The partnership aims to help advertisers reach audiences more effectively as viewing habits continue to shift across multiple screens, integrating brand messages directly within programming to create more contextual and engaging viewing experiences.

NIVEA India is the first brand to activate the solution, marking the inaugural campaign under the partnership.

The initiative combines audience intelligence, content insights, and scene-matched storytelling to place advertising naturally within television programmes and streaming content across JioStar’s platforms.

According to Omnicom Media India, the partnership responds to changing consumer behaviour, with audiences increasingly choosing premium streaming services and connected TV platforms that are becoming harder to reach through conventional advertising formats.

Kartik Sharma, CEO of Omnicom Media India, said the collaboration reflects the industry’s growing need for content-led advertising experiences.

“This collaboration with JioStar and Whisper World creates a unified approach that allows brands to stay connected with audiences across linear TV, OTT and CTV through content-led experiences rather than relying only on traditional ad breaks,” said Sharma. 

Adding to this, LS Krishnan, CEO of Whisper World India, said, “Our understanding of placing brands at the right frequency with the right messaging has helped brands reach business outcomes more effectively.”

The solution uses shared audience data to identify relevant programs before inserting contextual advertising between entertainment scenes, delivering campaigns simultaneously across JioStar’s television channels and its streaming platform, JioHotstar, including mobile devices and connected TVs.

Mahesh Shetty, Head of Entertainment Sales for TV at JioStar, said the partnership reflects how advertising needs to evolve alongside changing viewing habits.

“At JioStar, we are focused on creating advertising experiences that match how audiences consume content today. This initiative demonstrates how cross-screen approach, audience intelligence and contextual storytelling can work together to help brands build stronger engagement across screens, including among viewers on subscription and connected TV platforms,” said Shetty. 

For NIVEA India, the partnership offers a more integrated way to connect with consumers across multiple viewing environments while reducing disruption to the viewing experience.

“At NIVEA India, we’re passionate about bringing you moments that feel natural and meaningful. By integrating our products directly into the shows and stories you love, we avoid interruptive ads and create experiences that stick,” said Shweta Dalal, Marketing Director at NIVEA India. 

“This in-content approach grabs attention when you’re most engaged, helping you remember NIVEA more easily and feel a stronger connection to the brand. Backed by studies that measure real impact, our storytelling builds awareness and trust – so NIVEA becomes a familiar, confident choice in your daily routine,” added Dalal. 

The campaign is also being measured across both television and digital platforms, with brand lift studies currently underway to evaluate its impact on awareness, ad recall, and consideration.

Looking ahead, Omnicom Media India, JioStar, and Whisper World plan to expand the programme across more Beiersdorf brands and additional premium streaming content as connected TV audiences continue to grow in India.

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The campaign focuses on the confidence, control, and reassurance drivers feel in everyday situations, reinforcing Audi’s performance heritage through relatable storytelling.

Built around the insight that quattro is best understood through experience rather than features, the campaign invites both Audi owners and prospective customers to connect with the technology on an emotional level.

This reflects a growing marketing approach where brands translate complex technology into simple, human stories that resonate more strongly with consumers.

The integrated campaign rolls out across digital, social and outdoor channels, featuring everyday driving moments such as navigating sharp bends, driving through heavy rain and merging onto busy highways, with each execution highlighting how quattro quietly supports the driver without demanding attention.

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Hemant Shringy, Chief Creative Officer at Wondrlab India, said the campaign captures a feeling shared by Audi drivers while inviting new audiences to discover what makes the brand’s driving experience distinctive.

“‘That Quattro Feeling’ campaign is a shared experience for those who know and the invitation for those who don’t,” said Shringy. 

“For over 40 years, quattro has been at the heart of Audi’s performance DNA, but its true value lies in how it makes our customers feel. It is not just about grip or power distribution — it is about delivering a sense of assurance, control, and confidence in every situation,” said Gaurav Sinha, Head of Marketing and PR at Audi India. 

“‘That quattro feeling’ is our way of bringing this emotion to life, celebrating the moments where technology seamlessly translates into trust. This campaign aims to do exactly that, with a simple image that captures the emotion of driving a quattro Audi model,” added Sinha. 

