MAM
Star’s 2nd GEC strategy clicks, Life OK touches 100 GRPs
MUMBAI: Star India’s strategy of having a strong second general entertainment channel, supporting its flagship Star Plus, has finally started working.
Life OK, the four-week-old channel from the stable, has swiftly jumped to 100 GRPs (gross rating points), consolidating its position further. For the channel, the 10 pm show Saubhayawati Bhav, produced by UTV Television, is leading the lineup with an average 2.4 TVR.
The 9.40 pm show Mai Laxmi Tere Angan Ki, made by BBC Worldwide Productions, is averaging 1.4 TVR.
As per TAM data for week ended 7 January (C&S, 4+, HSM), the top four GECs have, however, seen a dip in the ratings. Interestingly, after a long time, Star Plus has come below 300 GRPs.
Though it is holding on to its leading position, Star Plus lost 24 GRPs and registered 287 GRPs in the week (311 GRPs in the last week).
Sony Entertainment Television (Set) has maintained its second position and closed the week with 226 GRPs (last week 236). Colors saw a 5-GRP loss to end the week with 208 GRPs. The new fiction show, Na Bole Tum Na Maine Kuchh Kaha, opened with 2.2 TVR.
Zee TV, remained at No. 4 with 180 GRPs, compared to 184 GRPs in the previous week.
Sab, meanwhile, added six GRPs to end the week with 130 GRPs.
However, Imagine TV has touched its lowest ratings, ending the week six points lower with 58 GRPs.
Sahara One was at the end of the ladder with 38 GRPs, compared to 42 GRPs in the previous week.
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.
