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.”
India – Britannia has partnered with Warner Bros. Discovery Global Consumer Products (WBGCP) to introduce a limited-edition Harry Potter-themed biscuit collection, offering fans a magical and indulgent sensory experience inspired by the world of Hogwarts.
Britannia’s limited-edition Pure Magic Choco Frames are open choco biscuits, each pack containing five intricately designed treats featuring Hogwarts’ four houses—Gryffindor, Slytherin, Ravenclaw, and Hufflepuff—with a rare chance to discover one embossed with Platform 9¾.
Perfect for everyday indulgence or gifting to Harry Potter fans, Britannia’s limited-edition Pure Magic Choco Frames offer consumers a delightful and collectible treat inspired by the wizarding world.
Siddharth Gupta, general manager of marketing at Britannia Industries, said, “At Britannia, we are committed to constantly innovating and finding new ways to delight our consumers while evolving our portfolio to meet changing preferences.”
“Our collaboration with Warner Bros. Discovery Global Consumer Products (WBGCP) marks a significant milestone as we bring a Harry Potter-inspired indulgence for fans through our Pure Magic Choco Frames. This strategic partnership is an attempt to bring the iconic legacy of Harry Potter together with Britannia’s expertise in crafting indulgent treats for everyone. It’s more than just a product; it’s an opportunity to create a memorable moment that resonates with fans across generations,” Gupta continued.
The Britannia Pure Magic Choco Frames is available only for a limited time on Blinkit or at Reliance stores.
India – As part of its annual Valentine’s Day tradition, Cadbury 5 Star has teamed up with Ogilvy India for a bold new campaign that enlists older couples to disrupt the excitement surrounding V-Day.
Cadbury 5 Star’s latest campaign film features a data scientist revealing a pattern: youth trends fade when older audiences adopt them. From skinny jeans to social media, once the older crowd joins in, the youth move on. Cadbury 5 Star applies this logic to Valentine’s Day—if uncles take over, the romance fades.
To put this idea to the test, the campaign directs its Valentine’s Week budget toward older couples, funding their dates to create a visible presence on V-Day. The brand will also amplify romantic content featuring older couples across social media, ensuring their participation is seen both online and offline.
Nitin Saini, vice president of marketing at Mondelez India, said, “At Cadbury 5 Star, we’ve always championed the virtue of doing nothing. Valentine’s Day often comes with a lot of pressure of putting on a romantic show, but it is certainly not for everyone. We wanted to take a light-hearted and fun approach to disrupt Valentine’s Day—by enlisting the help of uncles, who are often the last people associated with romance. It is a fun way to demonstrate the lengths to which we at 5star will go to by battling anything that gets in the way of doing nothing.”
Cadbury 5 Star continues its tradition of helping people “do nothing” on Valentine’s Day. After last year’s time-travel hack, the brand now aims to end V-Day for good—with the help of uncles.
Sukesh Nayak, chief creative officer at Ogilvy India, shared, “5 Star’s counterculture take on the cringe around Valentine’s Day has been gaining popularity year on year, so it was a no-brainer that we’d come back with something even bigger.”
“While last year we explored technological interventions like time travel, this time Karunasagar Sridharan (ECD Ogilvy) came up with a completely different yet simple and relatable solution. And our Creative Tech team, led by Rajneesh Bolia, helped build the platform to interview and recruit ‘uncles’ who can take this mission forward while rewarding the youth so that everyone who is tired of the mush around V-Day can actively contribute to pruning it,” Nayak added.
Shekhar Banerjee, chief client officer and office head at Wavemaker India, also commented, “Cadbury 5 Star, known for its counterculture play, is turning Valentine’s Day into ‘Destroy V-Day’ this year, with a cheeky, disruptive message. Our multi-platform strategy targets a digitally native audience through engaging content on Instagram, YouTube, and Snapchat, while extending reach through strategic TV placements for broader reach. The campaign is amplified through strategic partnerships across cinema, retail, and sports, ensuring maximum impact and resonance. Supported by a unique KOL strategy that mirrors the playful, counter-culture spirit of our brand.”
“In a sea of predictable Valentine’s Day messaging, Cadbury 5 Star is poised to disrupt the norm and own the conversation,” Banerjee continued.
Those looking to take part in Cadbury’s mission can nominate an uncle they know at www.destroyvalentinesday.com. Selected nominees will receive a “date allowance,” while nominators earn a small “commission” for their participation.
India – National Payments Corporation of India (NPCI) has teamed up with Enormous Brands for a Republic Day print campaign that turns everyday digital transaction sounds into a symphony of progress.
NPCI’s latest campaign reimagines familiar digital transaction sounds—such as ‘ting, ping, bing’ notifications—into a rendition of ‘Saare Jahan Se Accha.’ The initiative aims to highlight the everyday role of digital payments in India.
The campaign features a print ad that follows the journey of the national flag from its creation to distribution. It integrates mobile devices as key elements of the user experience and uses augmented reality to bring the visuals to life. By turning transaction sounds into a melody, the campaign creates a unique connection between digital payments and national identity.
Published in top-tier outlets, the campaign marks Republic Day by transforming transaction sounds into a unifying melody, showcasing NPCI’s role in India’s progress. Users can scan the QR code on the print ad and move their mobile devices over designated spots to access the interactive experience.
