ITV

Category: iWorld

  • Instamart’s sunny ad stunt makes mangoes glow, nostalgia flow, and delivery go

    Instamart’s sunny ad stunt makes mangoes glow, nostalgia flow, and delivery go

    MUMBAI: There are print ads, and then there are mangoes that blush under the sun. Instamart turned the country’s favourite summer fruit into a showstopper with a print campaign that literally ripened in daylight. In a bold blend of science and sentiment, the company launched a full-page newspaper ad using photochromatic ink technology—a first in Indian print media.

    The interactive creative illustrated a lush mango tree surrounded by children playing and plucking fruit, harking back to old-school summer holidays.

    But here’s the twist: expose the ad to sunlight, and the mangoes morph into golden yellow.

    Cue the oohs and aahs.

    “Just like real mangoes ripen in the sun, this ad transforms with sunlight, making the magic unfold right before your eyes”, said Instamart head of brand Mayur Hola. “It’s our tribute to the season and what Instamart stands for: freshness, speed, and small moments of everyday joy”.

    The campaign follows last year’s mango-scented print ad that had readers sniffing their way to summer nostalgia. This year’s sensory sequel keeps the senses on high alert while hammering home Instamart’s core pitch: ripe produce, rapid delivery, and creative chops that go well beyond your average grocery drop.

    The in-house creative team led the concept, with Havas as the media partner. By blending tactile storytelling with ink-based innovation, Instamart doubled down on its commitment to make every 10-minute delivery feel like an experience, not a transaction.

    With this cheeky seasonal drop, Instamart once again proved it can deliver not just mangoes, but also marketing that sticks. If mangoes are the king of fruits, Instamart may well be the jester of genius brand moves.

  • Amazon India turns up the AC and tech to cool delivery blues and boost worker wellbeing

    Amazon India turns up the AC and tech to cool delivery blues and boost worker wellbeing

    MUMBAI: If there’s one place in India where the mercury never messes with productivity, it’s Amazon’s fulfillment centres. While much of the country battles sweltering heatwaves and endless traffic snarls, Amazon India has been quietly rewriting the rulebook on how warehouses and logistics hubs should care for their people—not just parcels.

    During a walkthrough at its DEL5 Fulfilment Centre in Haryana, Amazon India showcased its climate-controlled spaces and ergonomic layouts designed to keep its teams not just moving, but thriving. The company’s operations, built for speed and scale, now wear a wellness-first badge with pride.

    “We’re constantly upgrading our fulfillment infrastructure to raise the bar on employee and associate experience and operational excellence,” said Amazon India director – operations Salim R Memon. “Our buildings are designed to deliver on both speed and safety—ensuring a high-performance environment that supports our teams every day”.

    The fulfilment and sortation centres now feature real-time heat index monitoring systems, allowing site managers to tweak shifts and break schedules depending on external weather conditions. The buildings come equipped with cold water stations, electrolyte supplements, ergonomic workstations, air-conditioned rest areas, and on-site Amcare units staffed with medical professionals.

    Outside the warehouses, Amazon is extending comfort to the kerbside. Its ‘Project Ashray’—now expanded to 100 locations—offers fully air-conditioned roadside rest points for delivery associates. These spaces include washrooms, mobile charging stations, hydration setups, shaded seating, and first-aid kits, making them safe havens on long delivery routes.

    To beat the heat even further, the company has deployed smart routing technology that charts optimal delivery paths based on real-time weather and traffic, cutting down exposure to harsh conditions. And in emergencies, the Dial 4242 ambulance service stands ready with no-cost basic and advanced life support.

    The e-commerce giant also plans to offer free health check-ups to over 80,000 delivery associates and partners across India by the end of 2025. These measures mark Amazon’s ongoing push towards building a resilient, people-first supply chain.

    With year-round demand stretching the workforce thin, the focus on associate wellbeing could prove to be Amazon’s biggest productivity hack yet.

