Ionic Wealth launches campaign urging HNIs to treat wealth as their first start-up
Ionic Wealth, an omnichannel wealth management platform, has launched its first brand campaign, ‘Your Wealth is Your First Start-up’, aimed at encouraging India’s high-net-worth individuals (HNIs) to view their wealth through an entrepreneurial lens. The campaign positions Ionic Wealth as a trusted co-founder focused on helping investors scale and future-proof their financial ambitions with the same discipline used to build successful enterprises.
The multimedia campaign spans print, OOH, digital, TV, and social media, illustrating how wealth mirrors the lifecycle of a start-up. It invites investors to rethink wealth creation in the context of India’s growing entrepreneurial ecosystem. According to the Department for Promotion of Industry and Internal Trade, India has over 1.8 lakh start-ups and more than 70 unicorns in 2025, reflecting a sharp rise in wealth creation through IPOs and ESOP buybacks.
The campaign film, conceptualised by creative agency Manja, features a CEO, a doctor, a lawyer, a tech professional, a family business promoter and a sportsperson, each addressed by an unseen voice as ‘founders’. The narrative highlights a moment of self-realisation that their first venture is their wealth, requiring focus and the right co-founder to grow.
Srikanth Subramanian, co-founder and CEO, Ionic Wealth, said today’s affluent investors are digitally savvy and ambitious but need partners who align with their evolving financial goals. He emphasised that Ionic’s omnichannel model combines human expertise with digital convenience, allowing clients to steer their financial journey effectively.
Arvind Krishnan, founder, Manja, added that the campaign redefines traditional wealth management communication by positioning investors as founders and wealth as a start-up, inspiring a more entrepreneurial approach to wealth creation.
Rakesh Masala launches TVC featuring Hrithik Roshan as brand ambassador
Rakesh Masala has announced actor Hrithik Roshan as its official brand ambassador and launched a new television commercial to mark the association. Founded by S. P. Chaudhary in 1975 with just two products, Rakesh Masala now offers over 80 items across spices, oils, flours, snacks and other kitchen essentials.
Speaking about the collaboration, Roshan said, “Spices are the soul of Indian cooking, and Rakesh Masala has been a pioneer of the magic ingredients for generations. I’m proud to represent a brand that celebrates our culinary heritage with such integrity and innovation.”
Director Ajhay Kumar said Roshan’s ‘warmth and credibility’ reflect the brand’s journey and its long-standing promise of ‘Swad jo reh jaye yaad’. He added that the brand’s use of cryogenic technology ensures freshness and purity in every pack.
Director Manjjay Chaudhary noted that the new commercial introduces humour to show the lighter side of food, aiming to bring joy and relatability to the campaign.
Vivek Pathak, CEO, described the collaboration as a milestone coinciding with Rakesh Masala’s 50th anniversary. He said the brand looks forward to extending its legacy and presence in Indian households with Roshan as ambassador.
The new TVC, featuring Roshan, is a light-hearted tribute to the flavours that connect people across India. The campaign spans television, digital and retail platforms, reinforcing Rakesh Masala’s focus on purity, innovation and the everyday joy of cooking.
Sahi launches DVC campaign promoting high-performance trading
Sahi, India’s new-age brokerage and high-performance trading platform, has introduced a new digital video commercial (DVC) titled ‘Aa gaya High Performance ka Zamaana’. The campaign aims to motivate traders to move away from outdated systems and adopt faster, smarter and more efficient trading technology.
With a bold ‘fresh start’ visual theme, the film portrays traders deleting slow applications, decluttering setups and upgrading to streamlined workflows. The narrative ties into the broader cultural context of post-festive renewal, positioning Sahi as a platform that enables clarity and control through technology.
At the core of the campaign is Sahi Charts, which provides real-time market insights, quick execution and an intuitive interface designed to support better decision-making. The campaign combines the platform’s functional strengths with emotional appeal, underscoring Sahi’s goal of empowering traders to perform with confidence and precision.
Sahi’s adoption metrics reflect strong growth, with over 800,000 app downloads in ten months and a 50% month-on-month increase in active traders. Within five months, 20% of users have executed more than 500 trades, while over 50% have completed at least 100, indicating deep engagement. The platform offers competitive pricing with brokerage fees up to 50% lower than standard rates, charging Rs. 10 per order. This is supported by a lean operational model and extensive use of AI across its processes.
Dale Vaz, chief executive officer at Sahi, said, “Too many traders still rely on outdated tools that slow them down when it matters most. This campaign is a call to action to equip them with speed, intelligence and power.” Reedhi Mukherjee, head of brand at Sahi, added, “The tools you use define your performance. It’s time to let go of what holds you back and embrace technology built for high performance.”
The campaign reaffirms Sahi’s positioning as India’s high-performance trading platform, merging advanced technology with human-centred design.
Harvest Gold and Zepto celebrate smart breakfast choices
Harvest Gold, Delhi NCR’s leading bread brand, has launched a new campaign highlighting the idea of making ‘smart choices’ every morning. Centred on the theme ‘Aapke breakfast ki smart choice’, the initiative positions breakfast decisions as symbolic of thoughtful, health-conscious living. The film draws on the insight that every smart decision, however small, is noticed and appreciated.
The campaign spotlights Harvest Gold 100% Atta Bread as a healthy start to the day. The bread is made with zero maida and no palm oil, offering 30% of the daily fibre requirement in four slices. This focus on high-fibre, wholesome ingredients aligns with the brand’s message of encouraging better lifestyle choices through nutrition.
