Dinshaw unveils new look & campaign

19 Apr,2017

By A Correspondent

 

Nagpur-based Dinshaw’s Dairy Foods has unveiled a new brand architecture for all its products as well as an all-new campaign. Intradia World and Lokus Design have worked on the brand architecture for all products and the new packaging is based on research conducted by Ormax.

 

Said Zervin Rana and Jamashp Bapuna of Dinshaw’s Dairy Foods: “The pre-packed cone format is one of the largest contributing formats in ice-creams and 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.”

 

Speaking on the strategy, Sanjeev Kotnala, founder, Intradia World said, “While developing their Summer 2017 strategy for ice-creams, Dinshaw’s 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”.

 

Said Priti Nair, founder, Curry Nation: “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 Swamy is entrusted with the traditional media planning and buying focusing in it core markets of Maharashtra, Madhya Paradesh, Chattisgarh and AP / Telengana, where the brand enjoys high emotional connect and preference. Tonic Media is implementing the digital part of the activity

 

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