Gelato Italiano on its way to charm the young consumers!

Gelato Italiano recently launched an ice cream flavour for the show Khatron Ke Khiladi torchaar. The new flavour is a combination of dark chocolate with strong freshness of mint. A very unique partnership and an unique way to engage audiences, the brand in the past has also collaborated with many other shows and channels.

A while ago the brand had launched the flavour - Bindass D3 Caramel in association with UTV Bindass. The unique partnership between Gelato Italiano and UTV Bindaas was to salute the Indian army with "D3 Commando Force' the show on the channel. D3 Commando Force was a reality TV Show on UTV Bindass ans was a sequel of Dadagiri series.

This year the brand also joined hands with 9XM channel and had launched the Bheegi Billi Strawberry Splash as the flavour of the month to celebrate February as the month of love and romance.In addition to the special flavour of the month, 9XM and Gelato Italiano also gave its patrons an opportunity to help Bheegi Billi win a date by launching a SMS-based contest called the "Bheegi Billi Love Contest".

Just a few weeks back the brand also undertook an unique association with MTV Crunch, where the contestants were seen relishing Gelato Italiano. The 24 hour online buffered show got the brand the necessary attention as it was watched by youth across the country.

So what is the idea for all these unique brand integration initiatives?

Vinay Gopinath, Head- Sales & Marketing, Pan India Food Solutions, tells Adgully,"As a brand we want to associate ourselves with as many show formats which appeal to the youth or are targeted at the youth. We want to position our brand as a youth brand and want more and more young consumers to be our core consumers. Right now we are concentrating on successful brand integration with show formats meant for the youth so as to build engagement and create the necessary buzz."

Sanjay Shetty, Business Head ,Gelato Italiano, tells Adgully, "At Gelato we constantly keep innovating with our products and launch new and unique flavours. We are also looking at targeting the youth and convey it to them that Gelato is not a 'costly' affair and that it is easy on the consumer's pocket. So we are looking at positioning our brand as a product for the masses and a brand that identifies with the youth across the country." | By Prabha Hegde [prabha(at)adgully.com]