Mumbai: Iconic Indian ice cream brand Vadilal has unveiled a vibrant new campaign that’s all about celebrating life’s sweet moments with a smile. Conceptualized by 82.5 Communications, the campaign marks a strategic and creative transformation for the brand—featuring a playful mascot, a refreshed sonic identity, and a heartwarming new tagline: “Zara Muskuraiye, Vadilal Khaiye!”
At the core of the campaign is Vaddy, Vadilal’s cheerful new mascot. Mischievous and full of charm, Vaddy brings alive the spirit of indulgence and joy, popping up across TV, digital, social, OOH, retail, and experiential channels. The brand’s new positioning is a warm reminder to pause from the daily grind, flash a smile, and treat yourself to a scoop of happiness.
Anuraag Khandelwal, Chief Creative Officer of 82.5 Communications, reflected on the creative journey, “The biggest challenge we faced while creating this campaign? We were absolutely spoilt for choice. Our idea was so simple, relevant, and endlessly extendable that we just couldn’t stop writing—it was way too much fun! Everyone on the team had their own “Zara Muskuraiye, Vadilal Khaiye” moments from real life, and narrowing it down was the real task. And honestly? It was deeply satisfying to bring this campaign to life alongside the fantastic Vadilal team. Because let’s be real—great work only happens when the clients are super cool. And lucky for us, they absolutely are.”
Speaking about Vadilal’s refreshed identity, Aakanksha Gandhi, President – Branding & New Business Development, said, “Vadilal has been a beloved name in Indian households for generations, cherished for its wide range of flavours that perfectly suit the Indian palate. Through an extensive brand research exercise, we gained valuable insights into what is sought by consumers today—fun, vibrancy, and a contemporary appeal while staying true to the brand they love.
This led us to embark on an exciting transformation journey, and the result is a fresh, dynamic campaign conceptualized by 82.5 Communications. At the heart of this evolution is our new mascot, Vaddy—here to spread joy, spark fun, and remind everyone to enjoy life’s little indulgences with Vadilal. We want to build on Vaddy as a lifelong entity for the brand and we’re thrilled to bring this new energy to our brand while staying rooted in what makes Vadilal special—delicious ice creams that bring people together, no matter the occasion. This summer—Zara Muskuraiye, Vadilal Khaiye!”
Niraj Presswala, General Manager – Marketing & Branding, highlighted the partnership, “Partnering with 82.5 Communications has been a transformative experience for Vadilal. Their keen understanding of our brand’s essence, combined with deep consumer insights, has resulted in a campaign that innovates Vadilal with a fresh, dynamic and vibrant energy.
This campaign not only unveils a bold new look for Vadilal through a brand communication but also introduces a revamped sonic identity—one that captures the joy and nostalgia of indulging in our ice creams. It has been created with a lot of effort and love from both Vadilal and 82.5 Communications, and it resonates with audiences far and wide. May Vaddy grow to become one of the most beloved and cherished brand mascots in the country!”
Adding to the excitement, Naveen Raman, Executive Vice President & Head – South, 82.5 Communications, summed up the emotional core of the campaign, “Ice cream is the universal language of joy — it brings people together across ages, moments, and moods. With this repositioning, we wanted to remind everyone that fun and delight are always within reach. Just pause, play, smile, and lighten up with Vadilal. That’s where Vaddy, our cheerful new mascot, comes in — designed to spark joy, lift spirits, and brighten everyday moments. This campaign is a simple invitation: let’s all have more fun.”