  • Nikon focuses the lens on fatherhood in a storytelling tribute this Father’s Day

    Nikon focuses the lens on fatherhood in a storytelling tribute this Father’s Day

    MUMBAI: This Father’s Day, Nikon India didn’t just celebrate fathers; it captured them, pixel by pixel. Launching a campaign that focused less on frames per second and more on moments per lifetime, Nikon asked leading creators to reach into their hearts and memory cards for their most cherished stories with their dads. The results were heart-tugging, legacy-building, and profoundly intimate.

    The campaign spotlighted father-child relationships through a lens that was as emotional as it was sharp. Nikon invited creators to dig into their archives and share frames that spoke of unspoken bonds, late-night chats, proud pats, and quiet sacrifices. It wasn’t about cinematic flair or polished production; it was about catching the moments that matter – the everyday magic of fatherhood.

    “This campaign was a heartfelt tribute to the timeless bond shared between fathers and their children, a connection that often carries love, values, and unspoken strength across generations. It was truly touching to see creators revisit those moments, reflect on their relationships, and express how their fathers shaped who they are today, and how they now pass that essence on to their own children. These stories beautifully captured the emotions that words often can’t, creating memories that live on far beyond the frame”, said Nikon India MD Sajjan Kumar.

    To bring this reel of real emotion to life, Nikon collaborated with creators Rajarshi Banerji, Sachin Bhor, Akash Aggarwal and Nitin Panwar. Each brought to the table stories that were raw, rooted, and reflective – whether it was a throwback to childhood guidance or a slice of present-day parenting.

    The campaign leaned into the universal appeal of visual storytelling. The creators turned their lenses toward mentorship, love, legacy and the unyielding presence that defines the role of a father. The visual tapestry that emerged wasn’t a curated grid but an honest collage of connection, composed in light and layered in emotion.

    By turning the camera inward, Nikon spotlighted a generation of fathers who might not always make it to the family album but are the ones behind every perfect shot. This was storytelling with aperture and heart, capturing not just images but entire ideologies that shape families.

    With this campaign, Nikon reaffirmed its belief that while anyone can click a picture, only a story can make it immortal. And when the story is about dads? That’s one worth zooming in on.

     

     

  • S8ul levels up with League of Legends, adds a new title to its 12-game domination roster

    S8ul levels up with League of Legends, adds a new title to its 12-game domination roster

    MUMBAI: In a move that sends a clear signal to the global esports arena, S8ul Esports has charged into Riot Games’ League of Legends (LOL) circuit by acquiring a top-tier south Asian roster. With this, the Mumbai-based organisation becomes one of the few Indian entities to actively field teams across 12 premier esports titles.

    The announcement marks S8ul’s formal entry into one of the world’s most competitive games. The roster features veterans of the regional LOL scene — Akshaj Shenoy (Kat Bot), Aakash Shandilya (Infi), Ahmed Shahid (Nero), Mihir Ranjan (Angelslotus) from India, Mehrab Uddin Ahmed (RTO) from Bangladesh, and Sri Lanka’s Tharuka Fernando (KratoZ).

    The squad has already proven its mettle, having represented India at the Asian Games 2022 in Hangzhou, where esports debuted as an official medal event. They advanced to the quarterfinals and finished fifth, besting regional rivals and raising the Indian tricolour in a field dominated by east Asian giants.

    “League of Legends is one of the most iconic esports titles in the world, and we believe this is the right moment for S8ul to step onto that stage”, said S8ul co-founder & CEO Animesh Agarwal aka 8Bit Thug. “Our vision has always been to lead from the front”.

    The roster enters Legends Ascend 2025, India’s first publisher-driven amateur LOL tournament, with a prize pool of Rs 10 lakh. Slated to end on 3 August, the tournament offers its champion a direct ticket to the LCP Wildcard Playoffs — the gateway to the prestigious League of Legends Championship Pacific.

    The team’s past accolades speak volumes: under Temple of Kings, they claimed victories in Skyesports WD Black Cup 1 & 2, Pro League, and SMG South Asia Cup 1, 2, and 3. In 2025, they continued their winning run under Asterisk with four more titles before signing with S8ul.

    “Joining S8ul is a defining moment for us”, said Akshaj ‘Kat Bot’ Shenoy, team captain. “We’ve been grinding together for years, and now we’re ready to prove our mettle at the highest level”.

