Product / ServiceMAGNUM ICE CREAM
CategoryA07. Use of Talent
Idea Creation MINDSHARE Mumbai, INDIA
Media Placement MINDSHARE Mumbai, INDIA


Name Company Position
Brajesh Dwivedi Mindshare Principal Partner
Ruchir Bajoria Mindshare Partner
Hetal Rupani Mindshare Business Director
Ankita Israney Mindshare Business Manager
Virendra Bapardekar Mindshare Patner
Rituparna Dasgupta Mindshare Principal Partner
Sunny Rangwani Mindshare Senior Business Director
Aniket Gurjarpadhye Mindshare Business Director
Annesha Sanyal World Wide Media Director

The Campaign

Every soul seeks pleasure- be it the pleasure of being with someone or pleasure of devouring delectable desserts. Yet many dodge this feeling and don’t really indulge. That’s exactly why Magnum decided to inspire women to #TakePleasureSeriously and indulge without inhibitions by leveraging macro and micro influencers in various fields. By redefining the influencer marketing in India, we took scientific route and processed 10000+ profiles in varied category through our proprietary technology that gave us top 3 influencers in terms of Reach and Relevance. The creative idea was to get these celebrity craftsmen to come together and create a pleasurable experience defined by the opulence of Magnum. These craftsmen/craftswomen held the power to make Magnum the new talk of the town. So, Magnum brought on board Pooja Dhingra-the queen of macaroons and patisserie, Farah Ali Khan-celebrity jewellery designer and Manish Malhotra-the fashion mogul of Bollywood to build conversations around Magnum.

Creative Execution

The craftsmen/women led Summer with Magnum over a span of 14 weeks. Their collections were promoted across media channels which best resonated with the audience. Social media was the hub of the campaign. Phase I: Pooja’s Magnum desserts created for Sonam Kapoor,Lisa Haydon,Neha Dhupia and Masaba was appreciated on their social handles with many micro food influencer reposting them. Phase II: Farah’s collection for Kalki was disseminated through an aspirational video. The collection adorned by Kalki made it to the cover of Grazia. Personalities like Nargis Fakhri and Taapsee Pannu appreciated the collection on their social handles. Phase III: Manish created Magnum inspired clutches for Pooja Hegde,Vaani Kapoor and Aditi Rao inspired by socializing at Cannes. The Cannes experience video was disseminated across digital and covered in Grazia Top Key Fashion and food influencers covered campaign, showcasing collection. Each Celebrity craftsmen made news in relevant leading dailies for their creation

The use of these influential celebrity helped campaign reached 92% of the target audience (Female 25-45 NCCS A) or 10 million women across top Metros through the summer. The audience was in awe of every collection and interacted with the brand across every launch which is evident even through the brand scores– •Increase in Spont scores by 625 BPS •Increase in buzz scores on “do people talk a lot about Magnum” by 830 BPS •Increase in scores on “Are for people who like pleasure” by 420 BPS •Increase in scores on “Are worth paying more for” by 300 BPS Source:Brand Health Parameters, Millward Brown The campaign led to an over Achievement of Sales Target by 9%. Magnum’s “#TakePleasureSeriously” led to an increase in brand conversations, changed perception to being value for money and made Magnum the new signature of premium indulgence across the town. Source : Unilever, Internal Sales Track

The consumption for premium Ice Cream in India is very low worth 5% or 300 crore. Magnum Ice Cream with 21% market share of the premium segment increased its market share by 725 bps. Magnum is one of the world’s most loved premium ice-cream brands, yet didn’t come to mind even amongst those who could afford it. It was imperative to position Magnum in the forefront of conversations in different media experience and reach few, but reach relevant in select cities with a persuasive communication engaging with them and urging them to take pleasure seriously thus augmenting the brand imagery.

Magnum targets 25-35 year old ‘Pleasure-Seekers’ who believe in celebrating with absolute indulgence. They don’t think twice before having an exquisite experience. They follow the beau monde, staying on the top of every social conversation. Magnum had to own these conversations to make an impact. The campaign was divided into three phases: 1.Pooja Dingra inspired women to take pleasure seriously by creating Magnum desserts inspired by designer looks sported by 5 top celebrities 2.Farah Ali Khan designed a jewelry collection inspired by Magnum for Kalki to appeal to the luxurious side of pleasure seekers 3.Manish Malhotra took the pleasure of socializing to a whole new level with his tete-a-tete at the Magnum party in the Cannes Film Festival and gifting his Cannes inspired clutches to three Bollywood divas They created conversations about Magnum across platforms-be it digital or print and made Magnum aspirational through each pleasurable collection.