Shaanks × Tangelo · For Ayesha Malhotra · May 2026

The most expensive-looking ice cream ad in Delhi NCR.

You out-spec every premium player in India on the product. The marketing under-asks. Here is the strategy that fixes that, plus five sample statics that say it without saying it.

Goal: Footfall to outletsCities: Delhi, Gurgaon, Pune, Chandigarh, LucknowOutlets: 7Tool: Higgsfield GPT-Image-2
The thesis
Make Tangelo look like the most expensive ice cream in NCR. Without ever saying the word "expensive."
Sensory close-up. Van Leeuwen visual minimalism. Cream canvas. Bold typography. Hand-drawn callouts. Real fruit. Khand crystals visible.
The research that came first

What competitors do. What we do back.

Three weeks of research across the website, the menu, Better India, LBB, customer reviews, and 5 Indian + 5 global premium ice cream brands. Findings condensed.

COMPETITORTHEIR FOOTFALL PLAYTANGELO COUNTER-MOVE
Naturals

Mumbai · 170+ outlets · est. 1984

Store-experience-first. Low ad spend. Organic Instagram. Festival tie-ins.

We can't out-spend on store. We out-asset on creative. Editorial-grade > their lifestyle.

NIC Natural Ice Creams

Bangalore · 35 parlors · 150+ cities

"Real fruit" educational copy. Upvas-Friendly festival angle.

Own a tougher stat: 30% real (NIC's % unstated). Add Khand differentiation NIC can't claim.

Minus 30°

Delhi · sister-founders · gelato premium

Sister-founder story. Vegan-first artisan. Italian craft framing.

Out-spec on the vegan stat (20% almonds vs. their 2-3%). Educational over personality.

Baskin-Robbins

Global · 31 flavours · mass-market

Velocity promos. BOGO. Kid-fun celebration.

Avoid the discount race entirely. Premium permission > BR's value-pile.

Hangyo

Mangalore · No.2 in state · RAVE series

Premium flavour innovation. Regional pride narrative.

City-specific seasonal flavours (Delhi Mango, Gurgaon Pista, Pune Kesar). Local pride at flavor level.

Global benchmarks: Van Leeuwen (visual simplicity = +50% sales), Salt & Straw (collaboration storytelling), Jeni's (editorial photography), Morgenstern's (design-first), Häagen-Dazs (permission to indulge).

The honest diagnosis

What you're doing right. What you're missing. What you should be doing.

Given the research above, here is how Tangelo stacks up today and what closes the gap.

01 · DOING RIGHT

You out-spec the category on product.

  • Khand instead of refined sugar — no other premium player owns this.
  • 30% real fruit (vs. unstated competitor %).
  • 20% almonds in vegan (vs. industry 2-3%).
  • Under 100 calories. 95% fat-free vegan line.
  • Eggless. 100+ flavours. In-house bakery.
  • Ratnagiri Alphonso. Mahabaleshwar strawberries. Kolkata nolen gur. Punjab apiary honey.
  • Earned media: Better India + LBB features. Reviews praise courteous owner.
02 · MISSING

The marketing under-asks the story.

  • Visual identity reads "neighbourhood Gurgaon dessert shop." Naturals out-classes you on aesthetic.
  • Earned-media features tell a 19-year R&D family-kitchen origin story your own ads do not.
  • No hero stat in the headlines. "20% almonds vs. 2-3%" is sitting on the floor.
  • No occasion-fit calendar. IPL, Mango Festival, Holi, Diwali, monsoon — all skipped.
  • One generic creative for a Saket family, a CyberHub office worker, and a Lucknow college student.
  • No editorial-grade creative. The moodboard you sent says you already know.
03 · WHAT YOU SHOULD DO

Lead with the hardest stat. Localize per outlet. Upgrade the aesthetic.

  • Editorial premium upgrade. Cream canvas. Recoleta Bold typography. Tangelo Pink + Citrus Yellow accents only.
  • Hard-stat hooks: "20% almonds." "97 calories." "30% real Alphonso." Numbers stop scrolls.
  • Geo-fenced creative per outlet. "The Saket scoop." "The Aundh scoop." Localized per city.
  • Occasion calendar: Mango Drop, IPL, Monsoon Comfort, Diwali, Holi.
  • One CTA, one channel per ad. Footfall ads → Maps. Sales → Swiggy/Zomato/site.
  • The earned-media family-kitchen story can be a body line, not a creative pillar.
Who we're talking to

Four audiences. One brand voice.

Awareness creative split: 50% Health-Conscious, 25% Family, 15% Vegan/Lactose, 10% Date Night.

