ITV

Category: Ad Campaigns

  • DLF unveils Privana North at Times Square in bold diaspora-focused branding spectacle

    DLF unveils Privana North at Times Square in bold diaspora-focused branding spectacle

    MUMBAI: Times Square saw more than tourists stop and stare this week—India’s real estate behemoth DLF took over the iconic digital skyline to introduce its latest showpiece: DLF Privana North. As crimson hues lit up the three-sided digital tower known as ‘The Cube’, New York became ground zero for one of India’s flashiest real estate launches.

    DLF unveiled the name and first look of Privana North on 18 June in a high-impact marketing stunt aimed squarely at the Indian diaspora. The 50-storey glazed towers of the Gurugram-based project stood tall, not in concrete, but in LED glory, above the legendary red stairs at 2 Times Square—a globally photographed backdrop that promises maximum eyeballs.

    The unveiling formed part of DLF’s larger strategy to court NRI investors, who account for nearly 30 per cent of its residential sales. Nearly half of this NRI chunk comes from the United States alone, making the Big Apple a strategic choice for the launch. It wasn’t just about showing off a new skyscraper. This was DLF waving the Indian urbanisation flag on a global screen—quite literally.

    DLF Privana North is the latest phase of the 116-acre DLF Privana township in Gurugram’s Sectors 76 and 77. The project follows Privana South and West, both of which sold out in under three days before they even officially launched. Privana North is expected to push the bar further, becoming the crown jewel of the township.

    The Times Square reveal was more than a marketing gimmick. It reflected a confident crossover between real estate and show business. It placed India’s housing ambitions under Manhattan’s neon lights, where eyeballs from every continent converge—and Instagram follows.

    Privana North has been in investor and buyer chatter for more than a year. Its formal introduction on a global stage adds momentum to DLF’s positioning as not just a builder, but a storyteller in the evolution of urban India. Gurugram, once a cluster of villages, now gets billboarded in the world’s most-watched intersection.

    ‘The Cube’ features six massive LED screens angled across Broadway, 7th Avenue and 47th Street. With millions of daily footfalls and billions of potential impressions online, DLF’s digital takeover ensures that Privana North already has the world’s attention—even before its foundation stone is laid.

  • Itc Sunfeast Baked Creations signs off mango season with a juicy finale for #CertifiedAampaglus

    Itc Sunfeast Baked Creations signs off mango season with a juicy finale for #CertifiedAampaglus

    MUMBAI: Just when you thought mango season had packed its bags, Itc Sunfeast Baked Creations drops one last, delicious surprise with a zany digital film — the grand finale to its Mad Over Mangoes Again campaign.

    This final hurrah is equal parts dessert porn and fruit-fuelled frenzy. The video plunges viewers into a sun-drenched world where mango obsession turns dessert lovers into full-blown #CertifiedAampaglus — the mango-mad masses whose cravings know no chill. With toe-tapping music, hyper visuals, and unapologetic indulgence, it’s mango love turned up to eleven.

    Front and centre are three showstoppers:

    1    Mango Pudding — a custard-and-caramel jar layered with fresh mango

    2    Mango Mascarpone Cake — spongy, pulpy, and as breezy as a tropical holiday

    3    Mango Tres Leches — a creamy classic gone delightfully desi

    Joining the lineup are a riot of other tropical temptations: Mango Cheesecake Bento, Mango & Chocolate Mini Croissants, Custard Pastry, Tropical Cake, and a chilled Mango Shake. Each treat promises a different flavour of summer, designed to be devoured before the season does a disappearing act.

    And in true mango madness fashion, the brand has taken its campaign offline — with a mango-for-mango swap. In Bengaluru, show up at any Café Sunfeast Baked Creations outlet with a real mango, and you’ll walk away with a free dessert. Sweet deal, quite literally.

    Available for delivery in Bengaluru, Mumbai, Pune, Chennai, and Hyderabad via Swiggy and Zomato, this mango farewell is more than just dessert. It’s a fruity frenzy, a sugar rush, and a seasonal tribute rolled into one.

  • Dettol Fresh promises 12-hour confidence boost in a bar

    Dettol Fresh promises 12-hour confidence boost in a bar

    MUMBAI: Dettol, the household name that’s long been associated with hygiene and protection, has now added a splash of confidence to its cleansing credentials. The brand has rolled out a bold new promise of 12-hour freshness across its Cologne Fresh and Lime Fresh soap variants — a timely move in a country where a commute can be longer than a board meeting, and body odour can strike at the worst possible moment.

