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Tag: ice creams

  • Unilever ropes in Noopur Bapna as media and digital marketing lead for ice-creams

    Unilever ropes in Noopur Bapna as media and digital marketing lead for ice-creams

    MUMBAI: Noopur Bapna has taken the plunge into the frosty world of frozen desserts, nabbing the coveted position of media and digital marketing lead for ice creams at Unilever India.

    Bapna’s career path has been anything but vanilla, having most recently served as group media manager at Marico Ltd where she spent nearly three years climbing the corporate ladder. Prior to this chilling new appointment, she honed her digital chops at GroupM, where she rose from senior director to partner during a two-and-a-half-year stint.

    Her CV boasts an impressive medley of media roles, with previous positions at The Social Street, where she spent nearly five years as media supervisor, and earlier gigs at the Times Group and DDB Mudra, where she cut her teeth on brands such as BPCL, Kuoni and World Gold Council.

    Bapna’s has  a well-stocked toolbox of skills to her new role, including media strategy, digital strategy and social media expertise—all essential ingredients in today’s marketing mix. 

    Unilever’s ice cream portfolio, which includes global heavyweights such as Magnum, Cornetto and Wall’s, will now benefit from Bapna’s digital savvy as the company continues to battle for supremacy in India’s increasingly competitive frozen treats market.

    The appointment comes at a time when digital marketing for consumables is heating up, even for products that need to stay below zero. With summer approaching in the subcontinent, the timing couldn’t be more delicious for both Bapna and Unilever.

  • Here’s how a family bonds over Mother Dairy ice creams

    Here’s how a family bonds over Mother Dairy ice creams

    NEW DELHI: With summer around the corner, Mother Dairy has rolled out a new ice creams campaign #KhushiyonKiParampara that targets consumers across varied age groups.

    Comprising three ad films, the campaign curates the thought of togetherness and family bonding while indulging in favoured flavours of ice creams.

    The idea of the new campaign revolves around the fact that often people in a family, despite living together, are disconnected from each other as they are busy in their own lives. It is centred around a modern family that realises that there are very few instances when they get to spend time together.

    The new TVC films are tied to the umbrella proposition of Rishton Ka Swaad Badhaye and aptly depicts an Indian household bonding over their love for ice creams, celebrating the occasion as a daily ritual. The ads have been directed by filmmaker Shoojit Sircar, while the lead roles have been played by Swanand Kirkire as the father and Lubna Salim as the mother. Together they have conveyed the thought of bonding over ice cream in a persuasive storyline.

    The six week-long campaign will also be showcased across print, digital and outdoor mediums.

    Mother Dairy business head – dairy products Sanjay Sharma said, “Through our new campaign, we have attempted to capture those celebratory family moments over ice creams, which are more like a ritual. As a brand we see an opportunity to not only capture the mind share of our consumers but also the shelf space of their refrigerators while offering them quality milk-based ice creams in a variety of flavours to choose from. The newly launched TVCs aptly capture the essence of family bonding and love for unique flavours from varied age groups and yet come together to greet the occasion beautifully, reflecting our core positioning of Rishton ka Swaad Badhaye.”

    Ogilvy India (north) chief creative officer Ritu Sharda remarked, “In this ever-evolving world that we reside in today, it has become all the more important for families to spend time together (especially during the pandemic). We wanted to capture the emotion of togetherness through bonding moments over indulgent ice creams. Our idea brings a simple ice cream eating family tradition to light that showcases the warmth of relationships."