50%
Health-Conscious Urban Indian
28-45 · NCR · ₹15L+ HHI · DLF Phase 1-5 / Saket / Greater Kailash / Gurgaon Sectors 47-67 · Cult.fit + F45 + MasterChef Australia
"I want ice cream but I just spent ₹2,200 on a Pilates class. The mental math is exhausting."
Desire: Permission to indulge. A scoop they can post on Instagram without their dietitian commenting.
  • "Under 100 calories."
  • "Made with khand, not refined sugar."
  • "30% real Alphonso. Zero compromise."
25%
Family With Kids
32-50 · ₹20L+ HHI · kids 5-15 · near Saket / Pitampura / Gurgaon · "the good parent" who buys premium
"I want to give my kids a treat without giving them artificial colours and 40g of sugar."
Desire: A shop the kids beg for AND mom can defend at the school gate.
  • "Eggless. No artificial colours. No preservatives."
  • "100+ flavours. Including ones for the gluten-intolerant cousin."
  • "Made by a family. For a family."
15%
Vegan / Lactose / Diabetic
25-55 · NCR / metro · restricted diet · burned by "vegan = sorbet" · willing to pay premium
"I have to read the back of every label. The vegan options use 2% almonds with thickeners."
Desire: A vegan / sugar-free scoop that doesn't taste like punishment.
  • "20% almonds, freshly extracted. Industry has 2-3%."
  • "Vegan. Under 100 calories. 92-95% fat free."
  • "No added sugar. Plant-based stevia."
10%
Date Night / Couples
22-35 · dating · NCR · Saturday Saket-CyberHub-Khan-Market · "where do we go after dinner?"
"Dinner's done. We don't want a coffee shop again. Where do we walk to?"
Desire: A destination, not a side-stop. Aesthetically Instagrammable.
  • "The scoop you walk to after dinner."
  • "Open till 1am in Gurgaon, Delhi, Noida."
  • Editorial-grade store aesthetic.
The plan

Two pillars. Footfall first.

70% of media weight goes to footfall awareness ads geo-fenced in a 5-30km radius around each outlet (radius widened from typical 2-3km because NCR commute is longer). 30% goes to sales (Swiggy, Zomato, your site).

Pillar A · Awareness

Footfall Awareness

Get NCR + Pune + Lucknow + Chandigarh feet into the 7 outlets. Geo-fenced 5-30km radius, scheduled 4pm-10pm to ride the post-work footfall window.

70%
  • Editorial hero static (1:1 + 9:16) — sensual close-up + bold headline + outlet pin
  • Geo-fenced 4-card carousel — flavour reveal → ingredient → outlet → CTA
  • Story / Reel (9:16) — 3-5s scoop reveal + headline
  • Daily budget guidance: ₹1,500-3,000 / outlet / day at launch
  • CTA: Google Maps pin → "Tangelo near you"
Pillar B · Sales

Sales Conversion

Swiggy + Zomato + tangeloicecream.com. Higher AOV via combo packs, gift boxes, Bonbons. Tighter targeting: existing customers + lookalikes + 30-day site retargeting.

30%
  • Product hero static with offer overlay (delivery hours, ₹899 free-delivery threshold)
  • Combo pack carousel — Bonbons, ice cream cake, 4-tub combo
  • Festival gift box (Diwali, Rakhi, Christmas seasonal)
  • Daily budget guidance: ₹500-1,500 / channel / day
  • CTA: channel-named ("Swiggy" / "Zomato" / "Tangelo.com")
Creative pillars

Three angles. One brand voice.

Every creative we produce sits inside one of these three pillars. Spend split optimised after the first 6 weeks of data.

50%

Ingredient Authority

The educational, hard-stat angle. Khand. 20% almond milk. 30% real fruit. Under 100 cal. Our defensible moat.

20%

Local Discovery

City-specific, outlet-specific creative. "The Saket scoop." "The Aundh scoop." Same brand, locally-rooted hook. Our footfall conversion.

30%

Sensual Occasion

Editorial close-up. The drip. The bite. The walk-in moment. Our scroll-stopper.

The angles

Six creatives. Each a different scroll-stop.

