Ob & Gob’s New Campaign: Turning Curiosity into Consumption

In a crowded consumer market, capturing attention is only the first step. For brands introducing unconventional products, the larger challenge is converting curiosity into product trials and repeat purchases. Ob & Gob, Dairy Day Ice Creams’ quick-commerce-first brand, is exploring this through humour, celebrity partnerships and its distinctive sundae-in-a-can format.

Its latest festive campaign, “Let’s Pop Some Cold Ones”, features cricket commentator Ravi Shastri and comedian and content creator Yuvraj Dua. The campaign gives a familiar phrase commonly associated with beverages an unexpected twist, using a festive house party setting to spotlight Ob & Gob’s sundae cans.

For the brand, the objective is to ensure that celebrity visibility strengthens its identity while keeping the product at the centre of the communication.

“For us, a celebrity is a vehicle for the brand idea and not intended to be a substitute for it. Every Ob & Gob campaign is anchored in the brand’s distinctive DNA of playful irreverence and delivering the unexpected with every bite. In ‘Let’s Pop Some Cold Ones’, Ravi Shastri’s iconic persona as a commentator and Yuvraj Dua’s contemporary humour serve the central idea of turning a familiar phrase on its head to spotlight our sundae-in-a-can format,” says Arvind Ramachandran, Chief Marketing Officer, Dairy Day Ice Creams.

Turning curiosity into consumption

Introducing a sundae in a can presents a distinct marketing challenge. While the format helps the product stand out, consumers must also understand and experience it before it becomes a familiar choice.

Ramachandran says, “The opportunity and the challenge for Ob & Gob Ice Cream are two sides of the same coin, given we have a format that stands out immediately but one that also needs to be understood and experienced before it becomes a familiar consumer choice.”

Humour plays a role in bridging this gap by making the product memorable and encouraging conversations around it. The festive setting and unexpected reveal connect the campaign’s creative idea directly to the product, rather than relying solely on the visibility of its celebrity partners.

“Humour provides us with an effective entry point because it makes the format memorable and gives people a reason to talk about and share it,” Ramachandran adds.

Connecting discovery with purchase

Ob & Gob’s quick-commerce-first model complements its campaign strategy by providing a convenient route from discovery to purchase. The brand is available across platforms including Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, Amazon Now and BigBasket.

“By building the reveal around the unexpected sight of Ob & Gob sundae cans at a festive house party, the campaign connects curiosity directly to the product. Our quick-commerce-first model then provides a natural path to purchase, allowing consumers to act on impulse without friction, with repeats then being ensured thanks to the unique & indulgent sundae experience,” says Ramachandran.

The approach brings together creative communication, product differentiation and accessibility. While humour and celebrity associations can help attract attention, the longer-term objective is to translate that interest into product trials and repeat consumption.

For Ob & Gob, the strategy is to make discovering a new ice cream format entertaining, purchasing it convenient and the experience distinctive enough to encourage consumers to return.

(No ET Now Journalists are involved in creation of this article.)