MAM
Wondrlab appoints Haiderali Amir as head – content production
NEW DELHI: Wondrlab has appointed Haiderali Amir as its head – content production. Amir will be based out of Mumbai and will report to Wondrlab co-founder and managing partner – content platform Rakesh Hinduja.
Amir will be involved with delivering a myriad of content across Wondrlab’s clients ranging from hygiene production to high-level deliverables such as branded content and web series. With his vast experience, Ali infuses technology and platforms to tell an impactful brand story.
Rakesh Hinduja said, “We welcome Haiderali to the Wondrlab family. Content is one of the most important pillars of communication today, and we needed someone with formidable experience such as Haiderali’s. He perfectly fits Wondrlab’s vision of creativity delivered through technology, and with a platform-first lens. His experience brings in the understanding needed to create content at scale that’s contemporary, high-level and customised for brands’ business challenges.”
Added Haiderali Amir, “When it comes to content in today’s times, the sky is the limit. Wondrlab gives me the freedom and encouragement to explore different realms of content and creativity to solve clients’ business problems. Its platform-first lens is an interesting approach to content and a big step forward in the right direction. I’m excited to work in a start-up like Wondrlab that is dynamic, progressive and limitless in its thinking.”
In a career spanning over a decade, Amir has diverse and rich experience in content and media production. He started his professional journey with Viacom18 as an assistant producer, further expanding his horizon with some of the biggest content houses like Endemol Shine, 120 Media Collective, and Medium Rare Productions among others. His last stint was as an executive producer at Content Factory by Prodigious, where he associated with clients across the Publicis Groupe network to produce cost-efficient, high-quality content solutions.
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.
