MAM
JKCement WallMaxX rolls out 360-degree campaign
Mumbai: JKCement WallMaxX has launched a digital-first campaign. The company has taken a 360-degree approach to amplify the message, starting with a series of quirky and intent-driven films on social media.
The advertising campaign makes the point that while being ranked first can make you feel great, it also means you have to work harder to improve the lives of your customers. As a result, JKCement WallMaxX aims to engage consumers by touching their lives with supreme quality products.
White cement business president Hardeep Singh said, “We are always driven with the motivation to leave behind a strong legacy. With the same intent, we have been adding value to the homeowners with our durable and competitive home-beautification range of products. We wanted to creatively communicate the fact that we are the No. 1 putty brand in the country. This claim is strong enough to reinforce the trust which our customers have in our product for decades together and enables us to stand out amongst other putty brands in the market.”
White cement business head – branding Indranil Lahiri added, “We have released a series of quirky films which communicates our leadership position effectively by juxtaposing two different situations where random things are tagged as No. 1 with no significance to the society, unlike JKCement WallMaxX which stands true to its claim of being No.1 in the segment with unrivalled quality of the product.”
The brand also extended the campaign with a television commercial that pronounced the product’s attributes which earned the brand “one of the most popular wall putty brands in the country” tag and its much-reputed top position. It also carried out BTL (below-the-line) activities to highlight its preposition of “India ki No.1 Wall Putty, Sundar Deewaron ki guarantee.”
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.
