MAM
Uber launches music video as ode to India’s 75th Independence Day
Mumbai: Uber has launched a music video to celebrate India’s 75th Independence Day starring Esther Hnamte, a five-year-old singer from Mizoram performing a rendition of “Maa Tujhe Salaam”.
The three-minute video also highlights Uber’s efforts to support communities around the country during COVID-19. It pays tribute to India’s fighting spirit throughout the pandemic and reinforces Uber’s commitment to help the country build back better, said the company in a statement.
The company remained focused on its social impact initiatives in 2021 by pledging free rides to help citizens travelling to vaccination centers, including partnering with social institutions like HelpAge India and Robin Hood Army to support vaccinations for vulnerable and senior citizens.
“Uber has had a single goal during the pandemic and that was supporting our communities,” said Uber president for India and South Asia, Prabhjeet Singh. “Whether it is helping drivers to get vaccinated, offering free rides to frontline health workers, helping the elderly and vulnerable travel to vaccination centres, Uber is determined to do its part to help India build back better.”
Uber also allocated Rs 18.5 crore to help get 150,000 driver-partners on the platform vaccinated.
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.
