Mumbai: NIC Honestly Crafted Ice Creams has rolled out its latest summer campaign titled “More is Merrier,” celebrating the joy of togetherness and the brand’s unwavering commitment to indulgent, honest ingredients.
The campaign film paints a heartwarming picture of close-knit moments among large groups of friends—those spontaneous get-togethers where laughter, camaraderie, and a little bit of chaos create memories that last a lifetime. Much like NIC’s ice creams, which pack every scoop with real fruits and milk, the film mirrors the product philosophy: more goodness, more flavour, and no artificial preservatives or colours—because more really is merrier.
Abhijit Avasthi, Founder – Sideways, the creative mind behind the campaign, shared his inspiration, “When you meet up with your friends, all that matters is that all of you are together. No matter the space or place. Our idea celebrates this joyous feeling, drawing a parallel to NIC’s product itself – which brings more fruits together.”
Echoing this sentiment, Raj Bhandari, Co-Founder, Walko Food Company Pvt. Ltd., said, “When we were presented with the creative route, we were glad it resonated with the product philosophy we believe in so strongly to offer more to our customers through flavours & experiences – mirrored in the moments of enjoyment with friends. So, until next time here’s us signing off humming ‘Every laugh is a song that we all sing along, because more is merrier’. Happy to create and deliver flavours as deep as friendship.”
Beyond the digital film, NIC has launched an extensive outdoor campaign across six cities featuring iconic hoardings, mall facades, and metro messaging tailored to highlight the unique characteristics of each flavour. The campaign also includes print media placements, with more rollouts expected across the summer.
NIC Honestly Crafted Ice Creams continue to build on their promise of clean-label indulgence, offering a delicious range made with only milk, sugar, and honest ingredients—free from artificial colouring, flavouring agents, preservatives, or stabilisers. Available nationally in 120+ cities, NIC can be found on major food delivery platforms including Swiggy, Zomato, Blinkit, Instamart, Zepto, and through modern retail chains like Reliance, Metro, Walmart, 7 Eleven, and more.
