Conceptualised by Talented, the campaign addresses a growing cultural challenge in Tamil Nadu: while the 2,000-year-old Thirukkural – a legendary collection of 1,330 everyday life guides by poet-philosopher Thiruvalluvar – is visible everywhere from schoolbooks to temple walls, today’s children rarely interact with it beyond rote memorisation for exams.

To make the 2,000-year-old text more interactive and relevant, Britannia Milk Bikis is using its massive retail and marketing footprint to change that, turning a daily snack into an interactive and collectible learning experience. 

As part of a special-edition pack, selected Milk Bikis biscuits now feature individual Thirukkural words printed directly on them, which can be pieced together to form complete Kurals centred around themes such as friendship, learning and perseverance. 

By bringing the ancient text onto a product that children interact with every day, the campaign aims to make learning feel more engaging, playful and rewarding.

Beyond the packaging, the campaign experience extends to a dedicated microsite where children and parents can piece together discovered Kural words, complete verses and win hourly prizes, blending education, gamification and cultural storytelling into a single interactive experience. 

“As a brand that shares a deep connection with Tamil Nadu, Britannia Milk Bikis wanted to play its part in helping children discover and learn Thirukkural in a way that feels fun and engaging to them,” said Siddharth Gupta, Vice President of Marketing at Britannia. 

“We hope this initiative sparks curiosity and creates more opportunities for younger generations to interact with the timeless wisdom of Thirukkural,” added Gupta. 

“With this campaign, we’re trying to showcase the relevance of Kurals for the new generation. Now we have a 2,000-year-old-life coach in a biscuit,” shared Ria Sharma, Brand Strategy at Talented. 

The ‘Thirukkural Challenge’ campaign will be supported through film, social media, outdoor advertising and school partnerships across Tamil Nadu, alongside collaborations with educators, cultural advocates and community voices.

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Conceptualised by McCann India 4, the campaign is built around a new brand anthem, written by Prasoon Joshi, Chairman at Omnicom Advertising India, to celebrate the many relationships that have become part of the McDonald’s experience over the past three decades, from family members and friends to colleagues, communities and chosen circles.

Through a series of relatable and culturally familiar situations, the anthem highlights how simple occasions, whether meet-ups, catch-ups, break-ups or patch-ups, can become meaningful when shared with people who matter.

The campaign also reflects how McDonald’s has evolved beyond being a place for meals, positioning the brand as a social destination where people can gather, connect and create memories together.

Akshay Jatia, CEO at Westlife Foodworld, shared that the campaign is intentionally celebrating a more inclusive definition of family, “one that reflects how India comes together today. As we look ahead, we remain committed to being a place where everyone feels they belong, and where many more memories will continue to be made.” 

“Over the past three decades, McDonald’s has quietly become one of those places where such bonds come alive naturally. Through this understanding, we wanted to celebrate the many ways people come together today and the simple joy of finding family in those who matter to us,” said Prasoon Joshi, Chairman at Omnicom Advertising India. 

“We wanted to celebrate all these families in the lives of our customers and invite them all to family at McDonald’s,” added Rahul Mathew, Chief Creative Officer at McCann India 4. 

The campaign is being rolled out across digital channels and in-store experiences, supported by a digital-first amplification strategy aimed to reach audiences across the country. 

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The campaign ditched traditional marketing as MOMS Outdoor gave one of Mumbai’s humble autorickshaws a complete makeover, wrapping it from top to bottom in Laalo’s colourful branding and topping it with a giant, eye-catching peacock feather installation on the roof.

As part of the campaign’s two-day activation, the mobile display travelled through carefully selected Mumbai neighbourhoods, taking the film directly into communities where its themes would naturally resonate.

Beyond the street activation, MOMS Outdoor also organised an exclusive content shoot featuring the film’s cast and director, helping to extend the campaign’s reach and strengthen audience engagement.

“Campaigns like these go beyond visibility, they create familiarity and emotional connection. With Laalo, there was a strong cultural warmth and community spirit that naturally reflected in the execution as well,” said Jayesh Yagnik, CEO of MOMS Outdoor. 

“Taking the film through neighborhoods and spaces where its essence already resonates made the experience feel far more organic and meaningful,” Yagnik added. 

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Created by brand adoption agency Sideways, the campaign departs from the usual scary, graphic imagery often seen in anti-smoking ads, and instead leans into a fresh, simple approach to target two types of smokers: those driven by emotion and those by logic.

Through thought-provoking messages, this year’s campaign was designed to create moments of self-reflection and honest conversations about the true impact of smoking, encouraging smokers to think beyond themselves and consider the impact of tobacco on their health and the people around them.

This also points to a major milestone, as the Indian Cancer Society celebrates their 75th anniversary this year.

