MAM
Kumar Siddharath joins Madison Media to lead Mates
Mumbai: Madison Media on Wednesday announced the appointment of Kumar Siddharath to lead its entertainment unit Mates. Mates now will be integrated within Madison Media and will focus on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content and branding, the company said.
In this role, Siddharath will report to Madison Media and OOH partner and group CEO Vikram Sakhuja. Former founder and CEO of Mates Sooraj Bhalla has decided to pursue other interests.
With over 14 years of experience, Siddharath joins Madison Media with a multi-faceted understanding of content marketing, partnership & strategic alliances with a sharp focus on client servicing and business development. He has worked with companies like Endemol, UTV, Viacom 18, Reliance Broadcast Network, Optimystix Entertainment, and other production houses where he has produced big shows including “Roadies” and created AFPs for brands like HUL, Hero, Idea and Woodland amongst other brands.
Apart from production houses, his exposure ranges from industries like broadcast (TV and radio) to films and OTT to print and events. He was also director brand solutions at Omnicom Media Group.
“I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof,” said Vikram Sakhuja.
Prior to joining Madison, Siddharath set up his own e-sport and gaming company Oreka eSports. He has also worked on brands like Daimler, Ford, HP Laptop and Hike over the years.
“I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals,” said Kumar Siddharath.
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.
