HOCCO Ice Cream has taken a bold step in experiential marketing by transforming a simple mango tree into a vibrant, interactive billboard in Ahmedabad. This innovative out-of-home (OOH) activation for their Aamchi Mango Ice Cream aims to immerse the public in the essence of the mango season, moving beyond traditional advertising to create a memorable experience.
The installation features a three-dimensional mango tree, complete with lush foliage and ripe mangoes, capturing the attention of passersby and sparking curiosity. This creative approach not only promotes the product but also celebrates the seasonal joy associated with mangoes, resonating deeply with the local community.
Roli Shrivastava, Associate Vice President of Marketing at HOCCO, emphasized the campaign’s intent to become a core memory for consumers, stating, “We didn’t just want to introduce a mango-based ice cream, we wanted to create a moment that couldn’t be ignored.” The campaign reflects HOCCO’s commitment to innovation and storytelling in their marketing strategies.
By integrating the Aamchi Mango Ice Cream into a culturally significant symbol, the mango tree, HOCCO has effectively blended product promotion with local traditions, creating a campaign that is both engaging and culturally resonant.
Key Takeaway: HOCCO’s Aamchi campaign exemplifies how brands can leverage cultural symbols and innovative installations to create impactful and memorable marketing experiences.