    S8ul now boasts a star-studded portfolio of competitive lineups in Apex Legends, Battlegrounds Mobile India, Call of Duty: Warzone, Chess, EAFC 25, Fatal Fury, Mobile Legends: Bang Bang, Pokémon Unite, Starcraft II, Tekken 8, Valorant, and League of Legends.

    With eyes set on the global stage and a ticket to the Esports World Cup in Riyadh already secured, S8ul is proving it’s not just playing games — it’s rewriting the playbook for Indian esports.

  • Paula’s Choice makes a no-nonsense Nykaa debut for Indian skincare buffs

    Paula’s Choice makes a no-nonsense Nykaa debut for Indian skincare buffs

    MUMBAI: The skincare aisle just got smarter. After wooing the Indian market via a direct-to-consumer entry in 2023, Paula’s Choice, the science-forward skincare brand with a global cult following, has now landed on Nykaa.com. This move marks its official leap into India’s omnichannel beauty game.

    Known for formulas that deliver more punch than perfume, Paula’s Choice has made a name with its ingredient-led hits. Products like the cult Skin Perfecting 2 per cent BHA Liquid Exfoliant, the high-strength Niacinamide 20 per cent Treatment, and the 10 per cent Azelaic Acid Booster have earned the brand a devoted user base worldwide. The launch assortment now live on Nykaa includes these icons alongside favourites such as the Clear Pore Normalizing Cleanser and the Skin Balancing Pore-Reducing Toner.

    “We’re pleased to partner with Nykaa to strengthen our presence in India and bring Paula’s Choice to a wider audience. Indian consumers have shown strong affinity for our science-backed, transparent approach to skincare. This launch enables us to scale accessibility through a trusted platform and further our mission of empowering individuals to make informed, effective skincare choices”, said Paula’s Choice Skincare GM – southeast Asia Viksita Singh Menon.

    Nykaa, known for spotting beauty gold before it goes mainstream, didn’t hold back on the praise either. “The launch of Paula’s Choice, a brand synonymous with ingredient transparency, product efficacy, and science-backed skincare, is a powerful addition to our specially curated beauty offering”, said a Nykaa spokesperson. “This launch underscores our commitment to offering beauty that’s not just coveted but deeply considered”.

    For India’s skincare-literate generation, this collaboration means access to proven formulas that prioritise performance over fluff. No glow-up gimmicks, just clear, clinical results. The brand’s arrival on Nykaa.com and the Nykaa app strengthens its local presence and offers users an easy path to build high-performance skincare routines.

  • Myntra reboots Father’s Day fashion with a drip-worthy film by SW Studios and OML

    Myntra reboots Father’s Day fashion with a drip-worthy film by SW Studios and OML

    MUMBAI: In a race against the clock, SW Studios delivered Myntra’s latest Father’s Day film in just 30 hours, blending tight timelines with trend-forward storytelling. Shot, edited and finalised within two days, the film was conceived by OML and executed by SW Studios with a creative sprint that included three days of pre-production and 24 hours of post.

    At the core of the film lies a playful redefinition of ‘FD’. Traditionally shorthand for Fixed Deposit, Myntra spins it into ‘Father’s Drip’ — a gen z slang for sartorial swagger. The narrative brings a humorous yet nostalgic twist, imagining dads levelling up their decades-old wardrobe game with a high-fashion glow-up.

    The film’s director & SW Studios head Jaunty described the whirlwind process with a grin. “We had just about two days of pre-production and 24 hours of post to get this out, and honestly, the chaos made it even more fun. Everything had to move fast, from casting, treatment to music, but it all came together instinctively. As a director, it was especially fun to bring the script’s vision to life, playing on how dads often carry the same sense of style for decades. That’s where the retro treatment came from — a visual nod to the timeless ‘dad drip’. And thanks to Myntra, maybe this Father’s Day, that drip’s finally getting an upgrade”.

    With the retro treatment framing the visuals and a healthy dose of irony, the film taps into intergenerational fashion and humour, drawing parallels between evolving trends and timeless love.

