Tag: India

India – Men’s fashion and lifestyle brand Snitch has partnered with creative agency Verve Media to unveil a dynamic, story-led film series that spotlights the spontaneity and style of today’s modern man.

Titled ‘Last Minute? Snitch It’, the three-part campaign, explores everyday scenarios that demand quick thinking and quicker wardrobe choices—from impromptu hangouts and high-stakes client meetings to unexpected moments of romance. Each film reflects the pace of modern life, underscoring the importance of being ready—anytime, anywhere.

The series also highlights Snitch’s under-48-hour delivery promise, weaving in the brand’s wide-ranging catalogue of over 7,000 designs across more than 13 categories.

Verve Media, the agency behind the campaign, focused on delivering relatable narratives with strong visual storytelling and high production value.

“At Verve Media, we believe that great stories make great brands. ‘Last Minute? Snitch It’ was a chance to bring Snitch’s bold, fast-paced brand voice to life in a way that resonates with the always-on-the-move modern man. Every frame is designed to mirror real, relatable moments—amplified by style that arrives faster than the plan itself,” said Mayur Gole, co-founder of Verve Media. 

The films are now streaming on Snitch’s YouTube, Instagram, and Meta platforms, aligning with the brand’s efforts to connect with its audience through fast, functional, and fashion-forward messaging.

Chetan Siyal, chief marketing officer at Snitch, said, “This campaign is for every guy who’s ever had to pull it together fast – for a pitch, a plan, or a surprise text that changes your day.” 

“Snitch isn’t just a fashion brand; it’s a problem-solver. With fresh drops every day and deliveries in under 48 hours, we’re giving our community the power to look sharp without skipping a beat. That’s what ‘Last Minute? Snitch It’ is all about turning chaos into confidence,” Siyal added.

India – Bandhan Mutual Fund, in partnership with Grey India, has launched the second phase of its ‘Salary Wala Plan’ campaign, focusing on themes of financial independence and the freedom to pursue personal interests.

The first phase of the campaign, released a few months ago under the title ‘Bache hamara khayal rakhenge’, challenged a traditional social dynamic by suggesting that parents need not rely on their children for monthly income. Instead, they can draw a steady income from their own investments through the ‘Salary Wala Plan’.

The new instalment, ‘Mera Beta Kuch Nahin Karta’ (My Son Does Nothing), shifts attention to individuals seeking to move away from conventional employment. It presents stories of people choosing to follow their passions—whether in art, music, travel, or entrepreneurship—without being constrained by expectations tied to a regular salary.

This phase continues to frame financial independence as more than just a numbers game. It positions it as the freedom to choose alternative life paths, supported by a consistent income stream.

Central to the campaign is a repositioning of the Systematic Withdrawal Plan (SWP), recasting the investment product as a relatable concept: a self-funded, salary-like income generated from one’s own savings.

“With ‘Salary Wala Plan’, we’ve taken something as technical as SWP and given it a human voice – one that speaks directly to the end benefit: the comfort of receiving a consistent monthly income. It’s not about financial products; it’s about what those products enable in real life. And that’s what makes the idea stick,” said Harsh Kapadia, chief creative officer at Grey India.

Meanwhile, Vishal Kapoor, CEO of Bandhan AMC, said, “Investors today are increasingly looking beyond conventional retirement timelines. Many want the flexibility to retire early, take a pause, or follow their dreams. That kind of choice requires foresight and a reliable income strategy.”

He added, “Through this campaign, we want to show how a systematic withdrawal plan could turn long-term investments into a regular, salary-like income. The ‘Salary Wala Plan’ makes this idea accessible and relevant to investors who are ready to take control of their time, goals, and income—on their terms.”

India – dentsu X India has been appointed to handle the integrated media mandate for Okaya Power Private Limited, a power solutions company based in India. The mandate was awarded following a multi-agency pitch and will be managed from dentsu X’s Gurugram office.

