A Campaign created by 82.5 Communications.
Mumbai: India’s beloved ice cream brand, Vadilal, has undergone a transformation, bringing in a fresh new vibe that’s all about joy, indulgence, and a whole lot of fun. Conceptualized by 82.5 Communications, the latest campaign introduces an exciting mascot, a catchy sonic identity, and a brand thought that invites everyone to savour every moments.
At the heart of the campaign is the brand’s new philosophy: “Zara Muskuraiye, Vadilal Khaiye.” It’s a simple yet powerful reminder to pause, smile, and enjoy life’s little indulgences. Because no matter what’s happening around you, a scoop of Vadilal is all it takes to bring a little joy back into your day.
The campaign also introduces a new face, Vaddy, Vadilal’s brand new mascot – a mischievous, playful and fun-loving character who embodies the delight of indulging in ice cream. Whether he’s popping up in ads, making waves on social media, or surprising fans in real life, Vaddy is here to spread happiness, one scoop at a time.
Talking about the campaign, Anuraag Khandelwal, Chief Creative Officer of 82.5 Communications, says, “The biggest challenge we faced while creating this campaign? We were absolutely spoilt for choice. Our idea was so simple, relevant, and endlessly extendable that we just couldn’t stop writing—it was way too much fun! Everyone on the team had their own “Zara Muskuraiye, Vadilal Khaiye” moments from real life, and narrowing it down was the real task. And honestly? It was deeply satisfying to bring this campaign to life alongside the fantastic Vadilal team. Because let’s be real—greatwork only happens when the clients are super cool. And lucky for us, they absolutely are.”
The campaign rolls out across TV, digital, social media, OOH, retail, and experiential touchpoints, ensuring that Vaddy and the brand’s new philosophy become a part of everyday moments. Whether you’re scrolling through your feed, walking past a billboard, or picking your favourite flavour at a store, Vadilal’s new avatar is impossible to miss.
Commenting on the new campaign, Aakanksha Gandhi, President – Branding & New Business Development 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 valuable 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, and the result is a fresh, dynamic campaign conceptualized by 82.5 Communications. 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’re 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 added, “Partnering with 82.5 Communications has been a transformative experience for Vadilal. Their keen understanding of our brand’s essence, combined with deep consumer insights, has resulted in a campaign that innovates Vadilal with a fresh, dynamic and vibrant energy.
This campaign not only unveils a bold new look for Vadilal through a brand communication but also introduces a revamped sonic identity—one that captures the joy and nostalgia of indulging in our ice creams. It has been created with a lot of effort and love from both Vadilal and 82.5 Communications, and it resonates with audiences far and wide. May Vaddy grow to become one of the most beloved and cherished brand mascots in the country!”
Adding to this, Naveen Raman, Executive Vice President & Head – South, 82.5 Communications says, “Ice cream is the universal language of joy — it brings people together across ages, moments, and moods. With this repositioning, we wanted to remind everyone that fun and delight are always within reach. Just pause, play, smile, and lighten up with Vadilal. That’s where Vaddy, our cheerful new mascot, comes in — designed to spark joy, lift spirits, and brighten everyday moments. This campaign is a simple invitation: let’s all have more fun.”
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