Tag: India

India – To mark International Women’s Day, Luminous Power Technologies and AutumnGrey, a Grey company, have launched the latest edition of their #WomenInEnergy campaign, aiming to break subconscious gender biases in STEM (science, technology, engineering, and mathematics).

Now in its third year, the latest #WomenInEnergy campaign challenges the unspoken assumption among Indians that fathers or male family members are the go-to experts for STEM-related homework and projects, subtly undermining women’s potential and capabilities in these fields.

The campaign film depicts a school science exhibition where a young girl presents her solar energy model. Instead of recognising her achievement, judges and teachers question if her father helped her—reflecting a deep-seated bias that links STEM expertise to men. The film challenges this stereotype by revealing that her mother, a chief engineer at Luminous Solar, is her true inspiration.

Speaking about the campaign, Anusha Shetty, chairperson and group CEO of Grey India, said, “People often talk about empowering women, but true empowerment means facing hidden biases that hold them back. This film explores this reality, highlighting how even well-meaning individuals can support stereotypes subconsciously. Our humble effort, through this film, is to create a world where every girl overcomes these biases and shines brightly.”

Neelima Burra, chief strategy transformation and marketing officer at Luminous Power Technologies, shared, “The #WomenInEnergy campaign has been a journey of showcasing the remarkable contributions of women in energy, a sector that has long been perceived as male dominated. Through this film, we want to celebrate the women who continue defying expectations, leading innovations, and inspiring future generations to pursue careers in energy and STEM. This campaign is just one part of our broader commitment to diversity, equity, and inclusion.” 

Burra also highlighted Luminous’ month-long Inclusion Month celebration, aimed at driving real, measurable change across the organisation by empowering women, fostering allyship, and embedding inclusion as a way of life.

“During Inclusion Month, we go beyond discussions and workshops to drive actionable change, setting the stage for sustained progress throughout the year. This initiative features candid dialogues, leadership discussions, employee workshops, and events across multiple locations, each designed to drive impact and solidify inclusion as a way of life. This commitment is what helps us move beyond targets and statistics, making inclusion an integral part of who we are,” she added.

India – Britannia Good Day’s latest campaign takes a bold approach to settling the age-old debate of the best biscuit for chai—by leaving the biscuit out of the ad entirely.

Britannia launched a campaign in early 2024, featuring TVCs and a collaboration with Chai Point at the Maha Kumbh, where lakhs of cups of chai were enjoyed daily with Good Day. This organic connection takes centre stage in the campaign’s next phase.

Developed by Talented.Agency, the multimedia campaign ‘HEADLINES’ highlights the long-standing connection between Good Day biscuits and chai, drawing on the idea that the biscuit’s familiar round shape naturally comes to mind with every sip of tea.

‘HEADLINES’ is rolling out across multiple cities, appearing at key chai consumption spots such as modern trade outlets, IT park food courts, and general trade ‘chai tapris,’ with plans to expand into quick commerce and branded collaborations.

Archana Balaraman, general manager for marketing at Britannia, said, “Britannia Good Day is a household name, enjoyed across several occasions… including & especially with India’s beloved drink—chai. To cement this perception, we wanted to reinforce Good Day as more than just an option but as an iconic part of the chai experience. The creative platform—HEADLINES—delivered this beautifully. It takes the form of the biscuit, is infinitely scalable, and establishes the juxtaposition to prompt this behaviour.” 

Balaraman continued, “We’re excited to begin this charter Pan India across touchpoints where chai is purchased & consumed. Each cup is special—why else would our minds ask for a good day with it? ”

Javaad Ahmed and Spandan Mahajan, creatives at Talented, added, “It was right there. For years, our minds have been asking for a Good Day with chai. Isn’t it time we take our minds seriously? In the chai-biscuit debate, the variable has always been the biscuit. But it’s clear now—whichever brand of chai you’re drinking, whatever masalas you’re adding, whether you’re drinking out of a cup, glass, or kulhad… there’s only one biscuit on your mind! ”

India – VML has appointed creative leader Kalpesh Patankar as its group chief creative officer for India, marking a significant addition to the agency’s leadership team.

