Uttarayan but make it chill: Hocco’s whimsical 3D Billboard

In a vibrant tribute to the city of Ahmedabad, Hocco Ice Cream has launched a striking out-of-home (OOH) installation that seamlessly blends the tradition of Uttarayan with the brand’s playful identity. Positioned as a visual centerpiece in the heart of the kite-flying capital, the campaign reimagines the festive season through a whimsical, large-scale lens.

The installation features a life-size 3D model of the “Oh! Cone,” one of Hocco’s most popular products. In a clever nod to the Makar Sankranti winds, the traditional ice cream scoop is replaced by a dense cluster of pink and white pinwheels. These pinwheels act as a kinetic metaphor for the movement and energy of the festival, spinning in the wind to create a sense of joy and celebration that mirrors the kites filling the sky above.

The creative strategy, anchored by the tagline “Uttarayan but make it chill,” positions Hocco as the ultimate companion for the heat of the festival. By merging the iconic shape of the Oh! Cone with the traditional elements of the season, the brand has created an unmissable landmark that resonates with the local culture while maintaining a modern, fun-first personality.

This activation demonstrates the power of contextual advertising, where a product isn’t just displayed, but integrated into the very fabric of a city’s most celebrated moments. The oversized cone and swirling pinwheels turn a standard billboard into a fresh visual experience, successfully making Uttarayan feel both cooler and more delightful for every passerby.