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Tag: Sudish Balan

  • The campaign builds on Dinshaw's well-entrenched trust and quality in a tongue-in-cheek manner

    Dinshaw’s gets into festive mood with new ad

    By A Correspondent

     

    With the onset of the festive season, Dinshaw’s Milk has unveiled its latest ad campaign across outdoor, digital, radio and local cable.

     

    On launching the new campaign, bosses Zervin Rana and Jamashp Bapuna said: “It is a strategically crafted milk campaign. We are sure the campaign communicates the trust and confidence that the brand enjoys. Moreover, it also brings focus to the milk features and qualities that make Dinshaw’s Milk a far better choice for the consumers.”

     

    Added Sanjeev Kotnala, Advisor 0 Brand and Marketing with Dinshaw’s: “We have been watching a trend in social media where people very playfully adds the name of the product and features to a book – film titles and dialogues. Moreover, traditionally in advertising, brands have borrowed imagery from films- like gabbar- Jai Veeru- Devdas- Mughl-e-azam just to name a few.  So, when our agency ‘Tonic Worldwide’ came up with such an idea, we found it interesting and decided to take this somewhat different if not unique disruptive route developed.

     

    So, it is a humorous way in which we have been engaging with the customers. We have integrated the three primary modes of consumption and use of milk. It is a three-phase campaign covering the use of milk for Tea, directly as nourishment and as an ingredient for making various dishes. The first phase of Dinshaw’s Tea with Tea is over and line like ‘Dinshaw’s Doodh dala toh Chai Jingalala’ and ‘Kya aapki chai mai Dinshaw’s doodh hai’ has been appreciated.”

     

    Said Sudish Balan of Tonic Worldwide: “The idea was to stay away from cliched routes that dairy product marketing has taken. As a brand Dinshaws is recognised for its quality products and hence with this campaign we wanted to focus on how we can generate buzz and recall for a category like milk. The quirky campaign, in a way, pays ode to the iconic ads, movie dialogue at the same time makes it buzzworthy and build recall.”

     

     

  • The campaign focuses on celebrating the moments of happiness

    Tonic Worldwide creates #WakaoMoment for Dinshaw’s

    By A Correspondent

     

    Dinshaw’s Ice cream has launched its summer 2019 campaign titled, #WakaoMoment. The campaign focuses on celebrating the moments of happiness.

     

    The campaign is released dominantly in digital media and is supported by radio and outdoor in major markets of Maharashtra, Andhra Pradesh, Telangana, Chhattisgarh, Madhya Pradesh, Orissa and Uttar Pradesh.

     

    Said Jamashp Bapuna – Joint Managing Director and Zervin Rana – Director Sales & Marketing and Dinshaw’s Dairy Foods said: “Taste, quality, sensuality and romance have been overexploited in Ice Cream category. The consumer does not necessarily look for these. The brand needs to connect with them at their life moments and give them an emotional reason to engage. Hence the 2017 campaign celebrated friendship and togetherness under the theme was “Dil Ki Dosti pighalti Nahi” and 2018 campaign “Taste in tongue out” celebrated the temptation to eat ice cream. Salivating tongue-out whenever people see someone eating ice cream humorously represented it. The 2019 campaign addresses the core target group of today’s youth and tries to speak to them in their language. It is again slice-of-life representation. The brand is part of their life and is providing them with a new currency to express the excitement and happiness of their #WakaoMoment.”

     

    Added Sanjeev Kotnala, Marketing Advisor with the brand: “When you don’t have a word to express sudden happiness shout Wakao.  #WakaoMoments are simple moments and not rare in life. We have been conscious of the fact that the situations we use represent the lifestyle and local connections for the consumers in our markets. We are conscious of the fact that happiness should be the most democratized emotion and feeling. There is no measurement and process to evaluate happiness. But we through our own life, constraints and freedom, experiences and examples have created our measurement of happiness. So, it is entirely individualistic and unique for each one of us. And we have our unique ways to demonstrate happiness verbally and through actions. Just find a #WakaoMoment and celebrate it with Dinshaws Ice Creams.”

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “Wakao is a creative expression for all celebratory moments and slice of life moments of happiness which strategically placed Dinshaw’s in the centre of all celebrations. The objective is to get people to celebrate all these moments with Dinshaw’s leading to brand love and sales. Additionally, it creates an emotional connect with youth audiences looking for a cool conversational lingo.”

     

     

  • The digital campaign aims to make doors fun through the bittersweet banter of a new age couple

    Tonic Worldwide unveils new campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has rolled out its latest digital campaign for Apcolite that is all about encouraging one to have fun with doors and windows, thereby exploring an aspect of home decor that was largely untouched.Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel.

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “As William Wordsworth said, if the doors of perception were cleansed, everything will appear to man as it is, infinite. This was the overarching thought, the way we treat our doors is a reflection of the environment we have created for ourselves.  If a door is the first thing you see when you are about to enter your home, and if it pleases your cognitive sense, then it will elevate your mood too.”

     

    Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints has identified itself as a partner for consumers in creating beautiful homes. Over the last decade, we have seen wall stencils and textures becoming an integral part of the home décor. Along with walls, furniture and other elements, doors also play a key role in accentuating the décor of one’s home. Ideas for doors is a simple, yet powerful element of a consumer’s decor journey.”