A recent campaign by ice cream maker Dinshaw's has stirred conversation online after featuring former India cricketer Vinod Kambli in a comeback-themed advertisement.

The commercial marks Kambli’s first public appearance since a health setback last year and frames his journey as one of resilience. Set against a cricket-inspired backdrop, the narrative suggests that those who have received “a little less” from life deserve “a little more,” symbolised through an extra-large chocolate tip on an ice cream cone.

While the brand positioned the campaign as a tribute to perseverance, reactions on social media have been mixed. Some viewers felt the advertisement reduced Kambli’s layered personal and professional journey into a marketing metaphor. Critics argued that the storytelling leaned heavily on sympathy, with the symbolic “reward” appearing trivial in contrast to the real-life challenges he has faced over the years.

Kambli’s life has unfolded publicly — from early cricketing promise to setbacks, controversies, health concerns and financial strain — making him a figure associated with both sporting brilliance and personal hardship.

Responding to the criticism, members of the creative team stood by the intent behind the campaign. Gunjan Gaba, associated with the project, stated that the overall reaction had been largely positive, with a significant majority of viewers appreciating the message despite some dissenting voices.

According to the campaign’s creators, the objective was to spotlight resilience and celebrate small joys rather than capitalise on past struggles.

The episode underlines the delicate balance brands must strike when drawing from real-life narratives, particularly when they involve public figures whose journeys evoke strong emotional responses.