Mumbai: NIC Honestly Crafted Ice Creams has launched a new digital campaign that brings to life the extraordinary journey of its iconic Madagascar chocolate flavour—from the cocoa fields of Madagascar to the NIC ice cream tub. The visually stunning film, conceptualised by creative agency Sideways and brought to life by its AI-led production division, Sideways , is now live.
The new film is part of NIC’s ongoing storytelling approach to celebrate authenticity, craftsmanship, and flavour origins. Leveraging the power of AI for direction, production, and post-production, the campaign sets a new benchmark in how modern narratives are created and consumed in the digital age.
“It is fascinating how flavors and ingredients from across the globe have made NIC ice creams their home. We simply celebrated their equally fascinating origin stories in an interesting way,” said Abhijit Avasthi, Founder of Sideways, on the creative approach to the campaign.
“Madagascar has long been one of our most iconic flavours — a product born from curiosity, authenticity, and craftsmanship. True to the flavour name, NIC uses only the finest chocolate sourced directly from Madagascar. When Sideways shared their vision to showcase this journey through an engaging narrative, it aligned perfectly with our ethos. This campaign brings the Madagascar story to life, offering a taste of pure indulgence in every bite,” said Raj Bhandari, Director, Walko Food Company Pvt. Ltd.
The digital film was preceded by a series of AI-assisted teasers that set the stage for the full-length story. All creative execution, including direction and post-production, was managed in-house by Sideways , highlighting the agency’s foray into cutting-edge, AI-led storytelling.
NIC has grown to become one of India’s most beloved ice cream brands by sticking to its “honestly crafted” promise—offering products made only with milk, sugar, and honest ingredients. With no preservatives, stabilisers, artificial colouring or flavouring agents, NIC’s products have become staples in households nationwide. Its popular 500ml tubs and 100ml cups are now available across 120+ cities via food tech aggregators like Swiggy and Zomato, quick commerce platforms including Blinkit, Instamart, Zepto, and Flipkart Minutes, and retail giants like Reliance, Metro, Walmart, 7-Eleven, and Wellness Forever.
This campaign marks another bold step in NIC’s commitment to celebrate real ingredients, real stories, and real indulgence—one scoop at a time.
