NEW DELHI, INDIA — Keventers is an iconic Indian Dairy brand with a legacy of 96 years best known for its Milkshakes & Icecreams. It is one of India’s few successful dessert brands, which over the years, has introduced unique and fun consumer-engaging marketing strategies that have ultimately positioned the brand as a favorite amongst the millennials and Gen Z. Following the success of The Bottle Design Campaign, which targeted the young design community in India, Keventers is back again with an all-new campaign named K.O.A.T i.e., Keventers on a Thursday which targets Gen Z. The Pan India campaign started from July 28 and includes the launch of KOAT music video which will be a visual treat for the audience alongside running fun offers where one can avail Classic Shakes at Rs. 99 and Chocolate Shakes at Rs. 129 every Thursday at Keventers.
The inspiration and the story behind the multifaceted campaign KOAT, and the launch of the fun KOAT music video, are truly unique. The brand has partnered with Kritagya Sharma, an upcoming Hip-Hop artist based in Delhi who originally composed the track Keventers On A Thursday, which he released on Spotify in 2021. He went on to perform it in underground rap clubs in the city, where a fan recorded and posted it online. The song was shared multiple times on social media and caught the attention of the team at Keventers, which created a perfect opportunity for the brand to highlight the artist and merge his creation successfully with the brand’s creative plans, targeted toward bridging the gap with Gen Z.
The overarching theme of the campaign is based on creating the feeling of FOMO amongst the young consumer base. Through this campaign, the brand also aims to promote creative ways to highlight budding talent in India and simultaneously engage the young customer base in a fun and quirky manner.
The 360-degree campaign includes various channels like Social Media, Ads, Radio, and offline/online marketing strategies, through which the brand aims to create a stronger connection with the target audience.
Commenting on the campaign, Aman Arora, co-founder, director, and CMO, Keventers said, “As a brand, we value creativity, inclusivity, and breaking barriers across all age groups Through our yearly campaigns, we aim to revolutionize the creative strategies at the brands front and find interesting and collaborative ways to bridge the gap between our consumers and their expectations from the brand. In 2022 the brand’s vision is to connect with the untapped talent across India and find unique ways to give them a platform and highlight their talents, while also maintaining the authenticity of the brand.”
In the past, the brand has successfully introduced various strategic creative moves to position itself as it is presently. A few of the earlier campaigns include The Bottle Design Contest where Keventers launched a nationwide design contest for their next bottle design. Targeted specifically to the design community including students, working professionals, and hobbyists, the contest provided a platform for the artists where they showcased their love for Keventers through their work. Donate Oxygen India where Keventers in association with Amba Dalmia Foundation Trust raised more than Rs. 1 Cr and assisted Delhi-based hospitals with their efforts in providing critical care to Covid-19 patients, April Fool’s Day Campaign where Keventers launched a limited-time period Bhang Flavored Milkshake on the eve of the Holi long weekend; with a reveal on April Fool’s Day of how they had orchestrated a well-timed and aptly themed prank around a product that didn’t really exist.
Through these successful campaigns, Keventers has successfully reinvented itself as a dessert brand that would appeal to the new generation.