Baskin Robbins, one of India’s leading ice cream brands, has announced the launch of its new digital campaign, “The Happiest Ice Cream in the World.” Building on their new summer launches, Baskin Robbins aims to amplify the joy of indulgence with this campaign, tapping into the rising trend of snacking. The campaign reflects the brand’s ethos of spreading happiness to consumers, no matter the situations they find themselves in.
The campaign features a series of four short films showcasing consumers caught in bizarre situations while enjoying their favorite Baskin Robbins ice cream. The key message is that through life’s ups and downs, and even chaos, Baskin Robbins enables people to enjoy the moment and find cheer irrespective of what happens around them, making them truly “the happiest.’’
Mohit Khattar, CEO, Baskin Robbins India, said, “Consumer feedback served as the inspiration for our new brand campaign, ‘The Happiest Ice Cream in the World.’ It showcases the ability of Baskin Robbins ice creams to completely elevate one’s state of being, no matter what life throws your way.”
The campaign is available on all social media and digital platforms.
Baskin Robbins entered India in 1993 through a joint venture with the Graviss Group. The first manufacturing plant was opened near Pune. With over 950 parlours in 280+ cities, Baskin Robbins is one of the largest QSR chains in India and a leading brand in the ice cream industry. Baskin Robbins also has a presence in over 5,000 leading retail outlets (modern trade, hypermarkets, and general trade) as well as top-notch hospitality, multiplex, and airline companies in India. In addition to India, Graviss exports Baskin Robbins products to other countries in the SAARC region, including Nepal, Sri Lanka, and the Maldives.
