Campaign Objective
To establish Kwality Royal Magnum as a desired brand in the category which will add on the brand Equity of the Brand ‘Kwality’.
Insight and Strategic Thinking
As a result of ICT and Social Media connectivity, today’s neo – generation youth feel empowered more than ever before. They use the new media (social media and ICT, which are inclusive in nature) either for broadcasting self or promoting the social good. By all means, they become mini – stars and therefore create individualism within them. This individualism makes them to expose themselves anyway as an act of impression management.
As Kwality Royal Magnum has premium feel in its name, we did check the name association first. From our internal dipsticks we found that, youth associate Royal with big with premium feel and uniqueness. And when it comes to Premium Ice-cream, they closely associate it with uniqueness in flavor, design, outlook and taste.
So we need to tell them something very close to their taste and feeling.
Big Idea
Our Big Idea was ‘eishadervab (Premium) – e alada (Uniqueness)’.
Creative Execution:
In creative execution, we show that Kwality Royal Magnum bring the attitude in someone. Sequentially we show people are taking attitude as biting Kwality Royal Magnum – University Student before a pretty girl, pool player while his playmate playing against him superbly, Cricket players in a group after playing, a star before media, a shopper before other shoppers in shopping mall. Consequently it shows how an Ice – Cream become lifestyle like other lifestyle product i.e. Smartphone, shoe etc.
