MAM
MRSI’s honours Partha Rakshit & Pranesh Mishra with Lifetime Achievement at Golden Key Awards 2023
Mumbai: The Market Research Society of India (MRSI) instituted the Golden Key Awards in 2019 to recognize the contribution of insights for the growth of India’s market research and insights industry. Among the many categories, MRSI each year also recognises the industry’s veterans for their significant contribution. MRSI’s Golden Key Awards 2023 honoured Partha Rakshit and Pranesh Mishra, two of India’s most notable personalities from across the research and insights industry for the Lifetime Achievement Award.
One of India’s most respected market research professionals, Partha Rakshit has over five decades of experience. He currently serves on the Board of the NorthPoint Centre of Learning, wherein he guides their marketing research, media and analytics programs. Rakshit last served as the managing director South Asia at Nielsen, from where he retired in 2010.
Among his many achievements, Rakshit was a key member in the committee that worked on formulating and establishing SEC variables in India. He served as MRSI’s President from 1992-94. He was a founding member of the National Readership Survey Council. He served as a Member of the Board of Governors of the Advertising Standards Council of India (ASCI) during 1996 to 2016 and its President from 2013-2014. Rakshit was recognized for a new method for election forecasts in India which enabled the adoption of much lower sample sizes. Rakshit holds a Master’s degree in Management from the Jamnalal Bajaj Institute of Management Studies, Mumbai.
Pranesh Mishra, the second awardee, is the chairman and managing director at global marketing analytics and insight consulting company Brandscapes Worldwide which he founded in 2008. His 40-plus years’ experience covers strategic leadership roles in marketing, brand development, advertising, and consumer insights across several consumer products and services.
Prior to Brandscapes Worldwide, Mishra was associated with Lowe & Partners, MashreqBank, Pathfinders, among other organizations. Moreover, he led brand and communications strategy development for Fortune 500 brands including Unilever, Visa, Coca-Cola, Johnson & Johnson, and HSBC. A Physics graduate from Delhi University and an MBA from the Indian Institute of Management, Ahmedabad, Mishra is a passionate student of human insights.
The Market Research Society of India extend their gratitude to both Partha Rakshit and Pranesh Mishra for their valuable contribution to the Indian and global research and insights sector.
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.