Under the scope of the mandate, dentsu X will oversee media planning, strategy, and investment management across platforms. The agency is expected to apply a data-driven approach to develop media strategies aimed at expanding Okaya’s market presence.

The partnership is intended to support Okaya’s broader objectives around performance and sustainability. dentsu X’s capabilities across media, technology, data, and content are expected to contribute to the brand’s efforts to grow its visibility in the Indian power solutions sector.

Commenting on the partnership, Sujata Dwibedy, CEO, dentsu X India, said, “We are thrilled to partner with Okaya Power at this exciting stage of their growth journey. At dentsu X, we believe in building experiences beyond media, and this mandate is a testament to our ability to integrate data, technology, and creativity to deliver real business outcomes. We look forward to creating meaningful impact and taking the Okaya brand to even greater heights.”

Arush Gupta, CEO of Okaya Power, added, “As we evolve into a more consumer-connected and future-focused brand, our collaboration with dentsu X empowers us to unlock deeper insights, smarter media strategies, and sharper storytelling. This partnership will help amplify Okaya’s voice across platforms, strengthen our emotional connect with consumers, and accelerate our journey toward becoming a truly loved and trusted power solutions brand.”

India – In a recent offline-first initiative, India-based femcare brand Plush has partnered with quick commerce platform Blinkit to use home deliveries as a medium for raising awareness around period comfort and menstrual stigma.

Timed with Menstrual Hygiene Day, the campaign delivers what appears to be a formal legal envelope to households—a format typically associated with official notices. Instead, recipients find a striking message inside: “This is your final notice to put your comfort first.”

The initiative is part of Plush’s broader effort to foster a more open and inclusive environment around menstruation. The campaign calls attention to how period care is often downplayed or treated as secondary, advocating instead for comfort, dignity, and open conversation.

It also ties into Plush’s ongoing digital campaign, “Volume Up. “Period”—which highlights a common behaviour among menstruators: lowering their voices when discussing periods. The campaign seeks to challenge this norm, encouraging individuals to speak more openly about menstrual health and advocate for their needs.

Prince Kapoor, co-founder of Plush, said, “Periods have been tiptoed around for too long – inside homes, offices, and even marketing boardrooms. This campaign isn’t just about delivering pads – it’s about speaking up. To expect better. To demand comfort. To turn the Volume Up. Period. We’re proud to do it in partnership with Blinkit, who help us take this message straight into the homes where it matters most.”

Leveraging Blinkit’s delivery network, the campaign uses a direct-to-home approach to engage consumers in conversations around menstrual health and comfort. The initiative highlights how brand partnerships can be used to spark cultural dialogue through everyday interactions.

As part of the activation, customers ordering feminine hygiene products via Blinkit in Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27 and 28 received the campaign’s distinctive ‘Public Interest Notice’ envelope. The effort aimed to reach over 25,000 homes and initiate discussion at the household level.

By reframing how period care is presented and discussed, the campaign aligns with Menstrual Hygiene Day’s broader goal of challenging stigma and encouraging more open conversations around menstruation.

Anish Shrivastava, senior vice president of revenue at Blinkit, said, “This Menstrual Hygiene Day, we’re proud to collaborate with a femcare brand like Plush to support a cause that underscores the need for period care to be seen, respected, and prioritised. It’s about making room for honest conversations and ensuring that something so fundamental is never out of reach.”

India – Britannia Milk Bikis has joined forces with World Chess Champion Gukesh Dommaraju to roll out an interactive virtual chess challenge designed to engage and inspire young thinkers across India.

The partnership kicks off with the launch of Britannia Milk Bikis Smart Moves, an interactive virtual chess game accessible by scanning a QR code on Britannia Milk Bikis Base and Atta variant packs. The game invites players to test their logic, speed, and strategic thinking through two levels of chess-based challenges.

