ITV

Category: Ad Campaigns

  • Neena Gupta brings quick wit and quicker healing to Cipla Health’s new campaign

    Neena Gupta brings quick wit and quicker healing to Cipla Health’s new campaign

    MUMBAI: Cipla Health has rolled out a zippy new campaign for its flagship antiseptic brand ‘Cipladine’, casting veteran actress Neena Gupta as the face of its ‘Fast Aid Expert’ proposition. The campaign swaps predictable first-aid messaging for a punchy, pacey narrative built around speed, sass, and sharp relief.

    Conceptualised by Lowe Lintas and directed by national award-winner Vivek Dubey, the campaign features Gupta as a no-nonsense boss who always stays a step ahead—mirroring Cipladine’s fast-acting formula. With Shashie Verma playing her perpetually behind-the-curve assistant, the film delivers both healing and humour in equal measure.

    Gupta shared her excitement about the association, saying, “As someone who believes in tackling life head-on, I love the idea of being associated with a product that does the same. Cipladine is quick, reliable, and versatile, it reminds me of the kind of roles I enjoy doing. Being a part of this campaign was a delightful experience.”

    Sharing his thoughts, MullenLowe Global Group CEO – India & Chief Strategy Officer – APAC, Subramanyeswar S.  said, “Cipladine has long held the leadership position in its category, but true leadership lies not in maintaining the status quo, it lies in continuously raising the bar. We asked ourselves: how can a leader lead even more distinctively? The answer emerged in a powerful insight – speed – a critical need in first aid. That’s when we reimagined Cipladine not just as a product, but as a solution—a Fastaid expert in the world of FIRSTAID solutions.”

    Lowe Lintas president (Creative) Sarvesh Raikar added, “The category of first aid solutions has been quite predictable in its problem-solution communication approach. We needed to break the clutter with a fresh tone of voice. The idea of an ultra-efficient boss and her quests to set things right without wasting time served as a perfect backdrop to launch our refreshed brand idea – to move from ‘FIRST-AID to ‘Fast-Aid’ Expert. The chronicles of Neena Gupta and her secretary Sashi Verma, directed by the national-award winning director Vivek Dubey, effortlessly bring alive our new narrative of speed, while also bringing a smile on the viewers faces.”

    Launched across TV, digital, print, OOH and trade touchpoints, the campaign marks a bold shift in tone for the first-aid aisle—where speed now gets top billing.

  • Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    MUMBAI: What do you get when you mix a pinch of masala, a selfie, and Telugu cinema’s Natural Star Nani? Aashirvaad Masala’s blockbuster new AI-powered campaign that’s turning fans into reel-life co-stars—one WhatsApp message at a time.

    Following the successful onboarding of Nani as brand ambassador in Andhra Pradesh and Telangana, ITC has launched a first-of-its-kind digital experience that lets users create personalised movie posters featuring themselves alongside the Tollywood icon. All it takes is a scan of a QR code on Aashirvaad’s chilli powder pack—or a click from the brand’s Telugu social handles—to get started.

    The campaign plays off the tagline ‘Dammu Meede, Star Meere’, spotlighting homemakers as the real heroes of the kitchen. Now, with genres ranging from romance and action to comedy and thriller, the brand invites them to bring that same flair to their very own cinematic moment.

    Built on a slick AI-driven WhatsApp bot, the experience allows users to select language, genre, and character before uploading a selfie—and voilà, their custom poster is ready to roll. Lucky participants even stand a chance to see themselves on billboards with Nani or win movie tickets.

    Blending spice with stardust, Aashirvaad Masala’s campaign taps into Telugu audiences’ twin passions—food and film—while pushing the envelope on tech-led engagement. In short, this isn’t just seasoning; it’s star-making with a side of dum.

  • Frido’s Father’s Day push hits the right joints

    Frido’s Father’s Day push hits the right joints

    MUMBAI: This Father’s Day, D2C wellness brand Frido is skipping the mugs and neckties and going straight for the knees — quite literally. Its cheeky-yet-heartfelt campaign, “Gift him what he truly KNEEds”, turns the spotlight on a group that rarely complains but often aches: dads.

    At the heart of the campaign is Frido’s Active Knee Cap, designed to ease years of wear-and-tear borne by fathers who power through their day without pause. The message? Don’t gift your dad another “World’s Best Dad” trophy — gift him comfort he can feel.

