SOCIAL

INCLUSION IN
MARKETING BY
HAVMOR
A country of Billion people
with Millions of stories to
share. Havmor through its
Social Inclusion strategy
became a reason for the
same
HAVE MORE LOVE, HAVE
MORE STORIES
Organization’s
Profile

Founded by Satish Chandra Chona in

1944 in Karachi (Now in Pakistan).
After the partition of India the company
shifted its base to Ahmedabad, Gujarat.
National presence across over 5 states
and 43 cities.
A C C H A I ( G O O D N E S S ) , S A C C H A I ( T R U T H F U L N E S S ) A N D S A FA I
(CLEANLINESS)

VIRTUES
MARKET PRESENCE

Havmor Eateries and Parlors are

present in the Western or Southern
Part of India and in some part of
north(Punjab and Delhi) and this is
because of sun blazes over these
regions of the country for the better
part of the year.
 BRAND CONNECT AND ENGAGEMENT
THROUGH SOCIAL INCLUSION CAMPAIGNS
 Challenge -
#HavmorFunnWithFriends

Havmor launched Dubsmash

Challenge.
Users should use soundboard
‘Have More Fun’ to record the
video
Upload the entry with hashtag
#HavmorFunnWithFriends
Share with and Invite Friends
along with the use of above
mentioned hashtag
Gains from
Dubsmash
Challenge More than
7570 Likes 479 128
500k Social
304 Entries on Followers on Followers on
Media
FACEBOOK TWITTER INSTAGRAM
Impressions
THE COOLEST SUMMER JOB
• Candidates send their videos expressing their
love for ice cream

• Top 5 shortlisted candidates were mentored by SANJANA

PATEL
Vicky Ratnani (Gourmand, Connoisseur &
Celebrity Chef) and Sanjana Patel (Executive
Pastry Chef at La Folie Patisserie, Mumbai) and
were given the position of ‘Chief Tasting Officer’

• They then joined the ice-cream makers of

Havmor to invent their own new flavor.
 MERA FLAVOUR
CONTEST
• 11 day activity spread across
Ahmedabad, Gujarat.
• 5 unique flavor got selected
• Flavor were made available at
Havfunn Parlor for people to vote.
• Top 3 flavor(Litchi Cranberry,
Cookie Coffee, Choco Melo)won
prizes.
• Winner got their names on ice
cream packs
 #HavmorNoGarbo

During Navratri, Dandiya and Garba is played at a

colossal level in various parts of Gujarat. With a roots
of Social Inclusion Strategy, Havmor again touched
human lives with inspiring to post their Garba Videos
on Havmor Song, this created a huge Social Media
Outrage. This was done in association with 92.7 BIG FM
 BIG SOCIAL MEDIA OUTRAGE BY 92.7 BIG FM

“
RJ’s and MJ’s of 92.7 BIG FM challenged their family, friends, colleagues etc. to participate in
Garba on the tune formed by HAVMOR for this auspicious occasion. As Garba is profoundly
played during Navratri especially in Gujarat and some parts of Maharashtra, it spread like a
wildfire on Social Media
 EMPHASIS ON GOODNESS
THROUGH ADVERTISEMENT
• Havmor released its latest #MadeOfMilk series
with two cool ‘Gaiz’ (COWS).
• The 10-second film shows two animated cows in a
cold barn who are obsessed with Havmor’s ice
cream.
• #MadeOfMilk has been launched with an aim to
create a property that reflects what Havmor stands
for.
• The second film shows us the variety available in
just a single flavor – chocolate. In their own unique
way, the cows show us how there’s more than
enough to choose from when it comes to
Havmor’s range.

Logo here
VARIOUS INTERACTIVE ADVERTISEMENTS
 INNOVATIONS THAT COMPLIMENTED
HAVMOR VIRTUES

First one to Introduced Unconventional

introduce “Dairy and Creative
Fresh” – an all Sorbet – a
Packaging. Ice
natural Ice Cream fruit juice
without added Creams intact
preservatives or
based frozen in the Fruit Skin
added colors, just dessert
made out of Milk,
Fruit, Nuts and lots
of love
 FINDINGS OF THE
STUDY

600000 90

80
Majority of the people Through Secondary Data Billboards and Social 500000
who filled survey were Research, Havmor have a Media were the most 70
within a age group 15- promising presence in the prominent ways where
35 years of age. Western Part of India i.e., people found about 400000 60

Rajasthan and Gujarat. Havmor.

50
300000
40

200000 30

20
100000
10

Not astonishing when HavmorNoGarbo Growth, Outreach and 0 0

MJ Hiren MJ Pooja MJ Vinod MJ Vinod RJ MJ Satyadeep Team
majority of people Challenge were Engagement was (Geeta (Ravi Devang Society Havmor
registered their daily profoundly participated maximum in Gujarat Ashram Residency)
Society)
social media presence in people. and Rajasthan as
up to 5 hrs. compared to other
 RECOMMENDATIONS OF THE STUDY

Diversified expansion Lower down some

Tap in more youth
of their stores in prices and focus on
through Social Media
other parts of India packaging

Campaign more in
Influencer Marketing
other parts of India
with National and
as well, both online
Regional Influencers.
and offline

Try to associate with

Bring in more cups of
various festivities of
ice creams instead of
various Regions of
tubs, candies etc.
India like AMUL
PRESENTATION BY:

SAYAL GUPTA

CENTRE FOR
MANAGEMENT STUDIES,
JAMIA MILLIA ISLAMIA
+91-7027140660
sasayal.pr@gmail.com