ITV

Category: MAM

  • Bengaluru’s hoardings go missing in action with wives at the centre

    Bengaluru’s hoardings go missing in action with wives at the centre

    MUMBAI: Bengaluru is having a missing persons crisis on hoardings, not in homes. Over the past few days, the city has been plastered with giant posters screaming, “Atul’s wife is missing”, “Senthil’s wife is missing”, “Ravi’s wife is missing” and the list keeps growing. The stark black-and-white designs, with no logos, hashtags or explanations, have thrown the city into a frenzy. Commuters stuck at signals, social media scrollers, and even seasoned ad-watchers are scratching their heads. What started as a handful of sightings has snowballed into a full-blown urban mystery, with new “missing wives” appearing every passing day.

    Famed photographer Atul Kasbekar joined the fun on Instagram, posting the hoarding with a tongue-in-cheek plea for help and a “suitable reward.” Influencers including Eshwar Go, Haripriaa Kulkarni, and Sariflog have also jumped into the conversation, their posts amplifying the intrigue to thousands of followers.

    From Koramangala to MG Road, speculation is rife: is this a cheeky ad campaign, a guerrilla social message, or a true-blue whodunnit? While Instagram threads and WhatsApp forwards are brimming with theories, nobody has cracked the code just yet.

    For now, Bengaluru’s skyline is dominated by the mysterious “missing wives” and the only thing multiplying faster than the hoardings is the curiosity. One thing’s for sure: until the reveal, the city won’t be missing this story.
     

  • Thums Up serves a toofani twist as SRK and Jagapathi dig into biryani

    Thums Up serves a toofani twist as SRK and Jagapathi dig into biryani

    MUMBAI: When Shah Rukh Khan and Jagapathi Babu lock horns, you expect fireworks this time, the spark came from a plate of biryani and a bottle of Thums Up. Thums Up, Coca-cola India’s billion-dollar blockbuster, has dropped its latest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai”, directed by Karthik Subbaraj and fronted by Bollywood royalty SRK alongside Telugu powerhouse Jagapathi Babu. The TVC starts with a tense face-off that quickly dissolves into a toofani moment once biryani and the fizzy cola arrive, elevating the meal into a cultural ritual.

    Over the last three years, Thums Up has steadily claimed biryani as its gastronomic soulmate turning what was once an instinctive pairing into what the brand calls a “social currency.” From the Toofani Biryani Hunt in 2023 to today’s cinematic campaign, the message has stayed consistent: biryani isn’t meant to be rushed. Keep aside the spoon, silence the phone, and savour every grain with one hand on the biryani and the other wrapped around a chilled Thums Up.

    With SRK quipping about the endless Hyderabadi vs Lucknowi vs Kolkata biryani debates (“but what’s undisputed is the way we enjoy it”), and Jagapathi Babu emphasising biryani as a tradition best enjoyed slow, the campaign doubles down on indulgence over interruption. Backed by Coca-cola India’s integrated roll-out across TV, digital, social and on-ground activations, the campaign will also hand fans exclusive biryani vouchers, extending the ritual from screen to plate.

    As Coca-Cola category head India and Southwest Asia for sparkling flavours Sumeli Chatterjee puts it, Thums Up isn’t just adding fizz to biryani; it’s turning the meal into a “moment people want to share, repeat and make their own.” And with star power, spice, and a thunderous taste, the toofani pairing looks set to remain India’s most flavourful ritual.

  • Sweet victory as Fortune cooks up record 800 kg modak for Ganesh Chaturthi

    Sweet victory as Fortune cooks up record 800 kg modak for Ganesh Chaturthi

    MUMBAI: When it comes to Ganesh Chaturthi, size clearly does matter especially if you’re serving up an 800 kg modak. Fortune Foods, India’s No. 1 staples brand and part of AWL Agri Business Ltd (formerly Adani Wilmar Ltd), has officially entered the World Record Book of India with the “Biggest Modak Using Traditional Ingredients.”

    Crafted from Fortune Besan, Fortune Sugar, milk and mawa, the mammoth sweet took centre stage at Girgaon Cha Raja, one of Mumbai’s oldest and most revered mandals. The giant creation wasn’t just a crowd-puller but also a statement of Fortune’s presence in 1 out of every 3 Indian households. With 5,000 sq. ft. of branding at the pandal, Fortune made sure its name was as much a part of the celebration as the devotional chants.

    The brand went full throttle with its 360-degree festive campaign rolling out branding across 25 pandals in Mumbai, Thane, Navi Mumbai, Pune, Nashik and Nagpur, covering an eye-popping 166,800 sq. ft. Add to that Mygate activations in 132 societies, branding in 800 plus lifts, two LED screens at Lalbaugh Cha Raja, and a quirky digital contest where users built virtual Ganeshas to unlock festive greetings. Influencers only helped sweeten the buzz.

