Havmor was turning 80. And while an anniversary is usually a chance for a brand to look back at everything it has achieved, we had a much bigger archive to work with: 80 years of Havmor in people’s lives.
The brief
The brief was to celebrate that history through the people who had actually lived it.
The insight
Havmor could tell us when it started. Only its consumers could tell us what those 80 years meant.
The ice cream had been there for summer holidays, family outings, first dates, midnight cravings and all the little occasions that people remember long after the ice cream is gone.
So the anniversary wasn't really about collecting 80 years of Havmor history. It was about getting India to open its own memory bank.
What we did
We turned #80YearsOfHappyMemories into a nationwide call for stories, using limited-edition packs, OOH, newspapers and social to get people sharing their own Havmor memories.
Those memories became the content. Some were brought to life on social, while the campaign kept giving people reasons to add their own. One story even earned its author a trip to Italy, and selected fans were invited into Havmor's factory to meet the brand behind their memories.
