Arun Ice Cream, from the largest private sector dairy in India, Hatsun Agro Product Limited, has launched a new brand theme starting this summer. The ice cream brand, one of South India's largest, had roped in O&M to handle its creative duties two months ago. The theme and the campaign represent a shift from the ambassador-endorsed creamy proposition to an animated 'Arun Ice Cream family' approach.
According to Nanda Kumar, Chief Marketing Officer, Hatsun Agro Product, the company has not shifted entirely from the 'creamy' proposition. "We continue to communicate the creaminess of Arun Ice Cream. The insight of families of consumers for ice creams to be addressed and the need to communicate our extensive variety has resulted in this campaign. The campaign has just been broken, and so far the response has been reasonably good," he said. The burst happened around the festive date of April 14, celebrated as New Year in Tamil Nadu and Kerala.
In its new TVC and print campaigns, Arun has created animated characters to represent different members of a family, and each member's character has been conceptualized to represent a flavor from the ice cream maker. The company plans to hold the theme of the animated characters and the Arun Ice cream family post the summer burst. The animation has been done by Mumbai-based Famous.
Krishna Mohan, President, O&M, Chennai and Hyderabad, said, "The insight for the approach was that there were 'ice-cream families'. The challenge was to identity how to own these ice cream families. The free-home delivery concept is also something that has been thought of now to take the product as close as possible to the 'ice-cream families'."
The product packaging also reflects the new theme of the brand, and a host of ground level activities are being planned for this summer. Interestingly, the TVC stands out as one of the few for consumables without a shot of the actual product. The brand is also getting into online games and comic strips for kids. Eventually, said the spokespeople, it would get into kids creating characters by themselves. Earlier, the brand worked with actress Simran as its Brand Ambassador, when the advertising was handled by Sasi. Hatsun's ad spends are estimated to be in the region of Rs.10 Crores, and the company's media duties are with Starcom.