With nearly two decades of award-winning experience, Patankar joins VML from his previous role as chief creative officer at Leo Burnett Dubai.

With nearly two decades of experience across Southeast Asia and the Middle East, Patankar brings a global perspective to VML India. His expertise in creative strategy and client relationships is expected to support the agency’s growth in the region.

Throughout his career, Patankar has worked with major global brands such as Coca-Cola, McDonald’s, Harvey Nichols, Land Rover, and Colgate, creating campaigns that have gained industry recognition. He has also contributed to the creative industry as a jury president at award shows including Cannes Lions, D&AD, Andys, and ADFEST.

Patankar returns to VML after serving as CCO at VMLY&R Dubai, where he transformed agencies into globally recognised creative powerhouses. Under his leadership, both VMLY&R Dubai and Leo Burnett Dubai achieved major success, earning accolades such as “MEA Agency of the Decade” at Cannes Lions and recognition as Advertising Creative Person of the Year.

Speaking on his appointment, Patankar said, “I have been considering returning to India for a long time, but I was waiting for the right moment, agency, and team to do it with. I believe that moment is now, with the team at VML. Creativity has the power to transform businesses, and I’m excited to collaborate with teams across India and APAC to deliver exceptional results for our clients.”

Patankar will be based in VML’s Mumbai office, reporting to global CCO Debbi Vandeven and VML India CEO Babita Baruah. He will also collaborate with APAC CCO Paul Nagy to strengthen the agency’s creative presence in the region and beyond.

“We are looking forward to having Kal back on our global creative team. His extraordinary brand skills—particularly in the area of craft—are second to none. Under his creative leadership, brand building and the level of craft will flourish in India. He has a unique ability to bring humanity and creativity together to deliver solutions for clients that transcend marketing,” said VML global COO Vandeven. 

“Kal is fantastic at shattering boundaries to create phenomenal work for our clients. I am excited to have him on board as he leads our teams across India to new heights,” added VML APAC CCO Nagy.

India – Global tech and marketing company DEPT is strengthening its presence in India with a new Bengaluru hub, aiming to meet the rising demand for innovative solutions across South India’s industries.

Renowned for its technology and innovation ecosystem, Bengaluru serves as an ideal base for DEPT to collaborate with local organisations, harnessing its marketing and technology expertise to drive client growth and transformation.

Rishi Bhargava, head of solution consulting at DEPT India, will lead the Bengaluru hub, collaborating with his team and partner Adobe to develop digital solutions for businesses in the region.

“We are thrilled to expand our operations into Bengaluru, a city synonymous with tech and innovation. Our goal is to collaborate with new clients and partners in the region, contributing to the thriving ecosystem here and helping businesses achieve their digital transformation goals,” Bhargava said. 

Recognised as Adobe’s Digital Partner of the Year in India, DEPT brings nearly two decades of expertise in Adobe technologies, offering tailored solutions to support businesses. The team aims to foster collaboration and address the evolving needs of the region’s dynamic market.

Talking about the expansion, Himanshu Mody, head of India at DEPT, said, “The Indian market has enormous potential, from both a talent and client perspective. This expansion to Bengaluru comes as a response to needs we’ve identified in the market from ambitious, pioneering brands that want to disrupt and innovate in their industries. Our expertise in marketing, AI, and emerging technologies enables us to create products and services that not only deliver immediate value but also adapt, learn, and scale for future demands.”

DEPT entered the Indian market in 2023 with the acquisition of Tekno Point, establishing its first office in Mumbai. Today, its team of over 700 professionals provides tech and marketing services to clients like HSBC, Tata Capital, and Bajaj Allianz. 

Over the past year, the company has expanded its local offerings with an international digital and design hub, along with enhanced SEO capabilities, further strengthening its presence in the region.

India – To help reunite families separated in the massive crowds of Maha Kumbh 2025, Asian Paints has launched a heartfelt initiative featuring two towering installations serving as lost-and-found landmarks.

