ITV

Category: Brands

  • Godrej’s AI washing machine cleans up the detergent residue problem

    Godrej’s AI washing machine cleans up the detergent residue problem

    MUMBAI: Godrej is out to scrub away an invisible laundry menace – leftover detergent. Its latest ad campaign for the brand’s AI-powered front load washing machines takes a bubbly problem and turns it into a cheeky, watchable spin.

    The campaign zeroes in on something most of us don’t notice but often feel: detergent residue clinging stubbornly to freshly washed clothes. Over time, it can dull colours, roughen fabrics and even irritate skin. Enter Godrej’s new AI-powered turbidity sensing technology, which can detect detergent traces in the wash cycle and rinse out up to 50 per cent more of the harsh stuff.

    To get the message across, Godrej has rolled out a series of 20-second films that exaggerate the problem to comic effect. In each film, detergent makes a foamy, surprise appearance playful, over-the-top and impossible to ignore before the smart washing machine swoops in with its fix.

    Godrej Enterprises Group head of marketing- appliances business Swati Rathi, explained. “Detergent residue is a real but often overlooked issue. Our AI-powered turbidity sensing tech ensures smarter washes, gentler fabric care and skin-friendlier laundry.”

    The campaign, conceptualised by Creativeland Asia, leans on humour to drive home the point. “We took an invisible problem and dramatized it until it couldn’t be ignored,” said co-founder & creative vice-chairman Anu Joseph.

    The films are live across digital video platforms and give laundry care, quite literally, a whole new spin.

  • Uber flips the script with Gambhir and Ashwin in playful new campaign

    Uber flips the script with Gambhir and Ashwin in playful new campaign

    MUMBAI: When Gautam Gambhir smiles in an ad, you know the commute must be smooth. Uber India has rolled out a fresh campaign featuring cricket stalwarts Gautam Gambhir and Ravichandran Ashwin, casting them not in their usual serious avatars but in refreshingly playful moods as they zip around in Uber rides.

    The series of films, peppered with social-first content, shows how Uber Auto, Bike and Car rides can turn India’s daily grind of traffic snarls, heat and hassle into journeys that are reliable, affordable and surprisingly uplifting.

    “We wanted to bring a fresh, fun lens to Uber’s role in removing everyday travel struggles. With the unexpected duo of Gambhir and Ashwin, we’ve created a light-hearted take on how Uber makes rides not just reliable and affordable, but also mood uplifting. Our aim is to be the go-to brand for young Indian aspirers, one that connects function with feeling and nudges even non-users to try Uber for the first time,” said Uber head of marketing for India and South Asia Ameya Velankar.

    The campaign takes a culture-first approach, rolling out in multiple regional languages and markets, tapping into local humour, pop culture cues and everyday commuting insights. The wide rollout spans TV, digital, social platforms, and outdoor, ensuring Uber’s message is seen and felt across urban India.

    Uber today operates across two-, three- and four-wheelers, along with buses and mass transit options, giving millions of Indians flexibility to pick rides that suit their budget, need and time. From the quick bike dash to beat gridlock, to a trusty auto or a comfortable car trip, Uber has woven itself into India’s urban fabric.

    With creative duties handled by FCB India and media by Essence Mediacomm, the campaign underscores Uber’s positioning as more than just a ride, it’s a mood-changer. By making cricket’s most no-nonsense players break into grins, Uber hopes to convince even the most commute-weary Indian that travel can be a happy ride after all.

  • Usain Bolt trades track for turf in Puma-backed Mumbai football spectacular

    Usain Bolt trades track for turf in Puma-backed Mumbai football spectacular

    MUMBAI: Usain Bolt swapped his sprinting spikes for football boots last night, tearing across a floodlit pitch at Mukesh Mills in a raucous 5v5 exhibition match that fused Indian football with  glamour. The world’s fastest man, whose passion for the beautiful game rivals his decorated athletics career, brought his trademark swagger to Mumbai in an event curated by Puma India to celebrate the country’s footballing culture.

    The Jamaican legend took turns playing for both sides, thrilling fans with bursts of pace that proved his love for football extends far beyond trackside banter. Players from Mumbai City FC and Bengaluru FC joined celebrities in an evening that blurred the lines between sport and spectacle.

    Kareena Kapoor Khan, Puma brand ambassador, conducted the toss—won by Bengaluru FC—before remaining pitch-side to cheer both teams through the match.