Audi’s quattro all-wheel drive system has been part of the brand’s performance identity for more than four decades. By continuously monitoring road conditions and distributing power between the wheels in milliseconds, the technology is designed to deliver greater grip, stability, and control across different driving environments.

With ‘That quattro feeling,’ Audi India and Wondrlab are positioning quattro not simply as an engineering achievement, but as an emotional experience that defines the Audi driving journey.

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Developed with creative and content partner WondrLab India, the campaign centres on a 10-episode series that moves away from traditional awareness campaigns and instead focuses on honest, human conversations. 

Rather than framing cancer as a battle to be won, the campaign encourages a more compassionate dialogue centred on care, resilience, and shared experiences.

‘Voice of Courage’ brings together a diverse range of voices, including healthcare professionals, researchers, a cancer survivor and filmmaker Amole Gupte, with each episode exploring a different aspect of the cancer journey from prevention and early diagnosis to treatment, recovery, and the stories that shape public perceptions of the disease.

A key objective of the campaign is to challenge the long-standing use of military language such as “fight,” “battle,” and “warrior” in cancer communication, with ‘Voice of Courage’ instead promoting the belief that courage is often found in everyday acts of support, care, and companionship: “Courage isn’t loud. It’s what we carry, together.”

Speaking on the launch, Dr. (Prof.) Shailesh V. Shrikhande, Chief Executive at Tata Cancer Care Foundation, said “Cancer care is ultimately human care, delivered by doctors, nurses, families and communities to people who often meet the word ‘cancer’ with fear. Voice of Courage is an attempt to replace that fear with clarity.”

“Across these episodes, listeners will hear from surgeons, pathologists, a cancer warrior and a storyteller on what truly changes outcomes: prevention, early detection, timely diagnosis and care that reaches people where they live. If these conversations encourage even one family to seek a timely check-up or a second opinion, the series has served its purpose,” added Shrikhande.

Hemant Shringy, Chief Creative Officer & Managing Partner at WondrLab India said, “Our job as creative and content partner was to build a format quiet enough to let those voices carry, and contemporary enough to take them well beyond hospital walls. And when cancer care has such a long way, it’s about time the conversations around it did the same.” 

The podcast also highlights the Foundation’s wider efforts to make quality cancer care more accessible through its Distributed Cancer Care Model, which connects specialist cancer centres with regional healthcare networks across several Indian states to bring treatment closer to patients.

New episodes are released every Friday on YouTube and Spotify, with shorter content distributed across LinkedIn, X and Instagram to extend the campaign’s reach and encourage wider public engagement around cancer care.

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Released as a digital film, the campaign centres on the idea that meaningful memories are often created through everyday moments spent together rather than grand celebrations. 

Through the story of a father and son, the campaign highlights how shopping, dining and entertainment can become opportunities for families to connect.

The film follows the pair as they spend the day exploring Sky City Mall, capturing moments of laughter, conversation and quality time. Instead of focusing on Father’s Day gifts, the campaign encourages audiences to value shared experiences and the lasting memories they create.

Beyond celebrating fatherhood, the campaign reflects a broader shift in retail marketing, positioning malls as lifestyle destinations where people gather not only to shop, but also to celebrate milestones, spend time together and build meaningful connections.

For Sky City Mall and Oberoi Realty, the campaign supports the growing emphasis on experience-led retail by showcasing how physical destinations can become part of consumers’ everyday lives and special occasions alike.

Speaking on the campaign, Sarina Menezes, Senior Vice President for Marketing and Corporate Communications at Oberoi Realty, shared, “Through this Father’s Day film, we wanted to celebrate the special bond between fathers and their children while showcasing how our retail destinations bring people together through shopping, dining, entertainment and shared moments.”

“The campaign reflects our commitment to creating vibrant spaces that foster connection and become part of our consumers’ most meaningful occasions,” added Menezes. 

The Father’s Day film has been released across Oberoi Realty and Sky City Mall’s digital platforms, extending the campaign through online channels while reinforcing the brands’ commitment to creating spaces that bring communities and families together.

With its latest campaign, Sky City Mall continues to position itself as more than a retail destination, demonstrating how shared experiences can strengthen emotional connections between both families and brands.

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Built around the idea of “bottles so good, you drink more than you should,” the campaign introduces a playful and exaggerated world where stylish hydration has become a cultural obsession, exploring through humour and striking visuals on how everyday objects can become extensions of personal identity and lifestyle.

