MAM
FCB Cogito elevates Vidyadhar Wabgaonkar as CEO
Mumbai: FCB Group India has announced the elevation of Vidyadhar Wabgaonkar as the CEO of FCB Cogito, the independent consulting arm of the Group in India. The announcement comes as part of the Group’s recent restructuring of operations in a three-agency structure of FCB Ulka, FCB Interface, and FCB India.
Vidyadhar Wabgaonkar, popularly known as Wabs, has been leading FCB Cogito for over four years now. An engineering gold medalist and a rank holding MBA from IIM Kolkata, Wabgaonkar comes with a rich marketing background that includes stints in P&G India and MARICO Industries. According to the Group, his expertise lies in the seamless combination of qualitative and quantitative aspects and the application of tenets of Neuro-Linguistic Programming (NLP) to marketing and business management. He is also a certified life coach and a Master Practitioner of NLP.
Under Wabs’s aegis, FCB Cogito Consulting has come to be known for its strong proprietary products like ‘Chess’ for getting clients ready for competition and future and ‘Brand Hormone’ for rejuvenating brands, it said in a statement.
The Group is celebrating its 60th anniversary this year, and this elevation comes in at a very crucial time when the agency is looking forward to the next 60 years in India, it added.
Speaking on Wabgaonkar’s elevation, FCB Ulka vice-chairman Karkare, said, “FCB Cogito has been the secret weapon in our armory. It represents our capability to solve higher-order problems for our clients with data and insight-driven solutions. It is our intellectual capital, and a means to provide strategic partnership to our clients. Wabs always brings a fresh perspective, and in today’s times, his unique skills are going to be invaluable to brands as they navigate uncharted terrains.”
Speaking on his new role, Wabgaonkar said, “ FCB Cogito believes that most clients have the resources required to be successful. It is the paradigm that connects the resources that often need evolution. ‘Why buy me’ is the most important question that each brand needs to answer, and the answer frequently lies well beyond the tangible aspects of the brand. A good answer and a consensus around it, together multiply the force of selling and marketing manifold.”
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.