    To scale up the emotional punch, Frido deployed a full-funnel strategy. From dad-centric influencer reels on Instagram to high-visibility OOH across metros and feel-good user contests, the brand created a real tear-jerker with muscle. Families were urged to share personal stories, sparking a flood of nostalgic posts that proved this wasn’t just another token holiday campaign.

    Turning the campaign into a full-body experience, Frido teamed up with EMotorad — India’s leading e-cycle brand — to offer the perfect one-two punch: support at home, and mobility on the road. Together, they’ve crafted a Father’s Day experience that’s both caring and cool.

    Speaking on the initiative, Frido CEO & co-founder Ganesh Sonawane said, “Most fathers carry on without ever saying a word about their own discomfort. This campaign is our way of shifting the spotlight, just for a moment, onto them. At Frido, we believe comfort isn’t a luxury, it’s a quiet form of care. This Father’s Day, we wanted to go beyond the usual and offer something that actually makes a difference in their everyday life. Teaming up with EMotorad helped us complete that thought – whether it’s rest or movement, every dad deserves a gift that understands him.”

    EMotorad co-fouinder & CEO  Kunal Gupta said, “Growing up, I saw my dad put his heart into everything he built. That mindset shaped a lot of what EMotorad stands for. This collaboration with Frido felt like teaming up with someone who shared that same drive to create more than just products, but real possibilities. This Father’s Day, we want to celebrate that quiet, persistent drive in every father. With this campaign, we want to show that a meaningful gift can keep him moving, just like he always has for us.”

    By leaning into authentic emotion and functional gifting, Frido isn’t just celebrating dads — it’s elevating the art of giving. After all, this season, the best present isn’t presence. It’s a bit of relief for those tired knees.
     

  • Shemaroo’s Father’s Day film tugs heartstrings with a downpour of silent sacrifices

    Shemaroo’s Father’s Day film tugs heartstrings with a downpour of silent sacrifices

    MUMBAI: Some superpowers don’t make noise.

    They just hold the umbrella and quietly step into the storm.

    This Father’s Day, Shemaroo Entertainment handed the spotlight to dad—the family’s emotional backbone—with a poignant short film under its new campaign #UnderHisUmbrella.

    The film, crafted around a rainy-day metaphor, captures a father leaving shelter so his wife and daughter remain dry. He says nothing, demands nothing. But the gesture hits home. The moment becomes a symbol for a father’s enduring role in Indian households—stoic, quiet, and unyieldingly protective.

    Shemaroo Entertainment launched the film on 13 June, drawing attention to the small sacrifices that often go unnoticed but shape every Indian family. Unlike the usual parade of Father’s Day commercials filled with overt gestures, Shemaroo went with subtlety.

    The result?

    A powerful tug at the heart.

    “For over 60 years, Shemaroo Entertainment has been telling stories that reflect the heart of Indian families. With #UnderHisUmbrella campaign, we continue that legacy, celebrating the fathers who often remain in the background yet form the backbone of the family. Their strength lies in their silence and their love in small acts of care. This campaign is a tribute to that unspoken emotional bedrock”, said Shemaroo Entertainment Ltd COO Arghya Chakravarty.

    The campaign wasn’t just a tearjerker. It worked as a brand strategy.

    “From a strategic perspective, this initiative allows us to connect deeply with our audience on an emotional level. We recognize the profound yet often understated role that fathers play in every household. The #UnderHisUmbrella campaign is our way of celebrating that universal truth. The visual metaphor of an umbrella represents security, warmth, and selflessness. By bringing this to life in a relatable context, we hope to spark recognition and appreciation for the unsaid ways fathers protect and nurture”, said Shemaroo Entertainment Ltd CMO Anuja Trivedi.

    Backed by Shemaroo’s social media platforms like YouTube and LinkedIn along with their long-standing brand ethos ‘India Khush Hua’, the film strengthens the company’s legacy of heartfelt storytelling. The message is simple-sometimes, love doesn’t roar; it quietly shelters.

    Watch the campaign film here: 

  • Hero Cycles pedals into the record books with ‘Har Gully Hero’ ride-a-thon

    Hero Cycles pedals into the record books with ‘Har Gully Hero’ ride-a-thon

    MUMBAI: Hero Cycles, in partnership with WPP Media and RED FM 93.5, has officially entered the Guinness World Records for creating the largest online video album of people riding bicycles — a high-octane finale to its wildly successful ‘Har Gully Hero’ campaign.