    AWL Agri Business Ltd joint president of sales & marketing Mukesh Mishra summed it up: “At the heart of every festival lies food, and for Ganesh Chaturthi, nothing says devotion like modak. We wanted to celebrate tradition at scale.” The Girgaon Cha Raja Mandal echoed the sentiment, calling the unveiling a “historic moment that blended tradition with grandeur.”

    Founded in 1928, Girgaon Cha Raja is known for its eco-friendly clay idol and emphasis on heritage over spectacle. This year, Fortune’s record-breaking sweet offering gave devotees a story to remember proving once again that festivals are as much about flavour as they are about faith.

  • Incred backs kabaddi with Jaipur Pink Panthers and Gujarat Giants tie-up

    Incred backs kabaddi with Jaipur Pink Panthers and Gujarat Giants tie-up

    MUMBAI: Credit where it’s due, kabaddi just got a fresh financial backer. Incred Financial Services Limited (Incred Finance), the tech-led NBFC known for its risk-analytics edge, has partnered with Jaipur Pink Panthers and Gujarat Giants as Associate Partner for the 2025 Pro Kabaddi League (PKL), starting 29 August.

    The move marks Incred’s push beyond cricket where cricketer Shreyas Iyer is already its brand face and into a sport that’s as desi as it gets. With kabaddi boasting more than 3 crore viewers and popularity stretching from metros to Tier 2, Tier 3 and rural markets, the partnership aligns neatly with Incred’s mission to extend credit access to aspirational India.

    The NBFC, with 140 plus branches and 2,500 plus employees, serves individuals and MSMEs with products spanning personal, education, MSME business, loan against property, and digital merchant loans. By associating with kabaddi, Incred hopes to amplify its reach in the underserved segments it champions.

    “InCred has always stood for resilience and ambition qualities that kabaddi reflects beautifully,” said Incred Finance founder & CEO Bhupinder Singh noting the sport’s deep grassroots connect. Incred Finance group head of marketing Radhika Zingade added that kabaddi’s energy and ethos mirror the brand’s own, calling the association with two powerhouse teams “a natural step.”

    And powerhouse is no exaggeration. Jaipur Pink Panthers, owned by Abhishek Bachchan, are two-time PKL champions with a consistent record of title runs. Meanwhile, Gujarat Giants made headlines this season by signing Mohammadreza Shadloui Chiyaneh for Rs 2.23 crore, the highest-ever bid in PKL history.

    With 12 teams battling it out across Vizag, Jaipur, Chennai, and Delhi, PKL Season 12 promises fierce tackles and fresh storylines. For Incred, it’s not just a game of sport, it’s a high-stakes play to connect with India’s heartland, where both credit and kabaddi matter most.

  • Peter England raps up Onam with Imbachi’s festive hip hop anthem

    Peter England raps up Onam with Imbachi’s festive hip hop anthem

    MUMBAI: Move over mundu monotony, this Onam has a hip hop twist. Peter England, the brand that’s long stitched confidence into Indian wardrobes, is remixing tradition with Gen Z swagger through a fresh campaign featuring Kerala’s own rapper, The Imbachi.

    At the heart of the drop is an anthem that feels more like a vibe than an ad, a mashup where the pulse of the Chendamelam meets the bounce of hip hop, turning Onam’s rhythms into something modern, vibrant, and impossible to scroll past.

    “This isn’t about scripted ads anymore; it’s about co-creating with the voices youth resonate with,” said Peter England chief business officer Anil S Kumar. He revealed that Imbachi not only performed but also wrote and composed the track, while the brand’s garments played backup as visual cues for festive style.

    For Imbachi, the collab was personal: “Onam is more than a festival, it’s a wave of memories. Waiting for new outfits was always the highlight, and fashion is still central to how we celebrate. This anthem captures that energy festive, stylish, and totally in tune with Kerala’s youth. Ee Onam, Scene Onam!”

    The track part celebration, part style statement marks Peter England’s first big step into Gen Z culture. By weaving in the authenticity of homegrown talent with fashion that goes beyond just festive rules, the campaign positions Onam as an occasion to own the moment rather than follow tradition blindly.

    “Less brand message, more cultural expression” was how Ogilvy Bangalore CCO Puneet Kapoor described the creative approach. With its beats, style, and swagger, the film doesn’t just sell clothes, it sets the stage for a new wave of brand–youth collaborations.

    And while the anthem plays loud, the message is even louder: when culture meets cool, tradition doesn’t just survive, it thrives, remixed and reimagined for a new generation.

