Call Me Chunky Launches IPL Campaign With Shakti Kapoor, Khali And Terence Lewis
Call Me Chunky launches a new IPL campaign on JioHotstar featuring Shakti Kapoor, The Great Khali and Terence Lewis.
SociapaHQ
Call Me Chunky has launched a new IPL-season advertising campaign featuring a series of four short films streaming on JioHotstar.
The campaign, facilitated by Excellent Publicity, is built around the tagline “Bina Dhoonde Harr Bite Mein Yummy Chunks” and focuses on the brand’s “Chunks in Every Bite” proposition.
The films feature a mix of celebrity and creator personalities including Shakti Kapoor, The Great Khali, Terence Lewis and Saurabh Ghadge.
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IPL Humour Drives Brand Recall:
Each film follows a humorous setup where characters or individuals are being searched for, before the featured personalities appear holding tubs of Call Me Chunky ice cream and delivering the punchline, “Bina Dhoonde Bhi Bohot Kuch Milta Hai.”
The campaign uses exaggerated comedy and celebrity-led storytelling to connect with IPL audiences during the ongoing cricket season. Rather than focusing on product-heavy communication, the films lean into light entertainment and repeatable humour designed for digital viewing environments.
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According to the company, the campaign is intended to reinforce the brand’s positioning around chunky ingredients and indulgent textures within its ice cream offerings.
Speaking about the campaign, Ashish Tendulkar said, “Sports have always been a core part of India’s form of coming together and celebrating and the IPL festival carries the same emotion. As people come together to watch the match, they cheer and indulge unconsciously and these are the moments we wanted to reflect upon.”
He added that the films were designed to feel “fun, quirky, unserious” while remaining connected to the brand’s core tagline and product experience.
Brands Lean Into IPL Entertainment:
For marketers, the campaign reflects how food and snacking brands continue using IPL-linked entertainment marketing to tap into high-engagement viewing moments. Celebrity humour, short-form storytelling and streaming-led advertising are increasingly becoming central to campaigns built around live sports consumption.
The campaign also highlights how brands are adapting ad formats for digital-first sports audiences, where shorter, meme-friendly and personality-driven films often perform better than traditional television-style commercials.
