ITV

Category: Ad Campaigns

  • TV’s desi power play: How regional storytelling is uniting a billion hearts

    TV’s desi power play: How regional storytelling is uniting a billion hearts

    MUMBAI: At the 2025 edition of the Media Investment Summit by Indiantelevision.com, a potent mix of data, drama and desi sensibilities took centre stage. In a session titled ‘From Regional to National: How Television Unites & Influences Billions’, top executives from insurance, FMCG, media, and broadcast peeled back the layers of India’s most underrated soft power—television.

    Chaired by Tam Media Research CEO L V Krishnan the panel drove home a core truth: in a country as complex as India, regional is not a stepping stone to national—it’s the soul of it.

    Zee Entertainment chief growth officer Ashish Sehgal opened the session with a clear stance on storytelling. “We’re looking at a command-level segmentation exercise in a vast, culturally diverse country. The same storyline can vibrate differently across states, languages and values”, he said. The key, he noted, was not translation—but transcreation. What works in Maharashtra needs rethinking for Manipur.

    Sehgal highlighted how television continues to command trust, “People spend more time watching TV in the living room than browsing online in isolation. That communal screen-time is where influence breeds”.

    Britannia GM – media Riya Joseph added flavour with paint ads and biscuits. “If we use one ad template for Rajasthan and another for Karnataka, we’ve already lost the battle. Paint colours, biscuit flavours—even the tone of a jingle—need localisation”, she said. In Joseph’s world, the biscuit is serious business. “The challenge isn’t just shelf space—it’s shelf recall in a noisy media universe”, she added.

    Britannia’s hyperlocal campaigns often start as social experiments and end up earning massive engagement with minimal media spends. “When we celebrated pronunciation quirks around ‘croissant’, it went viral. Because it came from their lives, not ours”, she quipped.

    For insurance brands, the entry barrier isn’t price—it’s comprehension. “In a culturally vibrant and diverse country like India, where every corner celebrates its own festivals and traditions across different languages and cultures, marketers have a unique opportunity to connect deeply with consumers through festive storytelling. These festivals, rich with emotion, symbolism, and values, offer a goldmine of inspiration— but to create an impact that lasts, the story must not only reflect the festive spirit but also stay true to the brand’s core message.”, said Edelweiss Life Insurance CMO Abhishek Gupta.

    Gupta pushed for story-first advertising. “Across India, every region holds real stories of loss, hope, aspiration and renewal. These aren’t fictional narratives—they’re lived realities. Marrying those with brand promise creates resonance and trust”, he said, adding that regional storytelling builds both loyalty and local advisory networks.

    Shemaroo Entertainment business head – Hindi GEC Sagar Hosamani leaned into faith-based programming as a vehicle for localisation. “Every festival must reflect the cultural nuance of its origin. Devotion isn’t one-size-fits-all”, he said.

    Hosamani highlighted that storytelling isn’t just about language but ritual, colour, iconography and emotional pace. “If we shoot a Navratri segment in Mumbai and call it pan-Indian, we miss the mark. It must feel local to be loved nationally”, he said.

    Madison Media Sigma CEO Vanita Keswani offered a sharp media planner’s take, “There’s no ‘national vs regional’ anymore. It’s both. Every brand plan today has multi-layered targeting—regional, hyperlocal, and mass”.

    Measurement, she stressed, is now possible down to the taluka level. “We can measure Sun TV’s performance in Madurai versus Chennai versus Coimbatore. From search queries to WhatsApp bot data, the tools are in place”, she added. Keswani emphasised that regional content is increasingly outperforming national content in engagement-led metrics.

    Live Times founder Dilip Singh closed the discussion with a rousing pitch for television’s credibility. “There are 400-plus channels in India, yet audiences still turn to TV for breaking news. During high-stakes events, TV rooms become war rooms”, he said, citing the post-India-Pakistan strike coverage where mobile viewership dipped but TV soared.

    Singh called for fact-first newsrooms. “It’s not about being the fastest. It’s about being the most accurate. Truth is our only product”, he said.

    All panellists agreed that India’s complexity demands cultural fluency, not marketing convenience. As Sehgal concluded: “You speak my language, my brain listens. You speak my culture, my heart responds”.

    At a time when digital fragmentation is rising, the session underscored how television—through regional storytelling—remains India’s most unifying screen.

  • The Script Room swings for the fences with 32 IPL ad films for Groww, PhonePe, My11Circle and PaperBoat

    The Script Room swings for the fences with 32 IPL ad films for Groww, PhonePe, My11Circle and PaperBoat

    MUMBAI: In a thunderous IPL innings, Bengaluru-based creative powerhouse The Script Room knocked it out of the park with 32 ad films across four marquee brands—Groww, PhonePe, My11Circle and PaperBoat—cementing its status as a storytelling ace in India’s busiest ad season.

    From small-town dreams to nostalgic sips and meme-worthy jingles, the indie shop blended creativity with cultural cues to deliver high-impact campaigns that stood tall amid the IPL blitzkrieg.

