Magnum is positioned on Indulgence and Pleasure and targets women who are pleasure seekers in every way. These women followed the who’s who of the town to make the right luxurious choices for a pleasurable experience. They looked at status over expense, trend over taste striving to be the social butterflies of the community.

While Magnum had a reasonable stature in the premium ice-cream category, most people didn’t think of it as value for money. Magnum had to build its premium quotient through imagery and the right media mix.

Hence the Marketing Objective was:

•Building Talkibility for the brand through the season with an objective of moving scores on “Do people talk about it a lot” by 350 BPS

•Build Premium Value and Imagery - Increase scores on “Worth Paying More For” by 250 BPS

•Increase Relevance and Conviction scores by 200 BPS

•Arrest stagnation & increase Sales by 7%

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