ITV

Category: Marketing

  • Stirred not shaken Fortune whips up India’s next culinary creators

    Stirred not shaken Fortune whips up India’s next culinary creators

    MUMBAI: Some recipes call for more than just salt and spice, they need a pinch of purpose. As part of its 25-year celebration, Fortune Foods served up a piping hot opportunity with its first-ever Fortune Influencer Masterclass, aimed at turning everyday food lovers into full-blown digital culinary creators.

    Launched on 10 February 2025, the campaign received an overwhelming 50,000 plus registrations from across India, ultimately narrowing the field to 25 winners who were recently felicitated in a lively Meet & Greet in Ahmedabad. Each winner took home content collaboration deals worth up to Rs 2 lakh, but the real prize was the transformation of passion into profession.

    Backed by industry heavyweights like Meghna Kamdar (Forbes Top 100 Digital Star), Vinayak Grover of Lost and Hungry Studios, and Nimisha Rao from Influencer.in, the initiative was more than a class, it was a crash course in digital storytelling. With modules on scripting, plating, video editing, animation, and content strategy, the program mentored aspiring influencers in every dimension of online food content creation.

    From a pool of 250 semi-finalists, selected after an initial assignment round, the top 25 were chosen following a multi-stage process judged by Masterchef winners and industry experts. Criteria ranged from recipe innovation and aesthetic appeal to editing finesse and storytelling strength.

    The finale in Ahmedabad was a feast for the senses. It featured a special plating demo by Meghna Kamdar, games, and a fireside chat titled ‘The Ingredients of a Great Food Content Creator’, with insights from Mukesh Mishra, joint president at AWL Agri Business Limited, Sunil Chawla, co-founder of Social Beat, and Kamdar herself.

    Mukesh Mishra explained the vision behind the campaign, “This wasn’t just about product placement. It was about placing belief in people especially homemakers and food enthusiasts who had creativity but lacked digital confidence. We’ve seen these creators bloom, and we’re thrilled to champion their voices.”

    One such voice was Harshika Lalwani from Kanpur, whose journey resonated with many: “As a homemaker, I had quietly shelved my passions for years. This campaign gave me visibility, value, and most importantly my own voice. When I made it to the Top 25, I felt seen for who I am, not just the roles I play.”

    The Fortune Influencer Masterclass is more than a marketing campaign, it’s a movement that’s helping shape India’s digital creator economy. It’s where food meets fame, where community meets creativity, and where Fortune truly favours the bold.

     

  • Sip, sip hooray HSBC wants you to retire to more, not settle for less

    Sip, sip hooray HSBC wants you to retire to more, not settle for less

    MUMBAI: Who says the best chapters of life end at 60? HSBC Mutual Fund is flipping that notion on its head with its new investor education initiative, #Retiretomore, reminding Indians that retirement isn’t a full stop, it’s a fresh start. Drawing from the HSBC Quality of Life retirement report, the campaign puts the spotlight on an alarming disconnect: 58 per cent of affluent Indians plan to work post-retirement not out of passion, but necessity. Despite nearly 8 in 10 knowing what they need for retirement, 4 in 10 still feel unprepared. The estimated retirement savings required in India? A cool USD 0.39 million.

    To address the gap between intent and action, HSBC Mutual Fund has launched a 360° campaign featuring three short films that portray retirement through lenses of Life, Passion, and Freedom. Targeted at professionals aged 30 to 45, the emotionally charged narratives underscore the idea that planning early with SIPs can unlock a more fulfilling future.

    “Retirement isn’t the end, it’s the beginning of your next act,” said HSBC Mutual Fund CEO Kailash Kulkarni. “But to enjoy it, smart financial planning through SIPs is key. With #RetireToMore, we aim to transform how India thinks about retirement less fear, more freedom.”

    Beyond the screen, the campaign rolls out across Youtube, Instagram, Facebook, Linkedin, regional languages, OTT platforms, metro wraps, and bus branding. A dedicated landing page allows users to calculate their retirement needs making the campaign both aspirational and actionable.