    With over 5,800 verified entries flooding in from across India, the campaign didn’t just clock record views — it sparked a full-blown pedal-powered revolution. Targeted at kids aged 6–14 and their nostalgia-loving parents, Har Gully Hero reignited a national passion for outdoor play at a time when screens are winning the battle for attention.

    Billed as India’s largest cycling movement, the campaign reached over 16 lakh citizens across 23 cities, uniting schools, housing societies, and cricket academies in a massive show of community spirit and wheeled fitness.

    Taking it a gear higher, Hero Cycles rolled out limited-edition IPL co-branded bikes with Royal Challengers Bengaluru and Delhi Capitals. RED FM kept the campaign buzzing with a high-decibel mix of radio activations, an infectious anthem, and RJ-fuelled meet-ups that gave the campaign its signature swagger.

    By blending purpose with pedal power, Hero Cycles didn’t just break a record — it created a movement. And in the process, reminded India that the real playground isn’t a screen, it’s the street.

    Hero Cycles head – marketing, Pallavi Gupta said, “At Hero Cycles, we’ve always believed that cycling is more than just mobility but a movement. With Har Gully Hero, our vision was to bring back the joy of outdoor play, especially for children growing up in a rapidly evolving digital world. Setting a Guinness World Record is a proud milestone, but what truly matters is the impact we’ve made on communities across India. We are full of gratitude for every child, parent, school, and partner who made this possible. This is just the beginning of a larger movement towards a fitter, more active India.”

    WPP Media South Asia COO Ashwin Padmanabhan said,” Har Gully Hero’ is more than a campaign, it is a cultural revival. It’s a celebration of India’s street sport culture and an urgent call to bring movement back into children’s lives. Achieving a Guinness World Record is a proud moment for all of us and reflects the power of purposeful storytelling at scale.”

    He further said, “This campaign not only rekindled the joy of cycling and gully cricket but also showcased how a brand-led initiative can unite a nation through one pedal, one gully, and now, one world record at a time. With Har Gully Hero, Hero Cycles plays a catalytic role in championing outdoor play and physical fitness, proving how brands can shape healthier, more connected communities.”

  • HealthOK salutes India’s tireless dads with a power-packed Father’s Day campaign

    HealthOK salutes India’s tireless dads with a power-packed Father’s Day campaign

    MUMBAI: Mankind Pharma is flexing both heart and muscle this Father’s Day with a spirited campaign for ‘HealthOK’ – its flagship vegetarian multivitamin brand. Riding high on a near Rs 50 crore milestone and a 25 per cent growth rate, the brand is putting dads front and centre as the ‘HealthOK Heroes’ of Indian households.

    The campaign pays tribute to fathers who never seem to run out of steam — fixing bikes, solving math homework, pulling late-night shifts, and still managing a Sunday cricket match. HealthOK positions itself as their nutritional wingman, helping them power through life’s endless to-do list with its 100 per cent vegetarian multivitamin formula tailored for daily stamina.

    Commenting on the campaign launch, Mankind Pharma vice president, sales and marketing head, consumer business unit, Joy Chatterjee said, “Happy Father’s Day to our HealthOK Heroes. This Father’s Day, we are celebrating the extraordinary fathers who demonstrate relentless dedication to parenthood without ever showing signs of fatigue. Our campaign acknowledges that today’s fathers seamlessly transition between multiple roles; they are providers who ensure family security, protectors who offer safety, mentors who guide with wisdom, and friends who share in life’s joys.”

    “In India, where nearly 30-40 per cent of the population embraces vegetarianism, there is a recognized concern regarding potential vitamin deficiencies among them. HealthOK steps in to bridge this gap by offering a dedicated solution in the form of pure vegetarian multivitamin tablets. In contrast to many over-the-counter alternatives that are non-vegetarian, often due to their capsule form, HealthOK tablets are exclusively sourced from vegetarian ingredients. This not only caters to the specific needs of the vegetarian male population but also aligns with their commitment to a vegetarian lifestyle. We are gaining share in the regions where the vegetarian population is substantial. We at Mankind, take pride in contributing to the well-being of individuals adhering to a vegetarian diet,” He further added.

    But the health hustle doesn’t stop there. For the mini-mes in the family, HealthOK is also pushing its kid-friendly multivitamin gummies — colourful, chewable bursts of nutrition designed to sneak goodness into even the pickiest diets. A nod to today’s time-starved, label-checking parents, the gummies promise immunity and growth without the kitchen drama.

