Vadilal, one of India’s most cherished ice cream brands, kicks off a delightful new season with its vibrant summer campaign, “Zara Muskuraiye, Vadilal Khaiye!” Encouraging everyone to pause, smile, and savour life’s sweet moments, the campaign celebrates the simple joy of a scoop well enjoyed.
Adding to the excitement is the introduction of Vaddy, the brand’s playful new mascot. With his mischievous grin, infectious energy, and fun-loving spirit, Vaddy is all set to become the face of summer happiness—spreading cheer one cone at a time and leaving behind smiles as memorable as your favourite Vadilal flavour.
Commenting on the new campaign, Aakanksha Gandhi, President, Branding & New Business Development, Vadilal, said, “Vadilal has been a beloved name in Indian households for generations, cherished for its wide range of flavours that perfectly suit the Indian palate. Through an extensive brand research exercise, we gained insights into what is sought by consumers today—fun, vibrancy, and a contemporary appeal while staying true to the brand they love.
This led us to embark on an exciting transformation journey. At the heart of this evolution is our new mascot, Vaddy, here to spread joy, spark fun, and remind everyone to enjoy life’s little indulgences with Vadilal. We want to build on Vaddy as a lifelong entity for the brand, and we are thrilled to bring this new energy to our brand while staying rooted in what makes Vadilal special — delicious ice creams that bring people together, no matter the occasion. This Summer – Zara Muskuraiye, Vadilal Khaiye.
Niraj Presswala, General Manager, Marketing & Branding, Vadilal, said, “This campaign marks a bold yet thoughtful evolution of the Vadilal brand. Our mascot Vaddy is a symbol of happiness, indulgence, and the feel-good moments that ice cream brings. We are excited to connect with a new generation of consumers while continuing to delight those who have grown up with Vadilal.
Along with unveiling a bold new look, the campaign also introduces a catchy sonic identity, a fun and memorable new jingle that complements Vadilal’s vibrant new look. Rolling out across TV, digital, social media, outdoor, and retail platforms, the campaign ensures that Vaddy and the brand’s new philosophy reach far and wide this summer and become a part of everyday moments.”
Ice cream is the universal language of joy, bringing people together across ages, moods, and moments. With this repositioning, Vadilal reminds everyone that fun and delight are always within reach.
This summer, Zara Muskuraiye, Vadilal Khaiye! Because every scoop is a reason to smile.
