MAM
Kinetic India co-CEO Rachana Lokhande moves on
MUMBAI: Kinetic India co-CEO Rachana Lokhande has decided to move on from the company to pursue another opportunity. A source close to the development confirmed the news to Indiantelevision.com.
"She is currently serving her notice period and her last day at the organisation will be 14 August," the source shares.
Lokhande made the announcement today to her team and colleagues on a group call. Her next move is not yet known.
She has been with the company since 2016. Her previous stints include RapportWW, Lintas India and RK Swamy BBDO
Reportedly, Ajay Mehta will be the new managing director of Kinetic Advertising India. Already handling the duties of ITV (Cinema) in the capacity of MD, Mehta will take on the additional responsibility. He will also be joining the GroupM India executive committee (ExCo).
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.
