Feast from the East: Rollick Ice Cream blends humour with nostalgia to evoke Pujo spirit

Born in Kolkata, Rollick Ice Cream, the heritage brand from Prestige Ice Creams and one of the largest ice cream manufacturers in Eastern India, recently unveiled its latest campaign ahead of the Durga Puja festival. Titled #AddaJomeJabe, the campaign celebrates the anticipation of the arrival of Ma Durga among a group of spirited Bengali youth, blending modernity with cultural traditions. The campaign has been conceptualized by CYLNDR India, a leading new-age creative production company.

Rollick Ice Cream is redefining itself in a refreshed and renewed way by relaunching itself with the #AddaJomeJabe campaign that spans print, television, social, digital, OOH. The campaign comprises a TVC and two digital films in Hindi and Bengali for the regions where Rollick Ice Cream is dominant.

The campaign portrays a group of enthusiastic and vibrant Bengali youth reveling in the joy of puja shopping and pandal hopping within the settings of a classic Bengali home with wooden decor and pleasant lights. In every step of their journey towards planning for the upcoming Durga Puja, Rollick Ice Cream becomes a pivotal part. Rollick celebrates the Durga Puja vibes with them as they relish delectable Rollick Ice Cream cone together.

The ad campaign positions Rollick Ice-Cream as an irreplaceable aspect of the lives of Bengali youth during this Durga Puja. It associates itself and becomes an emblem of the joyous festive spirit of Durga Puja that lights everybody’s hearts and brings a smile on their faces, just as Rollick Ice-Cream does. Thus, whenever a Bengali youth thinks of Durga Puja or discusses about it with his/her friends, Rollick Ice Cream is easily recalled. In this way, Rollick has become synonymous with Durga Puja this year among the youth, especially among dessert lovers and those with a sweet tooth.

Though shot in Mumbai, the ad beautifully brings out the essence of Bengal and the ‘adda culture’ prevalent among the Bengali youth, standing up for its tagline #AddaJomeJabe.

Watch the ad films here:

Adgully spoke to Amit Paul, Brand Head, Rollick Ice Cream, on the relaunch strategy of Rollick Ice Cream, the thought and concept behind the #AddaJomeJabe campaign, the marketing/ media mix strategy of the campaign, leveraging social media, AI, and influencer marketing to promote the campaign, the festive marketing strategy of Rollick Ice Cream, its performance in H1 of 2024, future plans, and more.

Could you shed light on the relaunch strategy of Rollick Ice Cream as part of which the #AddaJomeJabe campaign has been rolled out covering all channels?

The relaunch strategy for Rollick is centered on bringing culturally proud East Indians closer to the brand’s essence of “Feast from the East”. As a brand deeply rooted in the East, Rollick creates new experiences celebrating the joy of familiar traditions. With the campaign, #AddaJomeJabe, the brand aims to be the sweetest part of every occasion that Eastern culture brings, particularly focusing on the excitement of Durga Puja, a festival cherished by young food enthusiasts who love the taste of their culture.

The campaign #AddaJomeJabe was first introduced on social media, seven days before the full launch, with digital ads conceptualized by Rollick’s digital agency, Verb Stories, and produced by CYLNDR India. Verb Stories conducted thorough research to authentically capture the nuances of Durga Puja moments and launched the campaign with the #AddaJomeJabe. The digital ads targeted a young audience, highlighting experiences such as pre-Puja shopping and pandal hopping. This pre-campaign phase was highly successful, achieving over 10 million impressions before the main campaign launched.

On September 1, the full campaign #AddaJomeJabe came to life with a TVC conceptualized and crafted by CYLNDR India, complemented by OOH and print creatives. For OOH, the brand strategically selected high-traffic locations, such as major entry/ exit stations, shopping areas, and dining zones, all of which were particularly crowded during the pre-Puja and Puja periods. In addition to these traditional channels, the digital campaign expanded to OTT platforms like Hotstar, and also utilized Google Display Network (GDN), gaming platforms, and public sites such as Inshorts, to maximize visibility across digital channels.

The relaunch and the #AddaJomeJabe campaign have been well-received, blending traditional and digital media to engage young food lovers and bring the vibrant spirit of Durga Puja to life across multiple platforms.

