Handbag brand Miraggio has launched its latest campaign, Summer Scoop, a collection inspired by the colours and textures of popular ice cream flavours. The limited-edition range features bags modelled after Vanilla, Chocolate, Mango and other familiar varieties, using design cues from their textures and colour palettes.
The campaign began with an influencer seeding strategy. Select content creators and public figures received themed PR hampers containing ice cream scoopers, scratch cards and teaser messages hinting at the upcoming launch. Their allocated 'flavour' was disclosed at an offline pop-up event held in Mumbai.
At the event, Miraggio partnered with Indu Ice Cream to offer matching ice cream flavours, including Pistachio White Chocolate Matcha, Milky Chocolate, and Saffron Mango. The pop-up hosted members of the media, influencers and selected community participants. Four contest winners were also invited to attend and collect their campaign-themed packages.
The campaign rollout included teaser visuals, textured social media reels, influencer content and countdowns. The use of pre-launch anticipation and physical storytelling elements contributed to wider engagement. The initial influencer content generated organic traction across social media platforms before the full collection was revealed.
Speaking on the campaign, Mohit Jain, Founder & CEO, Miraggio, said, “With Summer Scoop, we set out to do more than launch a collection, we wanted to craft an experience and launch one of our most unique campaigns yet. Fashion, much like food, evokes memory, mood, and indulgence, so we leaned into that feeling. By drawing inspiration from ice cream flavours and creamy textures, we created bags that are meant to be felt—literally and emotionally. From the buttery finishes to our flavour reveal at the pop-up, every detail was designed to tickle the senses, spark curiosity, and serve up a little joy.”
The campaign reflects a continued focus on cross-industry collaborations and multisensory branding efforts, combining fashion and food to reach a broader audience through experience-led marketing.
