MAM
Amitabh Bachchan flaunts his Lux Venus
MUMBAI: Kolkata-based innerwear brand Lux has roped in Amitabh Bachchan as the brand ambassador for Lux Venus.
To connect the brand message ‘Yeh andar ki baat hai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Bachchan in a witty character.
The TVC focusses on Bachchan telling the audience what it takes to make it big in life, in an intriguing and entertaining manner.
Lux Industries Chairman Ashok Todi says, “Similar to Mr. Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Mr. Bachchan’s personality. We hope to reach a wider market pan India with this endorsement.”
Soho Square, Mumbai ECD and Creative Head Anuraag Khandelwal adds, “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Mr. Bachchan in a humorous as well as a memorable avatar. With Mr. Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses all over the country.”
Lux Industries managing director Pradip Todi believes that the strategic move will help the brand grow and sustain its leadership position.
The campaign is being taken forward across a mix of media which includes television, online, print, digital and out-of-home.
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.
