The summer of 2007 witnessed an innovative tie-up of Baskin Robbins with Spiderman 3 movie. Baskin Robbins promoted Spiderman 3 by means of a creative promotion. This not only added visibility but also enhanced customer interactivity with the brand. The highlight of the promotion was the co-branded TVC which was aired on key kiddy channels. The promotion extended to creating three new trendy flavours keeping in tune with the characters of the movie- Web Slinger, Sand Storm, and Green Gobbler. The elements of the promotion included poster, POP, standee, cup design, bags, t-shirts, tags, shelf talker and a Spiderman 3 comic free with every single scoop of ice cream.

Baskin Robbins successfully captured the attention of the kids by entering into a tie-up with ‘Paanchvi Pass’, a popular reality show telecast in 2008 by Star Plus and hosted by Shahrukh Khan. A special Paanchvi Pass flavour was created to make it appealing to the customers and add excitement to the entire campaign. A gift was assured to any customer who walked into the store and purchased a Panchvi Paas flavour and 3 lucky draw winners got a chance to meet the biggest Bollywood star, Shahrukh Khan. The promotion helped Star Plus take its message to niche audience across the country. The activity provided tremendous on ground visibility for Star Plus and Baskin Robbins in terms of wall visuals, tent cards, danglers, posters, t-shirts, cups, shelf talkers and a quiz book. Besides, it got good publicity and generated enthusiasm among the kids.

Baskin Robbins has become an attractive partner for Production Houses to promote movies better among its target audience-the youth. This is done by means of appealing visuals and colorful displays like banners, posters, standees etc. Drona, a magical adventure movie based on the warrior ‘Drona’ tied up with Baskin Robbins to promote the movie among the teenagers. Visual displays for the promotion of the movie using Baskin Robbins as a brand included posters, standees, bags, shelf-talker, drop box and banner. Cappuccino Nibs was named the Drona flavour, also known as the flavour of magic to get the touch and feel of the movie. The Drona promotion gives kids across the country a chance to meet Abhishek Bachchan through a lucky draw.

MTV Roadies -a cult following among youth has now associated with Baskin Robbins for promotion of the programme and for the integration of the brand with its content. The promotion makes a lot of sense for both the brands because the target audience of Roadies is synonyms with the target audience for Baskin Robbins. The audition promotion was done in selected cities in India where the Roadies audition was carried out-Mumbai, Delhi, Bangalore, Kolkatta, Ahemdabad, Chandigarh. JTQ-‘Jump the Queue’ passes were given to those lucky draw winners who purchased Baskin Robbins ice cream worth Rs. 250/-. Promotion was done through posters, banners, standees and the JTQ passes. Interactive games during the auditions were incorporated which included wild games centered on ice cream. As the show will be aired in early January Baskin Robbins is looking at more activities around that time.

The movie was unique in the sense that for the first time introduced the time machine concept in the Indian film industry and therefore, there was a big hype around the movie. Baskin Robbins built on this hype and therefore associated itself with Love Story 2050. The publicity for the movie was done using posters, standees, banners and shelf talkers. The flavour was called the 2050 Flavour with a tagline-The taste of the future is here. The promotion offered a chance to the lucky draw winners to meet the debutant actor Harmen Baweja and Priyanka Chopra and a chance to win a Boo (a character from the movie) with every 2050 flavour.