After the success of its ‘Dildaar Dinshaw’s’ campaign, Dinshaw’s has unveiled a new digital initiative titled ‘Dildaari Battles’, featuring a playful rap face-off between the brand and India’s most iconic symbol of generosity, the dadi.
The campaign explores a simple cultural truth: if generosity had a benchmark, it would be the Indian grandmother. Through three AI-generated rap videos, a group of swagger-filled dadis challenge Dinshaw’s on who truly defines dildaari, taking playful jabs at the brand’s ghee, paneer, milk and ice cream offerings in a format that blends humour, banter and desi drama.
View this post on Instagram
Commenting on the campaign, Zervin Rana, Director of Sales & Marketing at Dinshaw’s, said, “We’ve all grown up around dadis 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 at Dinshaw’s, adds: “If there is extra pista in your icecream, 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 or rich ghee or their really soft paneer, the only real competition they have, is honestly only – 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.”
Speaking about the process of picking the right platform for execution, Dhaval Jadwani, Chief Operating Officer at The Womb, shares: “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, adds: “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 let us turn 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.”
