It is a truth, universally accepted, that in India, Festival time is ‘Match Making’ time. Somehow, all the kids of marriageable age are checked out and festivals have become a playground for love.

Coupled with the religious rites and rituals, it is the time for revelry, good food and socializing. Friends and family meet up and ‘love’ is in the air.

So it was no rocket science that we wanted to associate Cornetto with West Bengal’s biggest festival Durga Puja. Cornetto’s very apt positioning matched with the mood of the festival and we wanted to capitalize on it

Our idea was to get young couples to show their love by proving to each other that they were a “perfect Match.’

A special app was created that used light-based, optical heartrate sensor technology to track a person’s heartbeat. This app was embedded into a watch-like gadget, which had to be strapped onto the participant’s hand. The app was then synced between two gadgets. Couples had to wear these synced ‘Heartbeat’ App watches. The heartbeat data (from the gadgets) was displayed on a big screen. Obviously, their heartbeats didn’t match. Hence, they were given 2 minutes to do anything like dance, run, or jump, to match their heart beats and win a Cornetto.

Love Booths in top 20 Pandals over 5 days gave love birds a chance to find their perfect match. Campaign was amplified through ads in leading dailies and radio and geo-targeted social media campaigns on mobile. This resulted in a reach of 1.6 million. 22,000 heartbeats were matched on-ground in a span of 5 days.

Campaign reached close to 1.6 million youngsters.

Sales grew by 10.2% during campaign period

Increase in Brand Love scores

• “Cornetto helps you express love” by 290 basis points

• “Cornetto is about love & Friendship” by 310 basis points

• “Cornetto Makes you Feel Special” by 255 basis points