MAM
Saatchi & Saatchi creates Otrivin Cold Tabs’ new campaign
MUMBAI: Saatchi & Saatchi has created a new campaign for Novartis which is launching its new product, Otrivin Cold Tab in the market.
The idea behind the new campaign was to establish the brand as the one step solution to provide complete relief from cold. It plays on the concept that there are actually seven symptoms of cold and Otrivin Cold tablet has a unique advantage of solving all the seven symptoms of cold.
The creative agency said that the challenge was to break through a category which is already flooded with innumerable options which offer similar benefits making it difficult for the consumer to judge which one is better than the other.
The agency had a task of providing a strong differentiating selling point to the brand along with optimum usage of the media with 10-seconder TVCs.
Saatchi & Saatchi GM Nisha Singhania said, “The consumers for this brand belongs to SEC B and C who cannot afford to skip even a day‘s work, hence seek a quick relief option which cures them of all the problems faced during cold.”
Saatchi & Saatchi CCO Ramanuj Shastry added, “The creative idea is about dramatizing the effect of each symptom in multiple TVCs and thereby establishing the brand as the ‘Complete Relief Provider‘.”
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.
