Dinshaw's has rolled out a campaign, 'Dildaar Dinshaw’s’, to showcase its offerings.

Conceptualised by The Womb, the campaign consists of three ad films.

The first film opens with a grandmother overhearing a Dinshaw’s representative confidently claiming, in a vox pop, that the brand has no competition when it comes to being kind-hearted. Unconvinced, she steps in and challenges him to prove it, setting the stage for the playful face-off that follows. The second and third films are set against the backdrop of a rap battle, the films pit two feisty grandmothers against a Dinshaw’s representative in a playful face-off over who’s more dildaar (kind-hearted). If generosity had a face, it would probably be a grandmother holding a plate filled with food and insisting on seconds. Now, as Dinshaw’s positions itself as the most generous name in dairy, these grandmothers are ready to defend their crown. Across three AI-generated rap videos, they go head-to-head with the brand, flaunting their over-the-top affection and side-eyeing everything from ghee and paneer to ice cream.

What we think about it: Smartly taps into the universally relatable figure of the over-generous grand mom, using humour and rap battles to keep Dinshaw’s positioning fresh and culturally rooted, even if the AI element doesn’t stand out as strongly. While the concept is high on entertainment and warmth, the sharp lyrics and creative execution carry it through, though the brand message occasionally risks being overshadowed by the spectacle.

Zervin Rana, director - sales and marketing, Dinshaw’s, said, “Because we’ve all grown up around dadis (grandmothers) whose love language was excess. They’re the gold standard of generosity. So putting them in the ring with Dinshaw’s felt like the perfect way to bring dildaari to life - with humour, warmth, and a little competitive edge.” 

Malvika Mehra, creative head – marketing, Dinshaw’s, added, “If there is extra pista in your ice cream, or the kulfi is really malaidaar, chances are it’s a Dinshaw’s. This generosity extends across their dairy range, so whether it’s their full cream milk, rich ghee or their really soft paneer, the only real competition they have is honestly only one - your generous Dadi. The rap battle was a fun way to bring the 2 together in a ‘Dildaari' face off’. This mini campaign helps bring into focus the other dairy products in the Dinshaw’s portfolio, besides their famous icecreams.” 

Dhaval Jadwani, chief operating officer, The Womb, said, “Once we had the idea - Dinshaw’s vs Dadis - the challenge was: how do we do this in a way that feels new? AI gave us that freedom to exaggerate, to visualise a world where dadis could rap and drop dildaari bombs. It’s not tech for tech’s sake - it’s tech in service of a very Indian story.” 

Gunjan Gaba, Senior Creative Partner at The Womb, added, “Dildaari isn’t a quiet emotion. It’s loud, full-hearted, and sometimes even unreasonable. That’s why a rap battle felt so right. It allowed us to transform a very Indian warmth into a fun showdown. You don’t need to understand bars or beat drops - if you’ve grown up with a dadi, this will feel like home.”