Ice cream brands escalate summer ad war as premium players challenge legacy giants
India's ice cream category heats up this summer as Amul, Vadilal and Mother Dairy defend turf against Baskin-Robbins, Naturals and Havmor. Brands lean on 'thanda' messaging, celebrity endorsements and experiential plays, with premiumisation reshaping the competitive frame between mass and indulgence segments.
What happened
Ice Cream Category · India's ice cream brands are intensifying summer ad battles, with legacy players like Amul, Vadilal and Mother Dairy competing against
Why this matters
The widening premium-vs-mass gap opens M&A and partnership windows around regional premium brands and experiential formats that legacy giants will need to acquire rather than build to close the indulgence gap.