MAM
Dole Packaged Foods partners with Wondrlab for India launch
NEW DELHI: Singapore-based MNC Dole Packaged Foods has signed on the newly launched platform-first agency, Wondrlab. Dole Packaged Foods is a world leader in growing, sourcing, distributing and marketing fruit and healthy snacks. Dole sells a full line of packaged shelf stable fruit, frozen fruit, dried fruit, and juices.
In its new mandate, Wondrlab will help the brand launch in India, and provide further strategic and creative direction for its marketing activities. The India launch has kicked off with a special Diwali-themed pack called Dole Utsav and will be followed up with a series of other product launches in the coming weeks.
The announcement of Dole Packaged Foods’ partnership with Wondrlab comes on the back of a series of quirky digital ads. At a time when the festive season is reeling under gifting fever, the Dole Utsav campaign makes a case for not leaving yourself out, especially when the gift is ‘too good to gift!’ The films show relationships, which would ordinarily be considered the most selfless, including a mischievous grandmother and in-laws celebrating their first Diwali, getting tempted, and keeping the Dole Utsav pack for themselves.
Dole Packaged Foods general manager – India Mudit Mathur, said, “At Dole, we want to champion an equitable world where everyone – irrespective of age, income, location, race or gender – has access to healthy nutrition, and that is what we are now bringing to India. Our portfolio of clean label products, no added sugar or preservatives, should contribute to building a healthy nation. Wondrlab understood our brand values and philosophy right from the beginning; partnering with them will take our brand to our consumers in the most strategic way.”
Dole Packaged Foods global CMO Rupen Desai said, “Diwali is usually synonymous with unhealthy food as a form of celebration. We believe that good health and nutrition should be like sunshine – available, accessible and affordable to everyone, even during Diwali. To help launch our new healthy offer, we needed a progressive partner and Wondrlab’s platform-first approach was a perfect fit. We are excited about the initial response on the campaign.”
Wondrlab co-founder and managing partner – content platform Rakesh Hinduja said, “For a festive season brief, the most important factor is to break the clutter, especially when it comes to a new brand launch. That was the attempt in using the consumer insight of the ‘gifting paradox’, where you want to purchase the best gift for others, but when you find the perfect gift, you have to fight the temptation of keeping it for yourself. It was great fun curating the campaign for the platform. We look forward to creating more fresh, exciting work together.”
Brands
Disney Cruise Line launches Disney Adventure as Robert Downey Jr. christens ship in Singapore
Star studded ceremony marks line’s first Southeast Asia ship
SINGAPORE: Disney Cruise Line has officially welcomed its newest and largest ship, the Disney Adventure, with a glittering, music filled christening ceremony in Singapore, marking the brand’s first ever vessel to homeport in Southeast Asia.
Held inside the ship’s grand Walt Disney Theatre, the celebration unfolded as a theatrical spectacle worthy of Broadway. Regional vocalists and musicians were joined by a 23 piece orchestra, while sweeping video projections wrapped the stage in classic Disney, Pixar and Marvel moments. Special appearances from captain Mickey Mouse and captain Minnie Mouse added a touch of nautical charm.
Among the headline performers were Jed Madela, hollywood performing arts hall of fame inductee, and Dami Im, international recording artist known for Eurovision. Together, they led a soaring tribute to Disney’s musical legacy.
On stage to mark the milestone were Josh D’Amaro, chairman of disney experiences and incoming chief executive officer of The Walt Disney Company, and Joe Schott, president of disney signature experiences.
D’Amaro described the ship as a new chapter for the company in Asia, saying it would bring Disney storytelling to audiences who may be experiencing the brand’s magic for the first time.
The ceremonial highlight came from Hollywood star Robert Downey Jr., who serves as the ship’s godparent. With characteristic flair, he declared, “You bring the theme and I’ll bring the thunder,” before delivering the traditional blessing: “I christen thee, Disney Adventure, may God bless this ship and all who sail upon her.”
The ceremony closed with a jubilant rendition of “Let’s Set Sail”, a long standing Disney Cruise Line tradition designed to stir excitement for the voyages ahead.
Drawing on more than a century of storytelling from Disney, Pixar and Marvel, the Disney Adventure promises a floating world of fantasy. Guests can wander through seven immersive themed areas, including San Fransokyo Street inspired by Big Hero 6.
On board highlights include a brand new Broadway style musical titled Remember, immersive dining, signature fireworks at sea, imaginative children’s clubs and a vibrant collection of bars and lounges for adults. Thrill seekers can also take on Ironcycle Test Run, the cruise line’s first roller coaster at sea.
The Disney Adventure is the eighth ship in the fleet and sets sail on its maiden voyage on 10 March, launching an inaugural season of three and four night itineraries. It forms part of an ambitious expansion plan that will see five more ships join the fleet by 2031.
For Disney, the magic is no longer just on stage or screen. In Singapore, it now sails.
