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Category: Marketing

  • De Beers Forevermark sparkles in India with bold ‘This One’s For Me’ campaign

    De Beers Forevermark sparkles in India with bold ‘This One’s For Me’ campaign

    MUMBAI: Diamonds aren’t just forever, they’re personal. De Beers Forevermark has launched its flagship India campaign, ‘This One’s For Me’, with Dentsu Creative Isobar, re-framing natural diamond jewellery as a bold celebration of women who own their journeys.

    https://youtube.com/shorts/RuWiZ9_MmIM?si=5VCRBa61pcdL3QXx

    Anchored in the metaphor of a diamond’s many facets, the campaign mirrors the multiple roles and emotions in a woman’s life. At its heart is a cinematic film featuring a striking art installation in nature, inspired by the “Forevermark woman” and her facet journey.

    But this story doesn’t just stay on screen. Dentsu Creative Isobar carried the narrative into Delhi streets through immersive tech installations, where passers-by could capture their own “facet moments”, sparking intrigue and conversation ahead of the grand launch.

    https://youtube.com/shorts/hhjK3sUPwss?si=nCIMnO97OZYPws4O

    The launch event itself glittered with star power. Performances by Anoushka Shankar and Saba Azad, alongside the unveiling of Forevermark’s flagship south extension store in New Delhi by Meera Kapoor, turned the evening into more than just a store opening, it became a cultural moment.

    “We had a unique opportunity to redefine what a luxury brand launch in India could look like,” said De Beers Forevermark India CEO Shweta Harit. “‘This One’s For Me inspires women to embrace their stories while elevating the language of luxury.”

    For Dentsu Creative Isobar, the brief was about making luxury human. “At its core, the campaign is about women declaring their stories matter,” said Dentsu Creative Isobar CEO Sahil Shah. “From film to tech-led experiences, audiences don’t just see the story, they feel it.”

    Vice president Sheetal Bhalerao added, “Too often, narratives about women are written for them. This campaign is about rewriting that script, with Forevermark as a meaningful companion.”

    As the campaign rolls out in the coming months, Forevermark and Dentsu Creative Isobar aim to turn this into more than just an ad push but a movement to reframe how women, their stories, and natural diamonds shine in India.

     

  • Borosil turns up the heat with festive radio campaign across North India

    Borosil turns up the heat with festive radio campaign across North India

    MUMBAI: When the Diwali lamps are lit, Borosil is making sure the kitchens sparkle too. The beloved Indian kitchen brand has launched a festive radio campaign running till the festival of lights, highlighting its latest range of cooktops and appliances. The initiative aims to stir up excitement, strengthen brand visibility, and connect with families during the season of celebration.

    The campaign is airing on Radio Mirchi across key North Indian cities, including Delhi, Gurgaon, Faridabad, Ghaziabad, Meerut, Chandigarh, Ludhiana, Patiala, Jalandhar, Amritsar, Jaipur, Lucknow, and Kanpur. With short ads, festive jingles, and lively RJ conversations, Borosil is reaching millions of listeners, adding flavour and energy to kitchens bustling with sweets, snacks, and festive meals.

    Central to the campaign is Borosil’s range of stainless steel and glass-top cooktops, prized for durability, safety, and sleek design. Toughened glass adds elegance, while high-efficiency brass burners ensure faster cooking. Complementing these are Borosil’s modern appliances, including mixer grinders, OTGs, juicers, air fryers, and electric kettles, designed for both power and convenience. From preparing festive sweets to air frying snacks, the brand promises to make holiday cooking effortless and enjoyable.

    Speaking about the campaign Borosil Ltd VP for marketing Barnali Shankar said, “Festivals in India are about joy, togetherness, and the food we lovingly prepare for our families. Borosil cooktops and appliances make cooking faster and easier, so families can spend more time celebrating with their loved ones.”

    With efficiency, style, and performance at its core, Borosil is positioning itself as a festive kitchen companion. By simplifying cooking during the most cherished season of the year, the brand is ensuring that celebrations are filled with laughter, love, and memorable culinary moments. Consumers can explore the festive range at leading retail stores and e-commerce platforms, making this Diwali a truly deliciously easy one.