The film, set around 9am, follows a woman purchasing Harvest Gold 100% Atta Bread. As she walks through her neighbourhood, she is met with spontaneous applause from people who notice her choice — from yoga enthusiasts in the park to parents at a school drop-off. The reactions symbolise appreciation for mindful decisions that contribute to a healthier routine.
The campaign extends across Harvest Gold’s full range, including 100% Atta, 100% Whole Wheat and Multigrain variants, reinforcing its role as a convenient and nutritious breakfast option.
Vikran Sabherwal, senior director and head of marketing at Bimbo Bakeries India, said the campaign was designed to go beyond a functional nutrition message. “With this campaign, we wanted to celebrate the emotional satisfaction of making a good choice,” said Sabherwal. He added that Harvest Gold remains committed to providing accessible, nutritious options. “When you start your day with something genuinely good for you, it deserves a round of applause,” he said, positioning the 100% Atta Bread as a versatile choice that helps meet daily fibre needs.
KFC celebrates champions Jemimah Rodrigues and Renuka Thakur
Following India’s recent cricket victory, KFC has released a new video featuring players Jemimah Rodrigues and Renuka Thakur celebrating with the brand’s Great KFC Feastival menu.
The short film captures the duo’s celebratory spirit as they share high-fives and laughter while enjoying KFC favourites including the cheesy, crunchy Chizza, the Double Down Burger, the Gold Zinger, and the 9-piece Chicken Meal. The clip concludes with Rodrigues and Thakur dancing to ‘Ishq Tera Tadpave (Oh Ho Ho Ho)’, underscoring the campaign’s playful tone and ongoing celebration theme.
The Great KFC Feastival menu is available across more than 1,300 restaurants in India for dine-in and takeaway, and through the KFC app, website and major food delivery platforms. Customers can pre-order via the app while dining in to skip queues and receive their orders directly.
By aligning with the national cricket euphoria and spotlighting two of India’s rising women’s cricket stars, the campaign highlights KFC’s association with fun, togetherness and shared experiences centred around its signature ‘finger lickin’ good’ food.
Atlys addresses visa uncertainty with new travel campaign
Visa processing platform Atlys has launched a new campaign titled ‘All Set, But No Visa Yet?’ highlighting the anxiety travellers face when international plans collapse due to visa rejection. Conceptualised by advertising agency Young and Hungry and produced by Lucifer Circus, the film captures the emotional rollercoaster of planning a dream trip that ends in disappointment.
The campaign is aimed at modern Indian travellers and uses humour and empathy to reflect a familiar pain point. Visa rejection, often caused by incomplete documentation or a lack of guidance, can result in financial losses and disrupted schedules. Atlys seeks to simplify this process through technology, transparency and accountability.
Covering more than 120 countries, the platform offers an on-time delivery guarantee and a visa probability evaluator that helps applicants understand their approval chances before applying.
Santosh Hegde, head of marketing at Atlys, said, “Every traveller deserves to plan their dream trip with confidence, not cross their fingers and hope for the best. Our platform ensures certainty from the very first step.”
The campaign comes amid rising global visa rejection rates, affecting major destinations and Indian travellers in particular. By offering predictive insights and guided support, Atlys positions itself as a trusted solution that replaces uncertainty with assurance.
The initiative reinforces Atlys’s mission to make international travel seamless by reducing the stress and unpredictability that often accompany visa applications, enabling travellers to plan with confidence.
Lowe Lintas and Merino Laminates unveil the Grande Collection
Merino Laminates has introduced its latest innovation, the Grande Collection, through a campaign developed by Lowe Lintas. The collection features 10 feet of uninterrupted laminate, offering a seamless surface aimed at redefining spatial aesthetics. Combining design and functionality, the range targets architects, designers, and homeowners seeking larger, continuous surfaces for modern interiors.
Parveen Gupta, chief marketing officer, Merino Industries, said, ‘Grande by Merino Laminates is India’s first exclusive 10-ft designer laminate collection, crafted to meet the demand from consumers who seek seamless and premium interior solutions. This collection enables ceiling-to-floor finishes ideal for wardrobes, wall panelling, and large interior spaces. The launch reflects our commitment to bringing innovative solutions that enhance modern living spaces.’
Conceptualised by Lowe Lintas, the campaign highlights Merino’s focus on innovation and craftsmanship in surface design. Vasudha Misra, president, Lowe Lintas North, said, ‘The brief gave us a genuine reason to look up. The product insight was so clear, it practically guided us. What followed was a collaboration filled with encouragement and trust, nurtured by the Merino brand team and brought alive with sleek production and craft from the directors. The result? Work that made us all look up, and smile, together.’
The campaign is supported by a 360° rollout across digital, connected TV, OTT, and social media platforms, complemented by experiential activations at retail touchpoints. With the Grande Collection, Merino Laminates reinforces its position as a leading innovator in the surface solutions segment, combining scale, style, and functionality in one offering.
Gap launches ‘Give Your Gift’ holiday campaign celebrating creativity and connection
Gap has unveiled its 2025 holiday campaign Give Your Gift, centred on the idea that sharing individual talents and expressions strengthens collective connection. Building on last year’s Give Your Gift platform, the campaign combines music, fashion, and storytelling to highlight the brand’s holiday collection and its emphasis on comfort, style, and togetherness.
The campaign film, directed by Bethany Vargas and photographed by Bjorn Iooss—the duo behind Gap’s Better in Denim campaign—features a reimagined version of Miley Cyrus’s The Climb. The track is performed by 20-year-old London-based singer-songwriter Sienna Spiro, accompanied by a multigenerational choir aged between 8 and 72. Together, they reinterpret the familiar song into a message of unity, resilience, and optimism.
