MUMBAI: Mother Dairy Ice Creams, the leading ice cream brand has launched a digital campaign titled #ForeverIceCream, on the occasion of Valentine’s Day.

The campaign is based on the observation that around Valentine’s Day, people experience social pressure to find a date or fall in love. Those single are gloomy at the prospect of spending Valentine’s Day alone as their friends will be busy with their partners.

Mother Dairy Ice Creams wanted to change these stereotypes and engage the young ones who are single at heart. The brand along with WATConsult, India’s leading and most awarded digital and social media agency, part of Dentsu Aegis Network, has launched a series of short videos that depict the perks of being single.

Mother Dairy Fruit & Vegetable business head – dairy products Subhashis Basu said, “At Mother Dairy, it has been our constant endeavour to have a distinct approach to engage our consumers and delight them with exciting experiences. Breaking the stereotypes this Valentine season our #ForeverIceCream initiative has been specially designed for singles to share their side of fun and how our ice creams are an all-time companion. We are hopeful that consumers will like the approach, aimed to bring the sweetness in the lives of all those who are young at heart and single.”

WATConsult founder and CEO Rajiv Dingra said, “The communication by most brands around Valentine’s Day feature couples in love. With #ForeverIceCream we wanted to break away from this conventional approach and showcase that being single is more fun through a series of videos.”