MAM
MEC adds more Reliance companies to its kitty
MUMBAI: MEC India, GroupM’s media agency, has expanded its client portfolio with the inclusion of Reliance Group companies – Reliance Capital (includes Reliance General Insurance, Reliance Life Insurance, Reliance Mutual Fund and Reliance Commercial Finance), Reliance Infrastructure, Reliance Power and Reliance Energy.
The agency already handles the media business for Reliance Communications, Reliance Net Connect and Reliance Digital TV.
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The accounts will be serviced out of MEC India’s Mumbai office.
On the new addition, MEC India managing director T Gangadhar said, “The team at MEC India is eagerly looking forward to provide excellence in crafting and executing customised integrated solutions across its suite of services. MEC India has shared a long standing relationship with various companies in the Reliance Group and our objective will be to provide superior assistance with media, analytics, content, activation and digital media services, as we have been doing with the award winning RCOM mandate in the past.”
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.
