Cornetto frozen-desserts is the market leader in cone-segment (INR 1000 crore) in India with 6% market-share. However the market for ice-creams is worth INR 4000 crore and expected to grow at 17% CAGR till 2021 leaving plenty of room for brand-growth. Cornetto’s tagline is ‘SHOW YOUR LOVE, share a Cornetto’ and brand targets young Millennials who are technologically savvy. According to MTV youth-study, “this generation is hyper-active, hyper-connected, hyper-layered & hyper-current”. Love and dating is important part of their life, however most of their social interactions are in digital-world. Intimidated by face-to-face communication and overwhelmed by fear of rejection, they often hesitate to express their feelings to opposite sex or ‘SHOW THEIR LOVE’. Cornetto’s biggest challenge was to bring alive its brand-proposition and drive-engagement with youth to increase brand love.

Cornetto’s communication had to resonate with brand’s positioning as ‘NEW-SYMBOL-OF-LOVE’ by adopting new ways of communicating the brand promise.

We released a series of 14 terribly-tiny-videos across social media platforms – Facebook, Instagram & Twitter beginning from Valentine’s-Day using the hashtag #ShowYourLove. While Facebook & Instagram with high traction to video content was used to seed the videos, micro-blogging platform Twiter was used to popularize #ShowYourLove and get the campaign to trend. These videos narrated various instances of expressing feelings through short relatable everyday chats establishing Cornetto as ENABLER between Special-Friends. While one video expressed #profound-Thoughts-on-love another video expressed the desire to #Stay-on-for-longer….

• 1 – #profound

• 2 – #crave

• 3 – #choose

• 4 – #stay

• 5 – #try

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