Consumers find joy in bizarre situations with Baskin Robbins' ice creams in latest campaign

The campaign is a portrayal of its brand ethos of spreading happiness to consumers irrespective of the situations they find themselves in.

Baskin Robbins, an ice cream brand, has announced the launch of its newest digital campaign, The Happiest Ice Cream in the World. Building upon the success of its recent summer launches, Baskin Robbins aims to amplify the joy of indulgence with this new campaign, tapping into the burgeoning trend of snacking. The campaign is a portrayal of its brand ethos of spreading happiness to consumers irrespective of the situations they find themselves in.

The campaign comprises of a series of four short films that showcase consumers caught in bizarre situations, enjoying their favourite Baskin Robbins. The key takeaway being that through life’s ups and downs and sometimes even chaos, Baskin Robbins enables them to enjoy the moment and provide cheer irrespective of what happens around them, making them truly “the happiest”.

"Our consumers' voices are the heartbeat of our brand” said Mohit Khattar, CEO of Graviss Foods, Baskin Robbins India. "Consumer feedback served as the inspiration for our new brand campaign, 'The Happiest Ice Cream In The World. It’s a reminder that showcases the ability of Baskin Robbins Ice creams to completely elevate one’s state of being, no matter what life throws your way.”

The campaign is now live on all popular social and digital platforms.