to thank everyone who participated in this campaign to make it a success.”
Commenting on the idea of the campaign, Sunny Tulsiani, Managing Partner, Prodigitz, said, “Working with a brand like Havmor, that is committed to and passionate about its consumers, has been great. We’re ecstatic that the campaign received a tremendous response and we’re excited for the new flavours that will be created by the CTO’s, to hit the market.”
Managing Partner: Sunny Tulsiani
Agency Team: Ali Rais, Amisha Rathod, Resham Bhojwani, Jay Padhya
Brand side: Chaitanya Rele, Suraj Katoch