Apsara Ice Creams
Clients:
Apsara Ice Creams
Industry:
Food and Beverage (Ice Cream FMCG)
Services:
Social Media Marketing, Content Creation, Visual Identity Refresh
Location:
Mumbai, India
Apsara Ice Creams: Giving a Timeless Brand a Digital Voice for a New Generation
A Beloved Legacy Brand With a Muted Online Voice
For over five decades, Apsara Ice Creams has been a trusted name, loved for its handcrafted, 100% vegetarian flavors and strong in-store footfall. But as discovery shifted online, its Instagram lagged—low engagement, inconsistent posting, and visuals that didn’t capture the brand’s joy, nostalgia, or indulgence. With younger audiences finding brands through reels and stories, the goal was clear: keep the heritage intact, but make it feel current on digital.
"We saw more comments and shares, and customers started mentioning posts in-store."
— Marketing Lead, Apsara Ice Creams
The Objective: Bring the Brand's Flavor to the Feed
Apsara Ice Creams was not trying to reinvent itself. The goal was relevance, not reinvention. The brand wanted its social presence to capture what customers already loved: authenticity, indulgence, and variety. Instagram needed to become a place where legacy met curiosity, and where longtime fans and first-time discoverers felt equally connected. WebLeads partnered with Apsara to help translate decades of brand love into a content system designed for today’s scrolling behavior.
Turning Products Into Stories, Not Just Posts
WebLeads approached the strategy with a simple idea: every flavor has a story, and every story deserves a moment.
Identifying Where Demand Was Breaking Down
An initial review revealed multiple friction points across the funnel. The existing website did not clearly communicate service packages or pricing, and the booking journey involved unnecessary steps that slowed conversions. From a search perspective, TapToWash was not ranking strongly for high-intent “near me” queries, limiting local discovery. Social media content existed but lacked structure and purpose, while paid ads were not optimized to guide users toward a focused booking action. The challenge was not generating interest, but capturing it effectively.
A Refreshed Visual Identity for Social
The first step was establishing a cohesive visual language. Color palettes, typography, and templates were refreshed to feel playful yet premium, staying true to Apsara’s personality. The feed began to feel intentional and recognizable. Posts no longer stood alone; they worked together to create a consistent brand presence.
Content Designed to Spark Craving and Conversation
Content shifted from static posting to sensory storytelling. High-quality product shots highlighted textures and scoops. Reels captured behind-the-scenes moments, flavor pours, and close-ups that sparked craving. Festive and seasonal campaigns added freshness to the calendar, while interactive formats encouraged participation. Polls, quizzes, and “flavor battles” invited followers to engage, not just scroll past. Posting times, formats, and hashtags were continuously optimized using performance data. Every piece of content was designed to do one of three things: tempt, engage, or remind.
Building Consistency Without Losing Charm
Rather than overwhelming the feed, WebLeads focused on rhythm and balance. A structured content calendar ensured consistent posting while leaving room for spontaneity. This allowed the brand to stay visible without feeling forced or overproduced. Over time, Instagram began functioning not just as a branding channel, but as a key touchpoint influencing store visits and repeat engagement.
Impact: Engagement That Reflected Real Interest
As the refreshed strategy rolled out, performance metrics showed a clear shift in how audiences interacted with the brand.
Key Impact Metrics:
- 130% increase in page reach
- 150% growth in impressions
- 180% boost in engagement
Followers were no longer passive. They were commenting, sharing, and actively engaging with content. Social media became a bridge between discovery and in-store experience.
A Legacy Brand Speaking the Language of Today
Today, Apsara Ice Creams uses Instagram as a key channel for launches, seasonal campaigns, and community engagement.With a refreshed visual identity and scalable content system, the brand connects with younger audiences while staying true to longtime loyalists.