Top Story


Home >> Marketing >> Article

Baskin Robbins in celebration mode for 65th global anniversary

Font Size   16
Baskin Robbins in celebration mode for 65th global anniversary

Baskin Robbins India is all set to celebrate its 65th global anniversary on July 31. The ice-cream brand has already embarked on a slew of on ground activities, besides an extensive radio campaign as part of its anniversary celebrations. exchange4media takes a look at these activities and future plans. Today, Baskin Robbins is spread across the country with more than 400 outlets in over 90 cities.

Ashwin Uppal, GM - Marketing, South Asia, Baskin Robbins, elaborated, “We are doing a lot of marketing initiatives around the global anniversary of Baskin Robbins in the form of a 35-day long campaign, which began on June 27 and will culminate on July 31. We have tied up with Radio Mirchi for our anniversary celebrations over 31 days. As part of this exercise, teasers and spots are being aired on the FM station throughout this period. We are also doing programme content around Baskin Robbins’ 31 flavours.”

Uppal further said, “We are also undertaking on ground activities such as Radio Mirchi RJs visiting our ice-cream parlours and interacting with the guests. We have parlour decoration contests currently underway in Delhi, Mumbai, Bangalore, and Hyderabad. Two winners will be declared in each city, who will get free products.”

“Baskin Robbins has also joined hands with Make-A-Wish Foundation of India. Under the initiative, Baskin Robbins will donate Re 1 to the Foundation from every ice-cream order placed during the month of July. The activity is taking place in Mumbai, Delhi and Bangalore,” he added.

Regarding future plans, he said, “We are launching several products tailored to the Indian market. We are also changing the look and feel of our website, besides launching a new mascot for the Indian Baskin Robbins.”


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...