MAM
Abbys adds Branded Content & Entertainment category
MUMBAI: The Branded Content & Entertainment Abby has been added as a category in this year‘s edition of The Abbys, the advertising awards that take place during the Ad Club‘s annual festival Goafest.
Branded content and entertainment has been defined as the creation of, or natural integration into, original content by a brand. The purpose is to deliver marketing messages by engaging consumers via relevant content platforms rather than the use of traditional advertising methods. It has the following six sub categories –
- Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
- Including TV, mini-series, web series, cinema, DVD releases and online/digital
- Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)
- Including TV, mini-series, web series, cinema, DVD releases and online/digital
- Best brand or product integration into a feature film, existing TV show and/or series
- Including TV, mini-series, web series, cinema, DVD releases and online/digital
- Best use or integration of experiential events
” Creative positioning of a brand using events, festivals, flash mobs, installations etc. - Best use or integration of music
- Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform
- Best integrated entertainment content campaign which uses more than 2 media.
The last date for the entries is 28 February. This year, the Abbys will be held on 5 and 6 April in Goa.
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.