Mrs. Usha Thorat, Managing Trustee and Honorary Secretary of the Indian Cancer Society, said the initiative forms part of their ongoing efforts to reduce tobacco-related cancers through awareness and prevention.

“In our commitment to controlling incidence of such cancers, we believe that raising awareness is the first step towards prevention,” said Thorat. 

This also marks another chapter in the long-standing partnership between the Indian Cancer Society and Sideways, which have worked on a range of awareness initiatives over the years.

“Our decade long association with the Indian Cancer Society has always yielded some powerful work. And we’re happy to keep that momentum going,” said Sideways Founder Abhijit Avasthi. 

The campaign went live on May 30, 2026 across digital and social channels, alongside outdoor billboards across Mumbai. 

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In his new role, Damani will lead Tupperware’s India business, with responsibility for driving growth and profitability, strengthening market execution, expanding distribution capabilities and growing the brand’s presence across retail, e-commerce and other sales channels.

Damani brings more than 20 years of experience across global and Indian consumer brands, with expertise in business transformation, retail expansion and distributor network development. 

Prior to joining Tupperware, Damani was Country Head at premium cookware brand Le Creuset, where he played a key role in expanding the brand’s footprint across retail, e-commerce, hospitality and corporate channels, before assuming the role of Country Head for India and Sri Lanka at Triumph International, where he led strategic growth initiatives, strengthened market presence and oversaw business transformation across the region. 

Noopur Jain, APAC Regional HR Director at Tupperware, said Damani’s commercial leadership experience and understanding of Indian consumers would support the company’s next stage of growth.

“We are delighted to welcome Ankur Damani to Tupperware… As we continue to strengthen our partner ecosystem while expanding our omnichannel footprint, Ankur’s expertise will be instrumental in driving sustainable growth and future-ready capabilities for our organization,” said Jain. 

On his appointment, Damani shared that “the opportunity to contribute towards strengthening the brand’s commercial capabilities while accelerating its growth ambitions is incredibly exciting.” 

“I look forward to working closely with the teams and partners to unlock new opportunities, deepen consumer engagement, and drive long-term value creation,” concluded Damani. 

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Under the mandate, Hakuhodo India will oversee brand strategy, creative development, consumer campaigns, and retail communication across television, digital, social, out-of-home, and print platforms.

The appointment comes as Jindal Stainless expands its consumer-facing marketing efforts and looks to strengthen awareness and trust around stainless steel products among broader audiences.

Hakuhodo India recently worked with the company on its “Jindal Saathi Seal Hai, Toh Asli Stainless Steel Hai” campaign featuring Ranveer Singh, which positioned the “Jindal Saathi Seal” as a trust marker for authentic stainless-steel products.

“We are pleased to partner with Hakuhodo as we accelerate our growth journey along with the nation,” said Vijay Sharma, Director – Corporate Affairs at Jindal Stainless.

“Their strategic and creative capabilities, combined with a strong understanding of local consumer insights, will help us deliver impactful brand experiences and build deeper relevance with our core audience across every touchpoint,” he added.

Mohit Taneja, Head of Marketing at Jindal Stainless, said the partnership had already demonstrated strong alignment between the two companies.

“Collaborating with Hakuhodo on one of India’s leading B2B campaigns was an incredibly enriching experience,” he said.

“The campaign has not only redefined the landscape of B2B advertising but has also created a meaningful impact across diverse stakeholder segments,” he added.

For Hakuhodo India, the appointment strengthens its portfolio of large-scale Indian brands seeking integrated creative and communications support across multiple consumer touchpoints.

“We are thrilled to partner with Jindal Stainless at this transformative moment,” said Jayanto Banerjee, Co-Managing Director of Hakuhodo India.

“This creates a unique opportunity to help their consumers recognise genuine quality through innovative storytelling that resonates deeply,” he added.

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The initiative, introduced in February 2026 under VJ Organic Farms’ consumer brand ‘My Organic Earth’, was developed for a network of more than 200 organic farmers in the area. The companies said the project was designed to address the impact of rodents on crop production using non-toxic and organic methods.

According to the companies, India faces significant agricultural losses from rodents each year, with rats damaging millions of tonnes of food grain annually. They said the initiative had led to a noticeable reduction in rodent activity within the first three months of implementation.

Moreover, the formulation was intended to create a strong aroma that repels rodents without the use of traps, poison, or lethal methods. The initiative also incorporates cultural and religious symbolism linked to Lord Ganesha, who is regarded in Hindu belief as the remover of obstacles.

As part of the project, the companies distributed ten-inch idols of Lord Ganesha, referred to as “Vighnaharta – The Guarding Ganesha”, to farmers in the community. The companies also stated that reduced rodent activity had contributed to increased confidence among farmers, leading more growers to join their organic farming network. 