    Designed for modern Indians on the move, Dettol Fresh claims to eliminate 99.9 per cent of odour-causing germs^ while delivering a day-long burst of confidence. Cologne Fresh brings a musky, masculine edge perfect for power moves and post-shower swagger, while Lime Fresh’s citrus zing is tailor-made for social sparks and morning hustle.

    To bring the proposition alive, Dettol has partnered with McCann Worldgroup for two spirited ad films. In one, a young woman with a startup pitch finds an investor at an airport — only the one who smells success (literally) gets the deal. In the other, a duo of musicians get a surprise gig at a nightclub — but only the fresher of the two steals the spotlight.

    Reckitt – South Asia regional marketing director, health, Kanika Kalra said, “At Reckitt, we believe real confidence starts with feeling fresh & protected so you are ready for anything. With Dettol Cologne & Lime Fresh, we’re not just offering freshness — we are helping people feel confident. Whether you’re chasing dreams in boardrooms or on stage, 12-hour freshness*~gives you the confidence to show up at your best. This marks an exciting benefit from Dettol as we expand our promise of protection into the freshness space — because when you feel fresh, you always feel ready.”

    The campaign is headlined by two engaging ad films, conceptualised by McCann Worldgroup. McCann Worldgroup India chief creative officer and CEO Prasoon Joshi said, “Opportunities don’t wait – they can come anytime! And when they do, you’ve got to feel fresh, confident, and ready to grab them. That’s what this campaign is all about. With 12 hour-freshness, Dettol Lime Fresh and Cologne Fresh have your back, helping go-getters feel fresh and confident, and also protect from body odour.”

    The message is simple: with Dettol Fresh, you don’t just feel clean — you feel ready. Whether it’s for a chance meeting, a professional breakthrough, or a bold night out, Dettol wants to be your invisible wingman.

    As the brand evolves from its germ-killing legacy to confidence-boosting freshness, the humble soap bar is suddenly less about hygiene and more about head-turning assurance. Freshness, it seems, is now a career strategy.

  • Aamir Khan gives schools a class on inclusion and emotional safety

    Aamir Khan gives schools a class on inclusion and emotional safety

    MUMBAI: “Real learning only happens when a child feels safe emotionally and mentally.” That was Aamir Khan, not in a film, but in real life, as he joined educationist Ganesh Kohli for a deeply personal and urgent conversation on mental health and inclusion in schools. In a session titled “Education and Counselling for Inclusion”, streamed live to educators and students around the globe, Khan opened up about his upcoming film Sitaare Zameen Par, his own family’s experiences with neurodiversity, and the often overlooked need for emotional scaffolding in academic spaces.

    Organised by the IC3 Movement, the session wasn’t just talk, it mirrored a broader call for change. India, where over 13,000 students die by suicide annually, faces a staggering crisis. IC3’s report, Student Suicides: An Epidemic Sweeping India, reveals that this rate is doubling faster than general suicide rates, demanding not just awareness, but action.

    Khan, known for Taare Zameen Par and 3 Idiots, didn’t hold back. “We speak of excellence,” he said, “but we forget, it’s impossible without emotional safety.” His words resonated against findings from IC3’s 2024 Annual Student Quest Report, which surveyed students and counsellors across 56 countries. 81 per cent of students and 83 per cent of counsellors said that connecting personal values like passion and purpose with career choices improves mental well-being and clarity.

    IC3 Founder Ganesh Kohli stressed that inclusion must go beyond good intentions. “It requires transforming mindsets, policies, and day-to-day interactions,” he said. “Inclusion is about ensuring every student belongs.”

    The session spotlighted some urgent themes: stigma around mental health, the shortage of trained school counsellors, and the need for emotionally intelligent educators. “Teachers should be the highest paid professionals in any society,” said Khan, reiterating how one bad teacher can damage generations, and one good one can change lives.

    This dialogue sets the tone for the upcoming 2025 Annual IC3 Conference & Expo (August 20–21, Jio World Convention Centre, Mumbai), themed “Counseling as a Culture”. It will bring together educators and policymakers from 95 plus countries, and focus on weaving career and college counselling into the fabric of every school where well-being matters just as much as test scores.

