Associate MAGNUM with FASHION.

What’s fashion got to do with ice-cream? Nothing. But with Magnum? Everything. Magnum is as premium as Haute Couture.

Suddenly, fashion seemed like an extremely relevant contextual platform to use. It is rich, elegant and glamourous. Magnum had the right audience (highly informed and fashion savvy group – the fashionista’s). They love indulgence – Indulging in bollywood, fashion, paparazzi etc

So Magnum collaborated with key fashion influencers of India with the objective of increasing its premium imagery – Bollywood Celebs, Fashion Designers, Fashion Editors, Fashion Bloggers & premium fashion, lifestyle portal.

Bollywood “Fashion Divas”, designers and influencers all rolled into one – Mallaika Arora, Bipasha Basu & Suzzanne Roshan especially curated “Wild One” Collection depicting their wild side. An exclusive range themed around Magnum proposition of “Unleash your wild side”. This premium signature collection was sold online on thelabellife.com (a premium on-line fashion destination)

Campaign spanned for 10 weeks using influencer network to curate & disseminate content inspiring target audience to indulge in fashion without being preachy –

Tease(2 weeks) – Fashion Bloggers teased audiences asking them about beast personality before TVC released.

Release(1 week) – Brand communication (tvc) urging audiences to “unleash their wild side” was activated collaborating with India's top fashion icons– Bipasha-Malaika-Suzanne who came up with their inspiration of wild summer in signature premium Magnum inspired collection. These Fashion Divas launched collection in glitzy event. Influencers urged consumers to purchase collection available for sale https://www.thelabellife.com/collections/the-wild-one

Excite(7 weeks) – Content video for “wild one” collection with Bipasha-Malaika-Suzanne deployed on social media platforms. Instagram show of collection revealed inner beast of fashion bloggers. Key Fashion Editors covered campaign, showcasing collection with bespoke content (Times-of-India, Grazia) through summer. Collection video aired in Multiplexes with Magnum Dipping-Bar & Pop-up stores created for sale of collection.

Campaign reached 92% audience (Female 25-45 NCCS A) or 8 million across top Metros spanning the Indian summer. Engagement with relevant audience over only reach worked as Fashionistas started loving Magnum which is evident from the following shift in brand health scores -

• Increase in “Use nowadays” scores by 670 BPS

• Increase in buzz scores on “do people talk a lot about Magnum” by 525 BPS

• Increase in scores on “Magnum is Rich Chocolate Ice Cream Experience” by 310 BPS

• Drop in high cost perception scores “Cost more than you are prepared to pay” by 380 BPS

Source: Brand Health Parameters, Millward Brown

“Magnum Label Life” campaign led to increase in talkability, change in perception from inferior to premium offering and reduced high cost perception of the brand resulting in significant increase in Sales. Over Achievement of Sales Target by 325 BPS