Contract, Delhi, wins back Creambell ice-cream

The creative duties for the Jaipuria Group’s Creambell ice-cream have gone to Contract. This is the brand’s second stint with the agency.

When the ice-cream brand was launched in 2003 in North India (strongly in Delhi), it started off with RK Swamy/BBDO as its agency. In February 2004, however, the account moved to Contract, and the agency handled the brand till October 2006. During this period, Contract created some three TVCs for the brand, based on the mischievous positioning, ‘Bade badon ki ghanti baja de (Teaches the smartest a lesson they won’t forget)’. Two of these ads featured actor Saif Ali Khan as the brand ambassador.

By October 2006, the account was tossed from Contract to RK Swamy/BBDO’s agency, Collage. According to Surajit Roy, senior V-P and branch head, Contract, Delhi, this happened because the Creambell executives felt they weren’t getting enough “strategic inputs” from Contract, and so they wished to experiment with another agency.

Contract executives are all smiles at the moment, as the ad spends this time around are expected to touch Rs 10 crore. This is so, because Creambell plans on rolling out some new products in its range (recently, it tied up with Walt Disney in India to launch Disney Creambell ice cream for kids). Further, geographical expansion is on the cards; the product range, which was so far present in Delhi, Punjab, Haryana and UP, has now extended to Hyderabad and Goa, and a pan-India rollout isn’t too far.

For the record, the Jaipuria Group entered into a licence agreement with French dairy major Candia when they launched Creambell ice-cream in India in 2003. The group has been in the ice-cream business since the 1990s as franchisees of Gaylord, which was bought over by Kwality Walls. The group re-entered the business after eight years. The Jaipuria Group comprises two companies in the ice-cream and milk products business, Universal Dairy Products and Devyani Food Industries.