In the first level, players are presented with a one-move checkmate puzzle. Those who solve it successfully receive assured cashback. Successful players then advance to the second level, which ups the difficulty by requiring a two-move checkmate. Completing this level unlocks a subscription to the CircleChess platform.

The game features a live leaderboard ranking participants based on the speed and efficiency of their solutions. The top player—determined by the fastest checkmate—will either get the chance to play a match with Gukesh Dommaraju or win a trip to Europe to witness him compete in an international tournament*.

To support the campaign, Britannia Milk Bikis has released a fully AI-generated film featuring Gukesh D. Every frame—from his likeness and voice to his expressions—was developed using advanced generative AI tools. The film marks a creative milestone by maintaining full visual consistency throughout a human character, addressing a longstanding challenge in generative storytelling. 

The game can be played in three simple steps. First, scan the QR code on the Milk Bikis pack using a mobile device. Next, complete the Level 1 one-move checkmate to receive cashback. Then, solve the Level 2 two-move challenge to unlock a CircleChess subscription. Those who complete both levels enter the running for the grand prize—a chance to play chess with Gukesh D or travel to Europe*.

Siddharth Gupta, general manager – marketing at Britannia, said, “Gukesh D represents the sharpest mind of his generation, and we at Britannia are proud to join hands with him for Britannia Milk Bikis. With Milk Bikis Smart Moves, we’re bringing a new dimension of engagement to our consumers, a game that not only entertains but also exercises the brain. Taking this innovation a step further, we’ve also launched a fully AI-generated film featuring Gukesh, setting a creative benchmark in the way stories can be told using technology. Every Milk Bikis pack now becomes a gateway to thinking faster, playing smarter, and being rewarded for it.”

He added, “This collaboration reflects Britannia’s continued commitment to nurturing talent in sports and inspiring the next generation of champions across diverse disciplines. The campaign blends tech, gaming, and strategy to spark curiosity and competition among young audiences in a fun, rewarding way.”

“This film is a bold leap into the future of storytelling. With this film, we’ve redefined what’s creatively possible with Gen AI in advertising. To bring a world champion like Gukesh D to life entirely through AI — with absolute realism and consistency — is not just a technical feat but a creative breakthrough. We’re proud to partner with Britannia on this historic first for Indian advertising,” said Meherzad Contractor, head of studios at Hogarth India.

At just 17, Gukesh Dommaraju made history by becoming the youngest-ever winner of the FIDE Candidates Tournament and is now India’s newest World Chess Champion.

The collaboration between Britannia Milk Bikis and Gukesh celebrates the synergy of play and strategy, aiming to inspire children to sharpen their thinking skills and embrace smart decision-making through the game of chess.

Gukesh Dommaraju shared, “I’m really excited to partner with Britannia Milk Bikis. Chess has taught me patience, focus, and the power of thinking ahead, and I believe every young mind can benefit from it. With Milk Bikis Smart Moves, I’m glad that young minds across the country now have a fun and accessible way to experience the magic of chess. It’s a great first step into a game that sharpens the mind and builds confidence, and I can’t wait to see the talent it inspires.”

India – Schweppes, the premium mixer brand from The Coca-Cola Company, has partnered with Blinkit to roll out a campaign that brings party-ready mixers to consumers in just 10 minutes—redefining on-demand celebration prep.

Through this collaboration, the brand’s most significant initiative of 2025 so far, Schweppes becomes instantly accessible via Blinkit’s rapid delivery service, designed to make spontaneous gatherings smoother and more seamless. At the heart of the campaign is a playful twist on the iconic Punjabi anthem “Jinne Mera Dil Luteya” by Jazzy B, reimagined in a style that reflects Schweppes’ signature flair.

The campaign film—developed by creative agency Talented and directed by Nitin Menon of First December Films—opens with a party that’s clearly lost its spark. Jazzy B is on stage, but instead of his trademark energy, he’s delivering a slow jazz version of his hit as guests languish in small talk and muted vibes. Then, a delivery of Schweppes via Blinkit changes the tone entirely. The jazz fades, the bass drops, and the real Jazzy B bursts in, transforming the night into a full-blown celebration.

