MAM
Cheetah claims Applock surpassed 35% penetration
MUMBAI: Libra, an Android analysis platform designed by Cheetah Mobile, has found that Security Master – Antivirus, VPN, AppLock, Booster – (previously known as CM Security Antivirus app Applock) claims to have a weekly active penetration rate of over 35 per cent among mobile internet users on Android in India at present. Applock is able to reach 200 million impressions a day making it a powerful advertising tool for advertisers that increasingly need to reach a mobile-first audience.
Samsung, Suzuki, Tata & Colgate are already on-board with the company’s Cheetah Ads services. In particular, Samsung’s campaign has generated more than 37 million impressions for a campaign that helped it launch one of its phones. A combination of high market reach, impactful ad format, and machine learning to help optimize the campaign has resulted in purchase intent of more than 2.5x the normal mobile e-commerce rate.
Cheetah Mobile APAC Ad sales GM Morden Chen said, “Our huge inventory and precise targeting abilities fuelled by our AI capabilities, Cheetah Ads will continue to help advertisers in India to effectively reach their target audience who are increasingly mobile-first. We see our mission in India as one to continue to educate the market about the beauty of mobile advertising and work closely with our various partners to move the industry forward.”
Tata global beverages – media & marketing procurement deputy GM Sonia Serrao said, “We tried the Locker Ad Roadblock from Cheetah Mobile in conjunction with our print campaign, and it gave us maximum “Impact and Reach”.
Based on a recent study by Cheetah Mobile, launched vertical video in all mobile moments earlier this year by leveraging its suite of mobile apps which are able to capture a mobile user’s entire mobile consumption journey.
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.
