MAM
Dabur ups ad spends by 43% to Rs 1.82 bn in Q4
MUMBAI: FMCG company Dabur has increased its yearly advertisements and promotions spend by a whopping 42.87 per cent in the quarter ended 31 March 2012 compared to the earlier year.
The company spent Rs 1.82 billion in advertising in the quarter under review, as against Rs 1.27 billion a year ago.
The spending also impacted in the net sales of the company, which grew by 23.04 per cent to Rs 13.64 billion in the fourth-quarter (from Rs 11.08 billion in Q4 FY12).
Meanwhile, the net profit of the company surged 15.99 per cent to Rs 1.71 billion, from Rs 1.47 billion in the corresponding quarter of the previous fiscal.
For the full fiscal ended 31 March 2012, Dabur upped the spend on advertising and promotions by 23.37 per cent. It spent Rs 6.59 billion on promotions, compared to Rs 5.35 billion in the previous fiscal.
Dabur‘s net sales increased 29.57 per cent to Rs 52.83 billion, from Rs 40.77 billion, while net profit jumped from Rs 5.89 billion to Rs 6.44 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.
