Cream Bell Ice Cream has launched its first ever-digital campaign to raise awareness about the newest offering Bon Bon, vanilla enrobed in chocolate.
The 15ml Bon Bon is the brand’s smallest offering, priced at just Rs 5. Keeping its short and sweet nature in mind, Bon Bon has been positioned as the ‘Ice cream ka short form’. The ‘Short Form’ campaign kicked off in May with the brand rewriting the definitions of commonly used SMS and email short forms (BRB, FYI, WTF). The consumer engagement campaign that followed asked the consumers to follow suit with new short forms being thrown every day. The campaign was executed across Facebook, Twitter, Instagram, TikTok and radio channels.
The campaign was further extended into a series of online films with Manoj Pahwa and Nilu Kohli, around the theme of ‘Lagi shart’. Intended to push the product for in-home consumption, the films follow hilarious bets of a fun-loving family, who wager Cream Bell Bon Bons on everyday occasions like getting terrified during a horror movie or forgetting the wallet at home.
Sandeep Singla, CMO, Cream Bell, said, “The market for ice creams is on the rise. Unlike western countries, the moments of consumptions of ice cream in India are special and few. By building multiple consumption occasions both inside and outside home, we believe we can drive growth for the category and Cream Bell. This is where Bon Bon because of its right bite size, provides multiple opportunities for consumption of short and sweet pleasures at any time of the day.”
Singla said, “Its pricing is not just pocket-friendly for consumers but also enables us to penetrate multiple retail outlets.”
Sachin Kumar, Founder, Bottle Openers, said, “Ice creams are like sweet treats that people want to enjoy with their loved ones. We wanted to build a campaign around everyday family moments and make them special. The thought was to create more conversations and playfulness in the family with Bon Bons’ acting as connecting dots. Since playful betting is ingrained in Indian families, hence the second leg of the campaign was titled ‘Lagi shart’.”
The campaign has seen successful so far with overall reach of 14,521,461 and more than 2,586,649 views garnered across YouTube and social channels for the films.
Ice cream ka short form contest
Lagi shart film videos
Links for radio activations
Client: Cream Bell
Digital Agency: Bottle Openers
Creative Direction: Utkarsh Payal, Apurva Chaturvedi
Production House: Aena Productions
Director: Ishita Dave
Producer: Ashwin Dsouza