LOTTE India has rolled out an Out-of-Home campaign for LOTTE World Cone Double Belgian Chocolate, Korea’s top-selling ice cream cone, using a single high-impact installation to do the talking. The brand has converted a billboard near Nehru Circle in Ahmedabad into an oversized boarding pass, leaning on a travel-and-discovery metaphor to suggest the product brings Korea to Indian consumers rather than the other way around.
The core message is straightforward: experiencing Korea’s leading cone no longer requires a trip to Korea. The boarding pass format was chosen specifically to merge outdoor creativity with a clear cultural cue, using the World Cone itself as the visual anchor while reinforcing the brand’s Korean origins.
The hero product, World Cone Double Belgian Chocolate, combines Belgian chocolate ice cream, roasted almonds, and a thick chocolate disc for a layered eating experience. It sits alongside other variants in the range, including Swiss Choco Brownie, Nutty French Vanilla, and Real Alphonso Mango.
Rishabh Verma, Head of Marketing at LOTTE India, said the brand wanted the India rollout to balance the thrill of discovery with a clear nod to its Korean roots. Sr. Brand Manager Ankit Dubey added that the team aimed for an OOH execution that felt bold and immediately recognisable, using the boarding pass concept to communicate both provenance and premium positioning without overcomplicating the message.
Placed at a heavily trafficked commuter junction ahead of Bikanerwala, the billboard is backed by quick-commerce availability on Blinkit and Zepto, linking visibility directly to purchase as LOTTE India deepens its push to bring Korean food experiences into the Indian market.
