Baskin Robbins India Goes Blue with Smurfs Magic

Baskin Robbins Brings Smurfs-Themed Fun to India Ahead of Movie Release

Baskin Robbins India has teamed up with the iconic Smurfs movie franchise in a playful new partnership that brings a flavourful twist of mischief and magic to ice cream lovers across the country. Just in time for the upcoming Smurfs movie release, the campaign introduces a vibrant blue offering called Splish Splash, inspired by the beloved blue characters from Smurfs.

Aimed at both children and families, this special edition flavour and campaign are designed to turn ordinary ice cream moments into unforgettable ones — full of games, colours, and character-themed joy.

The Big Idea: Blue Flavour, Blue Fun

The tie-up creatively leverages the Smurfs’ global appeal and signature blue color to enchant a new generation of fans. The Splish Splash flavour, launched as part of the collaboration, is described as playful, whimsical, and irresistibly fun, capturing the adventurous spirit of the Smurfs in every scoop.

The move aims to create immersive in-store experiences that go beyond simply enjoying a dessert. From visual merchandising to product activations and digital contests, everything has been painted blue – quite literally.

Speaking on the collaboration, Aleesha Desai, General Manager (Marketing) – Baskin Robbins India, said:

“At Baskin Robbins, our mission is to spread smiles over a scoop of happiness. Collaborating with the beloved Smurfs helps us do that in a playful way. We’re excited to bring the colourful world of the Smurfs into our parlours through in-store activations, exciting games, and fun social media contests.”

What’s in Store for Customers

This Smurfs-themed experience includes:

• In-store activations decorated with Smurfs memorabilia to provide a magical atmosphere for families and kids.
• Fun mini-games and engagement booths available at selected parlours to add a layer of interactivity.
• Smurfs-themed Instagram campaigns, contests, and fan challenges that reward participants with quirky blue-themed surprises and giveaways.
• Movie tie-ins and event promotions, where the brand will be present at selected Smurfs movie screenings, with branded stalls and merchandise counters.
• Collaborations with influencers and content creators, who are hosting themed parties and unboxing limited-edition branded Smurfs goodies.

The approach is a blend of nostalgia for parents and fresh excitement for kids, resulting in a one-of-a-kind marketing campaign that brings value, fun, and emotion together.

Instagram Turns Blue

Baskin Robbins has taken over its digital channels with a blue-tinted Instagram feed, building hype and curiosity among fans. The visual identity strongly ties with the campaign’s central theme, inviting children and millennials to share their “Smurfy” moments online with branded hashtags.

From Smurfs-themed stories and reels to product reveals and influencer shoutouts, social media plays a key role in expanding campaign reach and building meaningful interaction with digital-native audiences.

A Flavorful Step in Themed Marketing

With families increasingly looking for shared experiences, brands like Baskin Robbins are shifting from just “selling treats” to creating joyful moments. The Smurfs theme successfully turns ice cream parlours into mini worlds of fantasy — especially for younger audiences in metros and tier-2 cities.

Baskin Robbins’ previous associations with Minions, Pokemon, and Stranger Things had already shown the power of character-based tie-ins. Now, Smurfs join the line-up as an iconic franchise perfect for a brand that stands for colourful memories.

Limited Edition Goodies Up For Grabs

To stir up added excitement, fans have a chance to win limited-edition Smurfs merchandise, including cups, T-shirts, stationery, and collectible figures — all available through contests and movie-related promotions.