NMACC Brings The World’s Most Beloved Christmas Story to Life with ‘Nutcracker on Ice’ – India’s First Full-Scale Ice Ballet Spectacle
Nita Mukesh Ambani Cultural Centre has unveiled Nutcracker on Ice, a first-of-its-kind Christmas spectacle in India, featuring 23 international figure skaters performing on a full-scale ice rink constructed inside The Grand Theatre. The campaign positions this limited-season production as India’s newest festive tradition, where Tchaikovsky’s timeless score meets Olympic-level figure skating in an immersive experience exclusive to Mumbai audiences.
Presenting the world’s most cherished holiday tale through elite ice ballet, the production blends classical storytelling with extraordinary athleticism. Hand-crafted, ice-performance costumes elevate the visual richness, offering audiences a refreshing festive ritual that goes beyond typical holiday entertainment. The show speaks to families seeking magical Christmas experiences, young adults and couples looking for unique seasonal outings, and culturally curious audiences eager for world-class performances.
To build national buzz and cultural relevance, the strategic approach centred on high-impact social storytelling that highlighted the show’s global scale and Indian exclusivity. The campaign also included an influencer activation—conceptualised by Schbang and executed by the NMACC brand team, where popular food creators recreated Nutcracker-inspired desserts, such as Shivesh’s Nutcracker Special Hot Chocolate Recipe. This collaboration struck a chord with younger audiences and sparked curiosity around the production.
Hoardings across key city touchpoints further amplified excitement for this limited-run spectacle, reinforcing its position as the must-see Christmas experience of the season.
Jitto George, President- Brand Solutions at Schbang, added, “The challenge was positioning ‘Nutcracker on Ice’ not just as another show, but as the Christmas experience of the season. By emphasizing the never-seen-before nature of watching Olympic-level skaters perform on a real ice stage inside The Grand Theatre, we’ve created compelling reasons for audiences to make this part of their festive celebrations. It’s about transforming a globally beloved story into an unmissable Indian Christmas moment.”
Nutcracker on Ice ultimately emerges as a cultural landmark proof that global-standard productions can capture the imagination of Indian audiences when presented with the right balance of familiarity, spectacle, and exclusivity.