enormous Brands has bagged the creative mandate of premium ice-cream brand, Baskin Robbins India. The account was won following a multi-agency pitch held in Mumbai.
The mandate of the agency is to reconnect the heritage brand with the youth and increase its footprint of influence in the coming year.
Adds Ashish Khazanchi, managing partner, enormous Brands, "It is great to work on the brand because the team at Baskin Robbins is ambitious and driven to take the brand to newer heights. This category is interesting owing to new entrants and product innovation."
"The two young teams on either sides are forever building on each others ideas and besides most meetings happen over ice-creams instead of boring coffees," he further notes.
As one of the leading brands for hard serve ice cream in the Quick Service Restaurant (QSR) industry, Baskin Robbins opened in California, USA in 1945. It entered the Indian market in 1993 via franchise model. The company has a product line of frozen desserts, beverages, hard scoop ice cream, soft serve ice cream, cakes, individual treats and a variety of health conscious flavours. It is one of the most innovative brands in the market today and is also credited with coining the term 'flavour of the month' which got picked up even in common parlance.
In India, the brand has over 550 outlets across 135 cities.