Ad Campaigns

Madison BMB creates TVC for Asian Paints’ Sleek

Published

7 years ago

July 12, 2019

MUMBAI: Madison BMB has just announced the release of its latest commercial for modern kitchens brand Sleek. Sleek from the house of Asian Paints, is one of India’s largest modular kitchens brands. Sleek products known for their innovative and efficient designs, world-class quality and excellent craftsmanship are customised to ease customers’ lives and enhance living in every way possible.

The agency evolved the concept of the campaign, including its tagline ‘Modern Kitchens for Modern Minds’, from an extensive consumer research where respondents equated modular kitchens with openness and modernity. Sleek Kitchens bring a high level of sophistication and functionality to spaces making them more efficient and thus modern. Products like the pull-out organiser and the step-ladder that fit in a fraction of the space a small stool would otherwise occupy, make it so much easier to reach items stored at a higher level. The optimum utilisation of space makes Sleek products the ultimate building blocks of a Modern Kitchen.

This is the first advertising campaign for Sleek since becoming a part of the Asian Paints family.

The TVC is a slice from the everyday life of a truly modern couple. The story takes place in an urban Sleek kitchen in the home of a progressive couple. The father-son duo is seen navigating and working in the kitchen with ease and finesse, thus indicating that it isn’t their first time in the kitchen.

The father breezes through kitchen tasks while also teaching his son not only kitchen skills but also valuable life lessons through them. This is their own quality time in the absence of his wife at home. The wife returns home to see her son helping his dad set the table with a fresh meal. The son, on seeing his mom back from work in the doorway, immediately proceeds to take her bag – a gesture of help that no one taught him per se, but something he has learned along the way.

Regarding the campaign, Asian Paints Ltd vice president, home improvement Pragyan Kumar said, “At Sleek Kitchens, we strongly believe in being in sync with the times, and that design can play a vital role in supporting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the value we bring to our consumers: well-designed kitchens that are not just beautiful, but also makes things simpler and easy to use for all. Right from the concealed step ladder that provides easy access to those difficult to reach areas, smart chimneys and other appliances that make cooking a breeze or the overall kitchen design itself, every aspect and detail is thought through to ensure you get your dream kitchen. The joys of the modern family enhanced by a modern thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”

Asian Paints Ltd chief operating officer Amit Syngle said, “Asian Paints’ foray into home improvement segment has been able to help us strengthen our vision of partnering people in creating beautiful homes. The kitchen as a space has transformed from a purely functional area to a place showcased with pride. Sleek’s ability to understand each customer’s requirement and build their dream kitchens fits in well with the overall Asian Paints vision.”

Madison BMB CEO and chief creative officer Raj Nair said, “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens brand, since becoming part of Asian Paints. The modernity in the design, the openness of the layout of the kitchen, the contemporariness in the aesthetics, the attention to detail, all thoughtfully combine to create a truly distinctive offering. Take for instance the mid-way organiser that makes for convenient stacking at arm’s length. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra – thoughtful features designed to dazzle. Matched with the most modern appliances like the hobs, the exhaust, the oven, even a concealed fridge! When presented by a leader like Asian Paints, the modernity of design transfers to modernity of thought that appeals to the modern minds of today. Therefore, very simply, who says a man cannot rule a kitchen? And along the way impart a few important life lessons to his son? We look forward to the communication involving film/print/outdoor/point of sale material cooking up very positive feelings among consumers, considering the package was already a hit at the dealer launch.”

Madison BMB COO Kim Solomon said, “To create communication for Sleek, we had a choice to do the most obvious – elaborate showcasing of the product only, or to also go a few steps ahead and create interesting storytelling as well. In this day and age, it is also important for the Brand to have a larger point of view and express it. This is the stance of a true leader. What resulted is something that makes us truly proud to work for the Brand.”

Madison BMB is the advertising unit of Madison World and currently works with clients like Bathsense and Royale Bathrooms by Asian Paint, Kolte Patil, Aditya Birla Health Insurance, IIFL Wealth, Indian Oil, Giza Marketing and several other reputed brands.

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Ad Campaigns

Amazon Ads maps 2026 as AI and streaming rewrite ad playbooks

Published

1 month ago

January 15, 2026

indiantelevision.com Team

NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.

At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.

“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”

One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.

AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.

Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.

Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.

Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.

Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.

Ad Campaigns

Publicis India appoints Sonal Verma as Arc Worldwide MD

Published

1 month ago

January 15, 2026

indiantelevision.com Team

MUMBAI: Publicis Groupe India has appointed Sonal Verma as managing director of Arc Worldwide India, handing the reins of its experiential and shopper marketing business to a leader steeped in live brands and real world storytelling.

Arc Worldwide, the Groupe’s specialist arm focused on experiences that nudge consumers from curiosity to checkout, sits at the intersection of creativity, commerce and culture. Verma’s mandate is to sharpen that edge as brands grapple with shorter attention spans and more complicated buying journeys.

Verma joins from Cheil India, where she spent nearly five years building and leading the brand experience practice, most recently as senior vice president and head of brand experience. Her career reads like a tour of India’s experiential landscape, with leadership roles at Momentum Worldwide, Percept D Mark, Blockkbuster Events and Showtime Events.

She has also held senior activation roles at Radio City and The Times of India, giving her a rare mix of agency, media and on-ground execution experience. The common thread has been simple: turning big ideas into moments people remember and talk about.

At Arc Worldwide India, Verma will focus on expanding the agency’s experiential and shopper capabilities, strengthening client partnerships and keeping the work firmly rooted in consumer behaviour rather than buzzwords.

With Verma at the helm, Arc Worldwide is expected to double down on ideas that live beyond screens and closer to everyday life. For an industry obsessed with clicks and scrolls, this is a reminder that sometimes the strongest connections still happen face to face.

Ad Campaigns

Barbeque Nation taps ‘milne ki bhookh’ to kick off the new year

Published

2 months ago

December 29, 2025

indiantelevision.com Team

BENGALURU: Barbeque Nation is ringing in the new year with a reminder that some cravings cannot be ordered online. The casual dining chain has rolled out a new film campaign, milne ki bhookh, pitching its restaurants as places to meet, reconnect and linger over food.

Set against a world of constant messages and missed meet-ups, the campaign leans into a simple truth: dining out remains one of the few rituals that still brings people together. Barbeque Nation positions itself as the excuse and the setting for real conversations, shared plates and unhurried moments.

Nakul Gupta, cmo at Barbeque Nation, says the brand has long been about shared celebrations. As the year turns, milne ki bhookh captures what he calls a growing hunger to meet, connect and spend time together, with food at the centre of that experience.

Created by Makani Creatives, the campaign comprises three films built around Barbeque Nation’s signature grills and desserts. The storytelling is deliberately sensorial, designed to spark cravings while nudging diners to step out and meet in person.

Pavan Punjabi, chief integration officer at Makani Creatives, says the idea stems from a familiar contradiction. People are constantly connected, yet meetings with loved ones are endlessly postponed. Milne ki bhookh, he says, is a gentle push to make time for real-life catch-ups, using food as the reason to come together, share a meal and create memories.

The campaign breaks on December 25 with the grilled prawns film and will run for two months, amplified across digital platforms. As the new year begins, Barbeque Nation is betting that the strongest appetite of all is not for food alone, but for each other.