    #RetireToMore follows HSBC Mutual Fund’s earlier investor education drives like SIP Hai #FaydeWaliAadat and Apne #SIPKoDoPromotion. This latest chapter, though, may be its most important yet because as this campaign cheekily reminds us, retirement isn’t a choice, but planning for it is.

  • EaseMyTrip 2.0: Nishant Pitti plots a first-class upgrade for Indian startups

    EaseMyTrip 2.0: Nishant Pitti plots a first-class upgrade for Indian startups

    MUMBAI: Buckle up—EaseMyTrip is switching lanes. Chairman and founder Nishant Pitti has just rolled out EaseMyTrip 2.0, a turbocharged phase of growth where the travel-tech player won’t just book your holiday—it may just bankroll your next big startup.

    Announced on 2 June, the move marks a bold pivot for one of India’s most profitable online travel agencies. Rather than gunning for control or swift exits, the brand’s new strategy will focus on acquiring up to 49 per cent equity in promising businesses while letting founders retain full operational control. The model? Think co-pilot, not cockpit hijack.

    “We want to back founders who are building exciting businesses and not replace them,” said
    Nishant Pitti. “EaseMyTrip 2.0 is about combining their vision with our platform to create real, lasting scale.”

    The sectors in Pitti’s sights are as wide-ranging as a world map—from core travel segments like spiritual tourism (Ayodhya, Kedarnath, Varanasi), luxury escapes, and student travel to the more offbeat like air ambulances and intercity cabs. But there’s also a pivot to lifestyle. Wellness clinics, spa services, EMI travel payments, insurance, airport lounges and bespoke gifting are all part of the wishlist.

    This is not angel investing in yoga pants. EaseMyTrip 2.0 aims to fuse scale with soul. Founders can expect working capital, access to customers, co-branded marketing, and full freedom to operate—without ceding their vision.

    Entrepreneurs looking to hop aboard this flight can submit business plans, past financials and a three-year growth roadmap to vikash.goyal@easemytrip.com.

    Founded in 2008, EaseMyTrip has managed to do the unthinkable in the OTA space—stay bootstrapped, profitable, and pandemic-resistant. With a 47 per cent CAGR in pre-tax profits (FY20–24), a zero-convenience-fee model, and presence in 10 global markets, the company is now ready to scale new altitudes. And this time, it wants fellow fliers.

    As Pitti put it, ““We’re building an ecosystem; not just a travel company. “EaseMyTrip 2.0 is our commitment to helping India’s most promising businesses scale faster and with our expertise behind them.”

    Let the startups take off.

  • Cool runnings Glucon-D style keeps summer play in full gola swing

    Cool runnings Glucon-D style keeps summer play in full gola swing

    MUMBAI: This summer, as thermometers soared and playgrounds sizzled, Glucon-D didn’t just bring the chill, it brought it on a stick. In a refreshing twist on summer relief, Zydus Wellness’ iconic glucose-based drink launched Energy Ka Gola, an on-ground activation that reached over 10,000 children across Mumbai, Kolkata, Hyderabad, and Lucknow. The mission? To serve up joy and energy in equal measure, one colourful, icy gola at a time.

    But these weren’t your average roadside treats. Infused with Glucon-D’s glucose and Vitamin C, each gola delivered a burst of quick-absorbing energy and immunity support especially vital for active children facing heat-induced glucose depletion.

    Over 700 kilograms of these fortified golas were distributed across 100 plus playgrounds and sports venues, served in familiar flavours like Mango, Orange and Nimbu Pani. The initiative transformed overheated, abandoned fields into buzzing playgrounds again restoring not just hydration, but hope, spirit, and stamina.

    “Energy Ka Gola is nostalgia with a purpose,” said Zydus Wellness CEO Tarun Arora. “We’re blending science with sentiment to help children stay active and energised, even in sweltering conditions. Because children shouldn’t have to choose between chasing dreams and dodging the heat.”

