Vadilal Industries, leading ice-cream maker has selected 12 unknown children to be its brand ambassadors and faces of the company's calendar for 2012 as a new consumer-outreach initiative. The kids to be featured in the calendar were chosen through a campaign in which children's participation was encouraged by means of a public competition. The company had launched the ‘Freeze the Moment' contest seeking submission of photographs that showed children enjoying their favourite ice cream.
The company will have these children on 20,000 wall and table calendars, combining the kids' happiness with Vadilal's brand stores, known as Happinezz. The calendars will be available at all Vadilal's ‘Happinezz' outlets and vendors' retail points. It will also gift the calendars to all the contest participants and 12 winners will receive cash awards as well.
The company has received over 1,000 entries across India and an independent panel chose the images that best expressed pure delight of children savoring ice-cream. The campaign officially kicked off in the last week of November and entries were invited from children, aged between five and 10 years.
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