  • PR story comes full circle as veteran pens India’s five-decade journey

    PR story comes full circle as veteran pens India’s five-decade journey

    MUMBAI: From press releases to power moves, Public Relations in India has been on quite the rollercoaster and now its story has been bound between covers. Communication veteran Ganapathy Viswanathan, who has spent over 30 years shaping brands at Ogilvy, Lintas, Mudra and Publicis, has launched a new book chronicling PR’s dramatic transformation across five decades.

    What began in the 1970s as a little-understood function has now grown into a strategic juggernaut that drives reputation, navigates crises, and even influences elections and sport. Viswanathan’s book captures this arc with real-world anecdotes and practical insights that make it both a guide for the young and a mirror for industry stalwarts.

    “PR today is about building trust, telling authentic stories, and engaging meaningfully with audiences across platforms. This book is my tribute to a profession that has the power to shape perceptions, influence decisions, and create lasting impact,” said Viswanathan at the launch.

    The chapters don’t shy away from today’s burning questions either: the talent crunch, the shifting roles of influencers and journalists, and how empathy has become as critical as strategy.

    For students, it’s a crash course in a craft that’s moved beyond “spin.” For professionals, it’s a reminder that PR is now central to boardrooms, not just newsrooms. And for India’s communication industry at large, it’s a milestone marker charting how far PR has come, and how much further it could go.

  • Festive fever goes long haul as India’s holiday season stretches nine weeks

    Festive fever goes long haul as India’s holiday season stretches nine weeks

    MUMBAI: Turns out Diwali isn’t the full stop anymore, it’s just the comma. Appsflyer’s India Festive Report 2025, based on a hefty 20.5 million installs and over 576 million dollars in ad spend, reveals that the country’s high-stakes festive season has stretched from a week-long Diwali blitz into a nine-week marathon of consumer intent.

    The numbers tell the story. Gaming apps saw post-Diwali install growth of 29 per cent, while Food and Drink apps climbed 16 per cent as celebratory cravings lingered. Travel on Android skyrocketed with a 40 per cent jump in remarketing spend, showing that the festive bug bit long after the firecrackers faded. Meanwhile, Ios Shopping apps logged a 20 per cent rise in session volumes post-Diwali, fuelled by extended discounts and gift redemptions.

    But it wasn’t all smooth sailing. Fraud rates ballooned: Food and Drink apps on Ios hit 60 per cent, a 176 per cent increase while Android Entertainment fraud climbed 74 per cent, exposing how loosened controls around gifting windows can make campaigns vulnerable.

    Appsflyer GM for INSEA and ANZ Sanjay Trisal put it bluntly: “India’s festive season is no longer a one-week race to Diwali. It’s a sustained momentum period. To win, brands must pace budgets, double down on post-Diwali remarketing, and adapt strategies by platform.”

    The report also flagged missed opportunities: gaming led install growth but saw little remarketing activity, limiting retention and monetisation. Shopping apps fared better, with the top ten increasing Share of Paying Users by 32 per cent year-on-year, powered by smoother checkouts and brand trust.

    Meta’s Rishad Chindamada added that mobile is where the action is: “Full-funnel marketing, AI-driven optimisation, and channels like reels and business messaging can take brands from awareness to loyalty in this extended season.”

    For marketers, the playbook is clear:

    ●   Reallocate remarketing to the post-Diwali window, when intent is high but competition thins.

    ●   Time strategies by platform Android for long-tail gains, Ios for sharp, front-loaded pushes.

    ●   Retain beyond Day 7 with reactivation flows between Days 10–14.

    ●   Harden fraud protection during peak gifting surges.

    In short, the festive season is now less of a sprint, more of a Test match and those who play the long game stand to win big.

  • Slurrp Farm stirs up joy with ‘Real Food Really Easy’ mealtime reset

    Slurrp Farm stirs up joy with ‘Real Food Really Easy’ mealtime reset

    MUMBAI: Because let’s face it kids don’t care if the pancake looks like a Michelin star creation. They just want it fluffy, tasty, and on their plate fast. Slurrp Farm, India’s leading millet-based kids’ food brand, has cooked up a new campaign titled “Real Food. Really Easy.”, and it’s flipping the script on mealtime expectations. At the heart of the campaign lies a refreshing truth: children chase joy, not picture-perfect plating. The hero film captures lived-in moments wobbly pancakes, flour-dusted kitchens, families laughing together all underscoring the message that wholesome food made from clean ingredients, with minimal prep, is what actually matters.

    “An empty plate is every mother’s dream,” said Slurrp Farm co-founder Meghana Narayan, adding that Slurrp Farm was built so that “yummy, junk-free food becomes an easy choice every day.” Fellow co-founder Shauravi Malik echoed that ethos, stressing the brand’s focus on real ingredients, quick prep, and meals kids reach for again and again.

