Gearing up on the marketing front, Nagpur-based ice cream brand Dinshaw’s has brought on board Malvika Mehra, an Independent Creative Director and Brand Strategist, as the Creative Head of Marketing (Consultant).
Mehra has been working closely with the founding family since September 2023 to chart out a roadmap for the next chapter of growth for Dinshaw’s brand.
Apart from ice cream, the 90-year-old, Rs 750 crore legacy brand has an impressive turnover in dairy and dairy products. It also has a presence in categories such as namkeen and bakery today. Despite a long presence and a robust distribution set-up, there have not been concerted efforts or expenditures towards marketing thus far.
Therefore, Dinshaw’s has partnered with Mehra to outline its marketing and advertising strategy and help the brand make an impact on consumers’ minds.
Mehra has already aligned two teams: a Business and Brand Strategy agency, as well as a Design firm, that will collaborate with Dinshaw’s and her on this journey of brand transformation.
Zervin Rana, Director, Sales and Marketing, Dinshaw’s Dairy Foods, said, “Thrilled to welcome Malvika, a seasoned brand consultant with a passion for marketing and a remarkable journey in the industry, aboard our team at Dinshaw’s. Her expertise promises to breathe new life into our brand, ensuring it becomes both exciting and relevant for our consumers, aligning seamlessly with our objectives. Together, we embark on a journey of brand transformation and success.”
Currently working as a brand consultant, Mehra was previously associated with the Good Glamm Group as its Chief Creative Officer. In the past, Mehra has held Chief Creative Officer roles at agencies like Grey, Dentsu and Ogilvy and worked on brands like ITC Bingo!, State Bank Of India, the Indian Army etc. In the past, she also wore the entrepreneurial hat to run her independent venture, Tomorrow Creative Lab.
Mehra commented, “To be dead honest, only during my brand immersion with Dinshaw’s and seeing Jimmy and Zervin Rana’s unbridled passion for creating a great tasting product, the Parsi-attention to-detail, rigour and quality checks they adhere to at their factories (and eating a whole lot of ice cream myself) did I fully realise the potential of this brand. It’s a brand silently built over the years by truly passionate founders who take pride in delighting their customers with new products and interesting flavours launched year after year.”
She further said, “In a blind test on product quality, some of these will confidently beat top competitors, hands down. But despite this, because the brand has been quiet on marketing thus far, to quote in Hindi, brand Dinshaw’s situation is a bit like ‘Jungle mein mor naacha, kisne dekha?’ I am hoping to help change this. And get brand Dinshaw’s its due spot in the sun. It’s a privilege to get these rare opportunities of helping launch a great legacy 90-year-old brand like Dinshaw’s into the future, and I’m honoured to be entrusted by the family to steer this brand ship.”
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