Kwality Wall's Brand Strategy That Wins Hearts

Kwality Walls is one of India’s most loved ice cream brands under Unilever. Known for its wide product range, smart pricing, and emotional ads, it has built strong connections with families, youth, and kids alike. From Cornetto and Feast to Magnum and Paddle Pop, the brand continues to delight people across all age groups

Kwality Walls is one of India’s most recognized ice cream brands, owned by Hindustan Unilever Limited (HUL). Over the years, it has become a household name that brings joy to people through its wide range of frozen treats. Known for its iconic products like Cornetto, Feast, Magnum, and Paddle Pop, the brand is not just about ice cream but about creating moments of happiness. From kids enjoying simple treats to adults indulging in premium flavors, Kwality Walls has positioned itself as a brand that sparks smiles across generations.

Wide Product Range for Every Taste

Kwality Walls has built its strength on variety. The brand offers everything from pocket-friendly ice creams to premium indulgent packs, ensuring there is something for every age, budget, and occasion.

1. Cornetto: Popular among teens and young adults, Cornetto ads highlight friendship, love, and togetherness.

2. Feast: Aimed at teenagers, Feast stands out with its fun and bold style. It’s marketed as an ice cream with attitude, making it a favorite among the youth.

3. Magnum and Paddle Pop: These show the brand’s ability to stretch from indulgence to fun. Magnum is seen as a premium treat for adults, while Paddle Pop is positioned as a playful option for children.

This mix ensures Kwality Walls appeals to both the everyday snacker and the premium dessert lover.

Pricing That Reaches Everyone

Kwality Walls understands that not every customer is the same. Some people want a small, affordable treat for everyday snacking, while others are ready to pay more for a rich and indulgent dessert. By keeping products at both low and high price points, the brand makes sure no one feels left out.

• Small Treats for Everyday Joy

Many of Kwality Walls’ products are priced in a way that even school kids can buy them with their pocket money. These small, low-cost items keep the brand popular among a wide audience and make ice cream feel like an everyday joy instead of a rare luxury.

• Premium Options for Special Moments

On the other hand, the brand also sells premium products like Magnum, which are meant for people who want to enjoy something more indulgent. These products are priced higher but are positioned as worth it for the rich taste and experience they offer.

• Building Demand Through Affordability

By keeping popular products within reach, Kwality Walls creates demand across the country. Families can buy large take-home packs without worrying too much about cost, and youngsters can grab a Cornetto or Feast without breaking their budget. This strategy has helped the brand grow in both cities and smaller towns.

• Balancing Value and Indulgence

The smart part about this pricing approach is balance. Kwality Walls does not only chase profit from premium products but also makes sure its affordable range is strong. This mix keeps the brand trusted and makes it a part of daily life while still offering something special for those who want to spend more.

Reaching Every Corner of India

One of the biggest strengths of Kwality Walls is how easy it is to find. The brand has built a strong distribution system that puts its freezers in almost every type of shop. From small neighborhood stores to large supermarkets, Kwality Walls makes sure its products are available wherever people usually buy their snacks.

• Always Close to the Customer

It is common to spot a Kwality Walls freezer every few kilometers. This wide reach means people don’t have to go looking for ice cream. Whether someone is in a crowded market or a quiet residential lane, the brand has made itself part of everyday surroundings.

• Starting With Big Cities

In the early years, Kwality Walls focused heavily on metro cities and large towns. These places had more customers who regularly bought ice cream, so it made sense to build a strong base there. Ads and campaigns were also designed with urban buyers in mind.

• Growing Into Smaller Towns

Over time, the brand realized that smaller towns also had a big demand for ice cream. By expanding into these areas, Kwality Walls gained an edge over local players. Today, it is not just a city brand but one that also reaches people in semi-urban and rural areas.

• A Strategy That Builds Trust

By being visible everywhere, Kwality Walls has made ice cream feel accessible. People know they can count on the brand when they want a quick treat. This easy availability creates trust and keeps customers coming back.

Stars That Bring Ice Cream to Life

Kwality Walls has always relied on celebrities to connect with people. Famous faces make the brand relatable, trustworthy, and memorable. By pairing the right celebrity with the right product, Kwality Walls reaches different audiences, from teens to families to adults looking for indulgence.

• Kajol and Kwality Walls

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1. Launching a New Range

In April 2025, Kwality Walls introduced its new in-home frozen dessert line called Golden Spoon. The idea was simple: create affordable frozen desserts that families could enjoy together at home. This new range was launched with a big campaign featuring one of Bollywood’s most loved actresses, Kajol.

2. The Star of the Campaign

Kajol was chosen as the face of Golden Spoon because of her strong connect with Indian families. She is known for her lively personality and warm screen presence, which made her the perfect fit for a campaign that focused on family bonding and shared moments.

3. The TV Commercial

The TV ad tells a simple but funny story. Kajol is shown as a family member who just cannot stop talking. The moment she tastes the Golden Spoon dessert, she falls completely silent, amazed by how good it is. Her silence shows how powerful the taste is, as even the most talkative person has nothing left to say. The scene highlights the product’s promise: Golden Spoon is so delicious, it captures everyone’s attention.