Fabiola Torres, chief marketing officer of Gap brand, said, ‘This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint. Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection.’
Gap’s holiday collection features updated versions of its signature essentials. The brand’s CashSoft knit, introduced four years ago, returns in new silhouettes and textures such as CashSoft Stretch and Heavyweight CashSoft, alongside matching sets designed for comfort and longevity. The heritage fleece line is refreshed with upgraded weights and finishes, including the brand’s icon hoodie, matching sleepwear, and gifting accessories.
The Give Your Gift campaign is live across digital, social, video, and Gap brand platforms. In stores, Gap is revamping its global retail experience with destination categories and curated product displays, creating a more intuitive and engaging holiday shopping environment.
Bandhan Mutual Fund and Grey India simplify index investing with ‘Copy-Paste’ campaign
Bandhan Mutual Fund, in collaboration with Grey India, has launched its latest investor awareness campaign titled Copy-Paste, aimed at demystifying index fund investing for young professionals.
The campaign centres on a simple message — investing in index funds can be as easy as copy-pasting. The film follows the story of a 28-year-old who overcomes indecision with a straightforward mantra: ‘Copy Paste’. Designed to appeal to first-time investors, the narrative uses humour and relatability to make investing appear simple and accessible.
Index funds track a particular market index, offering diversification, low costs and transparency. The campaign highlights these benefits, positioning index funds as an uncomplicated entry point into investing.
Vishal Kapoor, CEO of Bandhan AMC, said, “Investing often stalls due to indecision, not a lack of funds. Investors need a confident, low-decision way to participate. That’s where index funds help. Our ‘Copy-Paste’ campaign shows how investors can easily adopt this smart, tested strategy.”
Harsh Kapadia, CCO of Grey India, added, “We came up with the visual metaphor of copy-paste to show that investing in index funds doesn’t have to be complicated. It’s a compelling way to both engage and educate today’s audiences.”
Through this creative approach, Bandhan Mutual Fund and Grey India use humour and simplicity to reinforce the benefits of disciplined, low-effort investing.
Laborate Pharmaceuticals marks 40 years with ‘Tested Hai Toh Trusted Hai’ campaign
Laborate Pharmaceuticals has launched a new brand campaign, Tested Hai Toh Trusted Hai, to mark forty years of its journey in reliable and quality-led healthcare. The campaign underscores the company’s long-held belief that trust in medicine is built on tested quality, not claimed through words.
The campaign film reflects the scientific precision and ethical discipline that have guided Laborate since its inception. It narrates the story of how every formulation represents not only science but also responsibility — a message resonating with millions of Indian families who associate the brand with dependability.
Arpit Bhatia, managing director, Laborate Pharmaceuticals, said, ‘Tested Hai Toh Trusted Hai reflects the very essence of who we are. For forty years, our growth has been guided by the belief that every medicine must prove its quality before it earns the right to be trusted. Every batch that leaves our facilities is a result of extensive testing and validation.’
Founded in Panipat as a small retail pharmacy, Laborate has grown into one of India’s key pharmaceutical manufacturers, exporting to several international markets, including the United Kingdom and Russia. Its manufacturing facility in Paonta Sahib, Himachal Pradesh, recently received EU GMP certification, meeting stringent global quality benchmarks and enabling access to regulated European markets.
Sanjay Bhatia, founder and chairman, Laborate Pharmaceuticals, added, ‘Quality is the truest form of service. Testing is not only technical but moral — ensuring every dose that reaches a patient is safe and assured.’
Laborate’s portfolio spans prescription and consumer healthcare. Its direct-to-retail arm, Aqualab, crossed ₹100 crore in turnover within three years and continues to expand across Tier 2 and Tier 3 cities.
Through this campaign, Laborate reaffirms its commitment to science, transparency and accessibility, positioning Tested Hai Toh Trusted Hai as both a reflection of its legacy and a promise for the future.
BGMI and Talented parody India’s surrogate ads with ‘BGMI Drops’
BATTLEGROUNDS MOBILE INDIA (BGMI) and creative agency Talented have launched ‘BGMI Drops’, a digital-first campaign that reimagines the familiar surrogate ad format through a lens of internet humour and pop culture.
The campaign, created for digital natives fluent in memes and satire, turns classic BGMI gameplay elements into parody FMCG brands. Each product is accompanied by its own short commercial, directed by Akimbo (Mandakini Menon and Bopanna MG) and produced by Potli Baba Mediahouse. The ads blend cultural commentary, absurdist humour and nostalgia for vintage Indian advertising.
The experience extends to trybgmi.com, a mock e-commerce site where fans can ‘shop’ for the spoof products, uncover Easter eggs and interact with hidden references. The initiative plays with the conventions of advertising itself, turning what is usually a concealment strategy into an open celebration of intent.
Srinjoy Das, associate director – marketing and product, KRAFTON India, said: “With BGMI Drops, we wanted to speak in the native tongue of our players – referential, meme-driven, and self-aware. The films don’t just entertain; they invite participation.”
Ritika Shriram, brand strategy, and Aaliya Sheikh, creative at Talented, added: “Surrogate ads were once about hiding intent. We turned that inside out. These films wear their disguise proudly, inviting viewers to spot the subtext.”
By remixing familiar in-game items into ad-world icons, the campaign positions BGMI within the cultural space of social media – scrollable, shareable, and participatory. ‘BGMI Drops’ reflects how modern campaigns engage audiences by breaking conventions and inviting them to be part of the narrative.
