Who’s Vaddy? Vadilal’s Mystery Mascot Campaign Melts the Internet

When Bollywood's elite start following a mysterious private account on Instagram, the internet will speculate. From Ranbir Kapoor soft-launch theories to Orry’s cryptic posts, ‘@officiallyvaddy’ became the most-watched Instagram handle for a hot minute.

Turns out, it wasn’t a celeb—but something cooler.

Enter Vaddy, Vadilal Ice Creams’ newest mascot. The campaign—launched with full drama—used classic heist marketing tactics: build suspense, tap influencers, keep things cryptic, and let the audience spiral into theories. By the time the account went public, it had already racked up 58K followers.

So, what made it click?

• Sharvari Wagh, the rising Bollywood starlet, fronted one ad. Her bubbly presence and effortless charm perfectly matched Vaddy’s 'chill guy' vibe. Think: soft smiles, sunny backdrops, and scoops of feel-good.

  
  

• Karan Johar, the king of dramatic reveals himself, brought his signature flair to the second spot—because who better to endorse a diva cone than the original fashion-forward filmmaker?
  

The campaign tagline Zara muskuraiye, Vadilal khaiye! brings back the nostalgic fun of ice cream breaks while adding a modern twist through influencer-fueled storytelling.

Conceptualised by 82.5 Communications, the campaign shows how mystery marketing is having a serious moment. From Amazon Prime’s wiped feed to Yes Madam’s cryptic glow-up teasers, we’re in the era where the reveal is the campaign.

And Vaddy? He might just be the cone that cracked the code.