Havmor turned the love for ice cream into the ‘Coolest WFH Job’ for its digital audience

Every year, Havmor launches the Coolest Summer Job to hunt for the top ice-cream lovers around the country. The selected candidates are taken on factory visits to understand and learn everything that goes behind making some of the world’s tastiest ice creams and also suggest their own flavours. This time around Havmor wanted it to be even bigger, but the restrictions put in place due to the pandemic created a need to rethink the entire approach. This is when they reached out to Interactive Avenues, their digital marketing agency, to help conceptualize and execute a fully digital-led campaign for the Coolest Summer Job, Season 4. 

The first task for IA was to make the campaign more relevant to the current times. So, the creative team at IA started by tweaking the name of the campaign itself, from the Coolest Summer Job to the Coolest WFH Job. The next task was to call for entries and to lure ice cream lovers to participate in Season 4, IA rolled out a series of teasers to let users know about everything that was in store for the winners. The title of Havmor’s Chief Tasting Officer, one-year supply of free ice cream, prize money of Rs. 50,000 and a chance to interact with a celebrity chef were some of the many bonuses that made the Coolest WFH Job, something an ice cream lover just can’t afford to miss.

To increase their chances of winning, the participants had to share their love for ice cream in the most creative and entertaining way possible. It could be through a song, a dance, a recipe, or anything else that proved that they were the biggest ice cream fanatics out there. The campaign received close to 40,000 entries in no time and after multiple rounds of review, 5 winners were selected. 

The names were announced on all of the brand’s social media pages, and the winners were bestowed with their new title as the Chief Tasting Officers at Havmor. Since factory visits were out of the question due to travel restrictions, the winners were connected with Havmor experts and this season’s special guest, Chef Ranveer Brar over a Zoom call. During the 3-day main event, the new CTOs interacted with the celebrity chef, along with dietician Devika Gokhale and food blogger Nikita Varma and learned about the many aspects of ice cream making, that were unknown to them.

The winners were then asked to suggest their own flavour innovations. The suggested flavours were prepared at the brand’s factories and tried by the management, before being dispatched to the stores. The new flavours got an amazing response with over 1 million units getting sold in a matter of days. This not only helped the brand add profits to their revenue but also helped them position itself as a brand that understands the mindset of an ice cream lover better than anyone else in the category.

The campaign trended at the #2 spot on Twitter for an entire day. It achieved 

30M+ digital impressions, engaging with 1.9M+ people. The campaign also won Bronze under the ‘Best Social Influencer Campaign’ category at the 16th India Digital Summit organized by IAMAI.

Quick thinking, collaboration, and adapting to the situation were the keys behind the success of this campaign and the people at the brand and the digital agency, couldn’t agree more.

“Appreciate the efforts that our social media and creative partners at IA have put in. It is truly commendable that they made sure that everything got executed seamlessly and the event was a memorable experience for all our guests".

- Vincent Noronha, VP Marketing at Havmor Ice Cream Pvt Ltd

 “The uncertainty created by the pandemic pushed us to think on our feet. But thanks to the amazing team at IA and the unwavering support we received from Havmor, we were able to pull of something people will remember for years.”

-Gokul Pillai, Creative Director, North & East at Interactive Avenues