Family separation is a common challenge at large gatherings like the Maha Kumbh. Authorities have introduced measures such as digital Khoya Paya centres and helpline services to address this. Supporting these efforts, Asian Paints collaborated with ashrams to install landmarks across key areas of the Mela for those seeking lost loved ones.

Called ‘Divine Intersections,’ the initiative includes two 30-foot structures resembling paint cans at Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. Featuring images of deities Shivji and Hanumanji, these landmarks are designed to be easily recognisable in the large crowds.

Additionally, the structures are fitted with LED screens that display real-time photos of missing individuals, helping transform moments of distress into hopeful reunions.

Asian Paints also collaborated with local authorities and volunteers to help reunite separated families. Missing persons’ details were collected and promptly uploaded, aiding the search efforts.

Commenting on the initiative, Amit Syngle, MD & CEO of Asian Paints, said, “The Maha Kumbh is not just a spiritual gathering; it is a powerful reminder of the bonds that unite us. At Asian Paints, our vision extends beyond products to making meaningful contributions to society. These installations symbolised hope, safety, and the belief that the togetherness of family is what truly matters. As a brand, our motto is to bring joy to people’s lives, and this initiative definitely brought a smile to faces when people reunited with their loved ones.”

India – Tealive, the milk tea brand under Loob Holding, is entering India following a master franchise deal with Indian quick service restaurant (QSR) operator Devyani International Limited (DIL). 

With over 950 outlets in Southeast Asia, Mauritius, Canada, and most recently the Middle East, Tealive now looks to bring its unique blend of tea and innovative beverage culture to India.

For both entities, India offers a vast market opportunity for lifestyle tea, particularly among its youthful demographic. This positions Tealive strategically, leveraging its strong brand identity and Southeast Asian influence. Although the Indian tea market is dominated by local brands and independent outlets, Tealive’s diverse menu and innovative selections are well-suited to meet the changing tastes of consumers.

Bryan Loo, founder and CEO at Loob Holding expressed confidence that DIL’s expansive network and F&B expertise would provide a solid foundation for Tealive to grow in India.

“Together with our partner, Tealive will bring our innovative lifestyle tea culture to the land of chai. Our partner knows the local market well and we’re planning significant presence in India, beginning with outlets in the major cities this year,” he said.

He also emphasised that Tealive would continue its current regional strategy of starting small and scaling up fast with the right market conditions. “With our partners’ local knowledge, industry experience, and extensive reach, we are well-positioned to rapidly expand and promote our unique lifestyle tea culture across India,” he said.

Bryan also added, “Partnering with a strong local operator like DIL gives us the ability to adapt and thrive in India while also extending the Tealive lifestyle to millions of new consumers.”

Meanwhile, Ravi Jaipuria, non-executive chairman at Devyani International Limited, commented, “We are delighted to introduce Tealive, a strong Asian brand, into India, known to have a rich tradition of chai culture. Tealive’s diverse lifestyle tea offerings perfectly align with India’s young and evolving consumer, who are increasingly drawn towards newer categories. Together, we are set to redefine and transform tea experience in the vibrant Indian market.”

DIL is the largest franchise partner for Yum! Brands in India, managing KFC and Pizza Hut locations, and serves as the exclusive franchisee for Costa Coffee in the country. Alongside these global brands, DIL has developed its own homegrown concepts, including Vaango, a well-known South Indian vegetarian restaurant, and The Food Street, a multi-cuisine food court.

India – Mumbai-based brand and communications consultancy Tilt Brand Solutions has named former Leo Burnett executive creative director Kushager Tuli as its new president – creative.

In his new role, Tuli brings a distinctive mix of creativity, strategic insight, and leadership. An engineering graduate, he has 18 years of advertising experience with agencies including Ogilvy, McCann, and JWT.

Before joining Tilt Brand Solutions, Tuli worked with integrated teams on brands such as Coca-Cola, Nescafe, The Times of India, BMW, Mastercard, Star Sports, Tata Motors, Perfetti, HUL, Pepsi, and Visa. His work has received recognition at both national and international levels.

