Making an entry into the new category of ice cream chocolates, Mother Dairy a leading dairy player in India, introduced brand Rocket, with two exciting flavors of French Vanilla and Belgian Chocolate. With this launch, Mother Dairy has also created a brand mascot named Neila that is synonymous to the company house color Blue!
Commenting on the new product, Sanjay Sharma, business head – Dairy Products, Mother Dairy said, “Consumers prefer something new and unique, especially when we talk about a segment like Ice-cream. Classic flavors, new varieties, and something fulfilling for the taste-buds is how the segment is perceived to be. For these simple joys of our consumers, we thought of launching an exciting category of ice cream – chocolates that are tasty, chocolaty, and terrestrial, They offer a rich mouthfeel and a delectable taste this season. The product will be available at an affordable price of Rs 20.”
New category for young and eventful audience
Innovation and consumer-centricity have always been the priority for Mother Dairy, and the launch of Rocket ice cream – chocolates are no different. According to the press statement, this new category, Mother Dairy Rocket ice cream chocolates has been specially curated for the young and eventful audience, teens and pre-teens, breaks the convention and claims to provide a new, fun, exciting and engaging experience.
Speaking on the idea of a brand Mascot, he further added, “Given the name, the unique flavor or format and the profile of the TG we felt the need to employ a creative device that will engage and excite our imagination young target audience. Thus came the idea of creating a brand mascot for our new ice cream brand Rocket, who will fit well in the creative universe designed for this brand. This led to the creation of an awkwardly cute and adorable galactic alien-Neila.”
With the onset of summers and entry into the unlocking phases, it was according to the company the right time to introduce some exciting products and flavors that will entice the consumers.
The Rocket ice cream chocolates are the penultimate launch of this season. A delectable range of some new offerings was launched during this season, which included sugar-free Dietz Chocolate Cup and Ek Dum Santra in the single-serve pack sizes and Afghan Nutty Delight and Firdaus-e-Phirni in take-home variants. Mother Dairy also plans to launch a new flavor of chocolate truffle ice-cream cake this season.
