As Durga Puja approaches, the festive spirit in East India reaches its peak, and brands are eager to connect with consumers during this vibrant season. Rollick Ice Cream, a beloved brand under Prestige Ice Creams, has launched its latest campaign, #JomeJabe, created by CYLNDR India, to celebrate the occasion. The campaign, designed to resonate deeply with the festive joy of Durga Puja, spans multiple channels, including TV, print, digital, social media, and out-of-home (OOH) advertising.
Rollick Ice Cream: #JomeJabe Campaign for Durga Puja
A Comprehensive Campaign Across Multiple Channels
The #JomeJabe campaign is a large-scale initiative that strategically covers all major channels to ensure maximum visibility and engagement. With a TV commercial and two digital films at its core, the campaign speaks to both Hindi and Bengali audiences, acknowledging the cultural richness of East India, where Rollick Ice Cream holds a significant market presence.
In addition to the video content, the campaign also features print advertisements and OOH placements. These were meticulously crafted through in-house photoshoots and creative efforts by CYLNDR India, ensuring a consistent and appealing brand message across all mediums. The aim is to not only enhance brand visibility but also to create a strong connection with consumers by tapping into the festive fervor of Durga Puja.
Behind the Scenes: CYLNDR India’s Creative Process for Rollick
CYLNDR India took full charge of the campaign’s conceptualization, scripting, pre-production, production, post-production, and even the lifestyle photoshoot for the print ads. Amit Paul, head of brand marketing at Rollick Ice Cream, shared his excitement about the campaign, emphasizing the brand’s deep roots in East India and its dedication to creating joyful, culturally resonant experiences. He expressed confidence that the campaign would resonate with young foodies who cherish the taste of their culture, while also helping to expand Rollick’s market presence.
Albin Jaison, the director behind the campaign, added, “Having worked with Rollick in the past on multiple projects, there was a certain ease and comfort. We had a strong understanding of their audience and brand values, which made it a fun experience. Doing a festive theme is always enjoyable. Shooting in Mumbai meant that we had to be spot-on with the locations, production design, and casting to get the aesthetic right. It is a proud moment to be able to execute the entire project in-house at CYLNDR India, from initial concept to final product.”
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Meera Ghare, business head at CYLNDR India, commented, “We are honoured to have taken on full creative and production responsibilities for this campaign with Rollick, building on our past successful collaborations. At CYLNDR India, we invested our utmost efforts across all aspects of the project—from casting to production—to deliver cutting-edge films that align with the brand’s ethos. We are grateful to Prestige Ice Creams for entrusting us with this opportunity and eagerly anticipate future collaborations that continue to drive innovative and impactful results.”
Amplifying the Campaign Across Key Markets
The #JomeJabe campaign is set to launch across East India, with a particular focus on key markets where Rollick Ice Cream is a household name. To ensure broad reach, the campaign will be amplified across television, digital platforms, print, outdoor media, OTT channels, social media, and retail touchpoints. By doing so, Rollick Ice Cream aims to make a significant impact during Durga Puja and beyond, connecting with consumers in a meaningful and memorable way.
Conclusion
With the #JomeJabe campaign, Rollick Ice Cream is not just promoting its products but also celebrating the rich cultural heritage of East India during Durga Puja. Through a comprehensive, multi-channel approach, CYLNDR India has crafted a campaign that is set to resonate deeply with the target audience, making it a centerpiece of the festive season. As the campaign rolls out, it is poised to strengthen Rollick Ice Cream’s brand presence and create lasting connections with consumers.
