Kwality Walls: Spreading Joy

Along with Candid Marketing, the brand executed a consumer connect initiative aimed at promoting its ice-creams across Delhi and Mumbai.

Kwality Walls, the ice-cream brand from Hindustan Unilever, in a bid to make people of all ages happy, through its varied range of ice-creams and frozen desserts, launched an interesting initiative. In association with Candid Marketing, Kwality Walls created a 'Joy Van' to celebrate 'The Week of Joy 2015' from May 5 to May 15.

The activation program focussed on the promotion of Kwality Walls ice-creams in Delhi and Mumbai by letting consumers sample various ice-cream flavours. The consumers had to press a button to receive a 'Joy Gift' such as flower bouquets, soft toys, ice-creams and button buddies. These gifts were distributed on the basis of the consumer's age.

The Joy Van was placed at a few hotspots such as corporate parks, housing societies, malls and markets. The van's camera at the back effectively captured people's expressions while also determining their age at the same time. Kwality Walls claims to have reached 12,000 consumers in a span of five days.

Commenting on the activity, Amrita Kumar, managing partner, Candid Marketing, says, "We have been closely associated with Hindustan Unilever for many years now. The activity has received a good response from the TG in Mumbai and Delhi. In just five days, we reached out to an audience of over 12,000. Planning & execution were the key aspects to ensure the Joy Van reached the right audience through the right locations."

Hindustan Unilever is a fast moving consumer goods company with household brands such as Lux, Lifebuoy, Surf Excel, Vaseline, Lakmé and Magnum, among others in its portfolio.