    Commenting on HealthOK gummies, Chatterjee said, “A large number of Indian children fall short of meeting their daily nutritional needs, especially when it comes to essential vitamins and minerals. HealthOK Multivitamin Gummies are designed to help bridge this gap. While kids often crave sugary treats that offer little nutritional value and may harm dental health, HealthOK Gummies offer a smarter alternative. Packed with key nutrients like Vitamin C, D, Zinc, and Iron, these gummies are formulated to support immunity, healthy growth, and overall energy -all in a tasty, child-friendly format.”

    With a multi-platform media blitz spanning digital and traditional formats, the Father’s Day campaign is less about sentiment and more about celebrating real-life endurance athletes — also known as dads.

  • Ketto walks the talk as Shilpa Mishra steps in to lead its giving game

    Ketto walks the talk as Shilpa Mishra steps in to lead its giving game

     MUMBAI: Giving gets a new boss Shilpa Mishra joins Ketto Foundation to steer its next chapter in impact. Ketto Foundation, the strategic philanthropic and CSR arm of crowdfunding platform Ketto.org, has named Shilpa Mishra as its new executive director. With over 14 years of experience in building some of India’s most respected non-profit institutions, Mishra steps into a role that’s all about bridging heart and strategy and taking Ketto’s impact ambitions to the next level.

    Her mandate? Scale up CSR implementation, reimagine workplace giving, and anchor community-led systems built on empathy and equity all while keeping transparency at the core.

    “Philanthropy is not just capital movement, it’s a movement of mindsets,” said Mishra. “At Ketto Foundation, we’re not just funding change, we’re co-creating it with communities, not just for them.”

    Mishra’s career spans leadership roles at Bhumi, GiveIndia, Make A Difference, Avasara Academy, Tata Strive, and The Akanksha Foundation. She’s mobilised over Rs 150 crore through CSR and institutional partnerships, with measurable impact on more than a million lives.

    “Shilpa’s appointment is a turning point,” said Ketto.org Co-founder Varun Sheth. “She’s got a rare mix of heart and systems thinking—her ability to align big-picture CSR goals with on-ground community needs will be crucial as we build a scalable, inclusive infrastructure for generosity.”

    The Foundation’s bold new vision? Enable one million families to become poverty-free by 2035. It’s not just a metric—it’s a mission. And under Mishra’s leadership, the focus will be on purpose-driven partnerships, civic-first giving, and sustainable philanthropy that’s as effective as it is empathetic.

    Because at Ketto Foundation, giving isn’t just an act. It’s a structure. And it just got a new architect.

  • Bakingo bakes up brownie points for ‘The Real OGs’ this Father’s Day

    Bakingo bakes up brownie points for ‘The Real OGs’ this Father’s Day

    MUMBAI: Forget socks and soggy sentiment—this Father’s Day, Bakingo is going straight for the heart (and the sweet tooth) with its cheeky new campaign, ‘The Real OG’.

    A tribute to the unsung superheroes who fix, fund, and forgive in equal measure, the collection serves up fatherhood in every flavour—strong, sweet, slightly nutty, and always unforgettable.

    Top of the treat list is the Choco Raspberry Cake, a rich-meets-zingy creation that’s moody in the best way. For tropical types, the Mango Passion Fruit Bento Cake brings full sunshine energy. The brand’s big “aww” moment comes in a limited-edition brownie box spelling out “I Love U DAD”—nine gooey squares that say what words can’t. Also in the spotlight: cake popsicles in mango and hazelnut for the dad who deserves dessert with a wink.

    The rest of Bakingo’s line-up is no less tempting—think jarcakes, tres leches, chocolate bombs and more, all prepped for same-day delivery.

    “Our Father’s Day collection is a tribute to dads who may not always ask for recognition, but whose love, quirks, and quiet sacrifices deserve to be celebrated in the sweetest way possible,” said Bakingo co-founder Himanshu Chawla. “With this campaign, we wanted to go beyond clichés and honour the real, original moments of fatherhood, ones that often go unnoticed but never unfelt. From the classic dads to the cool, goofy, silent, and sentimental ones, this one’s for every version of Dad out there.”

    So this Sunday, ditch the dad jokes and deliver dessert. Because being an OG isn’t about how old he is—it’s about how often he showed up, even when no one asked.

  • Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    MUMBAI: Not your average tech launch, Meta’s new AI tool just dropped in India with a desi twist, thanks to DDB Mudra’s latest campaign that turns into a lazy-day question—’Aaj kya karoge?‘—into a call to dream bigger.

