Magnum has launched Caramel Pop in India, expanding its premium ice cream portfolio, supported by a campaign featuring brand ambassador Kareena Kapoor Khan.
The new product combines Belgian chocolate with caramelised pops and caramel ice cream, positioned as a multi-textural offering within the brand’s indulgence-led range. The launch is part of Magnum’s ongoing focus on premiumisation in India’s ice cream market.
Magnum, introduced globally in 1989 and in India in 2013, operates under Kwality Wall’s (India) Limited (KWIL), which is now majority-owned by The Magnum Ice Cream Company (TMICC), a €9 billion global ice cream business. The company stated that India remains a key growth market, particularly within the expanding quick commerce ecosystem, where the brand is witnessing double-digit growth.
Chitrank Goel, Deputy Managing Director, Kwality Wall’s (India) Limited (KWIL), said, “We are focused on accelerating premiumisation in India by building a strong, future-ready portfolio. As a part of The Magnum Ice Cream plays a central role in this journey as a key pillar of our overall growth strategy. With Caramel Pop, we are continuing to push the boundaries of indulgence through decadent flavors, while strengthening our leadership in the premium segment.”
Monosij Bandyopadhyay, Chief Marketing Officer, Kwality Wall’s (India) Limited (KWIL), added, “Magnum has always reflected the evolving aspirations of India’s consumers. More than just an ice cream, it represents the ultimate indulgent pleasure. With Caramel Pop, we introduce a flavour that’s playful yet elevated, designed to resonate with today’s experience-seeking consumer”.
The launch is supported by a multi-city out-of-home campaign featuring large-format installations, along with a film conceptualised by TBWA\Lintas, highlighting the product’s sensorial attributes.
Kareena Kapoor Khan said, "Magnum has always been my go-to indulgence and something I genuinely enjoy. The new Caramel Pop flavor is my newest favorite – rich, sweet and crunchy. It’s the ultimate pleasure, and I’d definitely say go ahead and treat yourself to it."
The product is available across quick commerce platforms and retail outlets nationwide.
