NIC Ice Creams has rolled out a new campaign titled “More is Merrier,” spotlighting the beauty of shared moments with friends. Conceptualised by Sideways, the campaign uses everyday togetherness to mirror the brand’s promise—more joy, more real ingredients, and more flavour in every scoop.
A Scoop of Friendship in Every Frame
The digital film captures those little moments that make friendships special—squeezing onto one sofa, talking over each other, and laughing without a reason. These scenes reflect NIC’s approach to its ice creams: more fruits, more milk, zero preservatives, and no artificial flavours.
The visual storytelling bridges emotion with product truth, making the message both heartwarming and memorable.
Creative Insight Meets Brand Philosophy
Abhijit Avasthi, Founder of Sideways, explained:
“Friendship isn’t about space—it’s about presence. The more, the merrier. Our creative draws a simple connection between joyful chaos and NIC’s own product philosophy—bringing more good things together.”
Raj Bhandari, Co-founder of Walko Food Company, added:
“This idea resonated with us instantly. At NIC, we’ve always focused on offering more—through quality, ingredients, and experience. Like the song in the film says, ‘Every laugh is a song that we all sing along.’ That’s the spirit behind this campaign.”
Reaching Audiences On Ground and Online
Alongside the digital film, NIC launched a large-scale outdoor campaign across six cities. Hoardings and mall facades celebrate the same message visually, while print and additional media channels will support the rollout in the weeks ahead.
A Campaign That Feels as Real as the Product
The message is clear: NIC isn’t just about taste—it’s about togetherness. The campaign doesn’t just promote a product. It invites consumers into a feeling. One of warmth, friendship, and celebration.
