MAM
BBC World Service Trust launches Jo Bola Wohi Sikander campaign
MUMBAI: BBC World Service Trust has launched a campaign Jo Bola Wohi Sikander, wherein a riddle will be given to get people talking about a taboo issue as they try to solve the clues.
The campaign is produced by the BBC World Service Trust and funded by $5.9 million grant from the Bill & Melinda Gates Foundation. The campaign will be seen in the states of Andhra Pradesh, Karnataka, Maharashtra and Tamil Nadu.
Currently in its launch phase, the campaign is part of a two-and-a-half-year project that will be seen and heard on TV, radio and cinema, on supporting billboards and in print media.
BBC Trust creative director Radharani Mitra said, “The strength of the creative idea behind this campaign is that instead of an ad that tells people to talk, it actually stimulates people to talk. We believe the riddle posed in the advertisements is sufficiently enticing and tricky that people will have to talk about it with their friends in order to arrive at the answer.”
As a part of the campaign, audiences will be given a local number to call up and leave their answers of the riddle. The winner will get a mobile phone with free talk time.
A parrot, which represents talking and smartness, has been chosen as the campaign’s mascot. The parrot is smart, pesky, has an opinion about everything and a sense of humour. The campaign’s strapline,Jo Bola Wohi Sikander (‘those who talk are winners’), aims to stimulate ongoing conversation between 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.