    To drive the message home, Glucon-D also released a heartwarming film that journeys from deserted playgrounds to scenes of joyful, gola-powered revival. Adding more muscle to the movement were local influencers, coaches, and community leaders who helped spread awareness around fatigue, immunity, and the role of glucose replenishment during peak summer months.

    With scorching days becoming the new normal, Energy Ka Gola isn’t just a campaign, it’s a delicious defence mechanism. And Glucon-D’s latest move proves yet again that it doesn’t just fuel bodies, it fuels childhood.

  • Hubble makes the world spin in style at Miss World 2025

    Hubble makes the world spin in style at Miss World 2025

    MUMBAI: Move over moon landings, Hubble Entertainment just delivered a spectacle that lit up Hyderabad with stars of a different kind. As the official event management partner of the 72nd Miss World Festival, Hubble Entertainment turned Telangana’s capital into a shimmering stage for global glamour, cultural pageantry, and purpose-driven celebration. With over 108 countries represented, and 21 days of cultural extravaganza, the Mumbai-based experiential powerhouse proved that when it comes to world-class event production, India’s got more than just the moves.

    From the regal opening ceremony to the resplendent Grand Finale, Hubble’s creative compass was tuned to both precision and pizzazz. Every segment be it cultural showcases, philanthropic engagements, or media galas unfolded with storytelling flair and immaculate execution, earning nods from the Miss World Organisation, international delegates, and domestic dignitaries alike.

    The show wasn’t just beauty and sequins. It was strategy, scale, and seamlessness. The festival served as a canvas for Hubble to blend India’s cultural heritage, Telangana’s famed hospitality, and global production standards into an unforgettable experience.

    Hubble Entertainment co-founder and managing partner Hafiz Khan said, “This wasn’t just about hosting a pageant, it was about showcasing India’s capacity to create global experiences rooted in our own cultural richness. Being entrusted with this festival was humbling, and we’re proud to have helped put Hyderabad and Telangana firmly on the global events map.”

    Hubble Entertainment is no stranger to grandeur. Known for delivering high-voltage brand activations, award shows, concerts, and celebrity-led experiences, the agency has built a reputation for storytelling with scale. But Miss World 2025 marked a new high: not just a successful execution, but an immersive narrative that blended tradition, hospitality, and wow-factor in equal measure.

    With Hyderabad’s skyline as the backdrop and over 100 delegates in the spotlight, Hubble didn’t just manage an event, it orchestrated a global moment. And the world was watching.

  • Jonty Rhodes joins Vig-Gunjal’s Upurfit as investor and brand face, dives into India’s fitness startup race

    Jonty Rhodes joins Vig-Gunjal’s Upurfit as investor and brand face, dives into India’s fitness startup race

    MUMBAI: It’s not every day that one of cricket’s most agile fielders jumps into the startup arena—feet first. But Jonty Rhodes, the South African dynamo whose name is etched in every highlight reel from the ’90s, has added a fresh title to his career scorecard: strategic investor and brand ambassador for Upurfit, a rising Indian sports and fitness brand.

    Based in Mumbai and launched in 2023, Upurfit is angling for a slice of India’s booming sports wellness market, projected to touch $40 billion by 2030 at a CAGR of 19 per cent, according to a joint Deloitte-Google report. With its range of performance, recovery, and hygiene-focused products, the brand promises clean ingredients and results that speak to the everyday athlete.

    What drew Rhodes to the brand wasn’t the glitter of celebrity endorsement. “What struck me about Upurfit was the clarity of its mission. When Vikram and Munish first approached me, it wasn’t about signing up a celebrity endorsement. Their focus was on product relevance, clean ingredients, and true performance. My family and I tried the products ourselves, and that’s when I knew I wanted to be part of this journey. I’m excited to support Upurfit not just as a face, but as a strategic investor committed to building value”, he said.

    For co-founders Munish Vig and Vikram Gunjal, the association is more than a high-profile endorsement. It’s a hands-on alliance.

