Dinshaw’s ice cream lesson in heartfelt togetherness ‘Dil ki dosti pighalti nahi’!

Dinshaw’s Dairy Foods Pvt. Ltd., headquartered at Nagpur, is a well-known and respected regional brand operating in Milk, Dairy products and Ice cream. Its advertising efforts in the past have been more BTL led with tactical traditional media exposure.


This year Dinshaw’s, working with Intradia World (Mumbai) and Lokus Design (Pune), re-looked at the Brand Architecture for all products. It led to redefining of 7 specific brands in Ice Cream, grouped according to consumer expectations, benefits and formats.
Zervin Rana and Jamashp Bapuna of Dinshaw’s Dairy Foods say, “the pre-packed cone format is one of the largest contributing formats in ice-creams; we selected brand ‘Dil-Hi-Toh’ as our offering in the segment to spearhead our consumer communication. The packaging re-design banked on interesting insight delivered by Ormax (Mumbai) and creative strategy came by triangulating mother Brand Dinshaw’s long-term vision, Brand Dil-Hi-Toh format specific consumer insights and the real-time consumer expectations.


Dil-Hi-Toh new packaging is internally referred as ‘the naked packaging’. It is based on Ormax research insight that the consumer actually eats the ice-cream cone thrice, once when he or she starts thinking about eating, two when the wrapper is taken off and third when actual consumption happens. Furthermore, the cone experience is much different from other formats and is multi-layered. In case of Naked packaging design, which is a collective outcome of Lokus design and Internal team brainstorm, it replicates what’s on the pack – what the consumer will get after unwrapping it”.


Speaking on the strategy, Sanjeev Kotnala (Intradia World) said, “Dinshaw’s, while developing their Summer 2017 strategy for Ice creams looked at getting back to consumer celebration of togetherness moments with ice cream and to basics of ice-cream fundamentals. We decided to stay away from over-saturated use of seduction, overt enacted happiness and took on ‘Heartfelt Togetherness’ as the foundation. We were cautious of the fact that the name may overtly suggest romance, which is not the intention and hence believe that the creative agency, Curry Nation has done a great job”.


The TVC showcases a young boy. He has bought ice cream and is waiting for his friends. As wait stretches with no sign of his friends, he is tempted to eat the ice cream. He unravels the packaging and is about to dig into the ice cream, but then his Dosti comes in the way and he decides to wait for the friends. The friends who are nearby had been playfully testing him, whether he will wait for them or eat the ice-cream. He checks with them on phone and they join him. After all heartfelt togetherness is all about ‘Dil ki Dosti Pighalti Nahi’.
Priti Nair and team at Curry Nation crafted an interesting storyline to bring it alive. She says, “We were very happy to get a decently focused brief that was not another ice cream seduction or happiness approach. It allowed us to connect the brand in the real terms and work with the youth segment and connect with them in an emotional & engaging manner. The tag line, ‘DIL KI DOSTI PIGHALTI NAHI’ works at multiple levels. Truly, truly happy to be associated with a brand that has been so much a part of our growing years. I still hum the Dinshaw's ice cream yum yum…”


RK Swami is entrusted with the Traditional Media focusing in it core markets of Maharashtra, Madhya Paradesh, Chattisgarh and AP / Telengana, where the brand enjoys high emotional connect and preference. The brand has taken a leap of faith in pushing its digital agenda with the 15-24 age group. Tonic Media is implementing the digital part of the activity.


Dinshaw’s Ice cream has 7 sub brands. ALLURE- The premium range; FRUIT TREE- an ice cream range with natural ingredients and chunks of fruits; DIL HI TOH- The pre-packed cones; ALL'S RIGHT- The 'NO-SUGAR' ice cream. It is all about sinning without the guilt; SUNSATION- The ice lollies, KULFEAST – The Kulfis and FROLIX- The candies, cups and novelties.


CLIENT: Dinshaw’s Dairy Foods Pvt. Ltd. CLIENT TEAM: Zervin Rana (Director), Sanjeev Kotnala (Brand and Marketing Advisor), Mahesh Chaube (Brand Manager) AGENCY- CURRY NATION: Nagessh Pannaswami, Priti Nair, Ajinkya Shindgikar, Sushant Ainapure, Vikrant Dange

MEDIA AGENCY - RK Swamy DIGITAL AGENCY- Tonic Media TVC DIRECTION: Shivendranath Dungarpur. STILL PHOTOGRAPHY : Shekhawat Himmat Singh

Link for the 60 seconder - https://we.tl/Mhi0bZk4Ao 

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