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MERCELY’S

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Mercely’s (formerly Meriiboy) is a premium South Indian ice cream brand known for its fresh, high-quality offerings including real fruit ice creams, fresh fruit variants, and milk lollies. Originally popular in Kerala, the brand aimed to scale operations and expand into new markets across the nation.

Challenge

In 2022, Meriiboy was at a turning point. The brand was planning a complete rebranding and a strategic expansion into new geographies. The challenge was twofold:

  • Reposition the brand with a new identity (Mercely’s) while retaining existing goodwill.
  • Create a high-impact launch that would differentiate Mercely’s in an already competitive ice cream market.
Our Role

Media Expression came on board at this pivotal phase to:

  • Guide the brand through its rebranding journey.
  • Provide strategic media insights and planning.
  • Orchestrate a high-decibel brand launch with long-term brand positioning in mind.

Strategic Solutions

1. Rebranding and Identity Crafting

We worked closely with the internal team to transition Meriiboy to Mercely’s—a move aimed at creating a fresh, premium identity. Every aspect was meticulously revised to reflect a youthful, aspirational image.

2. Celebrity Endorsement Recommendation

A game-changing moment in the brand’s journey was Media Expression’s suggestion to bring in actor Dulquer Salmaan as the brand ambassador. His suave, modern image aligned perfectly with Mercely’s brand persona. His voice and presence became central to the launch campaign.

3. Launch Campaign Execution

A powerful 360-degree campaign was rolled out, including:

  • Television & Radio ads featuring Dulquer Salmaan.
  • Billboards & OOH activations in major cities.
  • Retail-level branding across distribution points.

Our messaging focused on freshness, quality, and indulgence—key emotional hooks for the target audience.

Impact & Results

  • ₹175 Crore Turnover in Year One: Mercely’s became the first Indian ice cream brand to reach ₹175 crore in revenue within a year of launch post-rebranding.
  • Brand Recall & Awareness: Surveys showed unmatched recall levels, particularly driven by Dulquer Salmaan’s association.

Ongoing Association

Media Expression continues to lead Mercely’s brand strategy through:

  • New product launch campaigns.
  • Continuous media innovation and content creation.
  • Strategic inputs for retail and digital expansion.

Conclusion

From a local favorite to a nationally recognized and celebrated ice cream brand, the story of Mercely’s is a testament to the power of well-planned media strategy and deep brand insight. At Media Expression, we didn’t just help launch Mercely’s—we helped shape a legacy brand.