MAM
Mother Dairy partners JioHotstar for IPL 2026 CTV push
Connected TV strategy embeds brand in match moments and milestones.
MUMBAI: Cricket’s not just being watched, it’s being milked for meaning. Mother Dairy has stepped onto the IPL pitch with a Connected TV (CTV) partnership on JioHotstar for IPL 2026, aiming to turn high-intensity match moments into high-impact brand recall. The move, executed by WPP Media, signals a shift from traditional advertising to contextual integration where the brand shows up not around the game, but within it. Instead of interrupting the action, Mother Dairy is positioning itself inside the moments that drive it.
At the heart of the campaign is a layered presence across JioHotstar’s CTV ecosystem. This includes “Closer to Live” integrations during key phases of matches, pre-show placements to set the narrative early, and visibility during milestone moments such as half-centuries and centuries across the tournament.
The strategy leans heavily on timing and relevance. By aligning with emotionally charged points in gameplay, the brand is attempting to move beyond routine consumption cues and into the realm of shared cultural experience where cricket, quite literally, becomes the medium.
CTV, with its large-screen immersion and growing reach across households, adds another layer to the play. It allows Mother Dairy to tap into diverse audience cohorts across age groups and geographies, while delivering a more premium, less cluttered viewing environment compared to traditional digital formats.
The broader context is hard to miss. As attention fragments across platforms, brands are increasingly chasing moments rather than media slots. Mother Dairy’s IPL play reflects that shift prioritising contextual relevance over sheer visibility.
In a tournament where every run counts, the brand is betting that being present at the right moment not just the loudest one will deliver the real win.
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.