    As anxiety, burnout, and academic pressure hit alarming levels, conversations like these are no longer optional. They’re a syllabus in themselves. And in Aamir Khan’s words, perhaps it’s time schools stop chasing marks, and start listening to what truly makes a child thrive.

  • You may not know Bharat Connect, but you trust it with your bills

    You may not know Bharat Connect, but you trust it with your bills

    Mumbai — NPCI Bharat BillPay Ltd. (NBBL), the bill payments arm of the National Payments Corporation of India, has rolled out a sharply observed campaign for its flagship platform, Bharat Connect. The line? ‘Aap Humein Jaante Nahi, Par Maante Hain’ — a nod to how millions use the system daily without ever knowing its name.

    Conceptualised by DDB Mudra Group, the campaign focuses on the platform’s omnipresence in everyday digital transactions — from electricity bills and EMIs to insurance and credit card dues — while operating quietly in the background. Bharat Connect is the digital workhorse running through bank apps, fintech interfaces, websites and even assisted channels, powering both recurring and one-time payments with minimal fuss.

    Featuring familiar faces such as Puneet Issar, Shreya Dhanwanthary, Sharib Hashmi, Chandan Roy and Gopal Datt, the films unfold through everyday scenarios — slice-of-life moments where the real star is seamless, secure and trustworthy digital infrastructure.

    The campaign, which goes live across eleven Indian languages, will hit television, digital, print, radio and out-of-home touchpoints in a full-bodied media blitz. It’s as much about emotional connection as it is about tech prowess.

    Speaking about this campaign, NBBL MD & CEO Noopur Chaturvedi said, “Bharat Connect stands as a trusted and inclusive digital infrastructure for bill payments that touches the lives of millions every single day. With this campaign, we aim to make our purpose visible and assure every Indian of ease, safety, and reliability when managing their essential payments. Through relatable instances in this campaign, we aim to reaffirm Bharat Connect’s role in enabling India’s digital future.”

    “The insight driving this campaign stemmed from a simple truth: while Bharat Connect powers millions of daily bill payments, its name remains unfamiliar to most. This gap between utility and awareness became the foundation of our narrative — highlighting how a trusted service can be deeply embedded in people’s lives, yet remain invisible,” said DDB Mudra Group Group creative directors Gagandeep Bindra & Rahul Arcot.

    With this move, NBBL hopes to bring Bharat Connect out of the shadows and into public consciousness — not by rebranding, but by reminding users that trust is often built silently, swipe by swipe.

  • India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign

    India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign

    MUMBAI — Basmati just got bold on the big screen. KRBL dished out a show-stealing Connected TV (CTV) campaign for its flagship India Gate Basmati Rice, using Huella Services’ NEXad to spice things up with interactive flair.

    Dubbed Top-Class Choice, the campaign let viewers pick between “premium” options within the creative — a smart move that turned couch potatoes into engaged consumers. Over 1.35 million impressions, more than 12,400 user interactions, and a mouthwatering 96.22 per cent video completion rate. With a 0.90 per cent interaction rate, it left industry benchmarks simmering in its wake.

    KRBL head of marketing & business head – modern trade & e-commerce, Kunal Sharma said,  “At KRBL, we’ve always believed in staying ahead of the curve, and our ‘Only Top Class’ campaign truly embodies this vision. Partnering with NEXad and Huella enabled us to redefine CTV from just another viewing platform to an engaging and interactive touchpoint. Through real-time viewer interaction enabled by remote controls, we successfully created an innovative, seamless, and measurable brand experience directly on consumers’ TV screens. We’re proud to set a new benchmark for innovation in the CTV advertising space.”

    Huella Services co-founder & CRO Mayura Nayak said, “With this campaign, we harnessed the power of interactive storytelling on CTV to elevate the India Gate brand message in an immersive way. The India Gate Basmati campaign is a testament to how NEXad can elevate brand storytelling and engagement on CTV. By merging choice with creativity, we’ve driven deeper viewer involvement and created a lasting impact. It’s a clear case of how CTV can merge scale with engagement.”

