The elements of the promotion included poster, standee, cup design, bags, t-shirts, tags,

shelf talker and a Spiderman 3 comic free with every single scoop of ice cream. 4.1.2 The
Paanchvi Pass campaign: Baskin Robbins successfully captured the attention of the kids
by entering into a tie-up with ‘Paanchvi Pass’, a popular reality show telecast in 2008 by
Star Plus and hosted by Shahrukh Khan. A special Paanchvi Pass flavour was created
Chapter: Communication Strategy to make it appealing to the customers and add
excitement to the entire campaign. A gift was assured to any customer who walked into
the store and purchased a Panchvi Paas flavour and 3 lucky draw winners got a chance to
meet the biggest Bollywood star, Shahrukh Khan. The promotion helped Star Plus take
its message to niche audience across the country. The activity provided tremendous on
ground visibility for Star Plus and Baskin Robbins in terms of wall visuals, tent cards, 10

1. Baskin Robbins - A Brand Analysis September 2009 danglers, posters, t-shirts, cups,
shelf talkers and a quiz book. Besides, it got good publicity and generated enthusiasm
among the kids. 4.1.3 The Drona campaign: Baskin Robbins has become an attractive
partner for Production Houses to promote movies better among its target audience-the
youth. This is done by means of appealing visuals and colorful displays like banners,
posters, standees etc. Drona, a magical adventure movie based on the warrior ‘Drona’
tied up with Baskin Robbins to promote the movie among the teenagers. Visual
displays for the promotion of the movie using Baskin Robbins as a brand included
posters, standees, bags, shelf-talker, drop box and banner. Cappuccino Nibs was named
the Drona flavour, also known as the flavour of magic to get the touch and feel of the
movie. The Drona promotion gives kids across the country a chance to meet Abhishek
Bachchan through a lucky draw. 4.1.4 MTV Roadies 6.0: MTV Roadies -a cult
following among youth has now associated with Baskin Robbins for promotion of the
programme and for the integration of the brand with its content. The promotion makes a
lot of sense for both the brands because the target audience of Roadies is synonyms
with the target audience for Baskin Robbins. The audition promotion was done in
selected cities in India where the Roadies audition was carried out-Mumbai, Delhi,
Bangalore, Kolkatta, Ahemdabad, Chandigarh. JTQ-‘Jump the Queue’ passes were
given to those lucky draw winners who purchased Baskin Robbins ice cream worth Rs.
250/-. Promotion was done through posters, banners, standees and the JTQ passes.
Interactive games during the auditions were incorporated which included wild games
centered on ice cream. 4.1.5 The Love Story 2050 campaign: The movie was unique in
the sense that for the first time introduced the time machine concept in the Indian film
industry and therefore, there was a big hype around the movie. Baskin Robbins built on
this hype and therefore associated Chapter: Communication Strategy itself with Love
Story 2050. The publicity for the movie was done using posters, standees, banners and
shelf talkers. The flavour was called the 2050 Flavour with a tagline-The taste of the
future is here. The promotion offered a chance to the lucky draw winners to meet the
debutant actor Harmen Baweja and Priyanka Chopra and a chance to win a Boo (a
character from the movie) with every 2050 flavour. 11
2. Baskin Robbins - A Brand Analysis September 2009 4.1.6 Other ‘Yo Yo Baskin
Robbins National level Junior Cricket 7s tournament Promos: Masters Road Show’
for Delhi’s children and adults, organised by Cartoon Network Enterprises, was held in
Baskin Robbins store in Connaught Place, Delhi on July Sponsored lucky coupons for
 ‘Monsoon Masti’ festival organized by Rajiv2007. DistributedGandhi International
Airport Limited, Hyderabad held on July 2009. free passes for “Amaze 2008”, B-
School fest, organised by the Indian Institute Sold tickets for Rock Concertof
Planning and Management (IIPM) in Bangalore. Rock ’n India, designed along the
lines of international rock festivals, held in Recently in March 2009, Pizza
HutBangalore in March 2008. & Baskin Robbins launched an offer that provides
Pizza Hut patrons an opportunity to sample a range of Baskin Robbins ice creams, on
placing pizza delivery orders. 4.2 Change in Communication Strategy: The
events/movies sponsored by Baskin Robbins have been not so effective in creating
visibility for the brand. This is because the brand seems to get lost in the array of other
brands sponsoring the events. Say, in launch of Spiderman 3, Baskin Robbins was one
among 9 brands to sponsor. Also when sponsoring MTV Roadies, we felt that the brand
doesn’t communicate its value properly. Because Roadies is an adventure reality show
which depicts a tough person which is opposite to that of Baskin Robbins’ core identity
of fun and soft, tender nature conveyed by the brand as such. From our interviews we
found that around 21 people had only an aided recollection of the brand. All these
interviewees would rightly fit into the target segment of Baskin Robbins. Also we
inferred that, almost invariably all our interviewees never had any other interaction with
the brand, apart from the stores. So the brand has to enhance its visibility through
strategic advertising and promotions where it could reach its target segment better,
frequently. Interesting thing that came up was that Baskin Robbins has strong customer
retention but new customer acquisition is not much. Only word-of- Chapter:
Communication Strategy mouth publicity has made the brand growing at least in the
southern parts of India. Also we would want the brand to communicate its premium
status in all its touch points with the customer. Please have a look at the following
photograph of a bill given at a Baskin Robbins kiosk in Forum mall, Bangalore. The
bill is handwritten and is not even a printed one. As a customer of a premium brand we
would really feel bad when such an experience occurs. Though this might seem
irrelevant on a side, we have to acknowledge a fact that the customer goes for a
premium brand with some expectations. It is these small things like these which give
the customer the brand’s identity. 12
3. Baskin Robbins has to create more touch-points for the prospective customers to
interact with the brand. But caution has to be taken that the premium brand doesn’t get
depicted as a mass market brand. Selective advertisements in premium magazines,
lifestyle television channels, malls, airports etc would do well. The brand can position
itself as a premium alternative to other mass market brands like Kwality Walls, Vadilal,
Amul etc. Also more visibility can be created by maintaining premium ice cream
parlours with excellent ambience that would generate Word-of-Mouth, the most
powerful form of positioning the brand.