The Situation:

With no new Ice Cream launches on the horizon for Magnum in India, the brand’s international campaign “Release the Beast” for summer 2017 was our only conversation starter this year. Given that globally Magnum had already established its fashion credentials, we wanted to strengthen this association in India by having Magnum partner with a fashion label.

Client Brief:

•Launch Magnum’s international campaign, ‘Unleash Your Wild Side” across markets in India in an engaging, meaningful yet disruptive manner

•Create a strong association with fashion

•Maximize PR in both traditional and new age media

Campaign Objectives:

•To build an identity for Magnum as being an indulgent experience far beyond being just eating an ice-cream, by creating a strong association with fashion.

•To change the conversation from “Magnum is an expensive ice cream” to “Magnum is luxury indulgence” that one should partake in, thus resulting in a tangible increase in sales

Tease_phase_(April)

1-We partnered with 8 of India’s biggest fashion influencers, who had a collective reach of over 8 million followers on social media

2-We tied up with new age media giant Scoop Whoop, to run a branded quiz, “What’s your Beast Personality”

3-Released a 7-second announcement

Release_phase_(May)

•We hosted an unforgettable media unveil of the MagnumXTheLabelLife collection on the 02/05/2017

•Conducted one-on-one interactions with India’s biggest fashion and entertainment publications and were covered live on the publications Facebook pages

•A Blogger Roundtable with over 25 social media Influencers

•A one of its kind augmented-reality press conference with the celebrities, followed by a press Q&A

Excite_phase_(June)

•An extremely successful Instagram Show wherein our influencers played models, showcased the collection one at a time

A crucial point that aided this win:While Grazia was our media partner, we never let this hamper our media strategy, but instead used as advantage to enhance it.