MAM
IdeateLabs wins 360-degree Marketing mandate for Hafele India
MUMBAI: IdeateLabs, one of India’s largest independent digital-first creative agency has won the complete communication mandate for the luxury brand Hafele India. The win comes after the brand invited several leading agencies for a 360 pitch, facilitated by Landor Consultancy (Part of the WPP Group).
Hafele’s mandate to IdeateLabs consolidates the responsibility of Creative, Content and Media with one agency. This includes, developing the Marketing Blueprint, Creative Strategy, Brand Architecture, Media Planning & Execution, Reputation Management, Social & Digital Assets, PR, Performance Marketing and Content Creation. Starting with increasing brand awareness and building a strong community of consumers & influencers, the agency intends to take it all the way to showcasing Hafele’s innovations and creating thought leadership for the brand.
On acquiring the prestigious account, Vrutika Dawda, Director, IdeateLabs commented, “Hafele India is not just another win. It is the opportunity to draw upon our many talents and employ them in a focused manner for brand Hafele. Building brands is all about building the right conversations. This has been our differentiator and our philosophy. Here’s a great chance for us to build it in a true 360-degree approach. For sure, dynamic story-telling and disruptive formats will play a vital role. We are keen to be a part of Hafele’s business ambitions and explore concepts that will redefine the way a brand communicates.
Commenting on this partnership, Sanjay Swami, Head – Marketing Services, Hafele India said, “We were looking to partner with an agency who understands the luxury lifestyle industry on one hand, and who has a holistic brand perspective, on the other. Having been partners for a few years on the digital front, IdeateLabs understands our brand and our growth plans in India and South Asia regions. We are entering a phase of dynamic growth and are confident that IdeateLabs is the right partner who can help us get there”.
Häfele is an international leader in the manufacturing and supply, space for kitchen fitting, furniture fittings and architectural hardware. With a legacy of over 95 years, Hafele India has expanded its product portfolio to Appliances, Lighting, Sanitaryware and Surfaces.
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.
