Ice cream brands escalate summer ad war as premium players challenge legacy giants
India's ice cream category heats up this summer as Amul, Vadilal and Mother Dairy defend turf against Baskin-Robbins, Naturals and Havmor. Brands lean on 'thanda' messaging, celebrity endorsements and experiential plays, with premiumisation reshaping the competitive frame between mass and indulgence segments.
India's ice cream brands are intensifying summer ad battles, with legacy players like Amul, Vadilal and Mother Dairy competing against premium entrants like Baskin-Robbins and Naturals through 'thanda' messaging, celebrity endorsements and experiential marketing as premiumisation drives category growth.