In a world where brand launches are fighting for milliseconds of attention, Call Me Chunky did something delightfully unhinged: they embraced a meme. Not dodged it. Not denied it. Owned it. And turned Arjun Kapoor’s long-running meme moments and trolls into the most culturally intelligent ice-cream launch of the year.
The spark began where most modern brand stories do: in the comment section, where Arjun’s poker-faced persona related memes have lived for months. Instead of stepping around it, Call Me Chunky stepped into it—with humour, meta-references, and bold confidence. The result? An ad film that doesn’t just sell ice-cream; it sells emotional release.
In the film, Arjun remains completely unfazed through chaos: ghost encounters, flying objects, finger mishaps. Nothing cracks him. Until he tastes Call Me Chunky. Only then does his emotional floodgate explode. This contrast becomes the brand promise: this ice-cream is so loaded, chunky, and indulgent, it breaks even Arjun Kapoor’s legendary poker face.
But there’s real strategy beneath the humour. Research from Sprout Social shows that Gen Z gravitate more towards self-aware brands, and memes deliver higher organic reach than traditional influencer content. Pair that with the insight that emotional storytelling increases recall by up to 2.5x, and suddenly this isn’t a playful ad, it’s a data-backed masterstroke.
The campaign’s arc is sharp and intentional:
1. Ownership – Arjun joins the joke, lowering audience resistance.
2. Reframing – “Chunky” becomes empowerment, indulgence, personality.
3. Explosion – Emotional transformation happens only with the product.
4. Participation – Viewers laugh with the brand, not at it.
Even the flavours – loaded, textured, unapologetically extra – mirror the emotional burst in the film. This positions Call Me Chunky not just as a premium, polite dessert, but also as a brand with attitude.
Ultimately, this is more than an ice-cream launch. It’s a case study in cultural fluency: how to take a narrative you didn’t create, reshape it with humour and honesty, and turn it into brand love. Call Me Chunky didn’t just make people taste ice-cream.
It made them taste confidence, and share it.
Written By:
Yashi Bhatia
