Dinshaw’s has unveiled a new campaign powered entirely by generative AI, placing its dairy products at the centre of an unconventional rap battle between a confident brand representative and a quick-witted dadi ji.

https://www.instagram.com/reel/DUNddaZDbnB/?igsh=MTB0dHlvdWo4enQ5MQ==

Set inside a stylised rap arena, the films revolve around everyday kitchen debates. In one, the spotlight is on paneer, with lyrical exchanges highlighting freshness and quality. In another, ghee takes centre stage, as dadi ji counters modern swagger with rhyme, humour, and traditional wisdom. The creative tension between contemporary rap culture and generational authority drives the entertainment, while the product claims remain simple and relatable to daily Indian cooking.

https://www.instagram.com/reel/DUAyoy4km16/?igsh=MWJtMnN6bGp4YXlmZA==

What distinguishes the campaign is its full use of AI-from character design and visual treatment to performance styling and overall execution. Rather than striving for realism, the films embrace exaggerated, high-energy visuals that enhance the humour and make the content instantly shareable. The approach reflects a growing comfort among FMCG brands in leveraging AI not just for efficiency, but for creative storytelling.

Founded in 1932 in Nagpur, Dinshaw’s has built its reputation on trust and familiarity across generations, particularly in dairy staples and ice creams. By positioning a dadi ji in a rap battle format, the brand cleverly connects its heritage with contemporary digital culture.

The campaign underscores a broader trend: Indian brands are increasingly turning to AI-driven content to produce culturally relevant, high-frequency storytelling that blends nostalgia with modern pop formats.