Probably one of the best things about the killing summers is that you get to eat as many ice creams as you want to keep the heat at bay. This is also the time when the players in the ice cream market become active with their advertising, knowing very well that this is the peak season for sale, and effective communication is the arsenal, which they can use for top-of-the-mind recall. Not to be left behind, Mother Dairy has come up with a new commercial for its Lic Lolleez range of ice creams that is targetted primarily at children in the age group of three to 11.
Elaborating on the communication strategy for Lic Lolleez, Paul Thachil, CEO, Mother Dairy, said, “The commercial is an attempt to build closeness with our target consumers and tell them to have fun with ice creams. Mother Dairy is a leading player in the ice lollies category and with this commercial, we want to further connect with the children while conveying how they love the product.”
The commercial has been shot with two scripts using the tag line ‘Jagaye andar ka Bandar’. In the first commercial, a little girl is licking a lolly while lying on the grass and is contemplating on tying two the shoelaces of a man sitting on the bench. The man gets us, only to trip since he does not realise that both his shoelaces are tied up. The next shot shows the girl sitting on a tree and taking out another Lic Lolly. She sticks out her tongue, which has turned orange, and an animated tail is seen behind. The voiceover says, “Mother Dairy Lic Lolleez, jagaye andar ka bandar.” The second commercial shows a classroom, which again features a harmless mischief with the same tagline.
Nandu Narasimhan, Creative Director-North, Saatchi & Saatchi, who has also worked on the commercial, said, “We built the ad on the premise of fun ice creams which exude innocent naughtiness. Children love to fool around, but at the same time, it’s a harmless prank and an unadulterated mischief which brings a smile on everyone’s face.”
“We thought of the tagline ‘Jagaye andar ka bandar’ because the oft heard description of a mother for her naughty child is that he or she behaves like a monkey. So we thought of taking this insight and improving on it,” Narasimhan added.
The production house for the commercial is the Bangalore-based Zero Rules and the TVC has been shot in Mumbai.
Mother Dairy is also slated to come out with a campaign for its range of ice creams called Chillz, which is targeted at young adults. The current campaign for Lic Lolleez will be supported by outdoors, especially in front of schools that will focus on the theme and will also witness redemption programme around the brand.
Thachil informed, “We are aiming at a growth of 40 per cent this year, in terms of sales. We hope to achieve this by using a combination of media vehicles and increase in distribution. We are also focussing on the ‘take home’ category that will be driven by outdoors, and based on the theme of ‘Give in’. Besides, we are also looking at new markets such as Goa and Pune this year.”