ITV

Category: Social Media

  • 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.

  • Influence, inbox, impulse buy: Meta’s new-age retail mantra

    Influence, inbox, impulse buy: Meta’s new-age retail mantra

    MUMBAI: The good old kirana might still stand, but what’s driving shoppers to the shelf is now happening on screen. A new Meta-commissioned study by GWI has revealed just how deeply influencers, reels, and dms are reshaping retail habits across India.

    According to the survey — conducted among 2,548 Indian internet users aged 16–64 — nearly eight in ten shoppers discover new products via social media, with a staggering 96 per cent of that discovery happening on Meta’s platforms, namely Facebook and Instagram.

    “Indian shoppers today are social-first, mobile-first, and video-first irrespective of whether the purchase happens offline or online” said Meta India director, e-commerce & retail, Meghna Apparao, “With consumers increasingly relying on Reels, messaging, and influencer content to discover and evaluate products, offline retailers have an opportunity to reach their customers across multiple touch points simultaneously and harness the power of our platforms to build unique online and phygital experiences that also move metrics across the funnel.”

    Even shoppers physically browsing aisles are scrolling first — using social media to discover, research, and decide, often before they even set foot in a store. Retail displays may still exist, but the real pitch now happens on feeds.

    Short-form video is turning scrolls into sales. Around a third of users reported purchasing products they saw in 2–3 minute brand videos or reels, especially in premium and luxury categories, where visual storytelling has a strong influence.

    Influencer clout continues to soar. Six in ten shoppers follow national influencers, whose opinions now weigh heavily on both what to buy and where to buy it from — online or offline. Their reach is no longer just virtual; it’s walking customers right into stores.

    Meanwhile, WhatsApp is becoming the new storefront. Nearly 60 per cent of users said they are likely to purchase a product after seeing an offer on the messaging app — making it a silent but powerful sales channel.

    In step with these shifts, Meta has launched new omnichannel advertising tools designed to bridge the digital-physical divide. These enable brands to not just chase clicks but track real-world impact — from boosted footfall to ringing tills.

    Tanishq CMO Pelki Tshering said, “We’ve always believed in meeting our customers where they are — both online and offline. Meta’s solutions like Click to WhatsApp (CTWA) have helped us in that journey. By combining conversational commerce with tailored messaging, we’ve seen over 14x offline ROAS. What’s even more exciting is the potential of Meta’s omnichannel ads — allowing us to drive both online and in-store sales through a single, unified campaign. As one of the first to test the solution with offline CAPI, we’re seeing a 40% jump in ROAS for online purchases and an improvement in offline purchases. Meta’s retail solutions are helping us not just drive omni sales — but truly connect with our customers, wherever they are in their buying journey.”

    Taneira head of marketing  Aishwarya Omprakash, “In our pilot campaign utilising Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year.”

    For Indian retailers, the message is clear: to win offline, think online first — especially if you’re not in the reel game yet.

  • Frooti makes web series debut with TTT’s friendship tale Yaar Log!

    Frooti makes web series debut with TTT’s friendship tale Yaar Log!

    MUMBAI: One sip, one script, and a lot of feels. Parle Agro’s beloved mango drink, Frooti, just made a bold new move from supermarket shelves to streaming screens with the launch of Yaar Log!, an original six-part web series produced by Collective Artists Network’s Terribly Tiny Tales (TTT).

    This isn’t just product placement, it’s Parle Agro’s first leap into long-form branded storytelling, and it’s all about friendships that feel as familiar and fizzy as the iconic yellow drink. The show follows a tight-knit group of friends who begin to unravel emotionally when their glue, a core member ironically nicknamed ‘Frooti’ announces he’s moving abroad. What follows is equal parts heartache and hilarity, with Frooti (the drink) making cameo after cameo in fridge raids, meltdowns, and tender goodbyes.

    Yaar Log! marks the first time Frooti has been woven into a narrative format. Known for its association with fun and youth culture, the drink is cleverly used as a metaphor for comfort and continuity, the friend who never leaves, even when others do.

    “Frooti has always been more than just a beverage, it’s been part of our memories and mischief,” said Parle Agro joint managing director and CMO Nadia Chauhan. “Yaar Log! is about deepening that emotional bond not through ads, but through stories that stick.”

    The series premiered on 20 May on TTT’s YouTube and Instagram, with new episodes dropping weekly.

