MAM
dentsu elevates Imtiyaz Vilatra to lead Postercope India
MUMBAI: He is going to be the new poster boy of dentsu’s OOH initiatives. The agency has promoted Imtiyaz Vilatra to chief executive officer of Posterscope India.
In his new role, he aims to enhance Posterscope’s digital out-of-home (DOOH) and intelligent OOH (iOOH) offerings with a strong emphasis on data-backed, measurable outcomes for clients. He will report to dentsu media, south Asia, CEO Anita Kotwani.
With more than 25 years’ experience, Imtiyaz is known for his focus on innovative and impactful OOH campaigns. He plans to further integrate advanced technologies like augmented reality, 4D experiences, and AI to strengthen Posterscope’s capabilities.
By merging dentsu’s digital expertise with Posterscope’s established OOH foundation, his vision is to meet evolving client needs and expand the agency’s reach in both urban and rural sectors. This move aims to establish Posterscope as a leader in both traditional and digital OOH.
Says dentsu south Asia CEO Harsha Razdan: “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and below-the-line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities. I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate.”
Adds Kotwani: “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘Onedentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”
“The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences,” points out Vilatra. “Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalisation, and an integrated, ROI-focused approach.”
That’s exactly what ad spend-focused marketers are increasingly demanding. If things work out as planned, the trio of Razdan, Kotwani and Vilatra could well be raising their champagne glasses in celebration soon.
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.
