Prabhat Dairy launches Volup ice creams
Prabhat Dairy, a household name in Maharashtra with an array of over 20 consumer facing brands from curd to shrikhand and cheese to skimmed milk powder, in keeping with its reputation as one of India’s premier dairy products company, has now launched Volup—a range of popular ice creams with an accent on quality and value—an entirely natural extension for the line of business they are in.
The 360 degree campaign conceptualised by Underdog, which won the creative mandate for the entire Prabhat range just two months ago, is a playful and spirited take on indulgence, and stands out from the category clutter which has traditionally revolved around puppy love or cartoon animation.
Muthar Basha, Head, Consumer Division of Prabhat says: The house of Prabhat has a rich legacy of over two decades when it comes to milk and milk products but this is its first offering in the ‘indulgence’ space. Ice cream is a natural and logical progression for us. Since we are extremely confident of Volup’s quality attributes, our challenge was to create a campaign that has both indulgence and irreverence built into it. With Thoda Cheating Toh Banta Hai, I am confident that we have a proposition that is fun and will be around for some time to come. The films are set in humorous situations to make the proposition come alive with just the right touch of naughtiness. For starters, we are launching in select cities of Maharashtra in this initial stage and the plan is to scale up by building awareness and trials over the next 4 quarters.
Ajit Jadhav, GM, Marketing is equally excited with the challenge of launching a new ice cream brand. According to him: Volup made out of milk and cream is an offering that we are extremely proud of. As a value proposition, we clearly believe it’s head and shoulders above anything the market has on offer currently. Our brief to the agency therefore was to create an enduring brand platform that breaks away from all the category clichés and create a proposition that can even get into popular culture. The campaign conceived by Underdog not justifies the proposition all the way.
Clearly excited at the stimulating prospect of launching a new ice cream brand, Vistasp Hodiwala, Co-Founder and CCO says: Would you be able to stop yourself from having a bite when you are in the presence of a Volup? Apparently not. And that was the simple premise on which we built this campaign. You will do whatever it takes to have a bite, even if that amounts to being a little underhanded. It is a clutter-breaking, tongue-in-cheek camapign that travels effortlessly through the urban and semi urban TG across Maharashtra. The films are snappy, entertaining to watch and have a borderline believability to them, which makes the campaign just that bit more watchable.
An equally thrilled Vikram Gaikwad, Co-Founder and CCO adds: It’s one thing to work on a campaign for an existing brand, quite another to work on a launch of a new brand right from scratch. Every single thing becomes your responsibility. And the more exciting the category, the more enormous is the challenge. With Volup though, we have had a joyride on all fronts. Be it planning for its eye-catching identity across retail which was done in collaboration with DY Works, capturing the spirit of the campaign on radio, designing its billboards with just the right nuance of cheating or conceptualising the scripts for these films. At every stage, we tried to keep the primacy of the idea as the centerpiece of our communication and we think it has worked.
The films have been directed by the Shankar Kamble and produced by Dharam Valia of Hungry Films. The campaign is being supported by interesting on-ground activation, radio, outdoor, print as well as digital.