Ice cream brand HOCCO has entered East India with the launch of Payesh ice cream, a new flavour inspired by Bengal’s traditional rice pudding, as it looks to build a presence in the region during the Durga Puja festival.
The launch is supported by a campaign titled ‘Pujo Jome Galo HOCCO’r Shathe’, conceptualized and executed by Havas Creative India. The initiative combines regional product innovation, original Bengali music, digital content and on-ground consumer engagement to connect the brand with Kolkata’s festive culture.
Payesh, a popular Bengali dessert traditionally prepared with rice, milk and sugar, has been chosen to give the brand a locally relevant entry into the market. The flavour aims to combine a familiar regional taste with the convenience and appeal of ice cream.
According to the campaign’s creators, the product idea emerged from an understanding of Bengal’s food traditions and the role of payesh in festive gatherings. The concept was subsequently developed by HOCCO in time for the Durga Puja celebrations.
“Our East India launch is a significant milestone for HOCCO, because our ambition has always been bigger than becoming just another ice cream company,” said Roli Shrivastava, chief marketing officer at HOCCO. She said the brand aims to become part of consumers’ culture and everyday lives, as well as their special occasions.
Festival activations in Kolkata
The campaign has Ballygunge Cultural Association, one of Kolkata’s prominent Durga Puja destinations, as its main activation venue. HOCCO is introducing a Chill Zone and a branded Toto, offering visitors opportunities to take a break between pandal visits and sample its ice creams, including the new Payesh flavour.
The initiative is designed around the experience of pandal-hopping, meeting friends and family, and enjoying food and music during the festival. The brand is positioning its products as a refreshing treat amid the crowds and long walks associated with Puja celebrations.
Music is another key element of the campaign. Havas Creative India has developed an original song around the campaign theme, with Bengali band T.R.A.P. composing and creating the music. A music video for Instagram will extend the campaign’s reach online, while the band is scheduled to perform the song live at Ballygunge Cultural Association on Nabami.
The campaign uses the word ‘jome’ to connect two ideas: ice cream setting or freezing, and festivities becoming lively and enjoyable.
Local culture drives marketing strategy
Anupama Ramaswamy, managing director and chief creative officer at Havas Creative India, said the Payesh idea was inspired by memories of the dessert being a familiar part of Kolkata’s festive gatherings.
She said HOCCO responded quickly to the concept, enabling the flavour to be developed for the festival. The campaign brings together the product, music and live experiences to create a culturally rooted introduction to the brand.
For HOCCO, the East India launch represents an effort to establish consumer recognition through regional relevance rather than relying exclusively on conventional advertising. The combination of a familiar dessert, Bengali music and festival activations is intended to help the brand connect with local consumers.
The key challenge will be to convert the visibility generated during Durga Puja into sustained demand beyond the festive season. With Payesh ice cream at the centre of its Kolkata debut, HOCCO is seeking to establish a foothold in a market where food traditions and cultural celebrations play an important role in consumer engagement.