NIC Honestly Crafted Ice Creams is redefining digital storytelling with the launch of a visually captivating new campaign spotlighting its iconic Madagascar chocolate flavour. In a bold blend of innovation and authenticity, the brand has released a film that follows the rich journey of Madagascar cocoa—from lush African fields to the indulgent tubs that line freezers across India.
This imaginative digital film, created by creative agency Sideways and its AI-powered production arm, represents a leap forward in the way food stories are told. With artificial intelligence playing a central role in every aspect—from direction and cinematography to editing—the film merges technology with sensory storytelling, making the origin of a beloved flavour come alive like never before.
More than just a product showcase, the film dives into the heritage and depth of NIC’s Madagascar chocolate. Known for its rich flavour and velvety texture, this chocolate is sourced directly from the African island nation, where some of the world’s finest cocoa beans are grown. The campaign reveals this journey in a compelling narrative that reflects NIC’s core values of authenticity, craftsmanship, and flavour integrity.
Raj Bhandari, Director at Walko Food Company Pvt. Ltd., the parent company of NIC, shared his excitement about the project:
“Madagascar chocolate has always been a standout flavour for us. It’s a perfect blend of curiosity and craftsmanship. This campaign beautifully tells the story behind the product, giving consumers a deeper connection to what they’re enjoying.”
Sideways, the creative force behind the campaign, brought its vision to life using cutting-edge AI technology. From concept to execution, the entire production was handled in-house, showcasing how artificial intelligence is transforming creative processes.
“There’s a fascinating story behind every ingredient we use. With this film, we wanted to bring those stories to life in a way that’s modern and engaging,” said Abhijit Avasthi, Founder of Sideways. “AI helped us unlock a new visual language that fits perfectly with NIC’s philosophy.”
The campaign was teased with a series of short, AI-assisted clips that hinted at the film’s narrative before the full version debuted online. The immersive visuals and narrative flow reflect not only the technological finesse behind the scenes but also NIC’s unwavering dedication to quality storytelling.
NIC Ice Cream has built a loyal customer base by staying true to its “honestly crafted” mission. Using only milk, sugar, and authentic ingredients, their products are free from preservatives, artificial colours, and synthetic flavouring agents. The result is a dessert that’s both simple and extraordinary—a reflection of the real ingredients that go into every scoop.
Available in 500ml tubs and 100ml cups, NIC’s offerings can be found across more than 120 Indian cities. The brand is accessible through platforms like Swiggy, Zomato, Blinkit, Instamart, Zepto, and Flipkart Minutes, as well as retail chains such as Reliance, Metro, Walmart, 7-Eleven, and Wellness Forever.
