MAM
Lendingkart appoints Tilt Brand Solutions as its communications partner
Mumbai: Lendingkart has appointed Tilt Brand Solutions as their communications partner for their upcoming campaign that will feature during the ongoing ICC Cricket World Cup. The Mumbai-based brand & communications consultancy, Tilt Brand Solutions is a part of Quotient Ventures.
Lendingkart has been a pioneer in providing working capital financing solutions to entrepreneurs so they can focus on their business instead of worrying about the gaps in their cash flows. Armed with a variety of products, Lendingkart is consistently making it easier and simpler for business owners to get access to loans anytime and anywhere.
Tilt Brand Solutions, in this partnership, was tasked to conceive and execute a through-the-line campaign for Lendingkart featuring their brand ambassador – Rajkummar Rao.
Lendingkart chief marketing officer Ram Deshpande said, “Really excited about our upcoming campaign with Tilt Brand Solutions at the helm to redefine our brand storytelling with our unique position in the fintech space. Looking forward to some great creative work that will take brand Lendingkart further.”
Quotient Ventures co-founder & group chief growth officer, Rajiv Chatterjee, added, “We are thrilled to partner with Lendingkart for this critical campaign. We are partnering with them to position their expanded product portfolio and through-the-line execution of the campaign and amplification across touchpoints. We are grateful to them for the faith placed in us, as well as their ambition to disrupt the market, both at a product and communication level.”
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.
