MAM
Times Internet ropes in sponsors for IPL 5.0
NEW DELHI: Times Group‘s digital arm Times Internet, which has the new media rights for IPL till 2014, has has roped in Coca-Cola, Samsung and Maruti as premium sponsors while Kotak Mahindra Bank, Hero Honda, Citi Bank, E Bay, and Karbonn Mobiles and Hindustan Unilever have come on board as associate sponsors.
According to Times Internet CEO Rishi Khiani while premium sponsors have paid between Rs 35 to Rs 50 million, the associate sponsors have forked out between Rs 15 to Rs 30 million.
Times Internet has also tied up with All India Radio to get audio commentary for the IPL matches. AIR will sell the ad spots. The website has offered to share revenues equally with the government‘s radio channel in the tie-up, the details of which would be worked out by before IPL begins.
Times Internet has designed a multi-faceted interactive site on Indiatimes.com for the upcoming IPL season.
A number of new features has been introduced this year, including active scorecards, high-definition streaming of IPL matches, DVR features (to rewind during a match), and video-on-demand facility.
The company has also tied up with Google to provide match streaming on YouTube besides tying in IPL teams as digital partner.
It will have high-definition streaming of the matches, which will adapt to slow data speeds and bandwidth availability and offer buffer-free viewing. It has also created applications for Android, iPhone and iPad.
The new live streaming feature will allow fans to go back on the time-line and watch any part of the match that they may have missed. The new video-on-demand feature has match highlights such as fours, sixes and face-offs between players.
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.
