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Havmor Ice Cream asks post-lockdown 'Sabse Pehle Kya Karega'

Highlights 'khushiyan wapas le aao' in the new campaign conceptualised by Sideways

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MUMBAI: ‘Sabse pehle kya karega?’ - a digital campaign launched by Havmor, one of India’s favourite ice cream brands, underlines what’s on everyone’s minds with the lockdown now nearing an end in most places. It focuses on what the consumer really wants the moment life gets back to normal. While there will be a lot of things to do, what’s the first thing they would want to do? The feeling can only be juxtaposed with the smallest, simplest pleasures of life that people were deprived of – like having ice creams. Starting off with ice cream, one would only be assured of bringing back happiness which is the message highlighted in the campaign – Khushiyan wapas le aao.

Conceptualised by Sideways, the film weaves across demographics set against a happy-go-lucky song. Bound by shooting constraints in the current scenario, the film is wholly created by sourcing home videos keeping the emotions raw and simple, quite like the experience of having an ice cream.

Havmor Ice Cream MD Anindya Dutta, said, “We feel this brand film will specifically help in strengthening our bond further with consumers, many of whom have been waiting to eat their favourite Havmor Ice Cream. We are confident that ice cream consumption will pick up and we are already seeing green shoots.”

Havmor Ice Cream head of marketing Shekhar Agarwal added, “The film is an enjoyable way of articulating emotion of what we all want to do once the lockdown is over. Ice Cream is a source of happiness to many, and we see our brand playing a central role in bringing happiness in small measures in our consumer's day to day life.”

Sideways founder Abhijit Avasthi said, "Havmor is a brand that promises to unlock joy in ordinary moments. Under the given circumstances just the thought of getting back to a semblance of normalcy is a source of joy for most of us. And that's what we have tried to capture using a nice hummable track."

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