Devyani Food Industries Limited (DFIL), a food and beverage company and part of RJ Corp group, has launched INFINO, a premium ice cream brand in India. Additionally, 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.
As per the company, 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.
Talking about the brand launch, Sudhir Chavan, CEO, DFIL, sadi, “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 and 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 experience. Our manufacturing capabilities and connected distribution network provides 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 SKU’s”.
Moreover, Liqvd Asia has played a vital role in shaping INFINO’s brand narrative through a comprehensive 360-degree marketing strategy, covering aspects such as brand film, outdoor, PR and digital content.
“Partnering with DFIL on the launch of their premium ice-cream brand, INFINO, has been an exciting journey all across. 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,” Monish Sanghavi, business head, Liqvd Asia, added.