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 achieve 10% YOY growth by driving brand proposition.

Cornetto had to communicate in a manner that was consistent with brand’s positioning as ‘NEW-SYMBOL-OF-LOVE’ by adopting new ways of communicating the brand promise.

Love Booths in top 20 Pandals over 7 days gave the youth a chance to shed their inhibitions and ‘SHOW THEIR LOVE’. Advertisements & bespoke content in leading dailies & radio stations was created to drive awareness. Promoted post on Facebook, Twitter and Geo targeted ads in the vicinity of pandals added to the footfalls at the love booths. Youngsters on love booths were also asked to log in through their Facebook account to share their game results. Those who missed the opportunity could and play the game virtually on Facebook. The moment their heartbeats matched a notification was sent on their facebook page thus reaching close to 3 million audience on Facebook in 7 days. This database of custom audiences was used for retargeting adding to footfalls at the love booths Over 7 days the campaign reached out to 16 lac youngsters ensuring 22,000 heartbeats were matched on-ground.