Dinshaw's ice-cream says celebrate small moments and say 'Wakao'

Dinshaw’s ice-cream has launched its summer campaign, #WakaoMoment, focusing on celebrating moments of happiness. Wakao is a unique sense of happiness, a cry of joy.

The campaign aims to make people realise their moments of happiness and celebrate their #WakaoMoment. In life, we fail to find happiness in the simple day-to-day moments. These moments that deserve some celebrations are the #WakaoMoments.

‘Wakao’ of ‘#WakaoMoment’ helps express happiness for which there are no words. It is a sound mnemonic, a memory device. And every one of us has our own measurement and action to define that unique moment of happiness.

The campaign has been released dominantly in digital media and is supported by radio and outdoor in the major markets of Maharashtra, Andhra Pradesh, Telangana, Chhattisgarh, Madhya Pradesh, Orissa and parts of Uttar Pradesh.

Dinshaw’s has released four commercials on digital platform and will support them in radio with user-generated content and the fifth one will be released soon.

The campaign follows #WakaoMoments in the life of protagonist Vicky. All the five commercials are interlinked, featuring examples of everyday slice-of-life moments.

A teaser campaign across radio and OOH preceded the main launch of the campaign. In digital, the teaser campaign used influencers’ engagement to generate curiosity about the #WakaoMoment.

Jamashp Bapuna, Joint Managing Director and Zervin Rana, Director Sales and Marketing and Dinshaw’s Dairy Foods, said, “Taste, quality, sensuality and romance have been overexploited in the ice-cream category. The consumer does not necessarily look for these. The brand needs to connect with them at their life moments and give them an emotional reason to engage. Hence the 2017 campaign celebrated friendship and togetherness under the theme ‘Dil Ki Dosti pighalti Nahi’ and the 2018 campaign ‘Taste in tongue out’ celebrated the temptation to eat ice-cream.

The 2019 campaign addresses the core target group of today’s youth and tries to speak to them in their language. It is again a slice-of-life representation. The brand is part of their life and is providing them with a new currency to express the excitement and happiness of their #WakaoMoment.”

Sanjeev Kotnala (Intradia World) and Marketing advisor with the brand, said, “When you don’t have a word to express sudden happiness shout Wakao. #WakaoMoments are simple moments and not rare in life. We have been conscious of the fact that the situations we use represent the lifestyle and local connections for the consumers in our markets. We are conscious of the fact that happiness should be the most democratised emotion and feeling. There is no measurement and process to evaluate happiness. But we through our own life, constraints and freedom, experiences and examples have created our measurement of happiness. So, it is entirely individualistic and unique for each one of us. And we have our unique ways to demonstrate happiness verbally and through actions. Just find a #WakaoMoment and celebrate it with Dinshaw’s ice-creams.”

The campaign has been conceptualised by Tonic Worldwide. Sudish Balan, Chief Business Officer, Tonic Worldwide, said, “Wakao is a creative expression for all celebratory moments and slice-of-life moments of happiness that strategically placed Dinshaw’s at the centre of all celebrations. The objective is to get people to celebrate all these moments with Dinshaw’s, leading to brand love and sales. Additionally, it creates an emotional connect with youth audiences looking for a cool conversational lingo.”

Videos:

Episode 1: 

Episode 2: 

Episode 3:

Episode 4:

Credits:

Client: Dinshaw’s ice-cream

CMO, Dinshaw’s: Prashant Borse

Brand Manager: Mahesh Chaube

Brand Manager: Chaturbhuj Gavane

Brand Consultant: Sanjeev Kotnala

Agency: Tonic Worldwide

Chief Business Officer: Sudish Balan

Parv Khurana, Tomalika Banerjee, Samidha Tayshetye, Rohan Jadhav

TVC Direction: Pravin Singh

Info@BestMediaInfo.com