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12 young faces to be chosen as top ice cream brand’s ambassadors

Vadilal’s focus on the youth extended to its 2013 calendar


BestMediaInfo Bureau | Delhi | November 27, 2012

In a unique consumer-outreach initiative, Vadilal Industries Limited, India’s second largest ice cream producer, has come out with an innovative strategy of selecting youngsters aged between 15 to 26 years for its 2013 calendar. The company through its ‘Freeze the Moment’ contest is inviting applications from youth across the country to be featured in its calendar for 2013. The winners of the contest would not only win prizes but also become celebrities with their photos being displayed across India. The shortlisted candidates may also get a fair chance to feature in television commercial of Vadilal Ice Cream.

Last year the company had come out with a similar contest for children aged between 5 to 10 years and it had received over 1000 entries. This year, Vadilal will be coming out with over 20,000 wall and table calendars for the year 2013 with 12 young faced to be selected from the ongoing contest.


Devanshu Gandhi

Devanshu Gandhi, Managing Director of Vadilal Industries Ltd. said, “The pictures will be a precious record of the youth’s unbridled ‘happinezz’ in savouring one of the most delectable treats ever invented. And the outreach programme represents Vadilal’s bold move to connect with consumers directly. This imaginative strategy has stirred tremendous interest in the public, media and industry experts because Vadilal is banking on its consumer focus to veer away from the conventional tactic of using celebrities for promotions. Instead, the company shone the spotlight on seemingly unknown faces.”

Gandhi added, “The contest itself generated heart-warming response and excited discussion about the campaign. Indeed, on the very first few days of the ongoing campaign, the company received hundreds of responses with many youngsters showing keenness to win a place on the calendar.”

In short, the successful ‘Freeze the Moment’ contest rounds off a year of novel marketing activities for Vadilal.  The company’s journey from being a small outlet in Ahmedabad over 80 years ago, to emerging as India’s second largest ice cream player has been hastened by consistent innovation in both marketing and product creation. Today, the company is also one of the largest processed food players in India with significant exports of frozen vegetables and ready-to-eat snacks, curries and breads.

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