Scapia’s winter campaign celebrates its traveller-first mindset
Scapia, the travel fintech platform, has unveiled its Winter Release through a new campaign titled ‘Travellers on Our Mind. All the Time.’ The initiative introduces three products – the Scapia Store, Scapia Experiences and the Scapia Add-On Credit Card – through three humorous, slice-of-life films created by Bratman Films.
Developed in-house by Scapia’s creative team, the campaign reinforces the brand’s focus on travellers, showing how travel influences everyday life. A Scapia spokesperson said: “Every product begins with one question – how can we make travel better for our users? This campaign captures that belief in a human and creative way.”
The first film features a couple on an ice cream date, introducing the Scapia Add-On Credit Card that allows families to share rewards, airport privileges and spending independence without OTP-related friction. The second spot follows a grandmother who decides to visit the Himalayas, highlighting the Scapia Store’s curated travel products redeemable with Scapia Coins. The third film shows a couple comparing nail polish shades, linking the conversation to Dubai desert safaris and introducing Scapia Experiences, which offers over 5,000 curated adventures via smart filters and coin redemption.
The Winter Release expands Scapia’s platform to seven travel categories, moving beyond payments and bookings into discovery, shopping and experiences. By blending humour with insight, the campaign positions Scapia as a brand built by and for travellers – one that sees travel as part of everyday life, not just the trip itself.
Blissclub’s Bliss Police redefine fashion — from look to feel
Blissclub, the homegrown movement wear brand known for redefining activewear for Indian women, has launched its latest campaign, Bliss Police. Presented as a playful cultural intervention, the campaign challenges long-standing fashion norms that prioritise appearance over comfort.
Centred around influencers Barkha Singh, Sakshi Sindwani and Rida Tharana, the campaign features the trio as a ‘fashion crime-fighting’ squad on a mission to expose the industry’s biggest offences — from restrictive fits and subpar fabrics to designs that compromise comfort for style.
The multi-platform rollout includes digital, in-store and experiential activations, alongside a tongue-in-cheek Fashion Crime Hotline. Through Bliss Police, Blissclub introduces a new philosophy that places comfort, movement and feel at the core of fashion.
Minu Margeret, founder and CEO of Blissclub, said: “We’ve spent years perfecting fabrics that feel like bliss itself. Every product takes over 18 months to develop — proprietary, patented and made to move beautifully. They don’t just perform; they pamper. Bliss Police is our way of saying that true luxury begins with how something feels, not just how it looks.”
Sushma R Rao, head of marketing, added: “Clothes live on our skin and move with us, yet fashion has long focused only on how things look. With Bliss Police, we’re flipping that perspective to make fashion experience-led.”
The campaign signals Blissclub’s evolution from a performance-driven activewear brand to a broader movement wear and fashion label. With its mix of wit, craftsmanship and cultural commentary, Bliss Police underlines Blissclub’s mission to make comfort the new definition of style.
American Tourister and LoveChild Masaba launch the Trousseau Collection
American Tourister has partnered again with LoveChild Masaba to introduce the Trousseau Collection, a new range of luggage designed for wedding and festive travel. The collaboration brings together American Tourister’s travel expertise and Masaba Gupta’s bold design sensibility, celebrating the intersection of fashion, function and emotion.
The collection, themed around new beginnings, features pastel tones of pink, grey, blue and white, embellished with lotus and elephant motifs symbolising love, luck and togetherness. The designs combine traditional Indian aesthetics with a modern, minimalist touch, appealing to travellers who want their luggage to make a statement.
The Trousseau Collection caters not only to brides but also to families and friends travelling for weddings or festive getaways. Each piece is designed to turn departures into moments of celebration, blending sentiment with practicality.
Anushree Tainwala, executive director – marketing, Samsonite South Asia, said: “With the Trousseau Collection, we wanted to capture the excitement of new beginnings. This collaboration reflects celebration in motion, bringing a bold and joyful aesthetic to travel gear.”
Masaba Gupta, founder of LoveChild Masaba, added: “For me, a trousseau is not just what you carry—it’s a reflection of who you are. This collaboration allowed us to design luggage that’s expressive, statement-making and meant to travel through every chapter of life.”
The partnership reinforces American Tourister’s focus on style-led functionality, while extending LoveChild Masaba’s design language into the travel lifestyle space.
Britannia and WPP Media launch multilingual BourbonIT Challenge 2.0
Britannia Bourbon, in collaboration with WPP Media, has reintroduced the BourbonIT Challenge 2.0 — an interactive, voice-powered culinary experience designed to inspire creativity in the kitchen. The latest edition transforms the popular recipe challenge into a multilingual, AI-led platform that lets users co-create recipes using just their voice.
Powered by Google Gemini for recipe and image generation and ElevenLabs for Chef Pooja Dhingra’s AI avatar voice, BourbonIT Challenge 2.0 allows participants to scan a Britannia Bourbon pack or QR code to begin. Users can interact in seven Indian languages — Hindi, Tamil, Telugu, Bengali, Marathi, Gujarati and Kannada — by simply speaking their recipe ideas. The AI converts these inputs into structured recipes, complete with ingredients and step-by-step guidance.
Chef Pooja Dhingra, the brand’s chief tasting officer, returns in a digital avatar, guiding participants through the process in a conversational format. Each participant receives a personalised digital recipe certificate signed by Dhingra, and can upload photos of their creations to the campaign dashboard. Winners will be announced at the end of the season.
Siddharth Gupta, general manager – marketing, Britannia Industries, said: “Season 1 inspired over 28,000 recipes. With BourbonIT Challenge 2.0, we’re making that creativity more accessible through voice and regional languages.”
Amin Lakhani, president – client solutions, WPP Media South Asia, added: “BourbonIT 2.0 combines multilingual engagement with an AI-guided chef experience, showing how technology and storytelling can drive participation at scale.”
