July 10, 2020
Don’t be surprised by Rocket launched, its latest ice cream brand that Mother Dairy has introduced to the ice cream lovers
Mother Dairy, a leading dairy player in India, launched brand ‘Rocket’, with two exciting flavours of French vanilla and Belgian chocolate making an entry into the new category of ice cream.
Along with the launch the company has introduced a brand mascot named ‘Neila’ that is identical to the company house colour Blue! ‘Simply out of the world’, is how this product can be defined, just as the mascot is out of the world (extraterrestrial pic on the package).
Sanjay Sharma, Business Head, dairy products of Mother Dairy, said, “Consumers prefer something new and unique, especially when we talk about a segment like Ice cream. Classic flavours, 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 which are extra tasty, extra chocolatey, and extraterrestrial, offering a rich mouthfeel and a delectable taste this season. The product will be available at an affordable price of Rs. 20.”
Innovation and consumer-oriented, the product has been especially formed for the young and eventful audience- kids, teens and adults offering them a newer experiences to indulge in joy and fun.
“Given the name, the unique flavour/format and the profile of the TG, we felt the need to employ a creative device that will engage and excite the imagination of our 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,” informed Sharma.
With the sluggish season of summer having a turmoil of crisis, it was thus a right time to introduce some exciting products and flavours that will entice the consumers to increase some sales and support the falling business of ice cream.
‘Rocket’ is the penultimate launch of this season with a delicious range of some more new offerings that were launched viz sugar-free diet chocolate cup and ekdum santra in the single serve pack sizes and Afghan nutty delight and firdaus-e-phirni in take-home variants. The brand also plans to launch this season a new flavour of Chocolate Truffle Ice cream cake.