01

Khand Heritage

Made with khand. The way nani made kheer.
SKU: Classic Belgian Dark Chocolate Truffle · Authority pillar
Footfall
Cultural memory trigger. Educates on khand by analogy. 30-55, Hindi-English bilingual NCR.
02

The 20% Truth

Your almond milk has 2% almonds. Ours has 20.
SKU: Vegan Alphonso Mango · Authority pillar
Footfall
Hardest stat in category. Direct accusation that flips on beat 2. Vegan / lactose-intolerant / Cult.fit crowd.
03

Under 100 Calories

97 calories. 30% Alphonso. Zero apology.
SKU: Vegan Belgian Dark Chocolate Fudge Cake · Authority pillar
Footfall
Permission narrative. Numbers > adjectives. F45 / Cult.fit / dietitian content audience.
04

The Drip Moment

Scoop when ready.
SKU: Classic Alphonso Mango (cone) · Sensual Occasion pillar
Footfall
Editorial close-up. No claim to argue with. Late-night Khan / Cyber Hub crowd.
05

Seven Outlets

Seven outlets. One reason. The scoop in the corner.
SKU: All 4 lead SKUs in row · Local Discovery pillar
Footfall · geo-fenced
Localizable per outlet ("The Saket scoop." "The Aundh scoop."). Doubles as outlet locator.
06

Delivery Doorstep

Home in 30 minutes. Or 1 AM, your call.
SKU: Bonbons + tubs combo · Sensual Occasion pillar
Sales · Swiggy / Zomato / site
Direct conversion. The "1 AM" line is the differentiator. Existing-customer + lookalike retargeting.
The copy
01 · Khand Heritage
Made with khand. The way nani made kheer.
Cultural memory trigger. Sounds like a confidence statement, not a marketing claim.
02 · 20% Truth
Your almond milk has 2% almonds. Ours has 20.
Hardest stat in the category. Pure pattern interrupt. Numbers stop the scroll.
03 · Under 100 Calories
97 calories. 30% Alphonso. Zero apology.
Three numbers in seven words. "Zero apology" replaces "guilt-free" without the cliché.
04 · Real Fruit
Eat the mango. Not the marketing.
Pattern interrupt. Calls out the category's fake-fruit problem in seven words.
05 · Outlet Discovery
Seven outlets. One reason. The scoop in the corner.
Footfall-direct. "The scoop in the corner" treats every outlet as a neighbourhood find.
06 · Late-Night Walk-In
Scoop when ready.
Three words. Image-carried. Reads as a slogan more than a tagline.
Five sample statics

This is what your next campaign looks like.

Five 1:1 statics generated via Higgsfield GPT-Image-2 from forensic prompts. Cream canvas. Bold typography. Hand-drawn callouts. Real product. Tangelo Pink + Citrus Yellow accents.

Creative 1 — Khand Heritage
01 · Khand Heritage

Made with khand. The way nani made kheer.

Belgian Dark Chocolate Truffle · Authority pillar
Footfall
Creative 2 — 20% Truth
02 · 20% Truth

Your almond milk has 2% almonds. Ours has 20.

Vegan Alphonso Mango · Authority pillar
Footfall
Creative 3 — 97 calories
03 · Under 100 Calories

97 calories. 30% Alphonso. Zero apology.

Vegan Belgian Dark Chocolate Fudge Cake · Authority pillar
Footfall
Creative 4 — Drip Moment
04 · Drip Moment

Scoop when ready.

Classic Alphonso Mango cone · Sensual Occasion pillar
Footfall
Creative 5 — Seven Outlets
05 · Seven Outlets

Seven outlets. One reason. The scoop in the corner.

All 4 lead SKUs · Local Discovery pillar
Footfall · geo-fenced
The calendar you're skipping

Each window is a free footfall day.

Eight occasions across the year. Each one is a 2-week creative push with its own hook + visual variant.

WINDOWCALENDARHOOKFORMAT
Mango DropMay - June"Alphonso season is open. Two months only."Carousel + Reels
IPL FinalEnd May"After-match scoop. Open till 1am."Story · geo-fenced
Monsoon ComfortJuly - August"Yes, ice cream in monsoon. Especially in monsoon."Static + Reels
Independence DayAugust 15"Three flavours. Saffron mango, white pista, green sorbet."Limited drop + carousel
DiwaliOctober - November"Bonbons gift packs. Sugar-free. Vegan. For everyone at the table."Sales — gift carousel
ChristmasDecember"Belgian dark chocolate cake. Eggless. Limited 100 cakes."Reel + carousel
HoliMarch"Cool down the colour run."Footfall + Reels
Mango Festival DelhiEnd June"We're the ones at the Delhi Mango Festival with 30% real Alphonso."Live event + footfall

So.
Are we doing this or what?

The strategy is locked. The creatives above are samples. The full sprint is 30+ statics, 8 reels, and a 12-week occasion calendar. Karthi will share the commercials separately.

Send the commercials →
Shaanks × Tangelo Ice Creams · Built for Ayesha Malhotra · May 2026