    “Football has been one of my first loves after track and field, and playing in Mumbai alongside athletes, celebrities and fans was electric,” said Bolt, a Puma brand ambassador. “The passion, the noise, the atmosphere—this is the kind of high that stays with you long after the final whistle.”

    The match showcased some of India’s finest footballing talent. Sunil Chhetri delivered sharp passes whilst Gurpreet Singh Sandhu produced heroic saves. Mumbai City FC stars and Puma ambassadors Suresh Wangjam, Akash Mishra and Phurba Lachenpa displayed their skill alongside celebrity  names including Dino Morea and Aparshakti Khurana, who brought star power to the pitch.

    “Usain Bolt’s visit to India is about celebrating the joy of sport and creating experiences that fans will remember forever,” said Puma India managing director Karthik Balagopalan,. “With this unique football match, Puma brought together icons from sport and entertainment on one stage, with our partner clubs Mumbai City FC and Bengaluru FC making it even more special. As a sports-first brand, Puma India has always pushed boundaries to create unforgettable moments for fans, and this match was our way of celebrating football fandom in the country.”

    The event underscored Puma India’s strategy of blending athletic performance with popular culture, creating memories as fast and unforgettable as the legend who headlined them.

  • Oberoi Realty recruits mall turnaround specialist from Nexus

    Oberoi Realty recruits mall turnaround specialist from Nexus

    MUMBAI: Tanu Prasad is returning to Oberoi Realty as chief executive officer for malls, nearly seven years after she left to join rival Nexus Select Trust. The appointment reunites Prasad with Oberoi Mall, the Mumbai shopping centre she is credited with turning around during her first stint at the developer.

    “Oberoi Mall and Sky City Mall are synonymous with unmatched lifestyle experiences in Mumbai,” says Prasad. “I am excited about this new chapter as we elevate the offerings, strengthen our relationships with retailers and curate exciting customer experiences.”

    The move is a win-win for Oberoi Realty. Prasad has earned a reputation as the industry’s “turnaround specialist” after rescuing struggling shopping centres across India. At Nexus, where she spent seven years rising to senior vice-president and head of leasing, she transformed a portfolio of seven Prestige malls in south India that were rebranded under the Nexus umbrella. She also oversaw Nexus Ahmedabad One.

    Her nearly two decades in retail leasing have made her a specialist in brand mix strategy, market research, lease negotiation and real estate transactions. She holds a Level 2 certification in marketing and leasing from the International Council of Shopping Centres.

    Prasad originally joined Oberoi Realty in November 2007 as deputy general manager for retail leasing, a role she held for more than a decade. She was promoted to general manager in April 2018 before departing for Nexus in August 2019. During her tenure, she was instrumental in zoning Oberoi Mall and upgrading the asset whilst balancing profitability for stakeholders and viability for tenants.

    Before entering property, Prasad spent nearly two years at Craftsbridge India, where she managed corporate sales of products blending utility needs with Indian handicrafts for clients including Jet Airways and ICICI Lombard.

  • Rohit and Ritika bat for baby care as Cetaphil’s newest parenting pair

    Rohit and Ritika bat for baby care as Cetaphil’s newest parenting pair

    MUMBAI: When it comes to baby care, Rohit Sharma and Ritika Sajdeh aren’t just playing singles, they’re opening as a team. The celebrity couple has been announced as the new brand ambassadors for Cetaphil Baby, bringing cricketing star power and real-life parenting warmth to the trusted skincare range. As doting parents of two, Rohit and Ritika embody what Cetaphil calls “Parenting ki Nayi Parampara,” a fresh spin on family life where fathers are as hands-on as mothers, reflecting the growing culture of shared responsibility in Indian households.

    Speaking on the partnership, Rohit Sharma, Indian Cricketer and Captain of the ODI team (represented by Rise Worldwide), said, “Given my crazy travel and training schedule, I have little time to spend at home with the kids. I make it a point that when I’m at home, I participate wholly in all activities with the kids, be it fun or caring. When Cetaphil Baby told us about how young parents are sharing the load of nurturing their babies, it perfectly resonated with our reality as a couple and as parents. We have been using Cetaphil Baby for both our kids.”

    Adding her perspective, Ritika Sajdeh noted, “I’m very particular about what goes on my baby’s skin. And I have always trusted Cetaphil Baby since it was recommended by my paediatrician too. Baby skin is so delicate; we need to be even more certain that the products used on it are both safe and effective. That’s why when Cetaphil Baby approached us, we were more than happy to partner with them in their purpose of bringing good baby skin care to more and more homes.”

