HOCCO has unveiled its latest campaign, 'Ice Creams Itni Hatke, Dimaag Unhi Pe Atke,' created in collaboration with Moonshot.
The campaign uses absurd and exaggerated humour to highlight the brand’s unconventional product lineup. The film follows a character who begins mistaking everyday objects for ice cream after repeated exposure to HOCCO’s unusual flavours and formats.
The creative builds on products such as Leemo, Aamchi, BIX, Oh Cone and Bun Maska aur Jam, which the company positions as differentiated offerings within the ice cream category.
According to the brand, the campaign was designed to interrupt passive content consumption and stand out in a crowded advertising environment by leaning into internet-style humour, unpredictability and short-form storytelling dynamics.
“At HOCCO, our intent has always been to become an integral part of our consumers’ lives and culture. That means our conversations with audiences cannot remain purely transactional or product-led. We want the brand to spark emotion, entertainment, and genuine engagement. When passionate teams with a shared creative ambition come together, great work becomes inevitable. The moment Moonshot came on board, we knew this campaign needed trust, openness, and the freedom to push boundaries. Humour became a powerful way for us to connect more organically with people, while still staying rooted in an authentic product truth,” says Ankit Chona, Founder, Hocco.
“When we met the Hocco team, and they laid out their vision for building the company and products, one thing was clear: they were breaking all the rules in ice cream manufacturing. Right from the machinery to the way it had to be transported, they were innovating on every front. So, we let the product philosophy lead us into ideation. The product is so disruptive in its reimagining of ice cream that we wanted the creative to do justice to this disruption. When you look at the lineup of Hocco products, you know innovation and madness are an integral part of the brand’s DNA. It’s a challenger brand in every sense; it has broken the rules of shapes and sizes, so it was imperative for the creative idea to break the rules and category codes of ice cream advertising as well. And that’s why we felt this route was a natural fit for the brand. Unexpected and irreverent, just like the way Hocco makes its ice cream.” says Devaiah Bopanna, Co-founder, Moonshot.
“The objective was never to be bizarre for the sake of it,” says Roli Shrivastava, Head of Marketing at Hocco. “The madness works because it stems from an honest product insight. When consumers constantly experience surprising innovation from a brand, their expectations start shifting too. We simply dramatized that thought in the most entertaining way possible with Moonshot. Working with the Moonshot team on this campaign has been an incredibly exciting experience. They brought a fearless, creative energy to the table while deeply understanding the brand’s voice and consumer journey. We knew when we partnered with them that we needed to trust the creative process and be ready to get uncomfortable.”
The campaign is being positioned as part of the brand’s broader effort to create culturally relevant and highly shareable communication rooted in product innovation.
