MAM
AAAI extends support to Tanishq ad, disapproves targeting
New Delhi: The Tanishq ad controversy seems to have got the attention of the entire advertising industry. In the latest development, Advertising Agencies Association of India (AAAI) said it disapproved of the targeting of the commercial. The association mentions that the threats against Tanishq as well as its employees, which led to the withdrawal of the advertisement, are a matter of great regret and concern.
The advertisement in question, in fact, was also viewed at the Advertising Standards Council of India (ASCI) by an independent panel – The Consumer Complaints Council, which is representative of multiple stakeholders from industry, civil society, lawyers and consumer activists. The panel found nothing in the advertisement that was indecent or objectionable or repulsive that could lead to grave and widespread offence.
There is a consensus among all allied bodies and The International Advertising Association (IAA) India Chapter and The Advertising Club also support this.
For the last two days, the brand was roundly slammed by trolls on social media for upsetting their religious sentiments. However, a large number of people across the country have stood up for the brand and are supporting the ad. This includes several advertising personalities, actors and other people.
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.
