MAM
Hinduja’s innovative marketing via Pune IPL team
MUMBAI: For the first time in 10 years of the IPL, cricket fans are expressing their passion for their team and its heroes through a unique, one-of-its-kind digital marketing solution.
In the ongoing IPL 2017, HGS Interactive (HGSi) has helped Gulf Oil Lubricants India Limited, principal sponsor of the Rising Pune SuperGiant, create a unique customer experience for fans of the team as they follow their players’ exploits and cheer them on. It has designed a clutter-breaking and innovative activation – an IOT-based LED t-shirt for fans that can light up on the press or trigger of a button on the t-shirt or any Android device. So, whenever a player from the RPS team hits a ball for a six or four, or bags a wicket, fans wearing the t-shirt could light up ‘4, 6 or Out’ – similar to the TV screen, and cheer their team.
“The big idea was to marry technology and the fans’ love for their team and players and come up with a disruptive solution that helps Gulf Oil easily stand out in the crowd. These IOT-based LED t-shirts transform cricket fans into human banners cheering their team,” said Sachin Karweer, Business Head, HGS Interactive, which is the digital business unit of BPM firm Hinduja Global Solutions Limited (HGS) .
“The IOT-based LED t-shirt is testimony to Gulf Oil Lubricants’ passion for innovation. Fans and the game have converged with this disruptive wearable technology, thus creating an unmatched experience for the spectators of the sport,” said Ravi Chawla, Managing Director, Gulf Oil Lubricants India Limited (GOLIL), adding, “We will continue to embrace such trends and continue to excite our audience and cricket fans all across the country.”
The innovative fan t-shirt initiative is part of an aggressive marketing campaign unleashed at the 10th edition of IPL by Gulf Oil. The campaign titled “GulfGoFarHarBaar” is currently running in RPS’ home base Pune, and also features the Gulf Fan Bus, Radio Experience, digital videos of players and their interviews. The Gulf Oil campaign intends to communicate the message of “Performing under Pressure” through digital, radio and OOH channels to excite and build a deeper connect with RPS fans.
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.