Britannia Bourbon has previously extended its signature chocolate taste through collaborations such as the Winkin’ Cow Bourbon Shake, NIC Bourbon Ice Cream and the Bourbon Chocolate Modak with Bombay Sweet Shop.
Participants can BourbonIT their recipes by scanning the pack QR code, creating recipes with Dhingra’s AI guidance, and submitting their dishes for a chance to win prizes, including an iPhone or a trip to Switzerland. The experience is available at bourbonit.in
AlterType launches Citroën India campaign ‘Shift Into The New’
AlterType, an independent creative agency and Citroën India’s lead creative agency on record, has launched the brand’s new campaign ‘Shift Into The New’. The campaign aims to reposition Citroën’s India lineup — including the C3X, Aircross X, and Basalt X SUV — as design-led, customer-centric vehicles suited for modern Indian families. It reinterprets the brand’s philosophy of ‘comfortable, intelligent, and stylish mobility’ through an Indian lens.
The campaign marks Citroën’s evolution from being a brand in India to one that is of and for India. Brand ambassador M.S. Dhoni features prominently in the campaign, reflecting Citroën’s focus on performance, composure, and trust.
Siddharth Loyal, co-founder and managing director at AlterType, said the campaign communicates who Citroën is today — confident, contemporary, and human. He added that the creative approach reflects everyday Indian life, where aspiration and practicality coexist.
‘Shift Into The New’ introduces a refreshed brand voice across Citroën’s lineup, extending across television, digital, and social platforms. Each model carries a distinct expression: the C3X as ‘All Ways On’, Basalt X as ‘Thrill bhi. Style bhi.’, and Aircross X as ‘Har Moment Ka Boss’.
Each film focuses on a different aspect of movement — agility, energy, and control — while highlighting the brand’s design and comfort.
Kumar Priyesh, business head and director – automotive brands at Stellantis India, said the campaign reflects Citroën’s commitment to innovation and its modern Indian perspective. He added that every feature, from interiors to technology, is designed to enhance driving comfort and enjoyment, reinforcing Citroën’s connection with Indian consumers.
LT Foods’ Daawat launches ‘Only Rice November’ challenge
LT Foods, under its flagship brand Daawat, has introduced a nationwide initiative, ‘Rice Your Awareness’, to promote mindful rice consumption. Central to the movement is the #OnlyRiceNovember challenge, encouraging people to consciously include rice as part of a balanced diet.
Participants can sign up on a dedicated online platform to access nutritionist-curated meal plans highlighting rice’s role in providing sustained energy, supporting gut health, and improving well-being. The initiative is supported by over 500 nutrition-focused influencers and fitness experts, with actor Neha Dhupia among the first participants promoting the campaign online.
Ritesh Arora, CEO – India Business and Far East, LT Foods Ltd., said the initiative aims to reaffirm rice, particularly basmati, as a nutritious and essential food that has long supported healthy living. He described the effort as a movement to celebrate basmati’s versatility and debunk myths surrounding rice consumption.
Chief marketing officer K. Ganapathy Subramaniam added that Daawat continues to lead category conversations, from creating World Biryani Day to launching innovations centred around basmati’s usage. The current initiative brings together experts, influencers, and consumers to promote rice’s nutritional benefits and role in daily diets.
The campaign has already attracted more than 10,000 participants since launch, with users sharing progress and earning achievement badges. By turning individual pledges into a collective experience, Daawat aims to foster a wider cultural shift towards conscious food habits and strengthen its engagement with consumers across India.
American Tourister celebrates craftsmanship with ‘Made in Nashik. For the World’
American Tourister has launched its new campaign, ‘Made in Nashik. For the World’, highlighting the city’s role in the brand’s global journey. The film pays tribute to the craftsmanship, skill, and community that drive production at Nashik, home to American Tourister’s largest factory worldwide.
The campaign, told through the perspective of workers at the plant, showcases how manufacturing precision intersects with Nashik’s cultural vibrancy — from riverbanks and bazaars to the rhythm of the dhol and the artistry of Paithani weaves. It portrays how the city’s deep-rooted traditions flow into the factory floor, where every product reflects the perseverance and pride of its people.
With over 25,000 families connected to the brand, the film celebrates how a community’s collective effort powers luggage that travels to millions of consumers globally. The Nashik facility produces more than 60 lakh units annually and also manufactures products for Samsonite’s other brands, positioning the city as a hub where local craftsmanship meets global travel aspirations.
Anushree Tainwala, executive director – marketing, Samsonite South Asia, said the aim of the campaign is to make every Indian proud of the brand’s local roots. ‘This is not luggage — this is Nashik’s skill fuelling global travel,’ she said. Tainwala added that the campaign expresses gratitude to the thousands of workers whose dedication has built global trust in American Tourister, while spotlighting the stories and heritage behind each product.
Once known for its temples, music, and film legacy, Nashik today stands as a symbol of Indian craftsmanship powering the world’s travel. Each piece of luggage that leaves the factory represents the city’s spirit — a blend of tradition, skill, and modern manufacturing excellence. When Nashik moves, the world moves with it.
Tata Tea Kanan Devan celebrates Kerala’s spirit through Kerala Piravi campaign
Tata Tea Kanan Devan has released a new campaign marking Kerala Piravi Day, celebrating the landscapes, culture and people of Kerala. The cinematic film showcases the brand’s long-standing relationship with the state where its journey began.
The narrative opens with a glistening tea leaf, symbolising the Kanan Devan Hills, before expanding into sweeping visuals of plantations, backwaters and Kerala’s art forms such as Kathakali, Kalari and classical dance. Each frame underscores the brand’s connection to Kerala’s rhythm and vitality.
