Amul, Kwality Wall's, Mother Dairy escalate 'thanda' ad war as summer ice cream battle heats up
Ice cream majors are splitting summer ad spends between TV nostalgia plays and digital influencer content, while layering quick-commerce tie-ups with Blinkit, Zepto and Swiggy Instamart. Regional vernacular creatives and freezer visibility are emerging as decisive levers as the category chases double-digit growth.
Indian ice cream brands are intensifying summer ad battles with 'thanda' messaging, splitting spends between TV nostalgia and digital influencer content, while leveraging quick-commerce tie-ins, regional vernacular creatives, and freezer visibility to capture category leadership.
Why this matters
Amul is doubling down on summer ad firepower weeks after pushing through its first milk price hike in a year, signaling confidence in passing input costs while defending share in a high-velocity season.
Retail-brand activity steady at 50 signals in the last 90 days.