  • Apollo Tyres hits a six with Indian cricket jersey debut

    Apollo Tyres hits a six with Indian cricket jersey debut

    MUMBAI: Rolling onto the pitch in style, Apollo Tyres has made its debut on the Indian men’s cricket team jersey, strengthening its three-year partnership with the BCCI. The unveiling took place in Ahmedabad ahead of the opening Test against the West Indies, two days after the brand appeared on the women’s team jersey in Guwahati.

    Cricket, the heartbeat of India, now carries the Apollo Tyres emblem as a symbol of national pride and commitment to the sport. Apollo Tyres vice chairman and managing director Neeraj Kanwar said, “Cricket unites the nation like no other sport. Seeing our logo on the teams’ jerseys is a moment of great honour and reflects our shared spirit of determination, resilience and excellence.”

    The partnership goes beyond branding, emphasising support for talent and nurturing India’s cricketing culture. With both men’s and women’s teams adorned with the Apollo Tyres insignia, the company looks forward to celebrating victories, inspiring fans, and going the distance alongside the nation’s cricket heroes.

  • Sonakshi Sinha turns gold standard for MMTC-PAMP

    Sonakshi Sinha turns gold standard for MMTC-PAMP

    MUMBAI: MMTC-PAMP is adding some star sparkle to its gold, announcing Sonakshi Sinha as the face of its new Sona Sahi Hai campaign. The actress now represents India’s leading precious metal player, highlighting the purest investment-grade gold and silver just in time for the festive season.

    The campaign celebrates the timeless value of gold while positioning it as a modern, smart investment choice. Signature products like the Sone ki chidiya and Lotus gold bars, along with Banyan Tree silver bars, showcase 999.9 plus purity and Swiss craftsmanship, blending tradition with convenience for gifting, legacy building, or personal investment.

    MMTC-PAMP offers digital gold securely stored in bank-grade vaults that can be redeemed for physical bars and coins, alongside doorstep delivery of customised physical gold and silver products. Each item carries a unique number and is Assayer certified, ensuring authenticity and positive weight tolerance.

    MMTC-PAMP MD and CEO Samit Guha, said Sonakshi’s authenticity mirrors the brand’s promise of purity, trust, and accessibility. Deputy general manager – marketing Kashish Vasishta, added that the campaign bridges heritage and innovation, bringing gold investment to a wider audience.

    With Sonakshi Sinha shining as ambassador, MMTC-PAMP aims to turn every investment into a golden opportunity, making purity both aspirational and attainable.

  • Bumrah bowls over with Ralph Lauren Polo 67 debut

    Bumrah bowls over with Ralph Lauren Polo 67 debut

    MUMBAI: From the pitch to perfume, Jasprit Bumrah is switching gears as Ralph Lauren Fragrances unveils him as the new ambassador for Polo 67 in India. The cricket legend lends his signature dedication and discipline to the campaign, bringing athletic spirit to the iconic scent.

    L’oréal International Distribution Sapmena general manager Charles-Alexandre Boczmak said Bumrah embodies the “timeless yet vibrant and contemporary vision” of Polo 67. The fragrance celebrates those who champion their own self-expression, echoing the fast bowler’s relentless pursuit of excellence.

    Bumrah, known worldwide for redefining fast bowling with precision and poise, said the collaboration resonates with his journey. “Designing your dreams through determination and grit is a message I live by both on and off the field,” he added.

    Crafted by master perfumer Marie Salamagne, Polo 67 EDP blends warm woody notes with fresh, fruity accents including pineapple, cedarwood, and benzoin. Top notes feature pineapple accord, green mandarin, bergamot and cardamom; mid notes include sesame seed, cypress and lavandin; while vetiver, cedarwood and benzoin form the base.

    Polo 67 marks a reinvigoration of the Polo fragrance line, perfectly marrying sporting energy with timeless sophistication, and now, Jasprit Bumrah’s star power.

