MAM
Sony LIV rolls out new TVCs to drive viewership
MUMBAI: Multi Screen Media (MSM), has released three new TVCs for the video-on-demand brand-Sony LIV. The key message of the ads has been derived on the basis of a consumer behaviour study, which revealed that today’s consumers are hard pressed for time and like their entertainment in byte-sizes on the go.
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The marketing strategy is inspired by the well-established truth that modern life is all about the little escapes. The objective of Sony LIV is to make these breaks as exciting and rejuvenating as possible for netizens by making their favourite content available on their fingertips. Hence the campaign idea- Mazey ke break lo, kahin bhi dekh lo!
Sony has a two-pronged relation with its consumers: nostalgia to the past and relevance to the present. The ads significantly perpetuate the idea that instead of wasting their breaks doing nothing worthwhile, viewers can fill them with small entertainment doses from the Sony stable. Conceptualised by Havas Worldwide, the ads are a great extension of the underlying value proposition of the brand – ‘Mazey ke break lo, kahin bhi dekh lo!’
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Sony Entertainment Network executive VP– new media, business development and digital/syndication Nitesh Kripalani commented, “India is defined by time crunches, personal and professional pressures and long work hours. The only way to deal with this everyday stress is to carve out some time for a little break. We at Sony LIV want to make these breaks as entertaining as possible for Indian consumers.”
The three TVCs: Jawab, Washroom and Burglar, carry forward the thought of Jab break ho, toh entertainment banta hai! and Mazey ke break lo, kahin bhi dekh lo! The ads also link well with the tag line of SonyLIV.com – Jab Aap Chahen.
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Havas Worldwide Mumbai president-west and south Shavon Barua commented, “Time is the biggest luxury for the young urban consumers of today. They like their entertainment in byte sizes on-the-go. This segment of young urban consumers is the potential early adopters for Sony LIV. The most pleasant thing in their time-crunched life is a short break worth its time. That’s how we arrived at the campaign idea. Quirky humour and exaggeration have been used in the campaign to be memorable. The key take away is that ‘Modern life is all about the little escapes’!”
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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.
