BR x OGILVY
Celebrating the smaller
moments, with bigger
scoops of happiness.
Baray
Bhaiya Agaye
The Brief
In Pakistan, Baskin Robbins had been serving a standard 2.5 oz scoop size. To elevate the experience for loyal customers and entice new ones, the brand strategized to launch a more generous 4 oz scoop option. This larger scoop, already available in international markets, would provide 60% more ice cream than the previous size, offering a more indulgent treat for ice cream enthusiasts.
The Thought
In a diverse nation of over 200 million people, numerous types of relationships flourish. One universally recognized relationship, spanning all demographics, is the bond between the younger "chotay" and the elder "baray" individuals. The concept aimed to capitalize on this unique connection by introducing a larger scoop size while maintaining the brand's playful tone. An approach with the potential to effectively celebrate and resonate with this familiar dynamic in Pakistani culture.
The Outcome
The 'Baray Bhaiya Agaye' campaign offered Baskin Robbins an ideal opportunity to unveil their latest product addition. With a dual-purpose approach, the tagline effectively appealed to both young and old demographics, ensuring the spotlight remained on the product in every promotional piece. By celebrating the unique, endearing expression of love that resonates with every Pakistani, the campaign facilitated widespread acceptance and appreciation of the new offering among the population.