Throughout the month of July, Baskin Robbins India celebrated its 65th global anniversary. The ice-cream brand had embarked on few on- ground activities, besides an extensive radio campaign as part of its anniversary celebrations.
Ashwin Uppal, GM - Marketing, South Asia, Baskin Robbins, elaborated, "Baskin Robbins was launched in India in the year 1993. Currently, we have 200 parlours across 93 Indian cities. Until now for marketing we have been focusing solely on BTL lead activities. This year we are considering of venturing into ATL and other media. To celebrate our 65th anniversary we had promotions throughout the month of July. The on-ground activities could be divided into two parts. One was ‘spot the RJ' contest in association with Radio Mirchi and the second was a competition for store managers wherein they had to decorate their shops. The activity was held to encourage and engage shop managers and franchisees. The two activities took place in the cities of Mumbai, Delhi, Bengaluru and Hyderabad."
In Radio Mirchi activity, RJs of the radio station visited Baskin Robbins parlours in respective cities each weekend and the people who spotted the RJs were given special gifts. The initiative was supported by promotions on Radio. Also, on Radio Mirchi each day in the month of July a particular flavour of Baskin Robbins ice cream was promoted every day.
Baskin Robbins had also joined hands with Make-A-Wish Foundation of India. Under the initiative, Baskin Robbins will donate Re 1 to the Foundation from every ice-cream order placed during the month of July. The activity took place in Mumbai, Delhi and Bangalore.
Commenting on the general marketing strategy of Baskin Robbins in India, Uppal said, "The TG for Baskin Robbins is SEC A+, A and B. Our BTL activities are executed by in house team. Normally we tie up with upcoming movies create new flavours for the movie and give away free merchandise and other gifts to visitors who try new flavour. Other activations include sampling in residential societies, creating awareness through door tags, schemes and several in-store offers."