    “For us, Jonty isn’t just a cricketing icon. He represents resilience, commitment, and performance. He’s the ideal mentor and gospeller for a brand like ours that is built for the athlete in every Indian. His belief in our products and now in our mission is a huge validation of what we’re building”, said Gunjal.

    Vig added, “The turning point for us was Jonty’s feedback. He shared detailed insights on what athletes and fitness enthusiasts truly need, and his perspective has already shaped our upcoming product roadmap. His involvement goes far beyond brand value. It’s product leadership and strategic insight in action”.

    Upurfit is now doubling down on building products that combine science, simplicity, and performance. With a cricketing legend on board and a homegrown ethos at heart, the brand seems primed to take a firm stance in India’s increasingly health-conscious ecosystem.

  • Deal or dil Pankaj Tripathi says you’ll still drive off in a Hyundai

    Deal or dil Pankaj Tripathi says you’ll still drive off in a Hyundai

    MUMBAI: What happens when your heart wants the features and your wallet loves the discounts? According to Hyundai Motor India Limited’s latest campaign, you win either way because “Listen to your Dil or the Deals. You will bring home a Hyundai!”

    Featuring Hyundai’s new brand ambassador Pankaj Tripathi, the campaign is a delightful spin on the everyday car-buying dilemma. Set in a friendly neighbourhood and packed with Tripathi’s trademark wit, the TVC sees the actor cheekily flaunt his Hyundai Exter’s smart features, playfully questioning whether his neighbour’s car matches up or at the very least, came with better deals. Spoiler: it didn’t.

    Backed by Hyundai’s core values of trust, innovation, and value, the campaign aims to connect with both the head and the heart. “It’s more than a tagline, it’s a celebration of Hyundai’s promise to offer feature-packed, reliable vehicles that delight customers,” said HMIL vertical head of marketing Virat Khullar. Launched well ahead of the festive season, the initiative strategically seeks to influence intent and early consideration in a crowded market.

    The 360-degree campaign will hit TV, print, digital, and radio, and reach even deeper with regional TVCs in seven Indian languages Gujarati, Marathi, Bengali, Kannada, Malayalam, Tamil, and Telugu.

    While the humour keeps things light, the message is serious: whether you’re wooed by your dil or lured by a great deal, a Hyundai is always the right choice. Because behind every Hyundai is not just an engine but a promise of care, technology, and trust that goes the distance.

  • Suhana Khan laces up with adidas India, reimagines iconic Originals for gen z flair

    Suhana Khan laces up with adidas India, reimagines iconic Originals for gen z flair

    MUMBAI: Adidas India has tapped Suhana Khan as the latest face of its brand, signalling a bold stride in blending classic streetwear heritage with the next generation’s flair for expression. The announcement marks a strategic move by the global sportswear giant to rejuvenate its Originals identity with a voice that speaks to India’s youth.

    With this collaboration, adidas revisits its cult-classic sneaker franchise — the Superstar — anchoring the campaign in timeless fashion that resonates across generations. While the shoe first stormed courts and streets decades ago, Suhana’s entry breathes new cultural relevance into the silhouette, infusing it with the energy of digital-age trendsetters.

    “I’m super thrilled to be joining the iconic adidas family. The brand has always held a special place in my heart, with its classic sneakers being a staple in my wardrobe. adidas Originals stands for creativity, authenticity, and staying true to yourself — values I truly admire. To now be part of a legacy rooted in culture that has inspired so many across the world feels incredibly special”, Suhana shared in a statement.

    Adidas India GM Neelendra Singh echoed the sentiment, “At adidas India, we have always believed in the power of cultural creators, those who shape the now and define what’s next. Suhana Khan infuses fresh energy into some of our most iconic apparel pieces and classic sneaker silhouettes like the Superstar, reimagining them for a new generation. Her style is effortless and expressive, and we’re excited to welcome her into the adidas family as we continue to champion individuality and self-expression through street culture”.