What was the thought and concept behind the #AddaJomeJabe campaign?

The #AddaJomeJabe campaign draws inspiration from a popular Bengali phrase that loosely translates to “the scene is set” or “it’s going to be lit”. The idea was to capture the festive spirit and showcase how Rollick Ice Cream naturally complements every celebration. Ice cream, being a universally loved treat, adds that extra sweetness to any gathering, and with Rollick’s deep connection to Eastern culture, the campaign highlights how the brand adds the perfect finishing touch to festive moments. The concept seamlessly integrates the idea that Rollick ice cream becomes the ‘icing on the cake’ at any feast, especially during culturally significant occasions like Durga Puja. This playful yet culturally resonant approach was designed to evoke a sense of joy and celebration, making Rollick an essential part of every festive experience.

What led to the relaunch and to what extent the marketing objectives have been fulfilled through this campaign?

Rollick’s relaunch is driven by its ambitious goal to become the market leader in Eastern India by 2030. The #AddaJomeJabe campaign serves as a strategic catalyst, providing the brand with the perfect platform to reignite its connection with consumers while reinforcing its presence in the region. By tapping into the cultural pride and festive spirit of the East, the campaign has successfully positioned Rollick as more than just a product – it’s a celebration of Eastern traditions.

The #JomeJabe campaign has met its initial marketing objectives, delivering strong engagement and visibility across multiple channels. With over 10 million impressions on digital platforms alone before the full rollout, the campaign has generated significant buzz, laying a strong foundation for future growth. Through its integrated approach across Print, TV, OOH, and Digital, Rollick has effectively reached its target audience, reinforcing brand awareness and setting the stage for its long-term vision of market leadership in the East.

What is the marketing/ media mix strategy of the #jomejabe campaign and how is Rollick leveraging digital media, social media, and influencer marketing to promote the campaign and to lead to greater brand awareness and brand loyalty?

The #JomeJabe campaign employs a comprehensive marketing and media mix strategy, seamlessly combining traditional and digital platforms to maximize its reach and impact. Rollick has used a blend of Print, TV, OOH, and Digital channels to create a unified and vibrant campaign, designed to capture the festive spirit of Durga Puja. Digital efforts, spearheaded by Rollick's agency Verb Stories, have been crucial in connecting with younger audiences by showcasing key moments around Puja, such as pre-Puja shopping and pandal hopping, all tied to the #JomeJabe theme.

A major part of this strategy involves the expertise of CYLNDR India, which led the creative execution for both the digital ads and the TVC. CYLNDR's team did a fantastic job conceptualizing and producing the TVC, as well as the visually compelling digital content, ensuring the campaign resonated with its audience across various media platforms.

In addition to traditional media, Rollick is leveraging digital media, social platforms, and influencer marketing to drive both brand awareness and loyalty. Rollick has partnered with 12 influencers, each promoting the #JomeJabe theme across Pre-Puja and Puja activities like shopping and pandal hopping, with a focus on how Rollick ice cream adds the perfect touch to festive celebrations.

Through this comprehensive approach, Rollick has successfully increased its visibility and engagement on social media, while fostering a deeper cultural connection with its audience. The blend of traditional and digital media, strategized by Verb Stories and enhanced by CYLNDR’s creative execution, has positioned Rollick as an integral part of Eastern festivities, building both brand loyalty and long-term engagement.

What are the plans of Rollick for the festive season this year and what is its festive marketing strategy? What does the consumer sentiment look like this festive season?

For this festive season, Rollick is poised to capitalize on the high consumer sentiment and heightened brand activity typical of Durga Puja. Recognizing the surge in consumer enthusiasm and the increased competition for share of voice, Rollick plans to intensify its marketing efforts to maximize its presence and engagement.

The brand will be significantly visible with its festive marketing strategy, including a robust presence in over 71 selling stalls located across 35 top locations during the Puja celebrations. This strategic placement aims to ensure Rollick ice cream is front and center for consumers seeking sweet treats during the festivities.

Consumer sentiment during this festive season is notably high, with increased enthusiasm for celebrations driving a boost in brand spending and visibility. By aligning its strategy with this positive sentiment, Rollick aims to enhance its brand presence, foster consumer engagement, and drive sales, making the most of the festive season’s dynamic and vibrant atmosphere.

