Devyani Food Industries (DFIL), a part of the RJ Corp group, has introduced Infino, a premium ice cream brand, exclusively in five key markets: Mumbai, Kolkata, Delhi, Hyderabad, and Bangalore.
As part of this launch, DFIL has revealed two Digital Video Commercials (DVC), which effectively encapsulate Infino's identity as a premium ice cream brand.
The DVC’s unfolds the narrative of a premium ice cream, crafted with real chocolate. It underscores that relishing this exquisite indulgence will evoke a heightened sensation of pleasure, stated the company statement.
The creative team includes director and director of photography Jay Bhansali, and the concept was developed by Team Liqvd Asia.
Sudhir Chavan, CEO, DFIL, said, “Brand Infino is an embodiment of elegance and exquisite taste. With the brand's launch, our aim was to redefine the ice cream landscape, offering a sensory journey that transcends consumer expectations. With our brand films, the objective was clear – we need to depict the essence of indulgence, decadence and sophistication, thereby showing the world our brand's unique offering and superior quality.”
Chavan further said, “We believe this launch will not only redefine ice cream experience for consumers but also set new standards for premium offering in the Indian market. Selecting digital launch for both our “brand films” was a strategic decision rooted in the dynamic landscape of consumer engagement. In a world where digital platforms are omnipresent, we aimed for a wide impact with our target audience across platforms and markets. The films that we have released embodies our brand ethos and communicates how the brand and products are perceived."
Sunil Gangras, Head of Creative Services, Liqvd Asia, said, “When we were thinking about manifesting the magic of Infino in the creative expression, we wanted to disrupt the premium segment with a product that not only smacks of elitism but also is dazzlingly different in every aspect of design, and we wanted to dial up indulgence in every frame and every conversation. Our single-minded proposition was to establish Infino as an ‘Out of this world’ brand and hence, we gave it a creative spin by creating its own universe of delight and decadence. This was achieved through a narrative that landed right on the discerning taste buds. Our creative strategy was crafted in a way that makes Infino drool-worthy and desirable enough to drive trials for this premium ice-cream brand and make a dent in the universe.”
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