The tribute extends beyond the film through an immersive 3D anamorphic installation at Lulu Mall, Trivandrum, from 30 October to 2 November 2025. The installation reimagines cultural symbols from the film in motion, while outdoor displays across Trivandrum, Kochi, Thrissur and Kozhikode reinforce the visuals.
The initiative highlights Tata Tea Kanan Devan’s deep ties with the region and its people, paying homage to Kerala’s unity, rhythm and resilience. The brand positions the campaign as a cultural celebration rather than a conventional product promotion, reflecting authenticity and continuity with its origins in the Kanan Devan Hills.
Wrap2Earn partners with Uber Shuttle to expand transit advertising reach
Wrap2Earn, a Mumbai-based transit advertising firm, has announced an exclusive partnership with Uber Shuttle, Uber’s intracity bus service for corporate commuters. The tie-up gives Wrap2Earn rights to manage both exterior and in-vehicle branding across Uber Shuttle’s fleet of over 1,000 buses operating on more than 50 routes in major metros.
With over a million monthly bookings, Uber Shuttle provides brands access to a high-value, professional audience through moving media formats offering scale and precision.
Amit Deshpande, Head of Uber Shuttle India, said the platform now doubles as “a canvas for smart brand engagement.” Elmer Dsilva, Founder and CEO, Wrap2Earn, noted the partnership allows advertisers to reach professionals through measurable, cost-effective transit media.
With static outdoor rates rising, the model allows brands to wrap up to 20 buses for the cost of one hoarding, achieving large-scale visibility as vehicles travel key residential and commercial corridors. The partnership targets categories such as D2C, fintech, OTT and healthcare, offering frequency and impact among urban commuters, including 50,000 monthly riders.
Fastrack Perfumes and Siddhant Chaturvedi launch cinematic fragrance campaign
Fastrack Perfumes has launched a new campaign featuring actor Siddhant Chaturvedi, bringing its ‘Perfumes for Every Vibe’ range to life through a cinematic narrative centred on individuality and energy.
Set on a tennis court, the film visualises the fragrance RUSH as a metaphor for confidence and intensity. Chaturvedi represents the bold, expressive Gen Z attitude that aligns with the brand’s positioning of unfiltered self-expression.
Manish Gupta, CEO of fragrances and fashion accessories division at Titan, said Fastrack’s intent is to create experiences that go beyond traditional fragrance marketing. “With this campaign, we’re creating a cinematic experience that captures the euphoria of living in the moment,” he said.
Chaturvedi added that the film reflects the thrill of pushing boundaries in both performance and life. The campaign continues Fastrack’s mass-premium strategy, with a focus on matching scents to moods and personalities. The digital-first rollout reinforces the brand’s identity as a voice for young India’s self-confidence and authenticity.
C Com Digital and Blue Cross drive awareness with #StopThePain campaign
C Com Digital has launched the #StopThePeriodPain campaign for Blue Cross Laboratories to address dysmenorrhea awareness and normalise conversations around period discomfort.
The multi-platform initiative includes regional influencer collaborations in 12 languages, social media content, and a dedicated website — painfulperiods.in — offering resources and medical insights. The campaign focuses on breaking social taboos and educating women on available treatments.
Chandan Bagwe, founder and director of C Com Digital, said the effort aims to go beyond product promotion to create “honest dialogue about a genuine health issue.” Panchanan Routray, senior marketing director, Blue Cross Laboratories, added that the campaign enables the brand to “reach women in languages they speak, through voices they trust.”
The project includes long-term engagement with communities, educational content for schools and healthcare professionals, and sustained outreach to reinforce the message that while periods are normal, period pain is not.
Shaadi.com and MOMS create OOH buzz with Lucknow activation
MOMS, Madison World’s outdoor specialist, partnered with Shaadi.com to execute an OOH campaign in Lucknow built around a cultural insight. The activation featured a giant kadhai installation referencing the North Indian saying, ‘Kadhai se kha liye? Shaadi mein baarish pakki!’ (Did you eat from a cooking pot? Your wedding is definite!)
The tongue-in-cheek campaign tapped into wedding-season humour, combining nostalgia and relatability to drive engagement. The installation quickly became a local attraction, generating online chatter and photo sharing.
Jayesh Yagnik, CEO, MOMS, said the campaign’s success lay in “capturing emotion, not just attention.” Johanna Israni, Brand Manager – Creative and Social, Shaadi.com, added that the concept stemmed from “a universal childhood memory turned into a public spectacle.”
The campaign was conceptualised by Shaadi.com’s in-house creative and social team and executed with MOMS, with amplification support from Pulpkey to extend its organic digital reach.
The Bear House redefines modern masculinity with ‘Young Gentlemen’ campaign
Menswear brand The Bear House has launched The Young Gentlemen, a campaign that reinterprets modern masculinity through the lens of kindness, authenticity and self-awareness.
Founded in 2017 by Tanvi and Harsh Somaiya, the brand positions its new narrative as a shift from formality to character-driven confidence. The film and companion stories depict everyday men — expressive, grounded and style-conscious — embodying a softer, more inclusive version of confidence.
Harsh Somaiya said the campaign marks a milestone in the brand’s evolution, reflecting its growing retail presence and need for a stronger voice. Tanvi Somaiya added that menswear today is “as expressive and experimental as womenswear,” reflecting generational change.
Sneha Kanukolanu, head of marketing, said the campaign speaks to “a new generation that works, thinks and dresses differently.” Rexina Devraj, Founder, Cream Studio.in, added that authenticity guided the creative approach.
