MAM
Dole Packaged Foods partners with Wondrlab for India launch
NEW DELHI: Singapore-based MNC Dole Packaged Foods has signed on the newly launched platform-first agency, Wondrlab. Dole Packaged Foods is a world leader in growing, sourcing, distributing and marketing fruit and healthy snacks. Dole sells a full line of packaged shelf stable fruit, frozen fruit, dried fruit, and juices.
In its new mandate, Wondrlab will help the brand launch in India, and provide further strategic and creative direction for its marketing activities. The India launch has kicked off with a special Diwali-themed pack called Dole Utsav and will be followed up with a series of other product launches in the coming weeks.
The announcement of Dole Packaged Foods’ partnership with Wondrlab comes on the back of a series of quirky digital ads. At a time when the festive season is reeling under gifting fever, the Dole Utsav campaign makes a case for not leaving yourself out, especially when the gift is ‘too good to gift!’ The films show relationships, which would ordinarily be considered the most selfless, including a mischievous grandmother and in-laws celebrating their first Diwali, getting tempted, and keeping the Dole Utsav pack for themselves.
Dole Packaged Foods general manager – India Mudit Mathur, said, “At Dole, we want to champion an equitable world where everyone – irrespective of age, income, location, race or gender – has access to healthy nutrition, and that is what we are now bringing to India. Our portfolio of clean label products, no added sugar or preservatives, should contribute to building a healthy nation. Wondrlab understood our brand values and philosophy right from the beginning; partnering with them will take our brand to our consumers in the most strategic way.”
Dole Packaged Foods global CMO Rupen Desai said, “Diwali is usually synonymous with unhealthy food as a form of celebration. We believe that good health and nutrition should be like sunshine – available, accessible and affordable to everyone, even during Diwali. To help launch our new healthy offer, we needed a progressive partner and Wondrlab’s platform-first approach was a perfect fit. We are excited about the initial response on the campaign.”
Wondrlab co-founder and managing partner – content platform Rakesh Hinduja said, “For a festive season brief, the most important factor is to break the clutter, especially when it comes to a new brand launch. That was the attempt in using the consumer insight of the ‘gifting paradox’, where you want to purchase the best gift for others, but when you find the perfect gift, you have to fight the temptation of keeping it for yourself. It was great fun curating the campaign for the platform. We look forward to creating more fresh, exciting work together.”
Digital
Election Commission to meet social media platforms on 11 March
Talks focus on tackling misinformation and deepfakes ahead of Assembly polls in multiple states.
MUMBAI: India’s poll watchdog is calling time on deepfake drama because when elections meet AI trickery, even the ballot box needs a fact-check referee. The Election Commission of India will convene senior officials from major social media platforms on 11 March 2026 at Nirvachan Sadan, New Delhi, to discuss the growing challenges of misinformation and deepfakes during elections.
The agenda centres on the “opportunities and challenges” of social media use in the electoral process, with the Commission aiming to develop a framework for its “optimal and responsible” application in line with existing laws. Discussions will cover improved content monitoring, faster responses to election-related complaints, and closer coordination with authorities during campaign periods.
The meeting comes ahead of Assembly elections in several states, including West Bengal, Tamil Nadu, Kerala, Assam and the Union Territory of Puducherry. The rising influence of social media in politics has heightened concerns over manipulated content, including deepfakes, which have been linked to incidents of violence and misinformation in past polls.
In recent elections, political parties and candidates have increasingly used AI tools to create synthetic videos, audio clips and fabricated statements impersonating opponents or falsely showing endorsements. The Election Commission had issued advisories before the 2024 general elections, directing parties to avoid circulating deepfakes and remove misleading material within three hours of detection, citing provisions under the Representation of the People Act, 1951 and the Information Technology Act, 2000.
The consultations follow earlier engagements with tech companies and reflect broader policy debates on regulating AI-generated content. Amendments to the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 shortened the removal timeline for unlawful content from 36 hours to three hours, a change that has drawn criticism from industry players for leaving limited room for careful legal and factual review.
Executives from global platforms, including Meta, have argued that while they are committed to addressing harmful content, the tight deadline complicates compliance.
As deepfakes blur the line between real and reel, the Election Commission isn’t just monitoring posts, it’s trying to keep the vote real in an age where reality itself can be edited.