    According to TTT Founder & CEO Anuj Gosalia Yaar Log! is a tribute to friendships that shift with time but stay rooted in shared rituals. “It’s for every group chat that’s gone quiet after one friend moved away. And it’s for the bottles of Frooti that stayed in the fridge like a promise.”

    With its mix of humour, nostalgia and refreshingly real moments, Yaar Log! positions Frooti not just as a drink, but as a bottled-up feeling sweet, fizzy and always by your side.

    And just like that, Frooti’s gone from chilling in your fridge… to warming your heart.

  • IndiGo gets wings and a wink as It jets into Europe

    IndiGo gets wings and a wink as It jets into Europe

    MUMBAI: Forget layovers, Indigo’s new flights to Europe are taking off with sass, speed and a social media splash. On 1 July 2025, Indigo will launch its first-ever non-stop service from Mumbai to Manchester, followed swiftly by a Mumbai–Amsterdam route on 2 July. This bold expansion into Europe isn’t just a milestone for the airline, it’s a full-throttle rebrand as a global player, now powered by Dreamliners and digital dazzle.

    The airline’s entry into long-haul territory marks a pivotal leap from being India’s favourite low-cost carrier to a serious contender in premium international travel. Both routes will operate thrice a week on the Boeing 787-9 Dreamliner, complete with complimentary hot meals and beverages, giving flyers a taste of comfort at 35,000 feet.

    But what really took off faster than a takeoff roll? Indigo’s viral tweet:
    “We’ll be in Manchester on 1st July. Anyone wants anything?”

    That off-the-cuff one-liner triggered a runway-wide brand fest. Over 25 top Indian brands joined the banter Durex asked for “a safe trip”, India Gate Foods wanted tulips, Taco Bell craved “Manchester masala”, and Blinkit cheekily offered to deliver in 10 minutes. From masalas to masala marketing, the tweet thread became a masterclass in brand engagement, reaching millions online.

    The new routes are now open for booking on the GoIndigo site, app, and through authorised travel partners. And while the Dreamliner promises a smooth ride, it’s IndiGo’s social media chops that are landing the biggest applause.

    With over 400 aircraft in its fleet and more than 2,200 daily flights, IndiGo continues to dominate Indian skies. Now, with a growing footprint that connects over 90 domestic and 40 international destinations, including two of Europe’s iconic cities, the airline is ready to go intercontinental without losing its irreverent edge.

    As IndiGo’s slogan suggests, it’s not just India by IndiGo anymore, it’s the world.

  • Smoke signals of sorrow light up Policybazaar’s anti-tobacco film

    Smoke signals of sorrow light up Policybazaar’s anti-tobacco film

    MUMBAI: What if the regrets of smokers could speak? Policybazaar’s new campaign gives them a voice and a chilling one at that. For World No Tobacco Day, Policybazaar teamed up with creative agency Social Panga to launch a powerful short film that chooses impact over instruction and emotion over scare tactics. Instead of telling smokers to quit, it poses a stark question, what if you don’t?

    The 90-second film, presented in an unvarnished, documentary-style format, opens with a deceptively simple prompt about life regrets. Young people, seemingly everyday smokers, step in to answer. Their stories start familiarly enough peer pressure, stress, casual puffs that escalated. But the film soon tightens its grip. These aren’t just smokers. They’re victims. And their regrets? Not warnings, but farewells.

    “There was no room for melodrama here,” said Social Panga co-founder Gaurav Arora. “We deliberately stripped back the creative gloss. The idea was to sit you down face-to-face with someone who no longer has the luxury of time, choice, or second chances.”

    Unlike traditional anti-smoking PSAs that showcase diseased lungs or coughing fits, Policybazaar’s film flips the lens to focus on what smoking takes away family moments, future plans, and the quiet joys of just being alive. It’s raw, real, and designed to make even the most casual smoker uncomfortable in their comfort zone.

    Distributed via social media and creator-led platforms, the campaign aims to reach millions of young Indians teetering on the edge of habitual smoking those who may not respond to scientific stats, but might just pause for a shared story.

  • Boat-Blinkit call out Insta-fame fakery with savage PSA for Mother’s Day gifting

    Boat-Blinkit call out Insta-fame fakery with savage PSA for Mother’s Day gifting

    MUMBAI: This Mother’s Day, Boat and Blinkit dropped a digital truth bomb dressed as a PSA—and it stings in the best way. The campaign, launched on 8 May 2025, takes a jab at the superficiality of social media tributes with a sharp, satirical video that’s already making the rounds.

