Vadilal targets youth with 3 new TVCs

MUMBAI: Triton Ahmedabad has created three spots for Vadilal to make the brand more youthful and popularise ice cream eating.

Pegged at Rs 25 billion, the ice-cream market in India is seasonal, dominated by established brands and growing at 15 per cent per annum.

Vadilal said they want to replace desserts with ice cream and make it a year long phenomena from a seasonal one. "But the immediate task was to create a contemporary image of the brand in a way that ice cream eating is a never ending pleasurable experience."
The first television commercial is for ‘Badabite: Happinezz jo chalti jaaye‘. The idea behind the creation is to emphasise the size of the ice cream bar for a long lasting effect.

In this ad, Triton attempts to change the convention of boy asking a girl out for a cup of coffee. To impress the girl, the protagonist orders for a Badabite and gets to spend more time with her.
The next television commercial was weaved for Flingo: A surprise in every bite and the idea is to express the surprise element of the ingredients, which is towards the end of the cone.

In this television commercial the element of surprise is creatively coined with the enthusiastic protagonist trying to impress his girlfriend by tattooing her name, only to discover that the name is misspelt, and which turn out to be another girl standing next to her.
The girl friend walks out on the boy but the other girl is impressed and he takes this opportunity to build relations over a Flingo and eventually gets more than expected.

The last spot is for Gourmet: The heavenly pleasure, which has exquisitely chosen ingredients and has global standards. It is hence targeted towards the upper segment of the society.

As the theme of the product is self indulgence, the emotions displayed by her are connoting bliss and heavenly pleasure.

The three TVCs are directed by Latha Menon and shot at IRIS Films, Chennai.

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