AD Agencies
London Dairy indulges Indians in ‘International Ice Cream Month’
MUMBAI: London Dairy is celebrating International Ice Cream Month all of July. A month that is much revered in the West from erstwhile President Reagan’s time, the celebration comes to India and London Dairy makes sure we all indulge in some delicious ice cream. What more could anyone ask for? One month dedicated to love, laughter, and limitless indulgence of ice creams.
Making the most of this occasion, London Dairy decided to reach out to its consumers through a campaign on social media and on-ground activations. The idea behind this campaign #LondonDairyIceCreamMonth, was to make consumers indulge in the extensive London Dairy range of ice creams and help them relish their special moments. Adding excitement to the campaign, the brand urged the consumers to share their special moments through London Dairy ice creams on social media. This created a huge frenzy twitter as tweeple went crazy sharing their London Dairy special moments with loved ones making the campaign #LDIceCreamDay trend #2 pan India. Tweeple thoroughly enjoyed participating and this was evident from their rampage of sharing fun and candid pictures showcasing their moments of indulgence with loved ones.
As part of the campaign’s on-ground activation, the brand had devised a London Dairy Squad in Mumbai and Delhi, where the Men In Tux from London Dairy barged into the coolest busy offices of the city, asking everyone to freeze and stop their work. The Squad then explained how work can get very monotonous and how one must indulge in things they love the most….in this case Ice Cream. The London Dairy Squad then opened up tubs of London Dairy Ice Creams and surprised the employees with a variety of flavours like Strawberry Cheesecake, Mango Sorbet, Tiramisu and Berries n Cream, to engage them in the merriment as they turned around a boring and monotonous day into an indulgent experience.
London Dairy marketing head Shweta Shrivastava expressed her views saying, “On the occasion of international ice cream day, the London Dairy Squad reached out to young working professionals in an attempt to break the monotony of a regular work day and enthrall them with an indulgent London Dairy experience! Throughout the ice cream month, we had a lot of activities for our consumers, celebrating this theme and indulging our consumers the true London Dairy way.”
London Dairy also engaged with consumers on social media like Twitter, Instagram and Facebook inviting them to join the celebration as they celebrated July 17, 2016 as World Ice Cream Day and became one of the first premium ice cream brands to get this culture here in full swing. The response received on all social media platforms was so over whelming that #LDIceCreamDay was trending #2 in India throughout the day.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI: At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
