Thoughtblurb Gives Baskin Robbins Consumers

Online, June 3, 2014 (Newswire.com) - Baskin Robbins, the world's largest chain of ice cream specialty shops is bringing down temperatures across the country, one scoop at a time.Baskin Robbins, the 60+ year old global ice cream brand is owned by the US-based Dunkin Brands. It made its foray into India way back in 1993 with Graviss Foods, it's master franchisee for India and South Asia. The brand, which is celebrated for its 31 flavours, for more than half a century is the ice cream of choice for many hardcore ice cream aficionados in India.

Commenting on the campaign, Vinod Kunj, Managing Partner, thoughtblurb, said, "We share a very close relationship with Baskin Robbins in India and understand the brand's DNA extremely well. While most ice cream brands tend to build campaigns around the summer season, our intention was to up the ante and get Baskin Robbins to 'own the season' with its premium quality ice creams. 'The Big Chill' campaign has done just that. Keeping the core attributes of the brand in mind, the creative rendition exudes a sense of fun, coolness and charm. We consciously used the settings of a chilled out holiday to capture the mood of the season."With a new focus and strategic roadmap in place, Baskin Robbins is looking at deepening its reach across the Indian market. Although the category has become more competitive with new international players joining the race in the last few years, Baskin Robbins legacy in the Indian market is an added advantage to the company.

The brand has always scored high on quality, image and variety amongst consumers and trade.Adding to the new rise of the brand, Sanjay Coutinho, CEO Graviss Foods, said, "My key focus is to re-energize the brand and re-build its appeal in the market. I strongly believe the brand has tremendous potential and all it needs is intelligent communication to drive the right messages to our target audience. With thoughtblurb as our creative partners, I share a strong sense of confidence in their capability to help our brand move to the next level. Summer is a critical time of the year and every player in the category looks at getting the maximum traction. The focus for us this year was a bit different. We aimed to complement the joy of summer by enabling our customers to enjoy the season with our wide range of flavors and products. I am glad the campaign has boosted our performance in the market. Baskin Robbins enjoys a very strong brand preference and we will continue the innovation funnel to offer newer products and offerings to our discerning consumers."