Amul, Kwality Wall's, Mother Dairy escalate 'thanda' ad war as summer ice cream battle heats up
Ice cream majors are splitting summer ad spends between TV nostalgia plays and digital influencer content, while layering quick-commerce tie-ups with Blinkit, Zepto and Swiggy Instamart. Regional vernacular creatives and freezer visibility are emerging as decisive levers as the category chases double-digit growth.
What happened
Amul · Indian ice cream brands are intensifying summer ad battles with 'thanda' messaging, splitting spends between TV nostalgia and digital influencer content,
Key facts
- double-digit growth
Why this matters
Fragmented regional ice cream brands with strong vernacular equity but weak q-commerce reach are attractive bolt-on targets as Amul, Kwality Wall's and Mother Dairy escalate distribution spend.