MAM
Illycaffe plans Italian café chain ‘Espressamente’ in India, 600 cafes globally
BANGALORE: The world’s leading roaster of Espresso coffee ’illycaffee’ plans to open ‘Perfect Italian Coffee Cafes’ globally with the monicker ‘Espressamente’.
To this effect, they have already signed an agreement with the Suntory group in Japan through the franchisee route for starting 100 cafés there by end of 2008. The company has also set up a ‘flagship’ ‘Espressamente’ café in Paris which is owned and operated by them, and is considering setting up such flagship cafes in other places around the world, with India a probable destination for one such café revealed illycaffee’s coffee culture and university director Roberto Morelli on the sidelines of a press conference in Bangalore to announce the commencement of The Universita del Caffe (University of Coffee) at the India Extension Center in Bangalore.
Included in illycaffee’s global plans are 5-10 cafes in India this year, with the figure doubling by next year. The coffee major is looking for franchisees in India with whom they can work.
illycaffee had global revenues of about a quarter of a billion euros for 2005, of which 52% share came from the home country. Roberto is happy about the fact that the share of revenues from home is shrinking while the overall company revenues are growing, and India is one of the countries that are definitely on his company’s roadmap. India also happens to be the only Asian country from which illycaffee sources Arabica coffee.
An agreement with the Indian Coffee Board is also being discussed. illycaffee will provide promotional materials including content for spreading the use of Coffee in India.
In Italy illycaffee spends around € 1 million towards promotional and marketing activities.
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.
