Mumbai: Vadilal Industries announced the appointment of Mullen Lintas Delhi as the creative agency for its global brand campaign. They will be responsible for Vadilal Ice Creams’ creative mandate for its international business.

Mullen Lintas will be responsible for driving growth objectives and business opportunities in the international markets for Vadilal Ice Creams. The agency will strategize and execute the brand’s communication for a mega campaign designed exclusively for its international markets—across countries like the USA, Canada, Australia, UK, Europe, Singapore, Middle East, amongst others.

As a leading ice cream brand, Vadilal has been bringing delightful ice-cream experiences to people across the world for over 115 years. Having established itself as the largest Indian ice cream brand in the international markets, the brand is now looking to take a communication leap with a well-designed marketing campaign.

Commenting on the new partnership, Vadilal Industries USA CEO Shreshth Jhawar said, “We were impressed with the deep understanding of the category and consumers demonstrated, and, of course, by the creative firepower on display by the team. We look forward to a strong and effective long-term partnership with Mullen Lintas.”

Delighted about the win, Mullen Lintas CEO Hari Krishnan commented, “We are delighted to have been given the mandate for Vadilal (USA). The brand is synonymous with joy & delight, and moments of fun and happiness. Our efforts would be to build a brand narrative that consolidates these emotions around the brand in a manner that is uniquely ingrained in the Mullen Lintas’ challenger thinking philosophy.”