NIC Honestly Natural Ice Cream, has rolled out a campaign titled #UpvaasFriendly (fast friendly) , to highlight a chilly solution for people during Navratri. Conceptualised by the brand’s in-house team, the film talks about its ice cream flavours made up of natural ingredients like pure milk, fruits, and dry fruits, which are ideal for the period of fasting.
The film features a couple and their son sitting for a puja. When the son feels hungry, one of the two pandits (priests) gives the boy a plate of dry fruits. However, the boy is upset and passes the plate on to his father. The pandit then gives him another plate with fruits, but the boy repeats the same action. Then, the other pandit asks the boy to chill, and gives him a plate with NIC. The boy salivates and excitedly accepts the plate. Towards the end, the other pandit tries the ice cream and enjoys it.
Sanjiv Shah, director, NIC Honestly Natural Ice Cream, said, “The idea behind the ad campaign was simple, what do you consume during upvas or fasting, it is majorly milk, fruits and dry fruits, and that is exactly what our ice creams are made up of, pure milk, fruits and dry fruits. This makes NIC #UpvasFriendly. We want to be a part of every celebration and festival of our beloved consumers. Honestly Natural is not just our motto, but also our promise.”
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