Mumbai: Premium ice cream brand Call Me Chunky has rolled out a new IPL-themed advertising campaign featuring a series of quirky micro-films built around its core proposition, “Chunks in Every Bite.” Conceptualised as a humorous take on unexpected discoveries, the campaign will stream on Jio Hotstar during the ongoing IPL season through a strategic association facilitated by Excellent Publicity.
The campaign comprises four short films starring veteran actor Shakti Kapoor, wrestler The Great Khali, choreographer Terence Lewis and content creator Saurabh Ghadge. Each film presents an exaggerated search scenario — from finding a soulmate to locating a missing twin — before the characters appear with tubs of Call Me Chunky ice cream, delivering the punchline, “Bina Dhoonde Bhi Bohot Kuch Milta Hai.” The films conclude with the campaign sign-off, “Bina Dhoonde Harr Bite Mein Yummy Chunks.”
The campaign aims to highlight the brand’s focus on rich textures and chunk-filled indulgence while leveraging humour and celebrity appeal during the IPL season.
Speaking of the campaign, Ashish Tendulkar, Chief Operating Officer, Call Me Chunky, said, ”Sports have always been a core part of India’s form of coming together and celebrating the IPL festival that has the same emotion across. As people come together to watch the match, they cheer and indulge unconsciously – and these are the moments we wanted to reflect upon. Our focus was on sharing joy through light-hearted storytelling. These roll-films are fun, quirky, unserious and genuinely true to its tagline “Chunks in every bite”. Our focus has always been to bring to life the flavours, layers, piece prominence and overall experience of an indulgent ice-cream to our consumers. A flood of emotions, these films tie back to capturing an unfiltered delight in every bite and every moment of life as well.”
Call Me Chunky’s product portfolio currently includes six flavours — Berry Cheesy Dream, Cookie Caramel Charms, Pop-Pop Caramel, Fudgy Rocky Road, Choco Brownie Spells and Raspy Choco White — positioned around its “Textured, Loaded, and Unapologetically Fun” identity.
The brand is currently available across Mumbai, Hyderabad, Pune, Bengaluru, Delhi NCR and Ahmedabad through platforms including Swiggy, Zomato, Zepto, Blinkit and Amazon Now, along with premium retail outlets such as Nature’s Basket, Foodsquare, Freshpick, Star Bazaar and Spar Hypermarket.
