HOCCO Launches Humour-Led Campaign Highlighting Its Unconventional Ice Cream Range

HOCCO has launched a new digital-first campaign titled “Ice Creams Itni Hatke, Dimaag Unhi Pe Atke” in collaboration with creative agency Moonshot, using exaggerated humour and unconventional storytelling to showcase the brand’s approach to ice cream innovation.

The campaign film follows a man who begins mistaking everyday objects for ice cream after encountering HOCCO’s unusual product lineup, reflecting the brand’s positioning around unexpected flavours and formats designed to stand out within the category.

According to the company, the campaign draws inspiration from products across HOCCO’s portfolio, including Leemo, Aamchi, BIX, Oh Cone, and Bun Maska aur Jam.

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Humour Drives Brand Recall:

The communication positions HOCCO as a challenger brand experimenting beyond traditional ice cream category conventions.

Rather than focusing on standard product-led advertising, the campaign uses internet-style humour, exaggerated situations and fast-paced storytelling to drive recall and engagement among digital audiences.

Commenting on the campaign, Ankit Chona said the collaboration with Moonshot was built around creative trust and a willingness to push conventional boundaries.

“Humour became a powerful way for us to connect more organically with people, while still staying rooted in an authentic product truth,” Chona said.

According to Devaiah Bopanna, the agency drew inspiration from HOCCO’s broader philosophy of innovation across manufacturing, product formats and category experimentation.

“When you look at the lineup of Hocco products, you know innovation and madness are an integral part of the brand’s DNA,” Bopanna said.

He added that the creative direction intentionally moved away from conventional ice cream advertising formats in order to reflect the disruptive positioning of the products themselves.

Meanwhile, Roli Shrivastava said the campaign’s exaggerated humour was rooted in genuine consumer insight rather than randomness for attention alone.

“The madness works because it stems from an honest product insight,” Shrivastava said.

She added that repeated exposure to unconventional product innovation changes consumer expectations and that the campaign was designed to dramatise that idea in an entertaining way.

According to the company, the campaign has been developed specifically for digital-first audiences and combines short-form humour, shareable content formats and exaggerated storytelling while keeping the product experience central to the communication.

For marketers, the campaign reflects how challenger food and beverage brands are increasingly using humour, internet culture and unconventional storytelling formats to build stronger engagement and memorability in crowded digital environments.