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Tag: Zervin Rana

  • 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.”

     

     

  • Lokusdesign equips the brand to recruit younger audience with its branding exercicse

    Dinshaw’s unveils new branding and design identity

    By A Correspondent

     

    Dinshaw’s has unveiled an all-new brand identity and design haul spearheaded by Lokusdesign.

     

    Zervin Rana

    Said Zervin Rana, Director Dinshaw’s Dairy Foods: “Lokusdesign introduced to us to various unexplored aspects of our brand through a ‘soul-search’ workshop technique. The firm’s capability of translating attributes of the brand identity such as trustworthy, warm, friendly etc. into brand design is phenomenal. The goal was to capture the consumer’s attention and inspire desirability and liking for the brand through the design, look and overall feel. I believe the outcome has been remarkable – both from consumer’s reactions and market performance.”

     

    Added Shekhar Badve, CEO & Founder, Lokusdesign: “Through a Strategic Brand Shift Reflection process, we enabled Dinshaw’s to disconnect from their competitive impulses and realize their inherent capability. My team evolved a clear brand-guide, framework and architecture to help Dinshaw’s manage their product portfolio better; which helped the brand to clearly establish category and sub-category level positioning across its vast portfolio. The brand promise of “pleasurable experiences delivered through a wide range of high quality food products that form a part of the consumer’s life through different times of the day” was translated into the brand’s personality and design”.

     

  • Amrik has 50 per cent more fat compared to other normal toned milk

    Amrik, the fat-rich milk variety from Dinshaws launched

    By A Correspondent

     

    Dinshaws Dairy Foods Pvt Ltd. has launched Amrik Milk via a unique and the first of its kind gathering of tea vendors at Rajwada Palace in Nagpur.

     

    In a departure from practice and respect to the contribution and support for Dinshaws by the tea vendor community, two tea vendors with long association with the brand unveiled the brand at the event.

     

    Amrik has 50 per cent more fat compared to other normal toned milk. This enhanced fat content is unique to the brand in its range and classification. The brand is based on intense research carried out in Nagpur and Raipur among housewives and tea vendors. The filed test for the brand was carried out with tea vendors before the final launch.

     

    More fat content ensures that the taste of tea is enhanced and retained. Additionally from a housewives point of view, this higher fat content makes for a better more consistent and well-set dahi. It has advantage in making milk based items like Kheer and other sweets.

     

    Zervin Rana – Director Dinshaws Dairy Foods Ltd in his address shared Dinshaws history. He emphasised on the contribution of tea vendors as a large milk-buying segment in the success of brand Dinshaws. He reiterated the quality consciousness and the commitment to great products and service from the company.

     

    In a gesture to respect and demonstrate its appreciation, Dinshsws felicitated 22 tea vendors for their long association. Khushroo Buhariwala, AVP Operations, presented them a bouquet and certificate. The select set of tea vendors is associated with Dinshaws for more than 10 years. Few of these associations go back to 25-30 years.

     

    Sanjeev Kotnala, Head catalyst and founder of Intradia world and associated as Marketing and Brand advisor with Dinshaws took the audience through the development process of Amrik. He shared with tea vendors that in addition to the milk and the tea taste, tea consumers select their preferred tea spots based on the overall service. This involves how he is met, greeted, serviced, cleanliness and the tea vendor’s attitude. This brought a huge cheer from the attendees. To stress the part, an audio-visual capturing people reaction and reasons of liking tea or preferring a particular tea spots was played.