Mumbai: This summer, Dinshaw’s, the 93-year-old legacy brand known for its much-loved ice creams, is stepping into a new era of brand storytelling with the launch of its bold, humorous campaign titled ‘Dildaar Dinshaw’s’. Designed to reintroduce the brand with renewed energy, the campaign underscores Dinshaw’s core value of “irrational generosity” while connecting with a younger generation of consumers.
While traditionally recognized for its rich and creamy ice creams, Dinshaw’s portfolio extends across Dairy, Namkeen, and Bakery categories. The new campaign is part of a broader repositioning effort, supported by The Womb, the strategic and creative agency tasked with steering Dinshaw’s brand strategy and creative execution across mainline and digital platforms.
For the past 15 months, The Womb has worked closely with Dinshaw’s leadership team — including founders Jimmy Rana and Zervin Rana, and ad veteran Malvika Mehra, Creative Head, Marketing at Dinshaw’s — to rediscover the brand’s heritage, sharpen its identity, and define its future trajectory.
Zervin Rana, Director of Sales and Marketing at Dinshaw’s Dairy Foods, shared, “We’ve been a part of the ice-cream category for many years. With new players entering the market, along with innovative formats and exciting flavors, it became essential to refresh Dinshaw’s and stay relevant to a younger audience. As consumer preferences and market dynamics continue to evolve, it was crucial to collaborate with a strategic agency that not only understands Dinshaw’s legacy but also helps craft the right positioning for its future and brings it to life creatively. Partnering with The Womb has been an excellent experience, and we’re confident of being on the right path to elevate the brand to newer heights. This campaign aims to capture attention and reintroduce Dinshaw’s in a way that’s bold, memorable, and impossible to ignore.”
The campaign film, marked by a quirky narrative and playful tone, brings out Dinshaw’s defining characteristic — an obsessive commitment to product quality, even at the cost of rational business logic.
Malvika Mehra, Creative Head, Marketing, Dinshaw’s Dairy Foods, elaborated, “There is an inherent ‘Dinshaw’s code of conduct’ — a borderline obsession with perfection to genuinely deliver top quality products, and delight its customers, beyond any rationality, sometimes even beyond the logic of making business sense or profit. It is this very essence of ‘irrational generosity’ in all of Dinshaw’s products that has been beautifully captured and articulated by team Womb via this quirky film.”
With a strong media strategy backing the campaign, Dinshaw’s is gearing up for maximum impact across both traditional and digital platforms.
Shrirang Tembhekar, Head of Marketing, Dinshaw’s Dairy Foods, said, “After 93 years of delighting India, Dinshaw’s is embarking on an exciting new chapter, and The Womb has been an invaluable partner in shaping this repositioning. Their strategic thinking, coupled with their wonderfully creative approach and genuine understanding of our brand’s legacy, has made this journey truly exceptional. This campaign is strategically designed for broad amplification, leveraging a robust media mix with a strong emphasis on television and digital platforms to effectively reach our target audience. Our prominence on television will ensure widespread reach and build top-of-mind recall, while our digital strategy will enable deeper engagement and targeted communication across relevant platforms. A particularly exciting element is our presence on Connected TV during the IPL season. This innovative approach allows us to tap into a highly engaged audience. We believe this multi-faceted media strategy will ensure the campaign resonates deeply with consumers and drives significant brand impact.”
Dhaval Jadwani, Chief Operating Officer of The Womb, added, “There’s no greater joy than contributing to and shaping the narrative of a brand one has grown up with. It’s been a long and deeply rewarding journey so far — one that involved immersing ourselves not only in the category and the brand, but also with the incredible people behind it. The love, passion, and commitment to quality that go into Dinshaw’s products are truly felt by the consumer too. What was especially heartening to see was that these values also echoed strongly in our consumer research. From there, it felt only natural for us to stay true to the brand’s essence — and bring to life the beautiful blend of ‘Irrationality’ and ‘Generosity’ that defines Dinshaw’s people, process and products. The creative team had a ball taking this brief and turn it into a fun and wacky story of Dinshaw’s Dildaari.”
Campaign Credits:
Client: Dinshaw’s Dairy Foods
Brand: Dinshaw’s Ice Cream
Team: Jimmy Rana, Zervin Rana, Malvika Mehra, Shrirang Tembhekar, Navin
Das
Agency – The Womb
Co-Founders – Kawal Shoor & Navin Talreja
COO – Dhaval Jadwani
CCO – Suyash Khabya
Creative – Vikrant Wadkar, Abutalha Ansari , Ekta Gupta, Rutvij Shah, Shloka
Kamath
Planning – Neha Punjabi, Mitali Kamath, Ramanathan Venkataramani
Account Management – Shamima Pereira, Alok Shah, Reuel Edke, Aishwarya
Ghosh
Production House – Soda Films
Director – Rajesh Krishnan
Producer – Ameya Dahibavkar