The 360° rollout spans digital, print, influencer and in-store activations, uniting under the message The Bear House – For the Young Gentlemen.
Nat Habit rebrands with ‘Breathe Life’ identity and philosophy
Ayurveda-based beauty brand Nat Habit has unveiled a new brand identity under the theme Breathe Life, marking its evolution from a skincare startup to a purpose-led beauty brand.
The refresh introduces a chakra-inspired flower logo symbolising balance and vitality, a grounded typeface, and a colour palette led by orange to signify energy and optimism. Complementary hues — Hibiscus Pink, Tikta Green and Ubtan Yellow — reflect product benefits and natural origins.
Swagatika Das, CEO and Co-founder, said the rebrand represents “a shift from Fresh Ayurveda to a confident, modern expression of natural beauty.” She added that Breathe Life captures the brand’s belief that beauty should feel alive and authentic.
Actor Sahher Bambba fronts the campaign, embodying the brand’s balance of tradition and modernity. The move follows introspection on how the brand could better express its philosophy amid a maturing clean beauty market.
Avantra by Reliance Retail launches festive campaign with Rukmini Vasanth
Avantra by Reliance Retail has launched its festive campaign featuring actor Rukmini Vasanth, highlighting the brand’s My Way philosophy through the idea of personal space and self-expression.
The campaign’s TVC shows Vasanth navigating the vibrancy of festive gatherings before pausing for a quiet, personal moment. The narrative positions the saree as a reflection of individuality rather than tradition alone.
A spokesperson from Avantra’s marketing team said the campaign builds on the insight that women balance multiple roles during festivals and deserve moments of their own. The storytelling reflects empowerment through subtle, relatable moments rather than overt messaging.
The 360° campaign spans television, digital and in-store channels, reinforcing Avantra’s positioning as a contemporary saree destination that celebrates identity and modern femininity within the festive context.
Škoda Auto India and BBH India launch ‘Heartbreak’ campaign
Škoda Auto India, in collaboration with BBH India, has unveiled a campaign titled ‘Heartbreak’ to mark the launch of the Škoda Octavia RS (Rally Sport). The model, released as part of Škoda’s 25-year celebration in India, sold out all 100 units within 20 minutes of opening reservations on its website.
The campaign’s central film highlights the thrill and performance of the Octavia RS, evoking the passion and aspiration associated with the brand. To extend the experience, Škoda and BBH have created an interactive microsite — octaviaheartbreak.skoda-auto.co.in — featuring a ‘Non-Owner’s Manual’, a tongue-in-cheek guide for fans who missed out on purchasing the car.
Another element, ‘Driver’s Seat’, is a custom fragrance inspired by the Octavia RS, designed to let fans “feel the drive” even off the road. Ashish Gupta, brand director, Škoda Auto India, said the campaign celebrates the emotional connection between the brand and driving enthusiasts, while Parikshit Bhattacharya, chief creative officer of BBH India, added that the initiative was designed as ‘a coping mechanism’ for fans unable to buy the limited-edition model.
The ‘Heartbreak’ campaign runs across digital, social, ambient, and outdoor platforms, integrating emotional storytelling with interactive engagement to extend the life of the limited-edition launch.
Roinet Solution launches campaign promoting pet insurance awareness in India
Roinet Solution, a fintech company building India’s last-mile financial services network, has launched a digital campaign to promote pet insurance and increase awareness of its low penetration in the country.
The campaign uses emotional storytelling and AI-generated characters representing Delhi’s urban subcultures — from a Punjabi Bagh gym enthusiast Bulldog to a South Delhi Shih Tzu — to communicate that pets deserve the same financial protection as families.
Through Roinet Insurance Brokers, the campaign advocates for personalised coverage tailored to each pet owner’s needs, aligning with the company’s “right fit for the right customer” philosophy.
Sameer Mathur, founder and managing director, said the campaign combines innovation and empathy to normalise pet insurance. “For millions of Indians, pets are family. This campaign blends humour, AI, and cultural storytelling to ensure every wag and whisker is protected,” he said.
By positioning pet care as an act of financial responsibility, Roinet reinforces its commitment to inclusivity and protection at the household level. The initiative also positions Roinet as one of the first fintech brands in India to integrate pet insurance into its broader mission of democratising financial access.
indē wild reunites India’s supermodels for new haircare launch
indē wild, the Ayurvedistry-based beauty brand founded by Diipa Büller-Khosla, has launched its first shampoo and conditioner, Champi Bond Repair Duo, with a campaign featuring India’s original supermodels Carol Gracias, Lisa Haydon, Ujjwala Raut, and Indrani Dasgupta.
Inspired by the first Vogue India cover, the campaign celebrates resilience and reinvention while bridging Ayurveda with biotechnology. The Champi Bond Repair Duo reinterprets the traditional champi ritual using over 21 Ayurvedic herbs and clinically proven biotech actives to repair hair bonds, strengthen strands, and enhance shine.
Büller-Khosla said the campaign was a tribute to timeless Indian beauty and self-assurance. Raut described the products as ‘a ritual’ infused with natural ingredients and subtle fragrance.
The film repositions the models — and the brand — as symbols of enduring strength while showcasing a next-generation approach to scalp and hair care. With this launch, indē wild continues to expand its presence in the global beauty category with a science-led interpretation of traditional Indian rituals.
HRX and Country Delight partner to launch ‘Mission Protein’ campaign
HRX, the fitness and lifestyle brand founded by Hrithik Roshan and Exceed Entertainment, has partnered with Country Delight to launch Mission Protein, an initiative addressing India’s protein deficiency. Citing research that three in four Indians lack adequate protein intake, the collaboration aims to promote awareness and provide high-protein dairy options through Country Delight’s direct-to-home model.