    On welcoming the couple Galderma managing director for India & South Asia Raghavendra Sadashiva said, “At Galderma, our vision is advancing dermatology for every skin story. This is especially important when we are talking about baby’s skin. That’s why Cetaphil Baby formulations are dermatologically tested and paediatrician recommended. We’re delighted to welcome Rohit Sharma and Ritika Sajdeh to the Cetaphil Baby family. They truly embody the spirit of modern co-parenting by sharing responsibilities and prioritising their child’s well-being. Through this partnership, we hope to inspire parents across India to embrace co-parenting while choosing safe, trusted, and paediatrician-recommended skincare for their little ones.”

    The Cetaphil Baby range, present in India for several years, offers 5-fold protection to keep delicate skin soft and moisturised. The line spans baby bathing bars, washes and shampoos, lotions, diaper creams, massage oil, and more available at speciality baby stores, pharmacies, general trade, and leading e-commerce platforms.

    With Rohit and Ritika stepping up as the new faces, Cetaphil Baby isn’t just talking skin deep, it’s making a wider pitch for family teamwork, safe care, and the joy of raising little ones together.

     

  • AWL launches Kohinoor book on Basmati’s timeless legacy

    AWL launches Kohinoor book on Basmati’s timeless legacy

    MUMBAI: Rice has never read so well. AWL Agri Business Limited has served up Qisse kuchh khaas, a coffee table book that celebrates the aroma, allure and ageless appeal of Basmati rice.

    The glossy volume was unveiled at World Food India 2025 in New Delhi by food processing minister Chirag Paswan and AWL managing director Angshu Mallick, in the presence of celebrity chef Kunal Kapur. Authored by padma shri awardee Pushpesh Pant, the book stirs up stories from royal banquets to modest kitchen tables, tracing Basmati’s journey as India’s most prized grain.

    Kohinoor, AWL’s flagship rice brand, has long been synonymous with fine Basmati. With this book, it goes beyond the plate to capture the grain’s role in shaping traditions, festivals and family feasts. Readers can also dig into 15 recipes showcasing the versatility of Basmati, from rich biryanis to everyday fare.

    “Basmati is more than food. It is heritage, nostalgia and a shared cultural bond,” said Mallick, adding that the launch reflected Kohinoor’s commitment to authenticity and taste. Pant called it his “humble attempt” to preserve the grain’s flavourful history for generations.

    With Qisse kuchh khaas, Kohinoor is not just packaging rice but packaging memories, a fragrant reminder that some grains are truly timeless.

  • Samsung and Publica fast-forward their FAST alliance

    Samsung and Publica fast-forward their FAST alliance

    MUMBAI: Now that’s what you call prime-time chemistry. Samsung Ads and Publica by IAS have renewed their multi-year global partnership, promising to make connected TV (CTV) ad breaks as smooth as the shows themselves.

    Announced in New Delhi on 1 October, the deal sees Samsung Ads lean on Publica’s award-winning ad server and unified auction tech to boost revenue while keeping viewers glued to seamless, TV-like ad experiences.

    Samsung TV Plus, the company’s free ad-supported streaming service, already beams out more than 3,500 channels worldwide, more than any other major FAST (Free Ad-Supported TV) platform, and reaches a staggering 88 million monthly users. With Publica’s technology under the hood, Samsung Ads aims to give brands precision targeting and advertisers first dibs on prime ad slots, without compromising on the viewer experience.

    “Publica’s platform has helped us become the industry’s leading FAST service,” said Samsung Ads head of channel sales Joe Melaragno. “This next phase deepens our ability to deliver more high-quality content while maximising value for advertisers.”

    Publica CRO Cameron Miille added, “Our solutions ensure Samsung Ads can curate exceptional CTV ad breaks as their audience continues to grow.”

    From pod exclusivity to smarter auctions, the partnership is designed to make ads feel less like interruptions and more like part of the show, a win for both brands and binge-watchers.

  • Libas spins festive magic with 1 lakh orders day one

    Libas spins festive magic with 1 lakh orders day one

    MUMBAI: When it comes to festive fashion, Libas is clearly on a roll. The ultrafast fashion brand clocked over 1,00,000 orders on the very first day of its seasonal sale, translating to more than 50 orders every minute across its website, app, and leading marketplaces.