    Commenting on the campaign, Myntra associate director – social media marketing Monalisa Panda said, “This campaign is a celebration of the unique charm and enduring influence that fathers bring to our lives, often in quiet, unconventional ways. With ‘Father’s Drip’, we’ve taken a lighthearted yet thoughtful approach to spotlight their style, which often goes unnoticed. Our dedicated Father’s Day Store offers a wide range of curated fashion and lifestyle options to make gifting both meaningful and effortless. Through this film, we aim to bring a smile, spark a moment of connection, and reinforce Myntra’s position as the go-to destination for stylish, relevant, and heartfelt gifting”.

    The campaign went live on Myntra’s digital platforms ahead of the 15 June celebration, inviting viewers to laugh, relate, and maybe even relook their own dad’s wardrobe.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by MYNTRA (@myntra)

     

  • Chefs stir up more than just saucepans as their little sous chefs join the kitchen crew

    Chefs stir up more than just saucepans as their little sous chefs join the kitchen crew

    MUMBAI: No fine-dining menu has ever listed mischief, mayhem and melted hearts—until now. In a touching twist to the traditional kitchen hustle, some of India’s most celebrated chefs invited their children to shadow them through a day at work, blending spices and sweetness with a generous dash of nostalgia.

    The campaign film, titled ‘A Day in the Life: Chefs and Their Little Sous Chefs’, follows the daily grind of culinary stalwarts as they let their kids into their typically high-pressure culinary sanctums.

    The result? A beautifully unscripted reel of curiosity, kitchen banter and behind-the-scenes warmth.

    Chef Jamsheed of Plats is seen guiding his daughter through plating finesse, while Indian Accent’s Chef Shantanu and his sons joke over sous vide settings. Call Me Ten’s Chef Vaibhav appears to wrestle more with laughter than ladles as his sons sneak tastes mid-prep. Meanwhile, Chef Sahil of Paris My Love finds himself handing over not just the spoon, but the spotlight to his young apprentices.

    From pint-sized questions to oversized grins, the film captures how culinary passion often begins not in culinary school, but in moments shared over simmering pots and sticky fingers. More than just about cooking, the video reveals a deeper family bond that simmers quietly behind restaurant magic.

    The film wraps up on a sentimental note that strikes just the right chord: “He always saves you the best, now it’s your turn. Make a reservation”.

    With Father’s Day around the corner, this campaign brings a tasteful reminder that the best memories are plated with love and garnished with family.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by District (@districtculture)

     

  • Siyaram’s stitches up AI and emotion in a Father’s Day film that tugs heartstrings

    Siyaram’s stitches up AI and emotion in a Father’s Day film that tugs heartstrings

    MUMBAI: If dad jokes could make you cry, Siyaram’s latest film might be the culprit.

    This Father’s Day, the heritage menswear brand has spun a yarn of emotion and AI wizardry with its digital film, ‘Papa Hain Toh’. But unlike your dad’s wardrobe staples, this one’s entirely stitched in code.

    The campaign, a first for Siyaram’s, marries poetic emotion with AI-generated visuals and music to celebrate the silent strength of fatherhood. The film features moving Hindi verses and a subtle storyline that showcases the father as the quiet architect of every family comfort. Created entirely by artificial intelligence, the film doesn’t feel mechanical – it pulses with warmth.

    “पापा हैं तो घर में हर दिन खुशियां आती हैं, 
    पापा से ही माँ की मुस्कान सजती जाती है।”

    “Fathers often speak the least but say the most through their actions”, said Siyaram’s AVP marketing Prashant Awasthi. “With Papa Hain Toh, we wanted to honour that quiet strength, the everyday presence that makes everything feel safe, complete, and steady. At the heart of it all, we realised, ‘Papa Hain Toh Sab Theek Hain’. This film is our tribute to those unsaid moments and unseen sacrifices that define fatherhood”.

    Creative partner Agency09 helped translate this brief into a campaign powered by generative tech. “We used AI deliberately, not to replace emotion, but to express it more creatively and powerfully”, said Agency09 creative director Ketan Shivadekar. “The challenge was to make something generated feel genuinely felt”.

