Baskin Robbins India has unveiled its latest campaign, celebrating its position as 'The Happiest Ice Cream in the World' with the launch of a new Italian Gelato range. With over three decades of dessert innovation and more than 1,000 parlours in over 290 cities, the brand continues to delight customers with fresh concepts and global flavours.
The new offering includes a selection of Italian Gelato scoops and sundaes, promising 'a little bit of Italy, and a whole lot of love.' The campaign features a series of three films, launched earlier in May across digital and social media platforms, aimed at building strong visibility and engagement. The company has committed to investing up to 20% more in this campaign compared to last year’s marketing spend.
Each film tells a heartwarming story set in everyday scenarios – a couple rediscovering their spark, a grandmother embracing her youthful spirit, and friends navigating life’s growing pains – all united by their shared enjoyment of Baskin Robbins Gelato. Capturing the charm of Italy’s cobblestone streets and timeless culture, the films aim to transport viewers without the need for a passport.
“Our endeavour with the campaign is not just to introduce Italian Gelatos, but to also highlight the international equity of the brand and the fact that we want to continuously give our consumers only the best from around the world. For us, it’s not just about indulgence, it’s about connection, that is built over shared ice cream scoops and shared laughs. These films with their humour amplify the joyous, friendly and relatable personality of the brand in its full glory - it surprises you, warms you, and gently reminds you to savour the moment,” said Aleesha Desai, General Manager Marketing, Baskin Robbins India.
The campaign reinforces Baskin Robbins’ mission to create experiences that are not just indulgent, but emotionally resonant – celebrating the joy, passion, and charm that great ice cream brings to life.
