MAM
Devyani Food Industries Ltd. launches Ice Cream brand, INFINO
Mumbai: Devyani Food Industries Ltd (DFIL), the food and beverage industry and a part of the renowned RJ Corp group, launches INFINO, an ice cream brand in India. In a strategic move to capture the burgeoning market for premium ice creams in India, DFIL has collaborated with Liqvd Asia (LA) to spearhead the brand’s end-to-end marketing initiatives including Creative, Digital Content, PR, Digital Media and Offline Media, ensuring a comprehensive and impactful launch.
Witnessing the escalating demand for ice cream in the Indian market, DFIL identified an unexplored opportunity to diversify its offerings by introducing a Made in India ice cream. INFINO has been officially introduced in the market through quick commerce players in Mumbai, Kolkata, Delhi, Hyderabad and Bangalore, along with selective availability in Modern Trade outlets in Bangalore. Consumers in these cities can conveniently order the product through Blinkit, Zepto, or Amazon Fresh.
INFINO presents a tempting selection of international flavours in sticks, cups and tubs, featuring delights such as Choco Hazelnut Marvel, Celestial Chocolate, Salted Caramel Galaxy, Crispy Chocolate Espresso and Comet Pecan, among many other exquisite options.
Commenting on the brand launch, DFIL CEO Sudhir Chavan remarked – The Indian ice cream market has witnessed a notable shift towards premium preferences among consumers, indicating a growing demand for high-quality and exclusive ice cream market. With changing consumer lifestyles and growing appreciation for high-quality products & desire for global ice cream flavours, our brand INFINO aims to fill a gap in the market for consumers who seek luxurious and extraordinary ice cream experiences. Our robust manufacturing capabilities and connected distribution network provide us an edge over our competition. INFINO embodies the perfect balance of craftsmanship, high-quality ingredients, and delectable Flavors. Currently, we’ve launched our portfolio with three formats – tubs, sticks and cups and in the future, we will be exploring more in terms of formats, flavours and SKUs”.
Liqvd Asia, as the agency partner, played a vital role in shaping INFINO’s brand narrative through a comprehensive 360-degree marketing strategy, covering aspects like the brand film, outdoor, PR, and digital content.
Spokesperson Liqvd Asia business head Monish Sanghavi added, “Partnering with DFIL on the launch of their premium ice-cream brand, INFINO, has been an exciting journey all across. The team at LIQVD Asia was excited to take up the challenge to launch this premium ice cream brand in an already cluttered ice cream market. With our go-to-market launch strategy and 360-degree media approach, we made an impact in the market, where we launched our product. Now, we are all set to take this partnership to the next level as the agency responsible for their creative, media and digital mandate, and create work that strengthens the brand image, disrupts the market and grows the segment.”
INFINO ensures that the highest quality product is made available to customers at a competitive price, setting it apart from other competitors in the premium ice cream segment. With a commitment to providing unparalleled taste experiences using globally sourced ingredients, INFINO is poised to redefine the segment.
As INFINO makes its mark on the ice cream landscape in INDIA, DFIL eagerly anticipates expanding its presence across various geographies and markets in India and establishing a distinctive position for itself in the premium ice cream market.
MAM
Stayfree launches campaign for night-time period protection
New film highlights how Secure Nights pad helps women sleep better during periods.
MUMBAI: Stayfree just turned period nights from restless to restful because when the pad works overtime, even your sleep gets a well-deserved promotion. Stayfree has unveiled a new digital campaign spotlighting the distinct needs of period nights compared with days. The film, conceptualised by DDB Mudra, shows how many women use the same pad day and night, leading to frequent wake-ups from leak worries, poor sleep and drowsy days that follow.
Research cited in the campaign reveals that nearly 67 per cent of women on their periods experience sleep deprivation on some nights due to discomfort and anxiety. The ad gently illustrates this cycle: a woman tosses, checks for stains, and drags through the next day fatigued.
The campaign promotes Stayfree Secure Nights, designed specifically for night-time use with NightLock Technology for superior absorption, 2 times better coverage, a wider back, and a soft feel. It promises up to 100 per cent leakage protection while sleeping, allowing uninterrupted rest so women wake up fresh.
Kenvue, vice president marketing and essential health business unit head Manoj Gadgil said, “Many women unknowingly compromise their sleep quality by using day pads at night. Poor period sleep doesn’t just affect the night; it can impact how women feel and function the next day. Stayfree Secure Nights addresses specific night-time needs with reliable protection.”
The campaign will run across Youtube, Meta and leading OTT platforms, encouraging women to recognise the day-night difference and switch to night-specific protection.
In a world where periods already demand enough stamina, Stayfree isn’t asking for extra effort, it’s quietly handing women the one upgrade that turns restless nights into recharged mornings, one peaceful sleep at a time.
