Scream for Ice Cream 🍦
Blinkit
What happens when you give people a discount for screaming?
For Blinkit’s Scream for Ice Cream campaign, we turned that simple idea into a film that was just as chaotic, playful, and ridiculous as the concept itself.
I was involved with the project from planning all the way to the final delivery, working closely with the team to figure out how we wanted the film to look, feel, and come together.
The Idea
Blinkit created an interactive experience where people could scream into their phones to unlock discounts on ice cream. The louder they screamed, the bigger the discount.
Our job was to bring that energy to life through film.
We wanted the film to feel spontaneous and fun rather than overly polished. The people, reactions, expressions, and little moments of chaos were a big part of what made it work.
My Role
I worked across the project with the team, from the initial planning and preparation to the final version that went out.
My main responsibilities were:
Shooting
I handled the cinematography for the film, working out the shots, camera movement, framing, and lighting needed to capture the energy of the idea.
Editing
I edited the footage and built the final film around the performances and reactions. A big part of the edit was finding the right moments and keeping the pace moving without losing the humor.
Colour Grading
I also handled the colour grading, shaping the final look and making sure the footage felt consistent from shot to shot.
Beyond these main roles, I was involved throughout the process with the team — from planning and shooting to editing, revisions, finishing, and finally shipping the film.
The Result
The campaign quickly grew beyond the original film and became a trending topic across Reddit and Instagram.
People started sharing their own experiences with the campaign, creating 150+ pieces of organic user-generated content.
Together, this organic content generated a cumulative social reach of 500M+ views, turning a simple ice-cream promotion into something people actively participated in and shared.
For me, this project was a great example of what can happen when a simple idea, a good team, and a lot of chaos come together.