    The frenzy was led by Libas’ most-loved collections: kurtas, kurta Sets, co-ords, loungewear, and sarees, reinforcing its status as a go-to destination for contemporary Indian wear that blends style, comfort, and accessibility. The recently rolled out GST 2.0 reforms, lowering tax slabs for mass fashion apparel, gave shoppers an added reason to click “buy now,” fuelling the festive momentum.

    “Crossing 1,00,000 orders on day one is a testament to the trust our customers place in us,” said Libas founder & CEO Sidhant Keshwani. “Our focus on speed, agility, and consumer-centricity has helped us scale ultrafast fashion in India. The GST reforms have only added cheer, making festive shopping more exciting than ever.”

    With 50 plus exclusive brand stores, a strong digital presence, and an omnichannel strategy, Libas continues to push boundaries in the Indian fashion landscape. This record-setting start cements its place as one of the fastest-growing brands catering to modern, style-savvy women.

  • boAt hands the helm to its chief operating officer

    boAt hands the helm to its chief operating officer

    MUMBAI: When you’ve built India’s top audio wearables brand from scratch, knowing when to step aside takes nerve. Aman Gupta and Sameer Mehta, co-founders of boAt, are doing just that.

    Imagine Marketing Ltd owner of the boAt brand, announced on Monday that Gaurav Nayyar will take over as chief executive, marking a shift from founder-led management to professional leadership. Nayyar, who has served as chief operating officer for three years, brings two decades of strategic nous, including an eight-year stint as partner at Bain & Co.

    The reshuffle sees Mehta move to executive director, where he’ll focus on long-term strategy whilst supporting Nayyar’s transition. Gupta, who built boAt’s marketing firepower and brand swagger as chief marketing officer, will remain a non-executive director, keeping a hand on the tiller without running the ship.

    “This transition reflects the natural evolution of boAt as we further professionalise and position ourselves for the opportunities ahead,” said Mehta, who led the company as chief executive through recent years of expansion into manufacturing and adjacent product categories.

    Nayyar, inheriting a company that dominates India’s audio wearables market (number one by shipments, according to IDC data), struck a modest note: “I am honoured to be entrusted with the responsibility of leading boAt into its next chapter. Sameer has done an exceptional job strengthening our core, building product adjacencies and setting up our India manufacturing footprint.”

    Gupta, whose marketing chops helped boAt disrupt India’s audio industry with boldly designed, affordably priced gear aimed at young consumers, said: “I’m proud of what we have accomplished together and equally excited to see Gaurav take the helm.”

    boAt’s portfolio spans audio gear, smartwatches, grooming gadgets and mobile accessories. Backed by Warburg Pincus, Malabar Investments and Fireside Ventures, the company partners with Qualcomm and Dolby on product innovation and operates offices in Delhi, Mumbai and Bengaluru.

    The move signals boAt’s bet on professional management to capitalise on India’s booming consumer technology market—a multi-decade opportunity that requires institutional muscle, not just founder flair.

  • Colgate’s Bright Idea hits 2 billion smiles globally, 185 million in India

    Colgate’s Bright Idea hits 2 billion smiles globally, 185 million in India

    MUMBAI: A smile really does go a long way in Colgate’s case, 2 billion smiles. The oral care giant has announced that its flagship initiative and CSR arm, Bright Smiles, Bright Futures® (BSBF), has now reached over 2 billion children worldwide. In India alone, more than 185 million children and families have already been touched by the programme’s message of preventive oral health.

    Launched in 1991, BSBF has become one of the world’s largest oral health education drives, offering not just toothbrushes and toothpaste but also something far more powerful: awareness. By partnering with governments, NGOs, schools and dentists, Colgate has helped make brushing and oral hygiene a priority in communities that often lack access to even the basics of dental care.

    In India, where tooth decay and gum disease remain stubbornly common, the programme is working closely with state education and health departments in Uttar Pradesh, Maharashtra, Assam, Bihar, Andhra Pradesh, Kerala and Goa. Each year, the aim is to reach over 10 million more children and their families, spreading the habit of brushing and the confidence that comes with a healthy smile.

    “As India shifts from reactive to preventive healthcare, public-private-policy partnerships are critical,” said Colgate-Palmolive director – esg & communications Shilpashree Muniswamappa. “Our programme is a shining example of how collaboration can inspire lasting behaviour change.”

    From bustling metros to the remotest villages, Colgate’s vision is clear: every child deserves the chance to flash a healthy smile that lasts a lifetime. And with 2 billion already reached, it’s proof that even the smallest habit, brushing your teeth twice a day can create truly world-changing results.