MAM
US watchdog regulates pop-up, pop-under ads
MUMBAI: For internet surfers, the words pop-up and pop-under ads mean sheer disturbance. They are often forced to equip their computers with pop-up killers and stuff like that. Many companies who use this mode of advertising show scant respect for the surfer.
Now, the Interactive Advertising Bureau (IAB) — the association dedicated to helping online, Interactive broadcasting, email, wireless and Interactive television media companies increase their revenues — has decided to play the watchdog and enforce certain regulations on the use of such ads.
IAB has released a set of preliminary industry guidelines for the usage of pop-ups and pop-unders. “These guidelines are geared to help improve the consumer perception of pop-ups by applying consistency in their use, specifications and labeling. Furthermore, these guidelines provide advertisers and their agencies the ability to develop advertising content with consistency through uniform specifications. The purpose of this set of guidelines is to improve consumer credibility with interactive advertising and to lend efficiency to online ad creation and buying,” reads the statement in the IAB web site.
The set of guidelines prepared by the IAB’s Pop-up Task Force are as follows:
Each user should be exposed to no more than one pop-up ad for each visit to an online site.
Both pop-ups and pop-unders should be clearly labeled with the name of the Network/Advertiser-Publisher-Browser Type (if applicable).
For pop-unders, the unit size should be 720×300, file weight should be 50k images/50k flash, audio-video initiation should be user-initiated and close box should be mandatory.
For pop-ups, the unit size should be 250×250 or 300×250, file weight 30k images or 40k flash, audio-video user initiated and close box mandatory.
For pop-up large, the unit size should be 550×480, file weight 30k images or 40k flash, audio-video user initiated and close box mandatory.
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.
