Hardik Pandya as the brand: Havmor Ice Cream to use martech for the first time in an ad campaign

Hardik Pandya as the brand: The ice cream brand, which has associated with Gujarat Titans, will use the technology to do sharper targeting and break through the clutter.

Havmor Ice Cream, a subsidiary of the South Korean multinational conglomerate LOTTE Confectionery, the first time, will be geo-targeting its consumers this summer.

The Ahmedabad-based brand recently announced a partnership with Gujarat Titans

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The Ahmedabad-based brand recently announced a partnership with Gujarat Titans to become their official ice cream partner. It also roped in its captain Hardik Pandya as the face of the brand. The brand will be advertising during the Indian Premier League (IPL) and has launched two TVCs featuring Pandya. With the tagline ‘It’s that good’, it will be featured on both Star Sports and Jio Cinema.

Using Martech as a part of the IPL campaign

In an interview with Afaqs! Komal Anand, managing director, of Havmor Ice Cream, said the media plan is to look for a wider reach and at the same time do sharper targeting. Towards this end, it will be using martech as a part of the IPL campaign. This will also help it break through the clutter of ads during the IPL.

With over 150 brands advertising on the IPL

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With over 150 brands advertising on the IPL, many ads tend to get lost in the clutter. Anand says this is going to be the biggest challenge for Havmor Ice Cream. To address this it will link its advertising with technology.

Mobile phone saying, “It’s hot today. Have a Havmor ice cream

For example, when a person is driving in Mumbai in April, he may receive a pop-up notification on his mobile phone saying, “It’s hot today. Have a Havmor ice cream. It’s that good.”

230-plus parlours across the country

“We will use technology extensively as a part of our media plan to remind the consumer at every possible occasion of consumption. We’re trying to geo-target consumers near our ice cream parlours. We have 230-plus parlours across the country. We’re trying to ring-fence and geo-target dealers, so that when consumers are walking past those we can push the messages to them,” he says

The first time that the ice cream brand has associated with the game of cricket

This is the first time that the ice cream brand has associated with the game of cricket. While Havmor Ice Cream is popular in Gujarat and in western India, through this association it aims to drive awareness and bring it to the top of the minds of consumers across the country.