The campaign blends pop culture, nostalgia, and everyday spontaneity—demonstrating how a single delivery can shift the mood from subdued to electric.

Ankita Mahna, senior director of marketing-emerging categories at The Coca-Cola Company, said, “Schweppes has always been about elevating social moments with style and a wink of the unexpected. That’s exactly what this campaign is built around.”

“By partnering with Blinkit, we’re making Schweppes just 10 minutes away from any plan, while the campaign with Jazzy B lets us remix a cultural anthem in a way that mirrors how our consumers remix their own social scenes, with spontaneity, swagger, and surprise. Put together, this captures the essence of how Schweppes fits seamlessly into the moments that matter most,” she added.

The campaign film serves as the launchpad for a broader 360-degree rollout spanning digital, social, and commerce-first platforms, aimed at engaging Indian consumers across multiple touchpoints.

“That switch from smooth jazz to full-throttle Punjabi fire mirrors exactly what happens when Schweppes enters any room. It’s the moment when the ordinary crumbles, and the real party bursts through the door. As lifelong fans of Jazzy B, we wanted to recreate that precise second when a Friday night finds its soul,” said Aarushi Periwal and Sanket Audhi, founder members and creatives at Talented.

India – Myntra, a leading fashion e-commerce in India, is set to enter the Singapore market as it launches Myntra Global. Bringing Indian fashion to Singapore, the move aims to cater to thousands of Indians residing in the country.

As part of its growth strategy, Myntra Global aims to reach new customer segments and strengthen its brand affinity internationally.

Myntra Global will offer Indian fashion styles to a larger customer base, ensuring a seamless shopping experience. It is bringing apparel, footwear, and accessories from brands like Aurelia, Global Desi, AND, Libas, Rustorange, and Mochi, among others.

The company has seen a growing number of Singapore users on its platform, driving the launch.

With Myntra Global, customers in Singapore can receive their orders in four to seven days on average, with the company collaborating with third-party cross-border logistics services.

Nandita Sinha, CEO at Myntra, said, “Our journey of nearly two decades has been paved by the love of millions of customers and thousands of brands who trust us to make their fashion dreams possible. The launch of Myntra Global marks a milestone moment for Myntra.”

“With our expertise in serving customers at scale and the exceptional offerings from some of the most loved brands, we are confident that Myntra Global will delight Indians living abroad and keep them connected to their roots, in style. We will also continue to build and scale the platform to cater to Singapore seamlessly, propelling the growth of our brand partners,” Sinha added.

India – DermiCool has partnered with Wondrlab India to launch a fully AI-generated advertisement film, marking a bold step forward in tech-driven brand storytelling.

Created in collaboration with AI creative agencies The TopScout and Crushed Studios, the ad film reimagines the fight against ghamoriyan (prickly heat) through a video game-inspired narrative. Set on a stylised battlefield, it features animated warriors combating heat-induced monsters, representing DermiCool’s cooling effect.

Amit Akali, co-founder and CCO of Wondrlab, said, “Very rarely does a client present a brief that lets us push creative and technological boundaries. We had the concept in place, but bringing AI into the mix supercharged the execution and gave the film an entirely new visual identity.”

Gauri Gokarn, content lead at Wondrlab, added, “While AI is still in its early days in advertising, this project has shown us just how powerful the technology can be when used thoughtfully. It wasn’t just about creating content—it was a collaborative learning journey that opened up new creative avenues.”

The release builds on the momentum of the brand’s earlier ‘Garmi ki Pakad’ campaign, which resonated strongly with audiences.

Now live across major digital platforms, the AI-generated film reflects a growing shift toward tech-enabled storytelling in Indian advertising.