    Featuring the ever-deadpan Satish Ray, the film skewers the gen z habit of throwing up old selfies and half-hearted captions as a substitute for real gratitude. The verdict? Your mum deserves more than recycled memories and emoji-drenched ‘appreciation.’

    “Happy Mother’s Day isn’t a vibe, it’s a responsibility”, Ray says in the video, taking aim at performative affection. The PSA-style clip urges young folks to back up their love with action—and a proper gift.

    Enter the Boat Enigma smartwatch and Blinkit’s turbo-speed delivery.

    The collaboration is clever in its execution. Boat delivers the gift idea, Blinkit promises last-minute redemption, and Ray delivers the message with comedic flair that leaves no ego unbruised. As one Boat spokesperson put it, “This campaign is our way of nudging young people to go beyond the ‘social’ and make Mother’s Day truly special”.

    The takeaway? This year, skip the clout chase. Your mum wants something more meaningful—and she wants it now. The campaign is live across Youtube and Instagram, with shopping available via Blinkit.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Satish Ray (@satishray_)

     

  • All that glitters floats as Tanishq debuts 40-foot holographic showcase

    All that glitters floats as Tanishq debuts 40-foot holographic showcase

    MUMBAI: Mumbai’s skyline got a shimmering makeover and this time, it wasn’t from the stars. In a dazzling fusion of tradition and tech, Tanishq lit up Bandra Bandstand with a 40-foot holographic projection that brought its new Kundan Stories collection to life. The towering display, India’s tallest of its kind, mesmerised passers-by with floating filigree, mid-air meenakari, and a jewellery showcase like no other.

    The large-scale outdoor activation, executed in partnership with Laqshya Media Group, wasn’t just another billboard campaign. It was a storytelling spectacle in 3D light, where ghungroos glimmered mid-air and delicate kundan motifs pirouetted above the crowd all thanks to Holo Mesh Projection Technology. Think laser light show meets heirloom artistry.

    Tanishq chief marketing officer Pelki Tshering said, “At Tanishq, every piece of jewellery is a story shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India’s tallest Holo stand—an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.”

    Laqshya Media Ltd COO Amarjeet Hudda added, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It’s storytelling in mid-air. For us at Laqshya, it’s a proud milestone in blending tech, media, and emotion.”

    “The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail from ghungroos to flowing filigree appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution,” said Inventech CEO Sommnath Sengupta.

    The installation was more than just a visual delight. The visuals were paired with custom-composed audio, transforming Mumbai’s breezy promenade into an open-air theatre of sparkle and sound. From tasselled necklaces to talaf-inspired motifs, each element was designed for the sky and for smartphones, as awestruck onlookers captured the show on social media.

    Timed with Akshaya Tritiya and wedding season, Kundan Stories dives deep into India’s rich jewellery traditions from die-stamping to pearl bunching with each piece demanding over 200 hours of painstaking craftsmanship. But while the collection honours age-old artistry, the campaign launches it in an entirely new idiom.

    With this bold activation, Tanishq has turned jewellery into theatre, blending cultural memory with cutting-edge innovation. In doing so, the brand hasn’t just launched a collection it’s set a new benchmark for how stories of heritage can shimmer in the digital age.

  • Soulcial strategy! Florasoul hands digital glow-up to Team Pumpkin

    Soulcial strategy! Florasoul hands digital glow-up to Team Pumpkin

    MUMBAI: In the world of skincare, Florasoul is all about the soul and now it’s ready to bring that essence online with a touch of mindful marketing. The luxury Ayurvedic skincare brand has handed over its social media mandate to integrated marketing agency Team Pumpkin, aiming to craft a digital presence that soothes, nourishes, and scrolls well.

    Rooted in ancient Ayurvedic wisdom but attuned to modern wellness sensibilities, Florasoul is looking to establish itself as more than just a beauty label. It’s positioning itself as a lifestyle philosophy, one where skincare is less routine and more ritual. With Team Pumpkin’s Bangalore office now taking the lead, the brand is looking to translate this quiet confidence into a scroll-stopping social experience.

    “At FloraSoul, our essence lies in soulful beauty, where purity, purpose, and presence meet. We needed a digital partner that could capture this essence without noise. Team Pumpkin’s thoughtful approach and creative strength felt aligned from the start,” says Florasoul founder Garima Ahuja.

    From curating serene content to scripting campaigns steeped in Ayurvedic calm, the agency’s mandate covers the entire digital ecosystem storytelling, strategy, and community building included. For Team Pumpkin, it’s a unique opportunity to flex its creative muscles in a space that demands sensitivity over sizzle.

