Tonic Worldwide creates #WakaoMoment campaign for Dinshaw’s

The campaign has been released dominantly in digital media and supported by Radio and Outdoor in major markets

by exchange4media Staff
Published - Apr 22, 2019 7:23 PM Updated: Apr 22, 2019 7:23 PM
Dinshaw

Dinshaw’s Ice cream has launched its summer 2019 campaign - #WakaoMoment. The campaign by Tonic Worldwide focuses on celebrating the moments of happiness.  

Dinshaw’s campaign aims to make people realise their moments of happiness and celebrate their #WakaoMoment. In life most of us tend to remember the bad and sad moments more than the happy ones. These moments that deserve some celebration are the #WakaoMoments. 

The campaign has been released dominantly in digital media and is supported by Radio and Outdoor in major markets of Maharashtra, Andhra Pradesh, Telangana, Chhattisgarh, Madhya Pradesh, Orissa & Part of Uttar Pradesh 

To communicate the #WakaoMoment, Dinshaw’s will be releasing five commercials on Digital platform and support them in Radio with User-generated Content. Four of these commercials are already out and the other will be released every Friday. 

The campaign follows #WakaoMoments in life of Protagonist Vicky. So all the five commercials are interlinked featuring examples of everyday slice of life moments.

A teaser campaign across Radio and OOH preceded the main launch of the campaign. In digital the teaser campaign used influencers engagement to generate curiosity about the #WakaoMoment.

Jamashp Bapuna - Joint Managing Director and Zervin Rana - Director Sales & Marketing & Dinshaw’s Dairy Foods said: “Taste, quality, sensuality and romance have been overexploited in Ice Cream category. The consumer does not necessarily look for these. The brand needs to connect with them at their life moments and give them an emotional reason to engage. Hence the 2017 campaign celebrated friendship and togetherness under the theme was “Dil Ki Dosti pighalti Nahi” and 2018 campaign “Taste in tongue out” celebrated the temptation to eat ice cream. Salivating tongue-out whenever people see someone eating ice cream humorously represented it. The 2019 campaign addresses the core target group of today’s youth and tries to speak to them in their language. It is again slice-of-life representation. The brand is part of their life and is providing them with a new currency to express the excitement and happiness of their #WakaoMoment.”

Sanjeev Kotnala (Intradia World) and Marketing advisor with the brand said, “When you don’t have a word to express sudden happiness shout Wakao.  #WakaoMoments are simple moments and not rare in life. We have been conscious of the fact that the situations we use represent the lifestyle and local connections for the consumers in our markets. We are conscious of the fact that happiness should be the most democratized emotion and feeling. There is no measurement and process to evaluate happiness. But we through our own life, constraints and freedom, experiences and examples have created our measurement of happiness. So, it is entirely individualistic and unique for each one of us. And we have our unique ways to demonstrate happiness verbally and through actions. Just find a #WakaoMoment and celebrate it with Dinshaws Ice Creams.”

Sudish Balan, Chief Business Officer, Tonic Worldwide said, “Wakao is a creative expression for all celebratory moments and slice of life moments of happiness which strategically placed Dinshaw’s in the centre of all celebrations. The objective is to get people to celebrate all these moments with Dinshaw’s leading to brand love and sales. Additionally, it creates an emotional connect with youth audiences looking for a cool conversational lingo.  

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