Speaking on his appointment, Tuli said, “Tilt is already doing some industry benchmark-worthy work, and I hope to add even more depth and value to our clients and our creative showcase. In an ever-changing comms landscape, being able to craft brave, engaging and compelling stories across formats and platforms is something that I’m excitedly looking forward to doing with the rest of the fabulous folks here at Tilt.”

Tuli will report to Adarsh Atal, group chief creative officer at Tilt Brand Solutions.

Adal shared, “Kushager joins us to not just bolster our creative team but also to add to our carefully crafted culture. His proven record as a leader is exactly what we need, given the myriad and strong creative talent we have and nurture at Tilt. With his diversity of experience and expertise across agencies and brands, I’m certain that Kushager will help us take our creative product to newer heights.”

India – To mark National Road Safety Month, Volvo Car India has teamed up with internationally acclaimed artist Dr. Subodh Kerkar for a thought-provoking social experiment, using art to spotlight India’s pressing pedestrian safety crisis.

As part of the campaign, artist Subodh Kerkar shared a teaser reel highlighting how his latest creation was being unexpectedly overlooked. The post sparked curiosity, prompting viewers to discover more about his ‘Most Ignored Painting’ at a special event.

At an event attended by art enthusiasts, media, the Deputy Commissioner of Traffic, and road safety advocates, Subodh Kerkar unveiled a video documenting a social experiment on pedestrian safety. The footage revealed his ‘most ignored painting’—a hand-painted zebra crossing at a busy intersection, signed with his name. Over several days, the experiment captured how vehicles routinely disregarded the crossing, rarely stopping for pedestrians.

Kerkar used the road as his canvas to highlight the neglect of an everyday safety feature. While gallery artworks draw attention, vital road markings like zebra crossings are often overlooked despite their role in preventing accidents. He stated that the initiative, in collaboration with Volvo, aimed to raise awareness about pedestrian safety and the importance of respecting traffic rules.

Jyoti Malhotra, managing director at Volvo Car India, said, “At Volvo, safety has always been at the core of our values. It’s not just about building cars; it’s about building a culture of care and responsibility. Through this collaboration with Subodh Kerkar, we hope to make people pause, reflect, and take action to prioritise road safety.”

The campaign video, shared by Volvo Cars India on Instagram, has garnered over 6 million views. Highlighting the frequent neglect of zebra crossings, the initiative aims to raise awareness of pedestrian safety and promote adherence to traffic rules.

India – For its latest Valentine’s Day campaign, Cadbury Dairy Milk Silk teams up with Ogilvy India to make expressing love effortless, featuring special packaging with heartfelt messages.

Titled ‘Say it With Silk,’ the campaign acknowledges the challenge of expressing emotions. It features limited-edition packaging with pre-written love notes like “You are my love” and “You are special to me,” making it easier to share feelings through a simple gift.

The campaign includes a film about a penguin struggling to express its feelings. When its initial gesture is lost, a Cadbury Dairy Milk Silk Heart Blush becomes the perfect substitute, highlighting how simple acts can convey deep emotions.

Speaking on the campaign, Nitin Saini, vice president of marketing at Mondelez India, said, “Cadbury Dairy Milk Silk has always been synonymous with heartfelt gestures and playing cupid for couples on Valentine’s, so this year, we’re making it even easier for young lovers to express their feelings with our campaign, “Say it With Silk”. Through this, we are bringing love to life in two beautiful ways—on pack and on screen. Our new packaging makes expressing emotions effortless, while our film tells a story that resonates deeply with the essence of love. Together, they create meaningful moments that go beyond words, making Valentine’s even more memorable.”

The limited-edition Cadbury Dairy Milk Silk packs will be available in retail stores and online platforms nationwide. The launch is accompanied by a 360-degree communication campaign aimed at highlighting the brand’s message.