Kaushik Vedula, AVP-marketing for DermiCool at Emami India, said, “DermiCool enjoys the love of its consumers owing to it consistently delivering cooling relief from heat and associated problems like prickly heat. In our efforts to win the new generation of consumers, we realised that we needed to adopt modern storytelling formats while retaining the legacy we are proud of.”

“DermiCool Warriors, our digital film, is an effort in that direction. It embraces future-facing technologies in brand communication while staying true to the brand’s core emotional legacy and promise. The campaign highlights the strategic use of AI as a cost-effective alternative to high-budget filmmaking while being a more agile and efficient approach to creative development,” Vedula added.

India – Wondrlab, a platform-first martech startup, has joined forces with VerSe Innovation, Signing Hands Foundation, and Lucifer Music to launch ‘The Right Sign’—a bold cultural initiative that aims to normalise Indian Sign Language (ISL) by weaving it into India’s vibrant rap scene.

As part of the campaign, rappers including Indeep Bakshi, V-Town Chronicles, Enkore, and Y-ASH 1HUNNED have incorporated Indian Sign Language (ISL) into their performances, using music as a medium to foster inclusion and raise awareness.

The initiative challenges the typical use of gang signs in rap culture, replacing them with meaningful ISL gestures. Beyond music videos, the campaign extended to cyphers held across India, classroom sessions, and youth-focused activities aimed at making sign language more familiar in everyday settings.

Central to the effort is a 40-phrase ISL tutorial, intended to make basic communication more accessible for those engaging with the deaf and hard-of-hearing community.

Amit Akali, co-founder & CCO at Wondrlab, said, “This idea came from a simple insight—youngsters copy gang signs from rap videos without knowing what they mean. Why not replace those with signs that truly communicate? This is more than a campaign—it’s a cultural correction.”

India – Canon India, in collaboration with Dentsu Creative Webchutney, has launched its latest campaign that taps into the spirit of Young India, inspiring a new generation to imagine, create, and break boundaries.

Titled ‘Go Beyond’, the new campaign marks a shift in Canon India’s messaging, positioning printing as a medium for creativity and self-expression rather than just a functional task. The campaign also promotes Canon’s printer range aimed at students, entrepreneurs, and modern-day creators.

With a vibrant soundtrack and energetic visuals, ‘Go Beyond’ challenges conventional perceptions of printing. It encourages users to experiment, take creative risks, and transform ideas into tangible outcomes—highlighting how printers can serve as tools for innovation.

Ujjwal Anand, managing partner – North at Dentsu Creative Webchutney, said, “With ‘Go Beyond’, we wanted to bring alive Canon’s spirit of constantly moving forward – always building, always creating, always evolving. Canon has always connected with those who think differently and do more, and this was our way of speaking to a generation that’s driven by curiosity and creativity.”

“At Dentsu Creative Webchutney, we build ideas rooted in culture and shaped by people. ‘Go Beyond’ is for those who wake up with ideas and chase them till they are real. It is a story of ambition, belief, and the joy of making something meaningful. We are proud to have shaped this journey with Canon – one that is full of energy, imagination, and intent,” he added.

As part of Canon India’s annual thematic efforts, the campaign is being rolled out across digital platforms, including social media, video content, and collaborations with creators. It seeks to connect with a younger audience while reinforcing the brand’s relevance in a digital-first, creator-driven landscape.

C Sukumaran, senior director of product and communication at Canon India, shared, “At Canon India, we have always believed in empowering our consumers with technology that not only simplifies their lives but also inspires them to push boundaries.”

“With the launch of the ‘Go Beyond’ campaign, we are reimagining the role of printers in today’s dynamic world – where creativity is currency, and ideas deserve to be brought to life in the most impactful way. Whether it’s for young students, entrepreneurs, artists, or working professionals, Canon’s printing solutions are designed to fuel imagination and enable self-expression at every stage. This campaign is a celebration of that spirit – to dream big, print bold, and go beyond,” he added.