India: Kwality Walls heats up with massive summer ad blitz

The summer months from March to June are among the most important for the ice-cream brand, contributing to 40 per cent of annual sales.

"The 'Dil ka dhol bajao' ('Beat the drum of the heart') campaign urges consumers to celebrate just about anything with a Kwality Walls ice cream - from the most trivial ('Signal turned green?') to the profound ('Thank God it's Friday?')," said Mehta.

The campaign is also about getting the company's pricing across. McCann-Erickson Bangalore vice-president and general manager Dilip Ashoka said the larger marketing strategy was to make it something that allows for celebration with the small joys of each day.

"While that was the perception we wanted to create, it was important to have solid support, which was to do with right pricing and the product.

The creative content addresses both these aspects," he said.

The campaign is running in the six metros, which account for two-thirds of the ice cream market. The content of some of the ads sees a return to the risque territory that Kwality Walls first experimented with years ago in 'The big F' campaign for Feast ice cream.

However, both Ashoka and Mehta downplay these elements (including lines like 'Second innings with her sister'). "The attempt was really to make the campaign as buzzy as possible. I am not sure I want to describe it as risque. We need to address a spectrum of the target audience; so you have references to mothers-in-law and romance, as well as teenagers with attitude," said Ashoka.

Though the mix does include radio, press, television and on-ground activity, Ashoka said outdoor has been more promiment this year, "owing to past experience and the marketing strategy.