    The partnership underscores adidas India’s approach to stay rooted in legacy while adapting to evolving style codes. By welcoming a young cultural voice like Suhana, the brand aims to reassert its Originals line as a mainstay of contemporary wardrobes, without abandoning its heritage.

    As Suhana steps into her role, adidas promises a renewed creative vision — one stitched together by classic design, future-forward influence, and the enduring appeal of self-expression.

  • Hit for Six Rohit Sharma bats again for TCL in year two of brand play

    Hit for Six Rohit Sharma bats again for TCL in year two of brand play

    MUMBAI: Rohit Sharma isn’t just mastering moments on the cricket pitch, he’s now doubling down on doing so in your living room too. The Indian skipper has returned for a second innings as brand ambassador for TCL India, extending a partnership that fuses cool-headed consistency with cutting-edge consumer tech.

    TCL, known for its growing footprint in the smart TV and home appliance sector, continues to lean into Indian sensibilities with this brand move. Rohit, who is exclusively managed by Rise Worldwide, fits snugly into the brand’s “Master the Moment” philosophy bringing a blend of precision, poise, and impact to the company’s message.

    “We are thrilled to have Rohit continue with us,” said TCL India general manager Philip Xia. “His leadership under pressure and reliable performance mirror the values we stand by at TCL innovation, dependability, and cultural resonance.”

    The feeling is mutual. “TCL’s drive to innovate resonates with my own approach to the game,” said Rohit Sharma, sounding as composed as ever. “Together, we want to remind people that technology, when used well, empowers you to live every moment to its fullest.”

    The extended association comes at a time when TCL is betting big on its AI-powered solutions, expanding its smart TV and appliance range across Indian markets. From product rollouts to emotion-led campaigns, Rohit’s face (and finesse) will front a host of initiatives aimed at turning tech into a lifestyle statement.

    As TCL plays the long game in India’s fast-growing consumer electronics arena, it’s clearly banking on cricketing charisma to keep it in pole position and Rohit Sharma, as always, is ready to deliver.
     

  • Agoda ropes in Ayushmann Khurrana as AI-powered Mr. Vacaywala for travel planning stunt

    Agoda ropes in Ayushmann Khurrana as AI-powered Mr. Vacaywala for travel planning stunt

    MUMBAI: Agoda has packed its bags and brought Hindi cinema to the boarding gate. The travel-tech brand launched its limited-time AI Vacation Planner for Indian travellers, fronted by actor Ayushmann Khurrana who plays a charming new character — Mr. Vacaywala, chief wellness officer.

    Built in collaboration with Google, the platform promises holiday solutions on command. It combines Gemini and Imagen technologies with Agoda’s travel inventory to generate tailor-made itineraries, complete with dazzling visuals and Ayushmann’s AI-voiced commentary — calling users by their first name, no less. The AI Vacation Planner is live on AgodaVacationPlanner.com till 30 June.

    “Travel is all about discovery and inspiration. Agoda’s use of AI to create personalized recommendations and stunning visuals makes it easier for people to dream, plan, and book their next adventure”, said Khurrana. “We take away the stress of putting together an itinerary, because we do it for you!”

    Users enter their preferences, and within seconds the platform assembles custom plans, cherry-picked from Agoda’s five million holiday properties, 130,000 flight routes, and 300,000 activities. Imagen renders this into an interactive visual story, and Mr. Vacaywala narrates the itinerary using text-to-speech.

    Agoda country director for India, Sri Lanka, and Nepal, Gaurav Malik said, “We’ve redefined the travel planning experience to be both personal and inspiring”.

    Google’s Pulkit Lambah added, “We collectively embark on a journey to truly reimagine travel – moving beyond simple bookings to instantly personalized, vividly inspiring journeys”.

    The campaign also showcases the work of Kulfi Collective and AI studio Truefan, with promotional pushes planned across Youtube and Meta. Through hyper-targeted ads and a Hindi cinema twist, Agoda’s AI-powered journey into Indian hearts is already on the runway.