MAM
Havmor Ice Cream asks post-lockdown ‘Sabse Pehle Kya Karega’
MUMBAI: ‘Sabse pehle kya karega?’ – a digital campaign launched by Havmor, one of India’s favourite ice cream brands, underlines what’s on everyone’s minds with the lockdown now nearing an end in most places. It focuses on what the consumer really wants the moment life gets back to normal. While there will be a lot of things to do, what’s the first thing they would want to do? The feeling can only be juxtaposed with the smallest, simplest pleasures of life that people were deprived of – like having ice creams. Starting off with ice cream, one would only be assured of bringing back happiness which is the message highlighted in the campaign – Khushiyan wapas le aao.
Conceptualised by Sideways, the film weaves across demographics set against a happy-go-lucky song. Bound by shooting constraints in the current scenario, the film is wholly created by sourcing home videos keeping the emotions raw and simple, quite like the experience of having an ice cream.
Havmor Ice Cream MD Anindya Dutta, said, “We feel this brand film will specifically help in strengthening our bond further with consumers, many of whom have been waiting to eat their favourite Havmor Ice Cream. We are confident that ice cream consumption will pick up and we are already seeing green shoots.”
Havmor Ice Cream head of marketing Shekhar Agarwal added, “The film is an enjoyable way of articulating emotion of what we all want to do once the lockdown is over. Ice Cream is a source of happiness to many, and we see our brand playing a central role in bringing happiness in small measures in our consumer’s day to day life.”
Sideways founder Abhijit Avasthi said, “Havmor is a brand that promises to unlock joy in ordinary moments. Under the given circumstances just the thought of getting back to a semblance of normalcy is a source of joy for most of us. And that’s what we have tried to capture using a nice hummable track.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
