MAM
CTM partners BehindTheMoon Consultants for client servicing
MUMBAI: Delhi-based Creative Think Media (CTM) Group has entered into a strategic alliance with the brand consulting boutique firm BehindTheMoon Consultants for brand advisory to its selected clients.
BehindTheMoon chief associate Zaara Khader said, “Advertisers in the SME sector need our kind of consulting services the most since they work on stringent budgets but hesitate on coming to independent consultants such as us as they feel this will tax their already tight budgets or even due to paucity of information. CTM has got us on board for a host of their clients and we respect that ingenuity immensely.”
BehindTheMoon offers strategic consulting on matters of brand development and has developed a filter where every initiative of the brand including all communication strategies is processed through it.
CTM select clients so that higher efficiencies are achieved in advertising and the clients not only get more for their advertising buck but also build formidable brands.
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.
