In India, the demand for ice cream rises during the summer season, leading to a surge in innovative offerings from leading ice cream brands. According to market research firm IMARC Group, the revenue generated by the ice cream market in 2022 exceeded Rs 194 billion and is projected to reach over Rs 508 billion by 2028, with a growth rate (CAGR) of 17.5% during 2023-2028.
Summer months, from mid-March until the end of June, account for 60-65% of sales for ice cream brands. As a result, brands typically release one campaign after another during this period. Vadilal’s Summer 2023 campaign features an upbeat music video called ‘Dil Bole Waah Waah Waah,’ composed by Kabeer Kathpalia, who also composed music for the 2022 Bollywood film ‘Gehraiyaan.’
The video is part of the brand’s popular ‘Dil Bole Waah Vadilal’ campaign, which revolves around the concept of people spontaneously appreciating and applauding something delicious by saying ‘Waah.’ The campaign features ‘Swiggy Uncle’ and ‘Rosesh Sarabhai’ dancing to the music. Actor Naresh Gosain, aka ‘Swiggy Uncle,’ has been ‘VadiBro’ for two years and was first seen during the launch of Vadilal’s Gourmet Natural Gulab Juman ice cream.
Vadilal’s latest video aims to convey its USP, which is the ‘Waah’ feeling. To extend the ‘VadiBro’ character, along with the Gourmet flavors, Vadilal collaborated with social media influencers, dancers, etc. The campaign will go live on social media, OOH platforms, radio, TV, and print.
According to Aakanksha Devanshu Gandhi, Vadilal’s president-branding, the brand aims to expand its retail points from 250 to 350-360 by the end of the current financial year. Vadilal’s target audience (18-35 years) is increasingly digital-savvy and conversational, leading the brand to involve stand-up comedians and respond to feedback to interact more with consumers.
The ice cream consumption patterns have changed drastically post-COVID, with consumers now consuming ice cream regularly. India’s ice cream consumption per capita is quite low, at 400 ml, compared to global standards. The ‘gourmet natural’ trend is on the rise as more people are attracted to organic and natural products. Vadilal has been expanding its product range every year, from creating ‘flavors of the month’ to launching Gourmet Natural Gulab Juman ice cream, catering to not just generations and age groups but also emotions.
Ice cream brands expect strong double-digit sales every summer season, and this year will be no different.