By A Correspondent
Cream Bell Ice Cream has launched a digital campaign to raise awareness about its new offering, Cream Bell Bon Bon. The campaign kicked off a few weeks ago with the brand rewriting the definitions of commonly used SMS and email short forms (BRB, FYI, WTF).
Said Sandeep Singla, CMO, Cream Bell: “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.”
Sharing more insights about the campaign, Sachin Kumar, Founder, Bottle Openers, added: “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’.”