MAM
Advertisers opt out of AOR model; dole out project work
NEW YORK: It is a minor trend which could be picking major momentum and soon changing the landscape of media buying across the globe – roster pruning.
Major FMCG advertisers in the US are giving preference to ad firms which handle high profile brand-related work on a project basis. An adage report states that a case in point is Procter & Gamble’s (P&G) recent move – P&G chose Cincinnati based Barefoot Advertising instead of Publicis Groupe’s Kaplan Thaler for its Daily Defense brand of shampoo.
Several media observers feel that agencies will have to change their model in order to cope up with this changing trend. The experts feel that marketers who shift focus to promotion-based drives often prefer local, smaller regional agencies which are more flexible. Also, the mode of compensation in such cases changes to incentive-based compensation. Also, they feel that the AOR model becomes insignificant when the traditional media vehicles will not be used for attaining certain short term objectives.
Reports indicate that Unilever has also been increasingly indulging in roster pruning and has quietly ended AOR assignments for some of its oral care, hair care and cosmetic brands. The rationale given by Unilever was that these moves were appropriate for brands that don’t require regular TV advertising support.
What is notable is the fact that roster pruning is a trend which gets minimal attention because neither the client nor the agency wish to talk about the exercise.
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.
