MAM
IBM Linux ad to preview during LinuxWorld
SAN FRANCISCO: Computer major IBM will provide a preview of its new Linux ad at a forum where thousands of customers, developers and vendors converge for the LinuxWorld event.
A medianet release says that the new IBM advertisement will air on television in early September. The ad, which was developed by Ogilvy & Mather Inc., features a young boy being observed by scientists as he is educated by icons or experts from particular fields. The boy is a metaphor for Linux; and the educators are a metaphor for the many experts who have contributed to making Linux the fastest growing server operating system in the industry and the world’s most popular open source software.
The educators are a mixture of well known celebrities and actors posing as professionals from various fields. They represent a broad range of skills that help to further educate the child including a poet, a Latin scholar, a soccer player, an architect, a plumber, a musician, a pilot, a corporate officer, an astronomer, and an anthropologist. World famous boxer Mohammad Ali is also a part of the guest list.
“We know that Linux is a breakthrough technology, not only because it is based on open standards, but because it is built by a community of technologists who include some of the world”s most talented programmers,” said IBM senior V-P of marketing Abby Kohnstamm. “This advertisement is intended to highlight IBM”s steadfast commitment to Linux as representing the best in industry collaboration and innovation.”
The advertisement is aimed at a broad audience, both business and IT. Its intent is to highlight IBM”s support of open standards and to fuel the growing momentum behind Linux.
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.
