MAM
Asci to examine HUL’s Rin ad on 23 March
MUMBAI: After receiving complaints from consumers over Hindustan Unilever (HUL)’s Rin ad campaign, the Advertising Standards Council of India (Asci), the watchdog of the Indian ad industry, is examining the issue.
In its high-voltage television commercial, HUL compared the superior washing powers of its brand Rin to Tide from the P&G stable. HUL is running a small ticker in its new ad campaign for Rin which says, “Attested by independent labs.”
Asci secretary general Alan Collaco said, “A complaint has been registered against the Rin ad. The ASCI‘s Consumer Complaints Council will meet on 23rd March to discuss the matter.”
Meanwhile P&G is said to be planning to take HUL to court as its detergent brand Tide has been depitcted negatively in the HUL ad for Rin. It could also launch a new ad campaign as a counter measure.
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.
