MAM
Business Today’s brand building golf exercise kicks off Saturday
The Business Today American Express PRO-AM of Champions 2002 will tee off on 2- 3 March.
The Gurgaon tournament has the distinction of being the only Pro-Am Golfing event recognised and accredited by the Professional Golfers Association of India (PGAI) and features in their calendar of events. The seventh edition will see corporate honchos interacting while putting on the greens.
This year will see 16 top professionals and 96 chief executives navigating the course. Each team will consist of one leading Indian professional and three amateur CEOs. At stake is prize money of Rs. 600,000 in the individual and team categories. Two top individuals get a chance to go to the prestigious Old Course at St. Andrews, Scotland ( the Mecca of golf for devotees of the sport) to take part in the Famous Grouse Shotgun Foursome tournament. In addition, three winning teams will go to Cairo, London and Dubai respectively for a four-day stay courtesy Marriott Hotels and will fly there and back, courtesy Emirates. Other prizes include closest to the pin and longest drive categories.
Previous winners include Prannoy Roy of NDTV, Ashok Jaidka of Bax Global and Tarun Kunzru of Adidas. American Express are the title partners for the third consecutive year. Hyundai Motors is the chief sponsor of the tournament along with Famous Grouse, ITC Hotel and Seagate as the associate sponsors.
The Classic Golf Resort in Gurgaon where the event is taking place has the distinction of being the first Jack Nicklaus signature course in South Asia.
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.
