Expectation :
Mother Dairy wanted to launch a new mango-flavored candy ice cream in Mumbai and needed an OOH campaign that would showcase the product as juicy and appetizing, while also featuring a significant architectural landmark—the Gateway of India— to help emphasize the arrival of the new ice cream in the city.
Solution :
The CDIN team conceptualized a creative approach where the ice cream and the Gateway of India were visually integrated, with the monument appearing as part of the ice cream. To execute the concept, the ice cream was designed to look juicy and enticing with condensation droplets and a melting effect to add realism. The outdoor environment was chosen to reflect a typical hot summer day in Mumbai, ensuring that the monument was shown in full glory without overshadowing the ice cream, maintaining the appetizing and fresh feel of the product.
