In a category where scale often drives visibility, Dinshaw’s is carving its space through product-led, emotive thinking. Its latest campaign featuring Vinod Kambli leans into nostalgia, anchored by the line ‘jinko life mein thoda kam mila’, to bring alive a deeper consumer connect. By increasing the chocolate at the base of its cones to three times the usual quantity, the brand turns a familiar craving into a more meaningful product proposition.
The narrative, developed with The Womb, builds on Kambli’s journey to reflect the idea of something left incomplete. Zervin Rana, Director, Dinshaw’s Dairy Foods shares, “Building the narrative around Kambli felt the most natural and emotionally resonant. His journey brings a certain relatability and depth, especially with the idea of something being ‘left incomplete’,” aligning closely with the product insight of offering more where it matters mostThis thought is part of a broader repositioning around ‘Dildaari’, a philosophy of generosity that now shapes the brand’s communication and product development. Early signals indicate the campaign is gaining traction, with positive sentiment across digital platforms and a visible rise in interest for the 3x cone category.
Rana shares that the brand’s current media mix reflects this shift. Over the past few years, close to 90 per cent of spends have moved to digital, targeting a 16–45 audience through digital and mobile-first platforms. Performance marketing is closely tied to quick commerce, which continues to strengthen impulse-driven consumption.
At the same time, structural realities continue to shape the category. Close to 60 per cent of consumption remains concentrated in the summer months, though changing consumer preferences and the emergence of new formats are gradually extending demand beyond these traditional cycles.
Lastly, Rana emphasises that innovation remains central to staying competitive, adding that “Today’s consumers are far less influenced by the size of a brand; they are more interested in what the brand is offering,” underlining a clear shift from visibility-led growth to value-driven differentiation. Going ahead, the brand will focus on strengthening its innovation pipeline and expanding into new consumption formats to drive sustained growth.
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