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs at Ogilvy India, shared, “Through the years, Silk has been nudging young lovers to express their feelings to each other on Valentine’s Day. Every year, the brand finds new ways to land this message. This year, we decided to put the spotlight on the hesitation and the awkwardness of finding the words. The story is told through two adorable penguins as our lead characters. Set in the penguins’ world, the story comes from a universal emotion which everyone who is or has been in love will be able to relate to. Our penguins are a tribute to the first step of every love story – expressing your love.”

“Special mention of our Sr. ECD, Akshay Seth and our director, Harshik Suraiya, along with the broader teams at Ogilvy, Vanilla Films and Mondelez, for leaving no stone unturned to bring this cute, animated story to life,” they added.

Shekhar Banerjee, chief client officer & office head at Wavemaker India, added, “Our campaign moves beyond simple messaging to seamlessly integrate into every stage of the journey of finding love. This Valentine’s Day, we are enabling expressions of love at every touchpoint, from the first blush of attraction to the grand gesture of commitment. By understanding the emotional milestones – the shy glances, the hesitant steps forward, the breathless anticipation – we have strategically aligned Silk with key media channels that resonate with each moment. Imagine live, in-the-moment surprises, authentic influencer partnerships, and content that speaks volumes without uttering a word.”.

India –KRBL, the Indian rice processing and exporting company, has teamed up with Laqshya Media Group to launch a new multicity out-of-home (OOH) campaign featuring 3D anamorphic installations to promote its India Gate Basmati Rice.

KRBL’s new campaign, launched across multiple metro and key cities, uses creative and technological elements like 3D anamorphic billboards, tear-effect hoardings, and large cutout installations to engage audiences and highlight the brand’s transformation.

Laqshya Media Group launched the campaign with teaser ads featuring the phrase “Phata Poster, Nikla Star,” sparking curiosity among commuters. These teasers were placed in high-traffic urban areas and key locations, building anticipation for India Gate’s brand transformation while reaching audiences in regional markets.

The campaign concluded with the reveal of the tagline “India’s Favourite Cooking Star in a New Avatar,” highlighting India Gate’s shift towards a more modern, consumer-focused identity while maintaining its heritage. The reveal aimed to show the brand’s transition from tradition to innovation.

Kamal Kant Kanaujia, DGM marketing at KRBL, shared, “The transformation and unveiling of India Gate’s new look called for a campaign that could captivate consumer attention, sparking intrigue and culminating in delight. Out-of-home (OOH) advertising was strategically chosen as a key element of the media mix, with an overnight transition from teaser to reveal—timed perfectly with the digital unveiling by Mr. Amitabh Bachchan. Our confidence in Laqshya was well-placed, as the campaign garnered widespread recognition and acclaim.” 

KRBL’s campaign featured several creative design elements, including 3D rice bag installations that appeared to break through hoarding frames and tear-effect visuals symbolising the brand’s transition. 

However, the campaign’s standout feature was the use of anamorphic 3D billboards in cities like Bengaluru and Delhi, creating optical illusions that made the products seem to leap off the screens. The OOH campaign was also supported by digital activations across platforms as part of KRBL’s broader brand refresh.

Speaking on the campaign, Kunal Sharma, head of marketing and business head – modern trade and ecommerce at India Gate Foods (KRBL), said, “Outdoor advertising was a key pillar of our brand refresh, and Laqshya’s expertise helped us deliver a campaign that made a lasting impact. The strategy of building intrigue through teasers and creating compelling reveals allowed us to craft a journey of discovery for consumers. Every element of this campaign was designed to reflect India Gate’s transformation while reinforcing our leadership in the basmati rice category. With the momentum we’ve built, we are confident in pushing our market share beyond 50% and strengthening connections with both loyal and new consumers.”

Amarjeet Hudda, COO of Laqshya Media Limited, added, “This campaign was more than just advertising—it was an immersive visual journey that brought India Gate’s transformation to life. We deeply appreciate KRBL’s trust in giving us this OOH mandate in the multi-agency pitch, which allowed us to push boundaries and craft a campaign that wasn’t just seen but truly experienced and appreciated by consumers. Through strategic execution and bold storytelling, we successfully delivered a message that resonates with consumers across generations.”