MAM
Madison buys controlling stake in Bengaluru-based HiveMinds
MUMBAI: Madison Media has announced that it has taken a controlling stake in Bengaluru-based performance marketing agency HiveMinds Innovative Market Solutions.
HiveMinds, which has a staff strength of 70 people, counts among its clients BigBasket, ABOF, ClearTrip and CloudNine Hospitals, among other. HiveMinds’ strengths have been in search, social, performance marketing and programmatic buying and specialize in eCommerce, Education & Travel.
HiveMinds, founded six years ago by Jyothirmayee JT, a pioneer in digital advertising in India with more than a decade of expertise in marketing, technology & data analytics, has led a critical role in digital marketing strategy & execution for industry leading startups like TutorVista, BabyOye, RedBus, TaxiForSure, Simplilearn & MobiKwik.
Besides successfully operating the Digital Agency business, HiveMinds has successfully leveraged their expertise in data driven marketing to develop a product INTUTEL, a market intelligence stack that combined with Madison’s programmatic platform CLEAR TRADE, will enable Brands to measure and improve customer interaction touch points necessary to influence purchases and thereby improving ROAS.
Madison Media already operates successfully in both Creative and Media spaces in the digital domain and many advertisers like Marico, Asian Paints, Godrej Properties, Tata Chemicals and ITC among many others use its digital services.
Says Jyothirmayee JT, “Partnering with Madison is a big next step in our journey. We have so far excelled as a digital first agency and played a crucial role in the growth of leading startups in India. Joining hands with Madison, we can take our digital expertise, technology driven marketing to larger brands and innovate in omni-channel strategies for our clients”
Says Madison Media partner and group CEO Vikram Sakhuja, “This is Madison’s exciting partnership to deliver data driven outcomes. HiveMinds brings exciting and bold innovation in data mining and uses it to dynamically improve performance. As a first, we look forward to uniting consumer intent, interest and purchase in driving media insights.”
Says executive director Lara Balsara, who identified HiveMinds and successfully concluded the agreement, “Marketers are embracing customer focused digital opportunities. I am delighted at the progress Madison Media is making in the Digital space in the last one year and having HiveMinds as part of us will further strengthen the way we partner with our clients in their digital transformation journey.”
Chief digital officer Vishal Chinchankar and strategic consultant Nagaraj Krishnamurthy advised Madison on the transaction and helped develop the integrated technology strategy.
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.
