Baskin Robbins India has launched a new range of Italian Gelato scoops and sundaes, further diversifying its premium dessert offerings.

The new collection is now available across the brand’s extensive network of over 1,000 parlours in 290 cities. With this addition, the company aims to strengthen its dessert portfolio and bring an international flavour experience to Indian consumers.

As part of the launch, Baskin Robbins has released a set of three digital films to introduce and promote the Italian Gelato range.

These short films are being rolled out across major social and digital platforms, aligning with the brand’s strategy to enhance its visibility and engage more meaningfully with its audience.

To support this campaign, the company has also announced a 20 percent increase in its marketing spend compared to the previous year.

This increase underscores Baskin Robbins India’s commitment to building awareness and creating a strong emotional connect around the new Gelato offerings.

The films are designed around simple, everyday moments where joy, comfort, and connection are found — all made sweeter with a scoop of Italian Gelato.

In one film, a couple is seen rediscovering the fun and playfulness in their relationship, sharing laughs over Gelato.

In another, a grandmother embraces her youthful, lighthearted spirit as she bonds with her grandchild.

A third story follows a group of friends navigating life’s transitions, united over shared memories and the comforting presence of dessert.

Together, the films weave a narrative that positions Baskin Robbins’ Gelato not just as a product, but as an experience — one that brings people together and elevates simple, real-life moments.

The storytelling is warm, humorous, and intentionally relatable, capturing the essence of joy in life’s small indulgences.

The campaign is carefully crafted to evoke nostalgia, belonging, and shared happiness, aligning with the core values of the brand.

According to Aleesha Desai, general manager of marketing at Baskin Robbins India, the campaign’s purpose goes beyond product promotion.

“Our endeavour with the campaign is not just to introduce Italian Gelatos, but to also highlight the international equity of the brand and the fact that we want to continuously give our consumers only the best from around the world,” she said.

She emphasized that the initiative is rooted in the deeper idea of human connection.

“For us, it’s not just about indulgence, it’s about connection, that is built over shared ice cream scoops and shared laughs.”

The films, she added, reflect the brand’s friendly and joyful personality, using humor to make the message feel authentic and memorable.

“These films with their humour amplify the joyous, friendly and relatable personality of the brand in its full glory — it surprises you, warms you, and gently reminds you to savour the moment,” Desai said.

The Italian Gelato collection is expected to appeal to both existing Baskin Robbins fans and new audiences who are looking for premium dessert experiences with a global twist.

With this launch, Baskin Robbins continues its legacy of innovating within the frozen dessert space while remaining emotionally resonant and culturally relevant.

As the campaign gains traction, the brand’s message is clear — life is meant to be savoured, one scoop at a time.

Author: Janvi Joshi