    KRBL digital media lead, Raunak Rai said, “‘Only Top Class’ campaign effectively transformed KRBL’s brand communication, turning typically passive CTV viewers into active participants. Leveraging NEXad’s interactive features and Huella’s strategic execution, we created compelling interactions directly through TV screens. This innovative communication approach strengthens KRBL’s digital-first strategy and enhances engagement with today’s connected consumers.”

    Rolled out across 20 cities, the campaign saw top-drawer performance from platforms like JioHotstar, JioTV+, and Zee5, helping it scale like a perfectly steamed pot of rice.

    Independent validation from IAS and DCM confirmed the campaign’s aroma of success — with aces in brand safety, time spent, and engagement.

    When rice meets tech, engagement isn’t just cooked — it’s pressure-cooked to perfection.

  • Swiggy dials up the decibels with ‘Prime Time Menu’ for Father’s Day celebration

    Swiggy dials up the decibels with ‘Prime Time Menu’ for Father’s Day celebration

    MUMBAI: If your dad insists on cranking the TV up to ear-splitting levels during the 9 pm debate, Swiggy just served up the perfect Father’s Day gift.

    India’s food delivery giant launched the ‘Prime Time Menu’ campaign, turning its in-app experience into a full-blown homage to prime-time news channels—dramatic tickers, booming anchors, and all.

    The campaign, built around a digital film, captures the daily struggle of a daughter trying to survive the sonic boom of her father’s nightly news rituals. From anchor rants to khulaasas drowning out her study sessions and dance practice, the chaos finally finds comic relief when she decides to embrace it—with food. She gifts him Swiggy’s ‘Prime Time Menu’, sparking laughs and relief in equal measure.

    Swiggy, known for its quirky, relatable brand tone, partnered with Bad Studio Production LLP to deliver this loud love letter. The platform turned its app interface into a parody of a live newsroom. Users are treated to anchor-led food segments, animated breaking headlines, and dramatic scrolls reporting on spicy samosas and scandalous burgers.

    “At Swiggy, we love finding joy in the everyday quirks of our consumers. ‘Prime Time Menu’ is our way of celebrating something almost every Indian family can relate to, a father’s unshakable love for news and current affairs. It’s a campaign built on insight, nostalgia, and humour, and it’s another step in making the Swiggy experience deeply personal, culturally resonant, and ultimately, fun”, said Swiggy VP-brand Mayur Hola.

    Live now on the Swiggy app and across digital platforms, the campaign has turned up the volume on dad culture. It’s equal parts tribute and playful roast. With tickers louder than thunder and food promos cheekier than anchors, the campaign delivers dad-core humour at its best.

    Because this Father’s Day, if you can’t beat the noise, feed it. 

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Swiggy (@swiggyindia)

     

  • Duroflex celebrates dads who juggle start-ups and strollers in new Father’s Day campaign

    Duroflex celebrates dads who juggle start-ups and strollers in new Father’s Day campaign

    MUMBAI: Start-up decks by day, bedtime stories by night – the nation’s dadpreneurs are finally getting the spotlight they never asked for but definitely deserve. This Father’s Day, Duroflex launched its integrated campaign titled ‘His Rest Matters’, honouring fathers who double up as founders. The campaign captures the fatigue and fortitude of men who swap investor meetings for mealtimes, pitch decks for playdates.

    Through a sequence of poignant visuals and authentic narratives, Duroflex explores the underacknowledged emotional labour and sleep deprivation of modern dads who shoulder the dreams of both their families and their ventures. The campaign features real-life dadpreneurs: Shreyans Jain (Studio Gaffy), Sumeet Guleria (NXT Meal), Aadesh Pirgal (N’uru Coffee), and Divyang Jain (Oneball) – each balancing two equally demanding worlds with grit and grace.

    Duroflex CMO Ullas Vijay said, “Every father shares the same story of wanting to give their all to their families and dreams but rarely getting the rest they need. At Duroflex, we have always believed that quality sleep is the foundation that allows people to show up fully for what matters most. As the country’s leading voice in sleep science, we aim to open conversations around sleep equity and emotional labour, especially for a generation of millennials who try to be caregivers to all – their young companies and their young children. This campaign is our way of saying: your rest matters too, because your family and your venture both need you at your best”.

    The campaign rolls out across digital and social platforms, adding yet another feather to Duroflex’s branding hat as it continues to pitch sleep as a necessity, not a luxury. With this tribute to dadpreneurs, Duroflex doesn’t just sell mattresses — it delivers a powerful cultural nudge.

