MAM
L’Oreal appoints Lodestar as its media agency
MUMBAI: Cosmetics and hair care major L’Oreal has awarded its Rs 500 million media account to Lodestar. This was confirmed to Indiantelevision.com by L’Oreal officials. The incumbent being Universal McCann.
Lodestar officials when contacted were tightlipped about the win and refused comment. Information garnered by Indiantelevision.com revealed that three agencies were in the fray. They being – Universal McCann, Publicis and Lodestar.
Interestingly, Lodestar has been working with L’Oreal on different projects from time to time over the last couple of years.
L’Oreal is one of the top players in the Hair Dyes category. L’Oreal and Godrej Consumer Products are the two big giants in this category. Their share of expenditures on this category on television are close to each other with L’Oreal getting the top slot with nearly 38 per cent share of the advertising pie.
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
