1702 Digital launches Season five of Havmor’s Coolest Summer Job

Ice Cream giant Havmor launched Season 5 of its Coolest Summer Job IP. As their Digital and Creative Agency on Record, 1702 Digital helped them execute a unique integrated campaign that garnered 60,00+ entries for the event and gained 800 new followers. 

Havmor wanted to come up with something unique that would personally connect with the consumer. Instead of the R&D team coming up with new flavours, Havmor directly roped in consumers in the ideation process. 

The Flavours were FOR the Havmor fans, BY those very fans, and TO a lot of fans. It's probably one of the most democratically cool Indian campaigns this year. 

The theme for this season is Mission Flavour Launch. For this launch, the 1702 Digital team came up with a lot of activities such as a secret mission, undercover agents, the introduction of the CTO, and many more that not only created hype but also worked well for the success of the season. 

The campaign aimed to reach out to the youth, bring out their love for Ice cream by means of entertaining content, and give them a platform to gain insight into the world of Ice Cream manufacturing. 

"We as a team are continuously looking for the newest and latest innovations to meet consumer needs and enhance our client’s brand equity overall, says Aanchal Arora, Founder of 1702 Digital." 

The winners of the campaign were flown down to Havmor’s factory in Ahmedabad and were given a tour of the manufacturing unit. They were mentored by a celebrity chef, and R&D experts and also given an opportunity to create their own flavours which could be sold in the market for the consumers. 

During these 3 days, the chief tasting officer (CTO) got to ideate their flavour innovations with Chef Pankaj Bhadouria, which were then created in Havmor’s labs followed by an organoleptic trial through an Ice Cream tasting panel. 

These CTOs got prize money of ₹50,000, plus free Ice Creams supply for a year. Topping on the (ice-cream) cake? They got an opportunity to be mentored by celebrity Chef Pankaj Bhadouria.