Mumbai: Draftfcb Ulka (Mumbai) has created a new television campaign for Amul’s ice cream brand . The campaign urges people to squeeze out some time for their family and friends, and celebrate the simple joys of life with the exciting take home range of ice creams in the new avatar of ‘tubs’. The TVC created by Draftfcb Ulka urges the consumer to slow down in the super frenzied lifestyle and come together over an Amul Ice Cream Tub. Thus, instigating them to ‘Catch up.’
Haresh Moorjani, Group Creative Director, Draftfcb Ulka, says “In today’s technologically evolved busy world, most of us live & connect with each other in the virtual space rather than in the real world. Amul encourages you to step out and re-connect with people over a tub of ice cream. The film says that though life is fast paced but there’s no reason why we cannot slow down for a moment and catch up to share good times, memories over, of course, a tub of Amul Ice Cream.”
“The new Amul range is a great opportunity to encourage consumers to connect over a tub of ice cream” says Nitin Karkare, Chief OperatingOfficer, DraftfcbUlka, Mumbai.
R. S. Sodhi, Managing Director, GCMMF Ltd. said, “With a strong network across more than 800 cities in India Amul Ice Cream reaches every Indian. It also ensures that we cater to the varied preferences of consumers through the country. The take-home ice cream segment is the fastest growing as the consumer is no longer having ice creams just for special occasions. Ice creams are a great way to catch up, connect and enjoy the small moments of joy. The new Tub TVC captures just that.”
Amul is the leading brand in the ice cream market in India and nearly 3.5 times its closest competitor. It is the widest portfolio in the industry with almost 220 products and a wide range of flavours.
Since its inception, Amul Ice Creams keeps updating its set of products to include new variants and products which match the changing consumer preferences. Of the entire portfolio, the take home category is one of the most liked by the consumers enjoyed by both young and old.
The organized ice cream industry in India has a booming growth rate of 12-15% annually.Amul Ice Cream with 40% market share reaches out to consumers from Kashmir to Kanya kumari and from Gujarat to North East. No other ice cream brand has been able to cater the nation’s ice cream demand in such a wide geographical area. It makes Amul Ice Cream, “India’s only National Ice Cream Brand!”
Brand : Amul Ice Cream
Agency: Draftfcb Ulka (Mumbai)
National Creative Director: K. S. Chakravarthy
Group Creative Director: Haresh Moorjani
Creative team: Bhushan Pandit, Jitesh Ramakrishnan, Samiksha Saxena
Account Management: Ruta Patel, Pranay Merchant, Shweta Tiwari, Tejashree Savant
Agency Producers: Alpa Jobalia, Stanley Christian, Sukirth Rao
Production House: Blue God Films
Account Planning: Mubina Quraisshi