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.”