    While the campaign flexes technological muscle, Siyaram’s insists it doesn’t sideline human creativity. The film, now live across Siyaram’s digital channels, marks a new frontier in Indian apparel advertising – one where emotion and innovation co-exist, and storytelling is no longer confined to traditional filmmaking.

    The 48-year-old brand, known for its textile heritage, now adds storytelling flair to its fabric with a campaign that goes beyond fashion, straight to the heart.

  • Trust issues? Prime Video’s The Traitors makes betrayal the main game

    Trust issues? Prime Video’s The Traitors makes betrayal the main game

    MUMBAI: Backstabbers, assemble Prime Video’s The Traitors wants your trust, then twists it. The gloves are off and the masks are on in The Traitors, Prime Video’s new psychological reality thriller where lies, suspicion, and manipulation rule the game. Set in a castle-like estate and packed with 20 familiar faces think Karan Kundrra, Uorfi Javed, Raftaar, and Maheep Kapoor the show turns deception into sport and betrayal into strategy.

    Adapted from the Emmy and BAFTA-winning global format by IDTV, and produced in India by BBC Studios for Prime Video, The Traitors isn’t just drama, it’s emotional demolition. Friendships are collateral, family bonds are bait, and trust? That’s your biggest weakness.

    Each week, contestants face daring tasks and emotional landmines. But it’s the infamous Circle of Shaq that leaves viewers clutching imaginary pearls. Here, alliances are shattered, accusations fly faster than clues, and even the most loyal hearts are accused of treachery. In the first few episodes alone, Maheep openly calls out Players, Apoorva takes no prisoners, and the air is thick with suspicion.

    Celebrities like Anshula Kapoor, Ashish Vidyarthi, Jasmine Bhasin, Sudhanshu Pandey, Lakshmi Manchu, Janvi Gaur, and more find themselves second-guessing every smile and decoding every handshake. With reputations on the line, each move is a gamble and in The Traitors, someone’s always bluffing.

    The series blends brutal gameplay with emotional vulnerability, an unpredictable mix of Survivor-style endurance and Bigg Boss-style showdowns, but with an added layer of psychological warfare.

    The Traitors premiered its first three episodes on Prime Video, with new episodes dropping every Thursday at 8 pm.

    So if you’ve ever wondered how far someone might go to win when lying is the rule, not the exception log in, watch your back, and remember: Rise and shine… it’s Dhokha Time.

  • Pocket FM gives global influencers a good earful

    Pocket FM gives global influencers a good earful

    MUMBAI: In a world drowning in digital noise, Pocket FM has found the ultimate Indian hack: an old-school ear-cleaning.

    The audio entertainment platform’s latest campaign, India, Kuch Acha Suno!, sees global influencers—yes, actual internet celebs—sitting cross-legged on Indian pavements getting their ears cleaned the desi way.

    Featuring familiar names like Brown Wanderers, Kyle Paul, Andy Evans aka The Aussie Bhai, Joshua Barnes, and Praveen, the phygital series follows these creators as they ditch algorithm fatigue and embrace an age-old Indian street tradition. What begins as comic relief soon turns meditative. With each cotton swab and tiny ear-spoon, the influencers shed unsolicited advice, performance anxiety, and motivational junk—only to pop in their earbuds and tune into Pocket FM for actual storytelling that soothes.

    “We live in probably the noisiest times. We are exposed to unsolicited advice, opinions, and noise from every direction,” said Pocket Entertainment head of brand marketing and communications, Vineet Singh. “The ‘roadside ear cleaners’ concept both metaphorically and literally holds a mirror to our lives, filled with noise we never signed up for. It takes forward our brand ideology  and adds a quirky and global twist to it. It further reinforces our message – Block out the chaos and listen to something that actually makes us feel better.”

    Shot on real streets with real reactions, the campaign is all texture and truth. It also clicked with audiences: over 900,000 video views in a week, a million-plus engagements, and a 37 per cent spike in app search trends.

    At a time when even influencers are crying burnout, India, Kuch Acha Suno! hits a universal nerve. Before you can hear something worthwhile, you might just need to clean the wax out—digital or otherwise.