4. A 360-Degree Marketing Push

The campaign was not limited to TV ads. Kwality Walls rolled out a full marketing strategy to introduce Golden Spoon. It included:

a) Television commercials that reached mass audiences.

b) Social media promotions to connect with younger, digital-first consumers.

c) Influencer tie-ups to create relatable content and reviews.

d) Seasonal promotions to keep the excitement alive during peak ice cream demand in summer.

By using both traditional and digital platforms, Kwality Walls made sure Golden Spoon was noticed everywhere.

• Kareena Kapoor Khan and Magnum

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Magnum represents the premium and indulgent side of Kwality Walls. Unlike family-focused products, Magnum is for adults who want a rich, luxurious treat. Celebrity endorsements have been central to keeping Magnum’s image premium and desirable.

1. The Face of Magnum

Kareena Kapoor Khan has been the face of Magnum in India for around 10 years. She perfectly embodies indulgence and sophistication, which aligns with Magnum’s premium positioning. Her campaigns highlight pleasure, style, and the idea of treating oneself to something special.

2. Highlighted Campaigns

Magnum has used Kareena Kapoor Khan to launch multiple flavors and campaigns, each focusing on indulgence and luxury:

a) Magnum Pistachio Launch (2025)

Kareena celebrated her decade-long association with Magnum while introducing the Pistachio flavor. The campaign emphasized the creamy, rich taste and presented Magnum as the ultimate treat for adults looking to enjoy a moment of indulgence.

b) Magnum Brownie Launch (2016)

In this campaign, Kareena unveiled the new Brownie variant alongside the Kwality Walls team. The ad focused on the decadent chocolate experience, appealing to customers who associate ice cream with indulgence and premium quality.

c) Magnum Pleasure Seeker Collection (2016)

Magnum partnered with designer Monisha Jaising during Lakme Fashion Week to showcase the Pleasure Seeker Collection. Kareena’s association with this campaign helped position Magnum as a luxurious lifestyle brand, blending fashion, style, and indulgence.

3. Marketing Strategy

Magnum campaigns are not limited to TV advertisements. Kwality Walls ensures a 360-degree marketing push:

• Television commercials reach a wide audience and highlight new flavors.

• Social media campaigns engage younger, premium-focused consumers.

• Event tie-ups like fashion (e.g. Lakmé Fashion Week) collaborations strengthen Magnum’s luxury image.

4. Building a Premium Brand Image

Through these campaigns, Kareena Kapoor Khan helps Magnum stand out as more than just ice cream. The brand is seen as a symbol of indulgence, style, and adult pleasure. This complements family-friendly products like Golden Spoon and ensures Kwality Walls appeals to both everyday customers and premium audiences.

Seasonal Campaigns

Kwality Wall's knows that ice cream is not just a year-round treat but a summer must-have. That is why the brand puts extra effort into creating seasonal promotions that excite people, bring in new customers, and keep the old ones coming back. From massive giveaways to fun tie-ups with local events, Kwality Wall's makes sure its products stay in the spotlight when the heat is at its peak.

• Big Giveaways

One of the most successful ideas from Kwality Wall's has been large-scale giveaways. For example, the 30 Lakh Free Ice Candies offer turned into a huge hit, pulling in families, children, and even adults who wanted a free treat. These kinds of promotions create buzz and make the brand more memorable during hot summer days.

• New Flavors for Hot Weather

Summer is when people want something new and refreshing. Kwality Wall's has often launched products designed for this season. The introduction of Twister in India is one such example. Its colorful look and fruity taste were perfect for summer, making it a fun choice for younger customers and families alike.

• Spreading the Word

The brand does not just launch products quietly. Every new release or summer promotion is supported by strong marketing. Television ads, short promotional films, and creative social media posts help build excitement and let people know what is new. This wide reach ensures that consumers are ready to try the products as soon as they hit the market.

Event-Based and Community Promotions

• Connecting Through Festivals

Kwality Wall's also takes part in local festivals and community events. Ice cream stalls at these places bring the brand closer to people. Whether it is a regional food festival or a summer fair, the idea is simple: let customers taste new flavors in a fun environment while creating strong recall for the brand.

• Partnering with Other Brands

The company also teams up with other businesses to create unique campaigns. A good example is the "Scream for Ice Cream" campaign with Blinkit. Through this, customers could order ice cream instantly, making it both fun and convenient. These partnerships help Kwality Wall's reach more people in different ways, making sure the brand stays fresh and exciting.

Conclusion

Kwality Walls’ journey in the Indian market shows how a brand can win hearts with the right mix of products, pricing, distribution, and creative marketing. By balancing affordability with indulgence and connecting emotionally through ads and celebrity endorsements, the brand has managed to stay relevant across generations. Its success is not just about selling ice cream but about creating experiences that people remember.

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