Call Me Chunky has launched a new IPL campaign comprising four micro-films centred on the brand proposition, ‘Chunks in Every Bite’. The campaign, facilitated by Excellent Publicity, will stream on JioHotstar during the IPL season and aims to combine humour with indulgence-led messaging.
The campaign carries the sign-off, ‘Bina Dhoonde Harr Bite Mein Yummy Chunks’, reinforcing the brand’s positioning around visible chunks and textured flavours in every serving. The films use exaggerated and comic situations to connect the product promise with entertainment-led storytelling during the cricket season.
The four films feature actor Shakti Kapoor, wrestler The Great Khali, choreographer Terence Lewis and content creator Saurabh Ghadge. Each personality appears in a separate film designed around humorous scenarios linked to the campaign’s central message.
The films open with different search-led situations, including the hunt for a tall fielder, a long-lost villain, a missing twin and a soulmate. As the narratives build, the featured personalities enter the frame carrying tubs of Call Me Chunky ice cream and deliver the line, “Bina Dhoonde Bhi Bohot Kuch Milta Hai”. The storytelling then connects back to the brand proposition of chunks and flavour in every bite.
According to the company, the campaign seeks to align with IPL viewing moments where audiences gather to watch matches while sharing food and snacks. The films are positioned as short-format entertainment pieces intended to blend cricket-viewing culture with dessert consumption occasions.
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 positions itself as a premium ice cream brand with the proposition ‘Textured, Loaded, and Unapologetically Fun’. Its portfolio includes Berry Cheesy Dream, Cookie Caramel Charms, Pop-Pop Caramel, Fudgy Rocky Road, Choco Brownie Spells and Raspy Choco White.
The brand is currently available across Mumbai, Hyderabad, Pune, Bengaluru, Delhi NCR and Ahmedabad through platforms including Swiggy, Zomato, Zepto, Blinkit and Amazon, along with offline retail chains such as Nature’s Basket, Foodsquare, Freshpick, Star Bazaar and Spar Hypermarket.