What are the expectations of the #JomeJabe campaign and how has been the traction received so far?

The primary goal of the #JomeJabe campaign is to tap into the festive mindset and significantly raise brand awareness. By leveraging the regional nuance of the campaign, Rollick aims to connect deeply with its audience, particularly the 18-24 age group, who are highly engaged with the campaign’s festive theme.

So far, the traction has been positive, with strong engagement metrics and a notable response from the target demographic. The campaign’s regional relevance and creative execution have resonated well with audiences, driving meaningful interactions and interest.

Moving forward, Rollick plans to further amplify this momentum through an ongoing influencer campaign that will extend through the entire Durga Puja 2024 period, maximizing reach and deepening engagement as the festivities continue.

How has been the performance of Rollick in H1, 2024, and what are the growth projections, expansion plans and focus areas for H2, 2024?

In the first half of 2024, Rollick has experienced growth consistent with the overall category trends. The brand’s performance aligns well with market expectations, demonstrating steady progress.

Looking ahead to the second half of 2024, Rollick’s strategy is to consolidate its position, expand its footprint, and deepen its market penetration in Eastern India. This focus will involve targeted efforts to strengthen brand presence and drive growth specifically within this key region. By concentrating on the East, Rollick aims to solidify its market leadership and capitalize on regional opportunities to sustain and accelerate its growth trajectory for the remainder of the year.

Adgully also caught up with Umesh Bopche, CEO, CYLNDR India, who speaks on the conceptualization process of the new campaign #JomeJabe by Rollick Ice-Cream, the creative brief that was given to them, and the challenges encountered while filming it. He also sheds light on the message communicated through the campaign and its TG.

Could you take us through the conceptualization process of the #JomeJabe campaign by Rollick?

Rollick, a renowned ice cream brand in the East Indian market, needed a campaign that reflected its joyful and youthful persona. The #JomeJabe campaign, a collaborative effort between CYLNDR India and Verb Stories, aimed to enhance brand visibility and forge a deeper emotional connection with the audience.

Our approach was to evoke nostalgia and happiness, using humor to showcase how Rollick ice cream elevates everyday moments. We developed relatable scenarios to ensure the campaign resonated emotionally with the audience and strengthened Rollick’s bond with its customers.

The “#JomeJabe” theme highlights how Rollick ice cream adds a special touch to both daily experiences and festive occasions. By blending humour with nostalgia, the campaign underscores Rollick's role in enriching moments of joy. CYLNDR India produced two digital films, scripted by Verb Stories, and handled the end-to-end production of the TVC, including conceptualization, scripting, production, and post-production. We also conducted lifestyle photoshoots for print ads in Hindi and Bengali, reinforcing Rollick’s market presence.

What was the creative brief given to CYLNDR and what were the specific challenges encountered while filming this campaign?

CYLNDR India was briefed to relaunch Rollick, a 32-year-old heritage brand, through a dynamic campaign designed to generate significant buzz and drive demand. The goal was to create a strong media property that would seamlessly integrate with the Durga Puja festivities and extend its appeal beyond the festival. This required a 360-degree approach across all media platforms to authentically capture the festive spirit.

One of the primary challenges while creating #JomeJabe campaign was to authentically capture the essence of Durga Puja while staying true to Rollick's brand identity. Striking a balance between cultural elements and modern storytelling required meticulous planning and creative execution. Despite these challenges, CYLNDR India effectively produced engaging content, including a TV commercial, two digital films, and lifestyle photoshoots for print ads in Hindi and Bengali, all of which resonate with the target audience and reinforce Rollick’s market presence.

What is the message that the campaign #JomeJabe is trying to convey and who is the TG for it?

The #JomeJabe campaign’s core message is “ADDA JOME JABE”, emphasizing that Rollick Ice Cream is an essential component of every joyous occasion. Whether it’s during Pre-Puja activities or the Durga Puja celebrations, the campaign highlights how Rollick enhances these moments, making them more enjoyable and memorable.

The primary target audience for the campaign is young adults aged 18 to 24. This demographic is particularly engaged with the campaign's nostalgic and humorous approach, positioning Rollick as a key element in their festive and everyday experiences.