Mumbai: In an era of constant hustle, fast-forward content, and relentless speed, Grameen Kulfi, in collaboration with creative agency Garage Worldwide, has launched a compelling new campaign that invites everyone to slow down. Titled ‘Jaldi Kya Hai?’, the campaign is a playful but poignant nudge to savour life’s simple joys—starting with a kulfi made the traditional, time-honoured way.
Set against the backdrop of a world in overdrive, the campaign’s films feature protagonists who choose to take a pause, relish their kulfi, and live in the moment—without any guilt or pressure to keep up. The message is clear: happiness isn’t in the race, but in the pause.
From the slow stirring of milk to the careful pouring into moulds, Grameen Kulfi’s process is deliberately unhurried. Every kulfi is crafted like time doesn’t matter—dense, creamy, and rich in flavour. The brand’s approach is not just about food; it’s about mindfulness and presence.
“Grameen was born out of a passion for preserving the essence of authentic, traditional kulfi. Crafted with the finest ingredients, we let milk naturally condense over hours, creating a dense texture that ensures every bite is a rich, creamy and wholesome delight. Our packaging is inspired by the timeless Indian artforms, which reflects the beauty of our heritage. With our tagline ‘Jaldi Kya Hai?’, we invite you to slow down, savor the moment and truly enjoy the taste we’ve carefully created with time and dedication. It’s our way of nudging people to pause, breathe and relish every bite,” said Raj Bhandari, Director, Walko Food Company Pvt. Ltd.
“We live in a world that glorifies speed. But sometimes, the real joy lies in slowing down. This campaign for Grameen Kulfi using films and other assets is a cheeky, sweet rebellion against the race — where the winner isn’t the fastest, but the one who enjoys the journey most. To quote Simon & Garfunkel, ‘Slow down, you’re movin’ too fast,’” said Raj Nair, CCO, Garage Worldwide.
“‘Jaldi Kya Hai?’ reflects an urban cultural truth we’re all feeling — the fatigue of the fast life. Partnering with Grameen Kulfi gave us the perfect platform to turn that insight into something deliciously thoughtful. It’s not just a campaign, it’s a state of mind we hope people carry with them,” added Sanjay Deshmukh, CEO, Garage Worldwide.