At the heart of the campaign is a 48-second film set in a colourful street, where people from different backgrounds gather while proudly carrying their favourite Nestasia Sippers, imagining a world inspired by the colours and personalities associated with the bottles where hydration trends influence everything from fashion choices to social behaviour.

The campaign features an eclectic cast of characters, including a gym enthusiast, a fashionable grandmother, a monk, a police officer and even a thief, all united by their devotion to their preferred hydration companion.

In one playful scene, traditionally dressed women swap their classic water pots for modern tumblers, reflecting how changing consumer habits are becoming part of everyday culture.

By showcasing people across different age groups and lifestyles, the campaign highlights how design, individuality and personal expression can turn a simple wellness habit into something more engaging and enjoyable.

“People don’t struggle to drink water because they don’t know it’s important. They struggle because hydration isn’t naturally integrated into their lifestyle. When an everyday object becomes beautiful, personal, and expressive, people interact with it more often,” explained Aditi Agrawal, Co-Founder at Nestasia. 

“We are incredibly proud that our diverse range of bottles is not only beautifully designed but also Made in India and BIS Certified, ensuring uncompromised quality,” added Agrawal. 

Beyond the campaign film, the initiative is being amplified through Nestasia’s social media channels, supported by digital advertising across Google, Meta, and Amazon, forming part of the brand’s broader efforts to strengthen its presence within India’s home, kitchen and lifestyle market while building deeper cultural relevance with consumers.

Through its colourful storytelling and lifestyle-driven approach, Nestasia aims to make hydration feel less like an obligation and more like a daily ritual people can embrace as part of their personal style.

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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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The campaign, done alongside Virtue Asia, introduces an updated formulation of the brand’s iconic Gel-Crème, now enhanced with Niacinamide, a science-backed ingredient known for its skin-brightening and spot-reducing properties.

Combined with Whiteglow’s trusted natural ingredients, the innovation marks a renewed commitment to efficacy and visible results — aiming to connect with both loyal users and a younger, digitally native audience.

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Moreover, instead of following conventional skincare advertising formats, the campaign also adopted a more relatable, user-generated approach. Told from the protagonist’s own camera perspective, the film reflects how dark spots appear most prominently in photos and videos — a familiar reality in the age of front-facing cameras and social feeds.

This narrative decision, according to the brand, reflects a broader shift in skincare storytelling — one that recognises the intersection of lifestyle and scientific credibility. By mirroring how users experience and scrutinise their skin on screen, the campaign positions Whiteglow as both culturally relevant and scientifically reliable.

“For years, Lotus Whiteglow has been a trusted brand in India, a legacy built on the power of natural ingredients,” said Abhishek Jain, executive vice president at Virtue Asia, the creative agency behind the campaign.

“With our new campaign, we’re strengthening that heritage with the introduction of Niacinamide to our popular Gel-Crème formulation. This innovation not only reclaims our position as one of the leading brands in skincare but also re-establishes our commitment to efficacy and delivering visible results for the consumer,” added Abhishek.

Designed in a digital-first, media-friendly format, the campaign reflects changing consumption habits, ensuring the messaging is relevant and resonant across platforms. 

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Tim Hortons launched in India in 2022 as part of an exclusive agreement with a joint venture entity owned by Apparel Group and Gateway Partners called Apparel Gateway Café India, the master franchisee of the Tim Hortons brand in India.

David Shear, president of international at Restaurant Brands International, said, “It’s brilliant to see how enthusiastically India has welcomed Tim Hortons, and we’re particularly excited about bringing our premium coffee and delicious food into new regions in India.”

Meanwhile, Neeraj Teckchandani, CEO of Apparel Group, commented, “This milestone is a significant step towards our long-term potential to grow the brand in India, increase market share and strengthen our position as the leading retailer of Tim Hortons.”

Teckchandani added, “We are committed to continuously evolving and curating our offerings and adapting to the region’s preferences and culture. We continue to strategically expand our footprint across the country and are on track to grow Tim Hortons in the region.”

Tim Hortons recently partnered with multinational conglomerate Marubeni Corporation to launch in Singapore and later on to Malaysia and Indonesia.

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