     

  • Oberoi Realty builds a poetic tribute to dads with Father’s Day campaign

    Oberoi Realty builds a poetic tribute to dads with Father’s Day campaign

    MUMBAI: Oberoi Realty is tugging heartstrings this Father’s Day with a soulfully crafted campaign that celebrates the unsung moments between dads and their little champions. Titled “From the first game to the biggest win, Dads are there for it all”, the brand’s latest digital film is an ode to the quiet strength of fatherhood — and the spaces that make connection possible.

    Shot using AI-generated visuals, the film paints a picture of everyday joy: sprints across sun-dappled lawns, carefree dips by the pool, and laughter echoing across basketball courts — all set within the serene, carefully designed enclaves of Oberoi Realty’s residential communities.

    It’s not just bricks and landscaping. Each scene underscores how architecture can nurture emotion. Whether it’s open greens that welcome play, or lounges and shared courts that spark multigenerational bonding, Oberoi’s environments are more than backdrops — they’re facilitators of togetherness.

    The film is accompanied by an original poem that strikes an emotional chord, elevating the campaign beyond nostalgia into a quiet meditation on presence and place. It’s a reminder that while love may be quiet, the right setting can make it resonate louder.

    Speaking about the campaign, Oberoi Realty VP – brand marketing & corporate communication, Sarina Menezes said, “At Oberoi Realty, we believe the most powerful stories are those rooted in real human connections. This Father’s Day film, enhanced by AI and a heartfelt poetic narrative celebrates life’s simplest yet most cherished moments. From a playful game to a poolside chat, our communities are designed to nurture these shared experiences and create homes where lifelong memories are made.”

    With this campaign, Oberoi Realty continues its streak of blending high-end living with heartfelt storytelling — a luxe love letter to fatherhood that lives across the brand’s social media channels.

     

     

  • Swiggy and Prime Video pull a fast one on foodies with mind-bending Traitors menu

    Swiggy and Prime Video pull a fast one on foodies with mind-bending Traitors menu

    MUMBAI: When Prime Video and Swiggy say ‘taste the betrayal’, they’re not speaking metaphorically. This week, India’s top OTT giant and the country’s favourite food delivery platform joined forces to mark the launch of the reality thriller The Traitors — not with banners and billboards, but with a plate of pure deceit. The new food experience, cheekily titled ‘Dhoka Khao’, brings illusion to the menu with dishes that look like one thing but taste like another, through a playful partnership with cult favourite Louis Burger.

    The campaign went live on 12 June exclusively on Swiggy’s Drops — a limited-time section of the app known for quirky culinary experiments. Available only until supplies last, the dishes rolled out in phases across Mumbai, Delhi, Bangalore, Pune and Chennai.

    The theatrical twist lies in two trickster dishes. First up: Two Faced Cupcake, a savoury cornbread sneakily dressed up in dessert clothing with mashed potato frosting. And then there’s Fries Over Lies, which look like your standard fries but serve up sweet flavours instead.

    “Just like the show, the food in this campaign is full of surprises”, said Swiggy Ltd CBO Sidharth Bhakoo. “It’s not just about what you watch or what you eat, it’s about elevating both in a way that keeps you guessing till the very last bite”.

    Massive Restaurants’ founder & MD Zorawar Kalra, who leads the Louis Burger brand, added, “With Louis Burger at the helm, we’ve crafted an experience where food meets illusion — each bite surprises, delights, and keeps you guessing, much like the show itself. These limited-edition drops are not just burgers; they’re a bold experiment in storytelling through taste”.

    Kalra also praised Swiggy’s Drops as a platform for risk-taking and creativity. “Swiggy’s technology and logistics have allowed us to scale efficiently while maintaining the quality our brands are known for”, he said. “Their innovative approach offers a unique platform for our teams to experiment and engage with audiences in fresh, creative ways”.

    Backed by celebrity restaurateur Kalra and Prime Video’s storytelling muscle, the ‘Dhoka Khao’ campaign isn’t just a food promo; it’s a deliciously layered metaphor for the show it promotes. The collaboration pushes the envelope on how food, fiction and fandom can collide to deliver new-age, screen-to-plate experiences.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

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