Published on: October 19, 2026
HOCCO Ice Cream is entering East India through Kolkata with the launch of Payesh ice cream, inspired by the traditional Bengali dessert. Marking its regional debut during Durga Puja, the brand is bringing its proposition, “Pujo Jome Galo HOCCO’r Shathe,” to life through a culturally rooted campaign that combines product innovation, music and on-ground consumer experiences.
For Bengalis, Durga Pujo is an occasion anticipated for months but celebrated over just a few fleeting days. From pandal hopping and meeting friends and family to enjoying food, music and festivities, every moment is precious. At the same time, the experience can come with its share of familiar interruptions, from long queues and tired feet to the exhaustion of moving from one pandal to another.
The campaign builds on a distinctly Bengali expression. The word “jome” carries a dual meaning: it can refer to something freezing or setting, much like ice cream, while also describing a moment that comes alive or becomes more enjoyable. Bringing these meanings together, “Pujo Jome Galo HOCCO’r Shathe” positions HOCCO as the brand that adds a little more enjoyment to the moments that make Pujo special.
Conceptualised and executed by Havas Creative India, the campaign brings this idea to life through three key activations at Ballygunge Cultural Association, one of Kolkata’s prominent Durga Puja destinations.
The campaign began with the Payesh ice cream product idea, which originated at Havas Creative India. By reimagining a much-loved Bengali dessert in a contemporary ice cream format, the agency identified an opportunity for HOCCO to enter East India through a product that felt both familiar and new. This was followed by a cultural insight into the realities of celebrating Pujo, shaping a campaign designed around the moments of joy—and the inevitable heat, crowds, queues and tired feet—that define the experience.
Through music, social content and immersive activations, the campaign brings the proposition to life in a way that is rooted in Kolkata and the spirit of Pujo.
An Original Pujo Song and Music Video by HOCCO and T.R.A.P.
Music is an integral part of the Pujo experience, making it a natural way for HOCCO to connect with Kolkata’s cultural spirit.
As part of the campaign, Havas Creative India has written an original Pujo song around the proposition “Pujo Jome Galo HOCCO’r Shathe,” with Bengali band T.R.A.P. composing and creating the music. Drawing on familiar Pujo moments, the song captures the excitement, humour and occasional chaos of the celebrations, bringing the campaign idea to life through a distinctly local cultural expression.
The song will be accompanied by a music video created for Instagram, extending the campaign beyond the pandal and into social media. T.R.A.P. will also perform the song live at Ballygunge Cultural Association (BCA) on Nabami, bringing the campaign proposition directly to festival-goers.
The campaign will come to life at BCA through a HOCCO Chill Zone and branded HOCCO Toto, giving visitors a chance to cool down, take a break between pandal visits and enjoy HOCCO ice cream, including the newly launched Payesh flavour.
Roli Shrivastava, Chief Marketing Officer, HOCCO said, “Our East India launch is a significant milestone for HOCCO, because our ambition has always been bigger than becoming just another ice cream company. We want to connect with people, become part of their culture, and find a place in their everyday lives and special moments. When I briefed Havas Creative India, I was apprehensive about how we could bring this ambition to life in a way that felt authentic to the region. But the team’s ability to understand our intent and translate it into a culturally rooted idea through music, language and the spirit of the region convinced me in our very first interaction that we had to bring it to life. It has been a joy working with Havas Creative India, and I look forward to creating many more meaningful brand experiences together.”
Speaking about the idea, Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India said, “Growing up in Kolkata, I remember payesh being the first thing to run out at the pandal. That memory led me to recommend that HOCCO introduce a brand new flavour, Payesh ice cream, especially for Pujo. What was remarkable was how they embraced the idea and innovated in record time, ready for the festivities. Through ‘Pujo Jome Galo HOCCO’r Shathe,’ we combined flavour, an original song with TRAP, and experiences at Ballygunj Cultural Association, helping HOCCO enter East India by embracing its culture and creating a sense of belonging.”
For Havas Creative India, the campaign represents a complete end-to-end contribution, from originating the Payesh ice cream idea and identifying the cultural insight that shaped its positioning, to conceptualising and executing the campaign across product, music, social and on-ground touchpoints. By moving quickly from product innovation to live consumer engagement, the campaign aims to build brand awareness and establish a meaningful connection with consumers in Kolkata.
Film: https://www.instagram.com/reels/DelSyzatQlM/
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