Naman Sarawagi
15.5K posts

Naman Sarawagi
@NamanSr
Building the future of PAT - Payments/Accounting/Taxation for MSMEs in emerging markets. @RefrensApp Tweeting about things I don't fully understand.






Dinshaw's new ad for its ice cream cone, featuring Vinod Kambli, by the agency Womb, left me dismayed. The narrative crux is the line "Jinko life mein thoda kam mila, unke liye thoda zyada". The subject of that "thoda kam mila" framing is a real, living person whose health struggles, public breakdowns and financial difficulties are well-documented and ongoing. Sure, many feel Kambli deserved more in life. But this ad film doesn't redeem that narrative. It harvests it to sell ice cream cones. The word "dildaari" (generosity) is doing particularly cynical work here. It's a loaded, noble word, implying big-heartedness, even grace. The agency's narrative applies it to the extra chocolate at the bottom of a cone!! The deflation is almost comic, and the asymmetry between the weight of the human story and the lightness of the product is utterly jarring. I can anticipate the counter: "Won't viewers empathise with Kambli? Won't younger audiences Google him and feel for him?" Perhaps. But there's a meaningful difference between empathy and sympathy. Empathy is feeling *with* someone ("I know what it's like to work hard and not get recognised"). Sympathy is feeling *for* someone ("Poor Kambli, he lost everything"). This ad pushes firmly toward sympathy, and then does this with it: 1. Kambli got less. 2. Poor Kambli. 3. Dinshaw's gives more. 4. Buy this cone. If a young person Googles Kambli and discovers he is currently battling neurological issues and financial distress, the ad's cheerful metaphor of an ice cream cone bringing him joy looks jarringly inadequate... like the brand is leveraging real-time vulnerability for a summer sale. Kambli was paid for this, yes. But the cruelest irony is that he may have needed the money, which makes the entire exercise more uncomfortable, not less. By choosing the "deserved more" arc, Dinshaw's and Womb lock him into a permanent state of failure. He isn't a collaborator in this story. He's the cautionary tale. I hope this ad doesn't normalise a template: find a fallen public figure, wrap their misfortune in warm language, sell something cheerful. #advertising #marketing

















