Zero Gravity designs 360-degree campaign for Havmor

Zero Gravity Communications has been awarded with the mandate for print and digital media duties for the #Mor2go range of products from ice-cream brand Havmor.

Their out-of-the-box strategy, consistent brand messaging across platforms and seamless execution helped Havmor to get product validation in Ahmedabad and is now helping its roll-out in Mumbai and Bangalore’s phase 2 launch.

The positioning put forward by the agency is Don’t Stop the Fun, there’s #Mor2Go. The campaign aims to reinforce the delightful experience of consuming artisanal ice-creams, and that too through doorstep delivery

Zero Gravity Communications devised a multi-pronged strategy for the brand. In the first step, print advertisements were placed in leading publications to enable Havmor to gain a share of voice regionally. The simultaneous seeding on digital platforms through search engine ads and social media advertising helped create a strong brand recall.

The agency has also created product experience focused commercials that highlight USPs and product experience. Alongside, there was highly engaging social influencer campaign with prominent food influencers of Ahmedabad to ensure a vibrant hyperlocal reach.

Khushboo Sharma, Founder and CEO, Zero Gravity Communications, said, “Amid the Covid-19 pandemic, the formidable challenge was to regain customers' trust in safe doorstep delivery and that too for a product like ice-cream that is generally ordered at parlours rather than online. We wanted to bring forward a new experience of artisanal ice-creams at doorstep with direct communication. We have taken iterative approach with first print ads along with digital campaign that is regionally focused for Gujarat. Now we are going to take it forward with multiple states where Havmor is present along with product films that depict product experience and going forward we will move to storytelling.”

Commenting on the launch, Vincent Noronha, Parlour Business Head, Havmor Ice-Cream, said, "Our newly-introduced artisanal range prioritises parlour innovations and promises a delightful experience to ice cream lovers. We identified the consumer demand at a time when disruptive changes had increased the need for joy, safety and convenience from trusted brands. Covid-19 has restricted the mobility of consumers and a lot of demand has moved online. Our new offering overcomes this barrier and provides the wholesome experience to ice cream aficionados to pump up the joy of celebrations. Consumer-centred innovation will always be at the core of our product strategy and business model."

Havmor has launched a range of artisanal ice-creams, #Mor2Go. It’s a first-of-its-kind launch in the ice cream category with parlour exclusive range of ice creams placed in temperature barrier packaging. #Mor2Go is exclusively available on food aggregator platforms and is home delivered throughout Ahmedabad, Mumbai and Bangalore. The brand is witnessing a growing online demand for artisanal ice creams through Swiggy, Zomato and its own e-commerce portal www.havmoronline.com and looks to leverage it through this exclusive range. The scrumptious range of products includes single serves as well as Havmor’s signature range of ice cream cakes. Havmor is now planning to expand this range to more cities and offer more range of products by the summer of 2021.

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