  • Dylect puts scammers in the rear-view with new dash cam

    Dylect puts scammers in the rear-view with new dash cam

    MUMBAI: Say cheese, scammers. Dylect is taking Indian roads under watchful eyes with its new Scam Ya Dash Cam campaign, starring Rannvijay Singh. The nationwide push highlights how dash cams can protect honest drivers from on-road cheats and chaotic driving scenarios.

    Launched across social media, the campaign showcases everyday traffic mayhem where lack of evidence leaves drivers vulnerable. Dylect’s smart dash cams, equipped with full HD night vision, Sony Starvis 2 sensors, loop recording, G-sensor, and parking surveillance, promise to flip the power back to the road users.

    Founder Anuj Bhatia said the campaign aligns with Dylect’s mission to bring tech-forward, practical solutions to drivers. “The truth will always be recorded,” he added, emphasising the role of dash cams in preventing scams and disputes.

    Conceptualised by Art-E Mediatech, the campaign captures the tension and fear drivers feel when confronted by road scammers, positioning the dash cam as the unsung hero that empowers motorists with real-time evidence.

    With India’s roads growing busier and unpredictability increasing, Dylect Dash Cams aim to provide reassurance, accountability and peace of mind for every driver.

  • 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.

  • Animeta’s star power turns influence into real business currency

    Animeta’s star power turns influence into real business currency

    MUMBAI: When influence meets intelligence, the result is Animeta Brandstar’s latest winning streak. The tech-data enabled influencer marketing firm has been scripting campaigns that don’t just trend, they translate into measurable brand outcomes.

    Take Uber India’s campaign with cricket stalwarts Gautam Gambhir and Ravichandran Ashwin. Known for their stern on-field personas, the duo were reimagined in playful avatars, highlighting how Uber flips daily commutes from frustrating to delightful. Animeta managed the marquee talents and execution, sparking chatter across social feeds and proving its knack for stitching stars into relatable, mass-consumption narratives.

    And that’s just one play. Since July 2025, Animeta has rolled out 30 influencer campaigns, activating 1000 plus creators across Instagram, Youtube and Snapchat. In the same period, it has partnered with 20 new brands, while also retaining repeat mandates from stalwarts, a testament to its consistency.

    The roster spans global giants like Amazon Fashion, Starbucks, Warner Music and Uber, alongside homegrown champions such as GCPL and Jyothy Labs, whose everyday staples Cinthol, Maxo, Margo, Exo and Pril have been re-energised through creator-driven storytelling.

    Animeta also helmed influencer rollouts for fresh launches: Shotgun, Fratelli’s carbonated wine label; Ninja, GCPL’s pet food brand debuting in Chennai; and Reposenergy, a doorstep fuel delivery entrant making waves in a nascent category.

    At its core is the Animeta Brandstar platform, which powers creator discovery from a verified pool of 85,000 plus profiles, minimises spillovers, and tracks campaigns in real time. Performance isn’t just judged on reach but also advanced metrics shares, saves, click-throughs and trials linking influencer buzz directly to consideration, leads and even sales. The result: a 30 per cent ROI uplift compared to industry benchmarks.

    “Influencer marketing today is no longer just about amplification, it’s about authenticity, storytelling, and business outcomes. At Animeta, we take pride in servicing diverse categories and partnering with brands at every stage whether they are global leaders, homegrown stalwarts, or ambitious challengers. What sets us apart is our ability to consistently deliver across objectives, from awareness to trials, leads and even creator-led commerce,” said Animeta Brandstar SVP for branded content & creator strategy Biswamitra Ray (Vishu Ray).

    From scaling pop culture with Arijit Singh, Ed Sheeran and Guru Randhawa, to onboarding micro- and nano-creators for hyperlocal impact, Animeta has shown it can flex seamlessly across the spectrum.

    Looking ahead, the company is doubling down on its promise to unlock full-funnel influencer marketing. As advertisers increasingly demand conversion-driven storytelling over vanity metrics, Animeta is positioning itself as the partner that blends data, cultural relevance and creator firepower into campaigns that both trend and transact.

  • 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.