Dinshaw’s Ice cream’s new mantra: TITO!

Dinshaw’s Dairy Foods Pvt. Ltd., headquartered at Nagpur, is a well-known and respected brand operating in Milk, Dairy products and Ice cream.

Zervin Rana and Jamashp Bapuna of Dinshaw’s Dairy Foods say, while developing this year’s summer strategy for Ice creams we looked at our brand’s trait   -- Dinshaws ice creams are known for their enriched taste and quality. This is what we wanted to bring into our brand communication. We decided to stay away from over-saturated use of seduction, overt enacted happiness and took on our USP which is ‘ultimate drooling taste’. Our creative agency Curry Nation have done a great job in terms of creativity and execution.

Speaking on the strategy, Sanjeev Kotnala (Intradia Wolrd), Dinahsaw’s marketing consultant  said, Dinshaws along with Curry Nation been kind of disruptive to bring back some fun into this impulse category. Taking very colloquial reaction of 'salivating'. It's natural and very playful. The music of it also has that universal Indian feel to it and hopefully memorable.

Priti Nair and team at Curry Nation crafted an interesting storyline to bring it alive. She says, the film amplifies a simple everyday insight: people salivate when they see something delicious. It begins with a young guy unwrapping his Dinshaw’s ice cream in a park. And on his way, he notices that everyone (a newspaper reader, a jogger, selfie-taking girls, kids, a guy doing exercise, and a family of 4 out on a stroll) he comes across turn into a tongue. At first, he is perplexed with the reactions, but later he begins enjoying the transformation. As he joins his friends towards the end, the story reveals that the alluring sight of Dinshaw’s ice cream as the reason for the transformation of people into tongues, as it seamlessly culminates with the tagline: Taste In. Tongue Out.

The film is an unspoken conversation between the brand and the audience, which spans in the range of 19-25 years old. The whacky track in the background adds playfulness to the film and ups the TQ (Taste Quotient) of the ice cream. Cumulatively it results is a disruptive execution, which is in lieu with the fundamental brief of highlighting ‘Taste-Enhanced Sensorial Satisfaction’ as a promise or a consumer benefit without verbalizing ‘superior taste’. It’s humorous, memorable and high on brand association.

Credits: 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, Vikrant Dange, Srinivas Madasu, Sushant Ainapure, MEDIA AGENCY - RK Swamy DIGITAL AGENCY- Tonic Media TVC DIRECTION: Samir Tewari (Working i) STILL PHOTOGRAPHY : Shekhawat Himmat Singh

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