VMPL
Mumbai (Maharashtra) [India], November 4: Ob & Gob, a fast-growing new-age ice cream brand, is taking its recently launched festive campaign beyond the digital space with an unconventional out-of-home (OOH) installation at Juhu Beach, Mumbai. Building on its association with cricket legend and commentator Ravi Shastri, the brand has brought its campaign idea, “Let’s Pop Some Cold Ones”, to life through a larger-than-life billboard featuring a motorised hand that literally pops open a giant sundae can.
Breaking away from conventional outdoor advertising, the installation transforms the familiar act of popping open a can into a high-impact visual spectacle. The oversized hand, dynamic movement and enlarged product visuals create an unexpected moment of surprise, bringing the campaign’s playful spirit to life in the bustling outdoor environment.
At the centre of the installation is Ob & Gob’s signature sundae-in-a-can, reinforcing the format that sets the ice cream brand apart. By extending the product physically beyond the confines of a conventional billboard, the activation transforms a familiar everyday action into an engaging brand experience, making the product itself the hero of the execution.
The installation further extends the irreverent humour of the Ravi Shastri-led festive campaign, translating its central idea from a social film into a real-world brand moment. With “Let’s Pop Some Cold Ones”, Ob & Gob gives a familiar phrase an unexpected ice cream twist, using the simple act of popping a can to bring its distinctive sundae format and playful brand personality together.
Commenting on the activation, Arvind Ramachandran, Chief Marketing Officer, Dairy Day Ice Creams, said, “With ‘Let’s Pop Some Cold Ones’, we gave a familiar phrase a playful ice cream twist on screen. Taking that idea offline and onto a billboard at Juhu Beach felt like the natural next step. A giant hand popping open a can is exactly the kind of unexpected spectacle and playful chaos we want people to associate with Ob & Gob. It also puts our distinctive sundae-in-a-can format right at the heart of the experience”
With this activation, Ob & Gob continues to find engaging ways to bring its campaign ideas and signature ice cream sundae cans closer to its core Gen Z and millennial audience, creating brand experiences that entertain, surprise and invite discovery.
Ob & Gob Ice Cream is now widely available across all leading QCom platforms including Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, Amazon Now & Big Basket, across metros & tier 2 towns in the South & West, with the brand’s footprint now extending to the Delhi NCR region as well.
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