Ice cream marketing on Hoardings is becoming cool said Sanjeev Gupta, MD, Global Advertisers

Mumbai : Over the years, ice cream market in India has gained momentum with entry of national and local players in the market. As per the reports, the segment which is projected at Rs 3,000 crore has been growing at 19.5 per cent year-on-year. Ice-cream is typically regarded as a seasonal product, with demand peaking during the summer months. Therefore, activities on outdoor advertising increases during this time. Global Advertisers, an out-of-home agency has recently executed campaign for the home-grown ice cream- Kwality and also for the international players- Magnum and Havmor. Kwality ice cream outdoor campaign aimed at creating awareness about their new product- Cornetto, Havmor‘s objective was to promote quality of its products along with creative on new flavours and HUL's Magnum flagged off the campaign for its new addition- Magnum Brownie. These brands mainly engaged large size hoardings at important junctions of the city along with bus shelters.

Commenting on ice-cream campaigns, Sanjeev Gupta, MD, Global Advertisers, said “ In India there are about 30-35 ice-cream brands. This year, we have seen significant increase in the demand of hoardings from this segment because of extremely hot weather conditions which has probably turned out to be good for ice-cream sector.”

He further added, “Increasing urbanisation, rising incomes, consumer awareness, and improved cold supply chain has made this sector fast growing. Our outdoor media platforms such as hoardings, bus media, railway media, and airport media are increasingly becoming popular for the promotions of Ice-cream brands and we hope to see more traction by next year.”

Today, Amul, Kwality Walls, Mother Dairy, Vadilal,Cream Bell, Natural are amongst the prominent homegrown ice creams. Whilst Magnum, Havmor, Baskin-Robbins, London Dairy, New Zealand Naturals, and Hokey Pokey cater to the high-end market.