Indian ice cream brand Havmor has rolled out a nine-second animated video as part of its strategic brand repositioning exercise.
The film titled #MadeOfMilk is conceptualized by Creativeland Asia and features two animated cows fighting over the pronunciation of Havmor. The cows, which are called gaiz in Hindi, disagree about the brand name, while one pronounces it as Havmor, the other pronounces it as Havmoo.
The film is airing across TV and digital media.
Chaitanya Rele, VP, head of marketing, Havmor Ice Cream said: “ The communication for Havmor has always been fun-filled and vibrant as the brand stands for goodness made real, and #MadeOfMilk pushes that thought further in a humorous way. With the help of the two Cool Gaiz, we want to catch the attention of the audience and make the brand memorable.”
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia Group said: “In a world where our attention span is diminishing and every second matters, we have decided to create a series of three-second to 20-second spots for Havmor Ice Cream."
"Even in the shortest duration, the message that Havmor Ice Creams are made from real milk has been built in both, subliminally and explicitly. The first in the series is a 10-second spot that very strategically focuses on familiarizing people with the brand name. I am pretty sure it will be a clutter-breaker.”