The Hindu Business Line : The perfect occasion

THEY seem like non-reasons (read excuses) but they are as good as any other. How often do you get to see a movie without the kids? How often do you not find your mom-in-law tiresome? How peaceful, when it's the day of her maun vrat! How nice that your sister has a new, pretty friend! How often is it Friday, the end of the week? Small pleasures, which are not commemorated, and what better way to do it than with ice-cream, that staple of all celebrations?

Kwality Wall's latest campaign, for its various ice-creams and desserts, including Feast, Cornetto and the new Black Forest Sundae, recommends just that. Outdoors, in print, on TV and FM radio, it exhorts you to celebrate what seem to be the silliest or simplest of reasons.

Says Milind Pant, Marketing Manager, Kwality Wall's, Hindustan Lever's ice-cream brand, "The message that goes out is `Celebrate just about anything in life.'"

"The way the message is delivered locally is interesting," says Pant. In the case of the Black Forest Sundae, though the product has been rolled out nationally across various cities, the campaign was designed taking the South and West into consideration because the product is "differentiated" — consumers here enjoy premium products, says Pant. (The sundae, claimed to be the first of its kind in the category, costs Rs 85 for 500 ml). Besides the Hindi baseline, each region in the South has a tagline in its own language; in Tamil, for instance, it's Sweet podu simply!

Says Amin Haque, Planning Director, McCann Erickson, Mumbai, "Historically, ice-cream has typically been associated with special and major occasions. With this campaign, we're telling people to make it a part of everyday life — between the big joys, there are small ones too." Referring to one of the ads, he says, "Imagine, for instance, what a relief it is for the daughter-in-law when the mother-in-law observes a maun vrat — we are grabbing moments like these and telling people to celebrate them with Kwality Wall's."

Here are more such moments the campaign recognises: Neighbour's daughter back for vacation? Parents have gone out of town? Saw your wedding cassette after 10 years? Your husband's got a new credit card? Meeting lover on flyover? Time for gulli cricket? Season for short summer dresses?

None of these your reason/excuse to eat ice-cream? As ice-cream lovers might say, doesn't matter, eat it simply.

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