Roshan said the partnership underscores HRX’s goal of making fitness more accessible: “The foundation of fitness is nourishment, and Mission Protein ensures your daily protein needs are met.” Afsar Zaidi, founder of HRX, described the initiative as an expansion of the brand’s holistic wellness agenda, while Country Delight CEO and co-founder Chakradhar Gade said the collaboration supports the company’s vision of improving everyday health.
The clean-label product range delivers twice the protein content (30g per 450ml) using natural filtration technology without added stabilisers or emulsifiers. The Mission Protein campaign video has already garnered over 11 million views. The initiative promotes the message that protein is a necessity, not a luxury, and aims to make high-quality nutrition accessible to Indian households.
PGIM India launches ‘SIP Kar Befikar’ investor awareness drive
PGIM India Asset Management has launched SIP Kar Befikar, a digital-led investor education campaign encouraging disciplined investing through Systematic Investment Plans (SIPs).
The campaign positions SIPs as a reliable path to financial confidence and long-term security, urging individuals to pursue financial goals without market timing stress.
Abhishek Tiwari, CEO, said the initiative aims to inspire investors “to take confident steps towards financial goals with consistency and trust.” Anoop Gulati, Head of Marketing, added that the campaign uses music and storytelling to connect with younger audiences and promote the habit of regular investing.
The campaign website — pgimindia.com/mutual-funds/sip-kar-befikar — serves as a digital hub offering interactive tools, including an SIP calculator, to help users convert aspirations into actionable plans.
Targeting young professionals, working couples, mid-life planners, and freelancers, the campaign uses social media, digital, and outdoor platforms to reach urban investors. The multi-platform strategy reinforces PGIM India’s focus on making investment literacy accessible and relevant to new-age audiences.
KT Kids releases national TVC featuring Kareena Kapoor Khan
KT Kids, the children’s personal haircare brand, has launched a national TVC featuring brand ambassador Kareena Kapoor Khan. The film captures everyday parenting moments, positioning KT Kids as ‘A Mother’s Trusted Choice’ built on safety and science-backed care.
Set against a warm, domestic backdrop, the TVC reflects the bond between a mother and child while subtly integrating KT Kids’ range of shampoos and conditioners. Kapoor Khan said the campaign resonated with her as it portrayed “the real, everyday moments that every parent experiences — the messy, the fun, and the magical.”
Dhruv Sayani, Founder of KT Kids, said the brand wanted to depict “the raw, real side of motherhood,” emphasising trust and gentle care.
The campaign also introduces new SpongeBob SquarePants packaging, designed to make bath time more engaging for children. KT Kids’ products are clinically tested, paediatrician-approved, and free from parabens, sulphates, silicones, and sodium chloride, reinforcing the brand’s commitment to safe and gentle formulations.
Big Bowl launches ‘Smash Your Hunger’ campaign for Gen Z India
Big Bowl, a cloud kitchen brands with over 240 outlets across 40 cities, has launched its new digital campaign, 'Smash Your Hunger with Big Bowl'. The high-energy campaign uses two short, digital-first films portraying hunger as a mischievous villain defeated by Big Bowl’s hearty Indian and Chinese bowls. Targeting Gen Z and young professionals, the 20-second films run across YouTube, Instagram and OTT platforms. The brand has also unveiled playful new packaging featuring astronauts and aliens and launched the #SmashYourHungerChallenge with influencers. Backed by Lenexis Foodworks, Big Bowl aims to cross INR 150 crore ARR this year as it expands into new categories like outdoor catering.
Peter England unveils ‘The Bollywood Wedding’ with Karan Johar and Rohit Saraf
Peter England, part of Aditya Birla Lifestyle Brands, has launched 'The Bollywood Wedding' campaign starring Karan Johar and Rohit Saraf, conceptualised by Ogilvy. The campaign celebrates India’s love for cinematic weddings, blending colour, personality, and flair through Johar’s style sensibility and Saraf’s modern-groom charm. The accompanying Bollywood Wedding Collection features tailored double-breasted suits made from a blend of polyester, viscose, and spandex for structure and flexibility. Backed by a 360° rollout across digital, social, cinema, and influencer activations, the campaign positions Peter England as a trend leader in modern Indian menswear—balancing creativity, celebrity appeal, and contemporary design direction.
Karan Johar fronts Nuuk’s design-led appliance campaign
Nuuk, a D2C home appliance brand, has partnered with filmmaker Karan Johar for its new multi-film campaign celebrating the theme 'Design First, Function Always'. The films highlight how thoughtful design elevates everyday living, with Johar reflecting the brand’s creativity and innovation. The first film features Nuuk Brisk, which it claims is the country's first ILAG Ceramic Tech air fryer, which is toxin-free and food-safe. Other showcased products include Hot Blox, Ren Pro, Halo, and BFF, each demonstrating Nuuk’s philosophy of blending aesthetics and performance to redefine home experiences for modern consumers.
Kushals signs Sanya Malhotra and Priyanka Mohan as brand ambassadors
Fashion jewellery brand Kushals has appointed Sanya Malhotra as its ambassador for the North and Priyanka Mohan for the South. The collaboration launches through two quirky, cinematic films—Mohan dazzling at a South Indian wedding and Malhotra lighting up a lively house party—each showing jewellery as a source of joy and personality. With a focus on affordability, versatility, and spontaneity, the campaign positions Kushals as the go-to destination for statement-making, everyday fashion jewellery for today’s confident women.
