MAM
Radhika Apte: Face of the Ritu Kumar Festive Winter 2019 campaign
MUMBAI: This season Ritu Kumar Festive Winter 2019 collection interprets Asia’s rich textile heritage with clean lines and silhouettes celebrating the contemporary Indian woman with Radhika Apte as the face of the campaign who epitomizes the spirit of the Ritu Kumar woman.
The campaign features a voiceover narration by Radhika Apte of the Hindi translation of Nobel laureate Rudyard Kipling’s poem “If”. “If” is a timeless poem that is as relevant today as the day as it was written. Inspiring and motivating, the lyrics convey Rudyard Kipling’s advice on how to win at life and above all how to be a better human being, man or woman.
The standout lyric from the poem “He beti sabse barh kar, tum naari ho, tum shakti ho!” has inspired the hashtag for this campaign #NaariTumShaktiHo.
The ethos and essence of the Ritu Kumar woman is one who is ready take on the world fearlessly but with humility. The lyrics of “If’ mirror the values of brand Ritu Kumar perfectly and Radhika Apte is the personification of the Ritu Kumar woman. With Radhika’s narration of ‘If” she takes over the baton from Nimrat Kaur who also read the poem as part of the Festive Winter 2017 campaign.
The Ritu Kumar Festive Winter 2019 collection features a palette of earthy tones, blazing burgundy and sap greens. Key fabrics include woven jacquards, feather-weight cotton, Chanderi, and silk treated with traditional vegetable dyes. Silhouettes are traditional but with a twist; kurta dresses and draped saris that can be worn as one -pieces or paired with bottoms; tunics with asymmetric hemlines and jumpsuits that can be layered.
Scarves are a key accessory, worn just as or styled as belts and head scarves to add an element of whimsy and print. Placement prints featuring archival Ritu Kumar patterns continue to feature heavily in the collection. Embroideries in the collection range from Kutch to Kashmiri Jamaawar. The incorporation of metallic threads with Mukaish, Aari and Kamdaani detailing make the festive classics your go-to styles for this season.
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.