    Wholsum Foods chief marketing officer Ankit Kapoor (parent of Slurrp Farm and Mille), summed it up with a smile: “Food that’s eaten, not picture-perfect.”

    The campaign, conceptualised in-house at Wholsum Foods by creative director Vaani Arora, directed by Angshuman Ghosh and produced by Paper Planes, will roll out across digital and social platforms. Always-on storytelling will showcase kid-approved, quick-to-fix meals that balance nutrition with flavour.

    Since its launch, Slurrp Farm has become a pioneer in making millets mainstream, offering products that make parents’ lives easier while keeping children happily fed. With this reset, it’s positioning itself not just as a food brand, but as an honest voice in India’s crowded packaged food industry, one that dares to say mealtime joy beats Instagram perfection every time.

    After all, in a world of spotless plating and polished reels, Slurrp Farm is proudly serving up the beauty of an empty plate and a full heart.

  • Triooh makes a big splash with 150-site debut campaign across India

    Triooh makes a big splash with 150-site debut campaign across India

    MUMBAI: When it comes to making a first impression, Triooh went straight for the skyline. The new-age out-of-home (OOH) advertising agency has burst onto the scene with a 16-day mega campaign across 150 plus high-impact sites, executed for a leading global messenger app. The campaign spanned some of India’s busiest hubs Delhi NCR, Lucknow, Patna, Mumbai, Pune, Chandigarh Tri-City, and Jaipur ensuring pan-India buzz and visibility. By rolling out the campaign simultaneously across these cities, Triooh made sure the brand didn’t just show up but showed up everywhere.

    True to its promise of blending creativity with technology, Triooh powered the rollout with a live campaign dashboard integrated into its in-house monitoring app. This gave the client real-time access to daily site images and audience analytics across all 150 plus locations making performance tracking as transparent as the billboards themselves.

    “Launching with a high-impact campaign for a large messenger app marked a dream start for us,” said Triooh CEO & co-founder Anuj Bhandari. “We received a simple but powerful brief: deliver scale and consistency across multiple cities. With our tech-first, transparent approach, we were able to meet the objective and reinforce client trust through tools like customised live-reporting dashboards.”

    The campaign’s scale and execution underline Triooh’s ability to balance reach with efficiency, while raising the bar for accountability in India’s fiercely competitive OOH sector. For a debut, the agency didn’t just step into the limelight, it practically owned it.

  • LunchBox serves up Onam feast with a tongue-twisting festive challenge

    LunchBox serves up Onam feast with a tongue-twisting festive challenge

    MUMBAI: What’s harder, finishing a 20-dish feast or pronouncing “Erissery” without fumbling? This Onam, Lunchbox is spicing up celebrations by offering both: a Mini Onam Sadhya delivered nationwide and a quirky Pronunciation Challenge that could win you a trip to Kerala. Traditionally, the Onam Sadhya is a vegetarian banquet of over 20 dishes served on a banana leaf from the creamy Kaalan to the subtly spiced Avial. LunchBox is packaging this cultural spectacle into a homely yet festive offering that travels from Kerala kitchens to tables across India.

    For non-Malayalis, names like Thoran, Olan, and Erissery often trip the tongue, so LunchBox turned it into a nationwide game. Every Sadhya order comes with a sleeve featuring dish names and a QR code leading to an AI-generated video of King Mahabali himself teaching you the right way to say them. Diners are then invited to record a 15-second voice note and send it via Instagram DM for a chance to win.

    The prize menu is as generous as the feast:

    ●   Grand Prize: A couple’s all-expenses-paid trip to Kerala (flights, hotels, breakfasts).

    ●   2nd & 3rd Prize: Staycations for two couples in Kerala.

    ●   Holiday vouchers worth Rs 5,000 for two winners.

    ●   Rs 500 flight discounts for 16,000 customers on domestic routes.

    The travel rewards come through LunchBox’s exclusive tie-up with Easemytrip.

    Explaining the concept Rebel Food CMO Nishant Kedia said: “Onam is about joy, unity, and sharing. The Pronunciation Challenge goes beyond food, it builds connections, sparks laughter, and opens the festival to everyone.”

    For foodies in Mumbai, Bangalore, Chennai, and Hyderabad, the competition adds another festive layer to the banana-leaf banquet. And for those simply craving comfort food, LunchBox’s chefs have ensured the Sadhya still feels like a slice of Kerala, no matter the pin code.

    With flavour, fun, and even free holidays on the plate, Lunchbox has ensured that this Onam celebration is anything but ordinary.