MAGNUM X TAKE PLEASURE SERIOUSLY

TitleMAGNUM X TAKE PLEASURE SERIOUSLY
BrandHINDUSTAN UNILEVER
Product / ServiceMAGNUM ICE CREAM
CategoryE05. Influencer / Talent
EntrantMINDSHARE Mumbai, INDIA
Idea Creation MINDSHARE Mumbai, INDIA
Media Placement MINDSHARE Mumbai, INDIA
PR MINDSHARE Mumbai, INDIA

Credits

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

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.

Magnum targeted 25-35 year old ‘Pleasure-Seekers’ who believe in celebrating with absolute indulgence. They follow the beau monde, staying on the top of every social conversation. By redefining the influencer marketing in India, we took the 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. 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 and gifting his Cannes inspired clutches to three Bollywood divas They created conversations about Magnum across platforms through each pleasurable collection.

Links

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