Mumbai: Even though a lot of people in India enjoy ice cream, Ice Cream consumption remains impulse driven and not intentional. NIC said that it believes that not enough people see it as their first choice for dessert. They want to change this perception and get more people to enjoy a special ice cream, especially with their special few. To do this and become widely loved across the country, NIC has partnered with Sideways.
The partnership starts with a new campaign called ‘Gehri Dosti ke Gehre Flavours’, featuring Rashmika Mandana. It’s all about the importance of true friendship. She rushes through a thank you speech because she needs to hurry to her friend’s birthday party. She arrives with just five minutes left, but the real fun starts in the after-party with close friends. This campaign looks to highlight enjoying NIC ice creams best with your nearest and dearest.
This campaign is live now, in five languages – Hindi, Bengali, Marathi, Tamil and Telugu.
Jeetendra Bhandari founder NIC said, “Crafting communication that strikes a flavour just as deep, honest and memorable like NIC Ice Creams, was the primary goal of this campaign. Team Sideways, skillfully brought this concept to life. Indulge in the rich flavors of deep friendships! It’s time to enjoy a tub of NIC with those with whom you share this bond.”
Abhijit Awasthi founder Sideways said, “Nic makes the most awesome ice creams in the country, by far. The flavors are deep and are made with a sense of honesty. We wanted to bring this aspect alive in an endearing manner.
NIC Ice Creams added that it is present across 120+ cities in India and aims to redefine the ice cream experience for Indian consumers through its flavour offerings and parlours. NIC explains that it is an early adopter to new age consumption patterns, and is available on platforms like Swiggy, Zomato, Blinkit, Instamart, Zepto, Dotpe, Thrive etc. It is also available at airports, corporate campuses and large supermarkets. NIC range of ice creams it claims are without adding any preservatives and have nature-sourced ingredients.
