Cornetto: Love is in the Air

Ruchir Bajoria, Zubin Tatna

Cornetto, the ice-cream brand, used social media and video to target young people in India.

Campaign details

Brand: CornettoBrand owner: UnileverLead agency: MindshareCountry: IndiaIndustries: Dairy products, fats, oilsMedia channels: Content marketing, Events & experiential, Mobile & apps, Newspapers, Online video, Social media Budget: 5 - 10 million

Executive summary

To compete in this impulse-driven, highly competitive category that targets the fickle and ever-elusive millennial, Cornetto hit upon a very interesting insight: love and dating is an important part of millennials' lives. However, the realisation that there is more than just friendship between two people can generate a deep-seated tension. Many find this stage of their relationship very...

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