“When the core of a brand is so meaningful and purposeful, it becomes easy to tell its story. If their organic farming community doesn’t grow, their business won’t grow—it’s that simple. That’s why we decided to address their pain point through a thoughtful cultural insight,” said Santosh Padhi, founder and chief creative officer of Into Creative.

“Our ‘Vighnaharta’ initiative represents more than just a product; it embodies our belief that organic agricultural innovation must protect three interconnected pillars: farmers, consumers, and the ecosystem. Through this initiative, we aim to contribute to reduced crop losses, promote sustainable farming practices, strengthen farmer resilience, and support long-term environmental health,” added Vasant Jante, Founder and CEO of VJ Organic Farms.

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The campaign film places the smartphone in a high-pressure kitchen environment, where Kapoor subjects the device to exaggerated stress tests as part of a comedic narrative designed to demonstrate key product features, including its ultra-slim design, 50 Master Pixel Camera, and durability.

Xiaomi India said the brief for the campaign was to differentiate the mobile phone in a competitive category by focusing on digital-first Gen Z audiences and emphasising product performance through culturally relevant storytelling rather than conventional feature-led advertising.

“The intent was to drive relatability and shareability by catching their attention mid-scroll,” said Tusharr Kumar, CEO of OML.

“It was truly incredible collaborating with Xiaomi India for their campaign. It’s a brand that fully encourages thinking outside the box and backs bold, innovative ideas. And this is exactly what we did with its latest offering,” added Tusharr.

Commenting on the campaign, Ritij Khurana, Associate Director, Marketing, Xiaomi India, said, “Instead of building another feature-led ad, we set out to create something people would actually engage with and remember. Audiences today are far more aware and selective. They are not looking for ads, they are looking for content that entertains.”

The campaign combines humour and product demonstration, positioning the launch as a content-led piece intended to align with consumption habits among younger audiences.

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Akshaya Tritiya, a key gold-buying occasion in India, comes amid heightened global attention on gold prices, which have reached near-record levels in recent months, reinforcing its status as a safe-haven asset.

The creative approach was developed with Monks India, which supported strategy and execution, with a focus on diaspora-led storytelling during a peak retail period.

At the centre of the campaign is a short film set in New York, following a young Indian chef at a defining moment in her career. The narrative connects her journey to early lessons from her father’s kitchen in India, highlighting themes of persistence and personal growth.

Rather than focusing on traditional purchase-led messaging, the campaign frames prosperity as a long-term outcome shaped by resilience, discipline, and craft. It aims to reflect the experiences of diaspora communities, where success is often associated with sustained effort and long-term ambition.

Commenting on the campaign, Sonali Khanna, Head of Business and Integration at Monks India, said, “While crafting our communication for the Indian diaspora living abroad, we decided to focus the spotlight on their achievements, rather than simply touting our own. Hence, the campaign celebrates their journey to prosperity, and offers the gorgeous Navya Collection as a fitting tribute to their spirit.”

Aditya Kejriwal, Head of Marketing, Jewellery – International Business Division, Titan Company Limited, added, “Our latest campaign honours the quiet determination behind their success and reinforces our belief that jewellery is not just an adornment, but a marker of personal milestones and values. We are especially proud to spotlight the modern Indian woman – resilient, driven, and shaping her own destiny. We are also delighted to have partnered with Monks on bringing this beautiful narrative to life.”

The Navya collection draws on traditional Indian jewellery craftsmanship, featuring diamond-led designs and gold pieces positioned as contemporary interpretations of cultural heritage.

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The mandate covers brand strategy, digital, social media, packaging, experiential and retail communications, and spans the full Jack Daniel’s portfolio, including Tennessee Whiskey, Flavours, Gentleman Jack and Single Barrel, as well as future launches. It also includes brand-building responsibilities for Jack Daniel’s merchandise, which is positioned as an additional revenue stream aligned with the brand’s global licensing programme.

22feet will be responsible for developing communication, content, and design across consumer touchpoints, with a focus on local relevance in the Indian market. The remit also includes creating storytelling and brand experiences to strengthen engagement with existing consumers while attracting new audiences.

“We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights, to build strong salience and relevance with our core audience – new age Indian independent spirits and expand our consumer franchise for Jack Daniel’s portfolio,” said Vinay Joshi, Director of Marketing for the Indian subcontinent and Maldives at Brown-Forman.

Shikha Davessar, Managing Partner at 22feet, added, “Winning this mandate is a reflection of the depth of thinking 22feet brings to every brief. India is at an inflection point when it comes to premium lifestyle choices, and Jack Daniel’s is perfectly poised to lead that conversation. We’re excited to bridge the brand’s global heritage with local resonance and create a brand experience that doesn’t just enter the Indian market but earns its place in it.”

India is identified as a key growth market for the brand, supported by a growing middle class and increasing premiumisation within the alcoholic beverages sector.

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