MAM
Grasim Industries appoint Srishti Sawhney as President and Global Brand Head, Pulp & Fibre
MUMBAI: Grasim Industries has appointed Srishti Sawhney as the President and Global Brand Head for Pulp & Fibre Business. In her new role, Sawhney’s mandate will be to strengthen and enhance the communication and branding of the ingredient brand Liva. She will also chart out the strategy to showcase the dynamism of product and capitalise on opportunities that would result in exponential growth. There will be key focus on collaboration and partnerships that will further solidify the brands positioning and key offerings.
Rajeev Gopal, Global Chief Sales & Marketing Officer & Group Executive President, Grasim Industries | Pulp & Fibre, said “Srishti Sawhney’s appointment is an extension of the company’s ongoing efforts towards building agile teams and integrated structures to deliver maximum growth and perception for the ingredient brand. We are confident that Srishti’s razor sharp focus will move the company forward in its next phase of growth and expansion.”
With nearly three decades of varied experience, Srishti will bring her learnings from handling multiple consumer and luxury brands to the strategy that will be charted out for the communication and branding of Liva and its sub-brands.
Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business said, “The growing complexity of marketing platforms calls for a multi-dimensional approach that is collaborative and integrated in nature. I am extremely excited to be a part of Birla’s futuristic division and am looking forward to working with the team to start a new chapter for the Pulp & Fibre business. Our aim is to communicate and create a clear image of the brands – for the consumers to relate to and trade to see the functionality of.”
Srishti has previously handled and been a key player in the marketing and communication strategies of top companies and brands like Spark44, Jaguar Land Rover India, Audi India, DY&R, JWT, Leo Burnett & McCann, in that order. She was instrumental in launching brands like Bacardi, Colgate Total, Sprite, Georgia & Diet Coke in India.
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.