    Team Pumpkin co-founder Swati Nathani added, “FloraSoul isn’t just a skincare brand. It’s about making a conscious lifestyle choice for a soulful experience. The opportunity to shape a digital narrative rooted in Ayurveda, yet relevant to today’s audience, is incredibly exciting for us.”

    Together, the two teams hope to create a content presence as nourishing as the products themselves, a feed that doesn’t just look pretty but feels like a deep breath.

    In a digital space cluttered with claims and chaos, FloraSoul’s quiet luxury is set to stand out not by shouting louder, but by whispering wisdom in every post. And with Team Pumpkin in the mix, this might just be the beginning of a beautifully balanced online journey.

  • The Great Khali wrestles back into spotlight with Netflix’s WrestleMania promo

    The Great Khali wrestles back into spotlight with Netflix’s WrestleMania promo

    MUMBAI: The Great Khali, India’s wrestling giant, swapped bodyslams for selfies, tried his hand at reality TV, and even tested the waters of a mundane 9-to-5 job, but nothing quite packed a punch like his wrestling glory days. In Netflix’s latest WrestleMania promo—crafted by Mumbai agency One Hand Clap—the towering star humorously navigates life’s less-exciting pursuits, only to rediscover his passion when WrestleMania lands on Netflix.

    Mixing warmth with gentle irony, the promo spotlights Khali’s softer, relatable side, cleverly contrasted against his imposing physique. One Hand Clap’s creative storytelling ensures the wrestling legend emerges both endearing and entertaining as he reconnects with his WWE roots.

    One Hand Clap co-founder Naveed Manakkodan expressed his eagerness for future collaborations, “This is the third time we’ve worked with Khali, and all I can say is I can’t wait to work with him for the fourth time.”

    One Hand Clap group creative manager Tarunark Vyas described the project’s intent, “The idea was about showing the human side of Khali — the gentle giant who needed a real spark to come alive again. WrestleMania gave us the perfect canvas to bring that story to life.”

    This Netflix promo adds another vibrant feather to One Hand Clap’s creative cap, known for turning brand messaging into culturally relevant, impactful narratives. The agency’s deep grasp of India’s digital culture consistently delivers content that resonates powerfully with audiences.

    Khali’s return to the ring—at least digitally—proves that while life’s daily grind might have its moments, nothing beats the thrill of the wrestling arena.

  • Big screen, big truths as Acharya Prashant comes to PVR Aura Bhopal

    Big screen, big truths as Acharya Prashant comes to PVR Aura Bhopal

    MUMBAI: Popcorn, pause, and Prashant, Bhopal’s silver screen is set to swap blockbusters for Brahm Gyaan. PVR Inox Limited, India’s largest cinema chain, has teamed up with the PrashantAdvait Foundation to present a live spiritual session with none other than Acharya Prashant, on 20 April 2025 at PVR Aura Mall, Bhopal.

    Curated as part of PVR Inox’s Alternate Content in Cinemas initiative, the one-of-a-kind event invites audiences into an intellectually charged dialogue with one of the most followed spiritual thinkers of our time inside the immersive atmosphere of a cinema hall.

    Known for bringing ancient wisdom into modern lives, Acharya Prashant is an IIT Delhi and IIM Ahmedabad alumnus turned spiritual reformer. With a staggering 55 million plus YouTube subscribers, 3.5 billion plus views, and 160 plus published books, he has reshaped how the digital generation discovers clarity, consciousness and calm.

    PVR Inox Limited Chief Business Planning & Strategy Kamal Gianchandani said “With Acharya Prashant, we’re not just hosting a session, we’re creating a space for stillness, insight, and inner transformation. Our cinemas have always been places where stories come alive, and with Alternate Content, we’re now bringing voices that awaken something deeper within. This is cinema reimagined as a catalyst for reflection.”

    The event is expected to draw everyone from Gen Z seekers to seasoned meditators, offering a much-needed escape from the chaos of daily life. Think of it as an evening of mental detox meets cinematic magic.

    The much-awaited event is set to take place at PVR Aura Mall, Bhopal, on 20 April 2025, during the evening session. Attendees are encouraged to check the official website pvrcinemas.com for exact show timings. Bookings are now open and can be made via the PVR Inox app or website, so be sure to grab your seats early!  

    Seats are limited, but the insights may just be limitless. Whether you’re a spiritual novice or a seasoned seeker, this might just be your cue to switch off your phone and switch on within.