Ob & Gob Turns Cold Ones Into Sundaes with Shastri and Dua

Ob & Gob, a quick-commerce-first ice cream brand, has claimed a phrase usually reserved for chilled drinks. Its festive campaign, “Let’s Pop Some Cold Ones,” casts former cricketer and commentator Ravi Shastri opposite creator Yuvraj Dua, and the payoff is a can of ice cream sundae rather than a beer.

The social film opens at a festive house party where guests wait for Shastri’s promised cold ones. When the reveal lands, the cans turn out to be Ob & Gob’s sundae-in-a-can format. The misdirection is the main joke, and it makes the product the reason the party starts, not a dessert on the side.

01 · A familiar phrase, flipped

The campaign borrows a piece of cultural shorthand: popping cold ones usually means drinks. Ob & Gob flips that association. For a generation that discovers products through short video and quick-commerce apps, the semantic twist works as both a joke and a memory device. The brand already uses the term “popmaxxing,” so this festive film extends that vocabulary rather than starting from zero.

The casting does two jobs. Shastri brings cricket’s cultural recognition and his commentary style, while Yuvraj Dua brings the internet-native comedy that lowers the ad’s sales resistance. It is an odd couple built for shareability.

02 · Quick-commerce is the real shelf

Ob & Gob is available on Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, Amazon Now and BigBasket. That means the campaign cannot rely on store displays or aisle placement. It has to create an impulse to search on a phone while the viewer is still watching.

• The product appears as an unexpected reveal, not as a rational dessert choice.
• The message speaks to Gen Z and millennial shoppers who already buy novelty through quick commerce.
• The brand’s presence runs across metro and Tier 2 towns in South and West India, plus Delhi-NCR, so the idea has to travel without regional explanation.

03 · Why this matters for CMOs

Festive-season advertising in India is crowded, and most brands fight for share of voice with discounts or sentiment. Ob & Gob is competing inside quick-commerce apps, where attention is even shorter. The mechanic here is a pattern interrupt: consumers hear a phrase and expect one category, then the ad delivers another. For a brand sold through apps, the creative is the packaging, the shelf and the store recommendation rolled into one.

04 · The marketing take

This is not simply a celebrity ad. It is a demonstration of a familiar phrase plus a category twist. Chief Marketing Officer Arvind Ramachandran of Dairy Day Ice Creams said the brand likes to turn the familiar on its head, and described the work as giving a known phrase an unexpected ice-cream interpretation.

“We’ve taken a familiar phrase and given it an unexpected, ice-cream twist.”

The takeaway: do not invent a new phrase when you can hijack one your audience already says, then let your product become the punchline.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.