    Meta AI, now seamlessly baked into WhatsApp, Facebook and Instagram, is being pitched not as a cold, complex tool but as a warm, witty sidekick that helps elevate the everyday. The campaign tackles a key perception problem head-on: that AI is all brains, no soul.

    Enter six short films, each telling a hyper-local, delightfully ordinary story—from different cities and age groups—that flips the mundane into the magical with a little help from Meta AI. From unlocking creative hobbies to simply streamlining chaos, the message is clear: this isn’t AI for coders, it’s for chai-sippers and chat-typers alike.

    The blitz didn’t stop at screens. Contextual billboards in Delhi and Lucknow spoke in local dialects, while YouTube ads served up prompts mid-search, making the experience feel uncannily personal. Throw in a dozen influencers across cities, each giving Meta AI their own local flavour, and the result is a campaign that doesn’t feel like a launch—it feels like life.

    DDB Mudra creative director Mahima Mathur, talking about the creative process and the approach to the campaign, said, “We didn’t want to introduce Meta AI with the usual fanfare. We wanted India to find it in its own way – in places we already live and love. In a WhatsApp chat. While scrolling through Facebook. In an Instagram group. ‘Aaj kya karoge?’ isn’t just a line. It’s a friendly nudge. An invitation to think a little bigger, try something new, and let Meta AI make it all a little easier, one day at a time.”

    With this effort, Meta positions its AI not as an upgrade—but as an invitation. One that turns routine into play, and every scroll into possibility.

  • Vidya Balan brings swagger to savings in Federal Bank’s latest push

    Vidya Balan brings swagger to savings in Federal Bank’s latest push

    MUMBAI: In a world where banks shout about interest rates and product features, Federal Bank is whispering something far more stylish: save, but make it smart.

    Enter Vidya Balan—actor, brand ambassador, and now, savings guru. In the newly launched ‘Savings Ki Vidya’ campaign, she serves up daily financial wisdom with a side of sass, showing that even small savings can be swanky.

    The witty, slice-of-life films ditch jargon for charm, tapping into those blink-and-you-miss-it moments where we splurge instead of stashing. Backed by the bank’s emotional tagline “Rishta aap se hai, sirf app se nahi”, the campaign doesn’t push a product—it sells a mindset.

    No rate wars here. Just a sharp reminder that being money-wise doesn’t mean being boring.

    Designed as a 360-degree campaign, it spans TV, digital, print, OOH and even on-ground branch activations, with versions in multiple languages. A peppy original soundtrack—think more street than spreadsheet—keeps the vibe playful yet pointed.

    Speaking on the campaign, Federal Bank CMO M V S Murthy said, “‘Savings Ki Vidya’ moves the spotlight to conscious financial choices and long-term relationships. It’s a move away from transactional conversations and toward owning the act of saving itself. Opening a savings account with Federal Bank isn’t just a product decision—it’s an enabler. This campaign gives us a flexible, long-term platform to amplify various facets of our savings narrative. You can’t miss Vidya for a moment in this warm, witty, and winning narrative. The campaign reflects Federal Bank’s essence, ‘Rishta Aap Se Hai Sirf App Se Nahi,’ and draws on the strength of the Bank’s team and our ability to deliver service excellence—this is the calling card to opening accounts with the Bank.”

    Balan, who also happens to be a Federal Bank customer, shared, “Federal Bank is maxing the potential of working with me as their ambassador. The witty word play around my name is almost serendipitous given that knowledge helps us make smart choices that lead to prosperity and it’s the everyday moments that make this campaign relatable. A simple storyline which reinforces that those who care about us look out for us. I’ve experienced the Federal Bank ethos of Human at the Core and Digital to the Fore firsthand when I opened an account with them which showed me that they mean it when they say, ‘Rishta Aap Se Hai, Sirf App Se Nahi.’”

    Ogilvy senior creative director Rohit Dubey added, “Savings are the soul of banking. With these films, we wanted to bring that habit alive—not with lectures, but through life’s little moments. Whether it’s planning a party or dodging impulse buys, we believe Vidya’s everyday wisdom can help the country rediscover the joy of saving. And what better partner to do it with than a bank that’s built on relationships. Federal Bank.”

    As banks battle it out for deposits in a cluttered digital bazaar, Federal Bank is cutting through with charm, not charts. With Balan as the face of financial sensibility, saving just got a makeover.

    Move over fintech flash. This is old-school sensibility, dressed in modern swag.

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