MAM
Britannia ups FY’12 ad spends by 26% to Rs 4.2 bn
MUMBAI: Britannia Industries (BIL) has spiked its spend on advertising and promotions in the fiscal ended 31 March by 26.07 per cent.
On a consolidated basis, the company spent Rs 4.2 billion on advertising in the year as opposed to Rs 839.3 million in the previous fiscal.
For the fourth quarter of the fiscal ended 31 March 2012, the company spent Rs 1.1 billion on advertising as opposed to Rs 839.3 million a year ago.
Britannia made several new introductions in the Health & Nutrition products as well as indulgent products. Its longstanding brand GoodDay completed 25 years and added new offerings like Choconut, Chocochip and Classic Fresh Bake cookies to its portfolio. A range of savoury snacks – NutriChoice Multigrain Thins, NutriChoice Multigrain Roasty and 50-50 Snackuits – were also launched.
Total expenses increased by 20.03 per cent to Rs 52.36 billion, from Rs 44.38 billion.
BIL MD Vinita Bali said, “Our three priorities during the year were managing revenue, managing cost and generating new value through innovation in products, processes and technology. This focus enabled us to deliver a top line growth of 19 per cent and a profit growth of 48.5 per cent, on a consolidated basis. Each business, in India and overseas, showed a significant improvement in performance.”
BIL’s consolidated net profit went up by 48.53 per cent to Rs 1.99 billion, compared to Rs 1.34 billion in the earlier year. Total income from operations jumped 19 per cent to Rs 54.85 billion, from Rs 46.09 billion.
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.
