Vadilal Industries Ltd. and Parle Products have announced a trademark licensing partnership to launch Melody Ice Cream, bringing the beloved caramel-and-chocolate confectionery brand into the frozen desserts category.
The collaboration combines Parle’s brand equity with Vadilal’s expertise in the ice cream segment, creating a new product aimed at consumers who have grown up with Melody as well as younger audiences looking for familiar brands in new formats.
The launch reflects a broader trend in the FMCG sector, where companies are increasingly leveraging trademark licensing and brand extensions to unlock new consumption occasions and strengthen consumer engagement. By extending a well-established confectionery brand into a new category, Vadilal and Parle are seeking to capitalize on the growing appeal of nostalgia-led innovation.
Melody Ice Cream has been developed to capture the signature flavour profile of the confectionery brand, combining caramel notes with rich chocolate flavours in a creamy frozen format.
According to the companies, the product is designed to appeal to both long-time Melody consumers and younger audiences drawn to culturally relevant and shareable food experiences.
To support the launch, Vadilal and Parle are rolling out an integrated marketing campaign spanning digital platforms, social media, creator collaborations, consumer engagement initiatives, and on-ground activations.
The product is currently available at Vadilal parlours and will be gradually rolled out across retail outlets, modern trade channels, and leading quick-commerce platforms across the country.
Commenting on the association, Himanshu Kanwar, Chief Executive Officer, Vadilal Industries, said “The strongest brands are those that create lasting emotional connections, and Melody is undoubtedly one of them. Our partnership with Parle represents the coming together of two trusted and legacy household names with a shared commitment to delighting consumers.
“Through this association, we are not only introducing a distinctive new offering but also creating a powerful cultural moment that celebrates familiarity, joy, and innovation. We see immense potential in collaborations that blend brand equity with evolving consumer preferences, and Melody Ice Cream is a compelling expression of that vision.” he added.
Commenting on the partnership, Mayank Shah, Chief Marketing Officer, Parle Products, said “Melody has enjoyed a special place in the hearts of consumers for decades. This association with Vadilal allows us to extend the brand into a category that offers new occasions for consumption while retaining the essence that has made Melody so memorable. We are excited to see consumers experience the brand in a completely new avatar and look forward to the response this collaboration generates.”
