Arjun Kapoor’s meme face becomes ‘Call Me Chunky’s’ ace

The challenger ice cream brand flips a viral stare into its first campaign, making the meme the message and the punchline.

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What does it take to crack Bollywood actor Arjun Kapoor’s famously straight face? Not a horror spoof, not an awkward birthday party, not even a dramatic movie-style showdown. The answer, as it turns out, is a tub of ice cream. But not just any ice cream. Only something as bold, textured, and unapologetically fun as ‘Call Me Chunky’ could make it happen.

The new-age ice cream brand has unveiled its first-ever brand campaign film, ‘Unlocking Emotions, One Chunk at a Time’, starring Kapoor. The film plays with his well-known deadpan expressions, placing him in a series of exaggerated, meme-worthy moments where nothing, not even a ghostly encounter or a Tarantino-esque finger mishap, makes him flinch.

His poker face reigns supreme until Call Me Chunky enters the frame. One spoonful later, his emotions burst out, including surprise, joy, laughter, and even tears in a way that is both hilarious and relatable. The story reflects the very spirit of the brand: ice cream so indulgent and full of character, it’s impossible to keep a straight face.

Speaking about the association, Kapoor said, “I loved the concept of this campaign because it plays on my natural emotions in the most fun, tongue-in-cheek way. I enjoy work that doesn’t take itself too seriously, and this was a chance to show my lighter side while sharing something genuinely fun. Call Me Chunky is not just ice cream; it’s an experience that’s loaded, textured, and full of surprises, just like my life. It’s indulgence that can break even my poker face, and that’s saying something! For me, it’s about enjoying the moment, having fun along the way, and bringing a smile to people’s faces. The brand’s ethos, its coolness, and its ability to stand out in an authentic way really connected with me, and honestly, after shooting this film, I don’t think I’ll ever look at ice cream the same way again.”

Ashish Tendulkar, chief operating officer, Call Me Chunky, added, “Arjun’s persona was the perfect canvas for us to bring the brand to life. His ability to stay straight-faced through any situation gave us the perfect set-up because only something as bold, chunky, and indulgent as our ice cream could bring out that flood of emotions. With this campaign, we’ve captured the joy, mischief, and unfiltered delight that define Call Me Chunky because for us, it’s never just ice cream, it’s about chunking up life in the most unforgettable way.”

Launched earlier this year, Call Me Chunky’s debut portfolio features six chunky flavours, each crafted as a flavour adventure from the cheesecake-strawberry blend Berry Cheesy Dream and the sweet-salty crunch of Cookie Caramel Charms to the cinematic mix of chocolate, caramel, and popcorn in Pop-Pop Caramel. For those who prefer chocolate overload, Fudgy Rocky Road and Choco Brownie Spells pack in gooey marshmallows, nuts, and decadent brownie chunks, while Raspy Choco White delivers a tart-sweet swirl of raspberries and white chocolate.

Currently available in Mumbai, Pune, and Bengaluru, Call Me Chunky can be found on delivery platforms, including Swiggy, Zomato, Zepto, Swiggy Instamart, and Blinkit, as well as in premium offline retail outlets such as Nature’s Basket, Foodsquare, Freshpick, Star Bazaar, and Spar Hypermarket.

Campaign’s take: Back in 2017, while promoting Half Girlfriend, Arjun Kapoor’s withering glare at a journalist was quickly archived in meme culture. Fast forward to 2025, Instagram dredged it back up, and suddenly the actor’s poker face was trending again. Spotting an opportunity, new ice cream brand Call Me Chunky made that very meme the nucleus of its debut campaign — and convinced Kapoor to parody himself.

In the ad, Kapoor remains utterly unbothered: haunted house, over-the-top gift, even a finger spurting blood can’t break his stare. The punchline arrives when he tastes Call Me Chunky. That single bite detonates his deadpan — unlocking an exaggerated flood of emotions from joy to tears.

For a challenger brand, this was a sharp creative gamble. By hijacking a meme and folding it into a media plan, the campaign turns the product into the punchline rather than an awkward plug. It repositions Kapoor’s viral ‘straight face’ as a setup for humour, while framing the ice cream as anything but dull.

In a cluttered category of indulgence tropes, Call Me Chunky manages to signal its personality: irreverent, playful, and ready to stir emotion — one scoop at a time.

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