“Our mission has always been to empower India financially. This campaign transforms recognition into resonance by celebrating the familiar sounds of transactions. By turning these sounds into a melody, we’ve created a connection that reflects NPCI’s silent yet significant impact,” said Ramesh Yadav, chief of marketing at NPCI.
“We wanted to honour NPCI’s role in empowering millions. This melody is a song of progress—a celebration of what NPCI silently enables every single day,” added Ketan Shinde, senior creative director at Enormous.
India – Lovingle, a diaper brand from RSPL, has launched a new campaign with Cheil X that highlights the often-overlooked well-being of new mothers, encouraging families to offer support beyond the baby’s arrival.
Lovingle’s new campaign highlights how family attention often shifts entirely to a newborn, overlooking the mother’s well-being. It also urges support for new mothers and launches digitally with a film and social media assets under #BadhaiHoMaaHuiHai.
The campaign film begins with a young mother reminiscing about her pregnancy, reflecting on how she was once pampered by her family. As the film transitions to the present, it reveals how the same family now focuses solely on the newborn, leaving the mother feeling overlooked. The emotional film draws on real-life scenarios to empathise with new mothers, reminding viewers not to forget their well-being.
Amit Nandwani, national creative director at Cheil X, said, “The communication around diapers in India is focused on babies. We wanted to break this stereotype and shift the narrative to moms who often get neglected once the baby is born. The campaign line ‘Badhai Ho Maa Hui Hai’ beautifully celebrates newborn moms and sets the stage for a movement to sensitise people about the need to shower love on them as well.”
Neeraj Bassi, chief growth officer at Cheil X, added, “I think the insight nicely captures the dilemmas of a newborn parent, especially the mother. Someone who was part of you is now detached and the centre of the world for everyone around. While it is very understandable at one level, at another level it takes a while to fully grasp this change. Brand Lovingle understands this vulnerability of a newborn mother and urges the family to support her during this phase of transition”.
Lovingle’s campaign takes a different approach in the competitive children’s diaper market by focusing on the emotional journey of new mothers, highlighting their experiences alongside their newborns. It also emphasises providing quality diapers at an affordable price.
Speaking about the product, Harkawal Singh, vice president of global marketing at RSPL, said, “Lovingle as a brand stands out for best quality premium products at an honest, value-for-money price. While our product serves newborn babies, who are the most fragile consumers, even more fragile is the emotive bond of relationships between family members, as a new member gets added to the family. While the category talks about the newborn baby, we wanted to highlight the other newborn, i.e., the mother. Fantastic work by the team to strategically highlight the newborn mother’s emotions and share a new perspective with the audience at large, especially the family members.”
India – FCB Group India has secured 14 new clients across its agencies, adding over $2m in business and strengthening its market position.
Recent additions to FCB Group India’s client roster include Mountain Dew (Pakistan), Sanofi-Dulcoflex, Tasty Bite, Wagh Bakri, and Torrent Electricals, spanning sectors such as FMCG, healthcare, food, beverages, and power.
As a full-funnel, new-age agency, FCB Group India is expanding its approach to creativity in business, offering solutions that address diverse brand challenges. These new partnerships reflect the agency’s growing role in the industry and its ability to meet evolving client needs.
Commenting on the agency’s success, Dheeraj Sinha, CEO of FCB Group India, said, “Our approach as a new-age agency is grounded in leveraging the power of data and technology, coupled with creativity, to solve real-world challenges. These new wins highlight the trust brands place in our ability to deliver work that moves the needle and sets industry benchmarks. We look forward to building impactful partnerships with these incredible brands.”
India – Times Innovative Media Ltd. (Times OOH), part of the Times Group, has introduced digital bus shelters in Bengaluru, expanding its network of premium digital out-of-home (DOOH) advertising assets in the city.
The digital bus shelters feature L-shaped screens with a 125 sq. ft. display area, ensuring high visibility even from a distance. The screens are designed for clear, crisp imagery, particularly during evening hours, allowing for maximum visual impact.
The shelters also support dynamic, real-time content, such as time, weather, and air quality index (AQI) updates, along with trigger-based advertisements. This functionality enables brands to run more targeted and timely campaigns.
In the initial phase of the project, Times OOH has installed 20 digital bus shelters at key junctions, near malls, and in high-traffic marketplaces to maximise visibility and take advantage of increased footfall and dwell times. Future phases are expected to further expand the city’s digital advertising network.
The launch of these digital shelters aims to meet diverse campaign needs, offering flexible slot-based display options and exclusive branding opportunities for advertisers with varying budgets. In line with its vision to innovate outdoor advertising, Times OOH also emphasises sustainable practices, reinforcing its commitment to environmental responsibility.
Rohit Chopra, COO at Times OOH, said, “Times OOH is optimistic about the growth of the digital OOH format. With our extensive experience in outdoor advertising, we are dedicated to expanding our offerings with advanced features and capabilities. The launch of digital bus shelters in Bengaluru is a testament to this commitment. After careful analysis of traffic patterns and advertiser requirements, we strategically installed 20 digital bus shelters, and the response from clients has been overwhelmingly positive, with a significant uptick in enquiries and bookings.”
The introduction of digital bus shelters expands Times OOH’s regional presence, providing brands with a platform to engage Bengaluru’s urban audience. Major brands like Ibaco, Yes Bank, Bhima Jewellers, and IKEA have already adopted the new format for increased visibility.
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