Most ice cream ads follow the same playbook: golden light, happy families, a slow-motion scoop. HOCCO threw that playbook out entirely.
The Ahmedabad-based ice cream brand has launched its new campaign – “Ice Creams Itni Hatke, Dimaag Unhi Pe Atke” – created in partnership with creative agency Moonshot. The film follows a man who, after experiencing HOCCO’s unexpectedly unconventional product range, begins mistaking random everyday objects for ice cream. Absurd? Absolutely. Intentional? Completely.
The campaign is rooted in a genuine product truth. HOCCO’s portfolio – spanning Leemo, Aamchi, BIX, Oh Cone, and the now-iconic Bun Maska aur Jam – breaks conventional category codes at every level, from formats and flavours to the machinery and logistics behind making them. Devaiah Bopanna, Co-Founder of Moonshot, put it plainly: when the product is this disruptive, the creative has no business being ordinary.
Ankit Chona, Founder of HOCCO, credited the campaign’s success to trust and creative openness – allowing humour to do the heavy lifting while staying anchored in authentic product insight.
Roli Shrivastava, Head of Marketing at HOCCO, was equally clear: the madness isn’t arbitrary. When a brand consistently delivers surprising innovation, consumer expectations shift – and the advertising must reflect that shift.
Built for digital-first audiences, the campaign combines short-form humour, exaggerated situations, and shareable storytelling – keeping the product experience front and centre throughout.
