Cream Bell Ice cream's ‘Ice Cream Ka Short Form’ attempted to establish Bon Bon as a guilt-free sweet treat. Here's a detailed case study of the campaign:
Category
Introduction
The Indian Ice Cream industry
amounts to a revenue of US$637m presently. The market is expected to grow
annually by 8.2% (CAGR 2019-2023). (Source: Statista)
Brand
Introduction
Since its launch in 2003, Cream Bell has 136 varieties in its basket catering to various consumer age groups and their taste buds. Cream Bell boasts of world-class standards in the area of product quality.
The marketing objective
is to connect with the audience and generate brand love and desire for the
product range.
Problem
Statement/Objective
The ‘Ice Cream Ka Short Form’ campaign, which later translated into the ‘Lagi Shart’ campaign, was conceptualized to introduce the smallest offering of Cream Bell – the Bon Bon.
Brief
Through the 2-month campaign, the brand wanted awareness for Bon Bon at a product level.
Additionally, they wanted to position it as a guilt-free sweet treat which is meant for in-home consumption.
Creative
Idea
Ice Cream Ka Short Form: The redefining of commonly used chat lingo (BRB, ASAP, TTYL, etc) resonated with the young TG – it also put the product in perspective as a light-hearted, quick treat, which satisfies without weighing on your pocket, time, or body mass.
Lagi Shart: To promote in-home consumption, the “Short Form” idea needed to be translated into a more emotional, relatable and family-centric environment. The Lagi Shart campaign was set to position Bon Bon as the desirable currency of bets which a regular Indian family sometimes undertakes to make life sweeter and more interesting.
Execution
Media Used: Facebook, Instagram, Tik Tok, and Radio
We started by posting common short forms and their “Bon Bon meanings”. For example, TTYL (commonly used for “Talk To You Later”) was defined as “The Treat You Love”, and BRB (Be Right Back) as “Buttery Round Bonbons”.
About a week from the start of the contest, Cream Bell started the #IceCreamShortForm Contest on Facebook and Instagram, whereby people were asked to redefine a new short-form every day. The winners of the contest got gift vouchers and an Amazon Echo Dot as the grand prize.
Though the concepts were the same as Facebook, the Insta page was ornated with beautiful, vibrant creative sprawled across in the grid format. #IceCreamShortForm Contest ran on Facebook as well as Instagram.
Cream Bell BonBon radio spots ran heavy on Radio in metros and the spots were also taken to TikTokwhere prominent TikTok-ers such as Manjul Khattar took the challenge of making the audio spots.
The challenge was then thrown open to the general audience and for a brand foraying into Tik Tok, the response was exceptional. The contest garnered more than 100 entries with Tik Tokers getting creative with a challenge that also tested their speed of spoken English.
Phase II: #LagiShart Campaign
The second leg of the campaign sought to position the product as a frozen dessert for in-home consumption. Hence, the campaign was played out with 3 “sitcom-like” films that centered around a robust, funny, “suck-out-all-the-marrow-of-life” kind of Indian middle-class family, which bets with each other for Bon Bon at any intriguing opportunity.
The campaign saw an overall reach of 24 million and more than 9.6 million views garnered across YouTube and social channels for the films.
In total, the films have garnered more than 9.7 million views on Facebook, YouTube, and Instagram.
Speaking about the product, Sandeep Singla, CMO, Cream Bell, said, “By building multiple consumption occasions both inside and outside the home, we believe we can drive growth for the category and Creambell. This is where Bon Bon because of its right bite-size, provides multiple opportunities for consumption of short and sweet pleasures at any time of the day.”
Singla further added, “Its pricing is not just pocket-friendly for consumers but also enables us to penetrate multiple retail outlets.”
Sharing more insights about the campaign, Sachin Kumar, Founder, Bottle Openers, said, “Ice creams are like sweet treats that people want to enjoy with their loved ones. We wanted to build a campaign around everyday family moments and make them special. The thought was to create more conversations and playfulness in the family with Bon Bons acting as connecting dots. Since playful betting is ingrained in Indian families, hence the second leg of the campaign was titled ‘Lagi Shart’.”
Credits
Client: Cream Bell
Digital Agency: Bottle
Openers
Creative direction –
Utkarsh Payal, Apurva Chaturvedi
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