    Groww’s six-film campaign saluted New India’s many shades of progress—whether it’s moving cities or moving mindsets. Rooted in personal triumphs and quiet ambitions, the ads painted a relatable canvas of growth, far removed from the stock market ticker clichés.

    PaperBoat Swing, meanwhile, served up a refreshing double with two warm, wistful films that stirred up childhood memories and the simple joy of coconut water. The nostalgic whiff came with the poetic touch of Gulzar saab, no less—produced by the same team that gave the brand its soul years ago.

    PhonePe brought back its fan-favourite ‘PhonePe Girl’ with a 10-ad blitz, proving tech doesn’t have to talk like tech. Instead, it danced through daily life—charming its way through everything from paying bills to booking cabs. The 20-seconders were zippy, cheeky, and bang on brand.

    Then came My11Circle, crashing in with a “baith ja” banger. With a cheeky twist on the classic Aaja Meri Gaadi Mein Baith Ja, the campaign’s jingle “Aaja Meri Circle Mein Aaja” became an earworm—and a meme sensation. With 14 snappy spots and a swag-loaded positioning, it called out to the game-chasers and glory-hunters alike.
    The numbers? Millions of views, strong TV presence, digital domination, and social media amplification. My11Circle doubled down with influencers and celebs to push the pedal on reach.

    The Script Room cofounder Ayyappan Raj said, “IPL has always been super prime time for us. While it’s a big sporting event, it’s also India’s biggest media event. And since we are focussed only on films many clients reach out to us for sharp thinking, simple-yet-insightful stories, in short formats. We had a very good run this year at IPL with superb work for PhonePe, My11Circle, Groww and PaperBoat. My11Circle audio-track is a massive hit and is already part of meme culture. Groww story of a man choosing to work from a small town is one of my favourite films. Thanks to our collaborators Vinil Mathew, Vasan Bala, Shakun Batra and Shirsha Guha Thakurta, and our writing partners Sainath, Shivani, Mihul for bringing alive all of these stories in the best possible form.”

    The Script Room cofounder Ramsam added:  “IPL is all about capturing attention in the shortest possible time and that’s where our strength lies – storytelling that’s sharp, engaging, and quick. In fact, our very first IPL campaign in 2019 was a series of 10 short films for Netflix, played episodically over consecutive adbreaks.”

    He added, “Also most IPL briefs are quite focused, after all, it’s the most premium advertising slot. Over time, with repeated collaborations across IPL seasons, we’ve found our rhythm with brands. We focus on life insights, simplicity, and always try to think like the consumer, not just as advertisers. That helps the stories land better.”

    With directors like Vinil Mathew, Vasan Bala, Shakun Batra, Shirsha Guha Thakurta, and writers Sainath, Shivani, Mihul behind the camera, The Script Room’s IPL 2025 showreel is a mic-drop moment for India’s indie ad scene.

    Watch the highlights:

    Groww
    Film 1 | Film 2 | Film 3

    PaperBoat
    Film

    My11Circle
    Film 1 | Film 2

    PhonePe
    Film

     

  • Pickled in action as Mumbai serves first smash of Picklebay India tour

    Pickled in action as Mumbai serves first smash of Picklebay India tour

    MUMBAI: Rackets up, Mumbai, the pickleball party is about to begin. India’s first all-in-one pickleball platform, Picklebay, is stepping onto the court with the opening leg of its India Tour, scheduled from 31 May to 1 June, 2025. From amateurs to aces, teens to the 35 plus crowd, the event promises a rally of talent across singles, doubles, mixed, and age-group categories, making it one of the country’s most inclusive sporting formats.

    This isn’t just a tournament, it’s a slice of sport, culture, and community, served with a digital edge and a side of pancakes.

    “We’re excited to launch the tour in Mumbai, a city that perfectly captures the spirit of this new-age sport,” said Picklebay founder & CEO Siddhant Jatia. “This is more than a tournament. It’s a platform for community, culture, and the future of pickleball in India.”

    The Mumbai leg is powered by a colourful squad of youth-first brands:

    ●    Yaba (equipment partner)

    ●    The Wellness Co (wellness partner)

    ●    Plum Goodness (skincare partner)

    ●    Total Sports and Fitness (retail partner)

    ●    Franklin X-40 (official match ball sponsor)

    ●    99 Pancakes (dessert partner, for post-match sweet tooth)

    But the real tech MVP is Picklebay’s digital backbone, which ensures real-time fixtures, scoring, and updates eliminating chaos and amplifying the competitive spirit. The seamless platform makes the sport more accessible and enjoyable, especially for India’s growing tribe of urban recreational athletes.

    With the pickleball wave growing louder across India’s metros, this tour could be the ace that brings the game mainstream. And as Mumbai gets ready to smash, volley, and spin its way through the weekend, one thing’s clear Picklebay is here to play.

  • Uber and Lego roll out brick-themed rides to mark flagship launch in India

    Uber and Lego roll out brick-themed rides to mark flagship launch in India

    MUMBAI: Not all heroes wear capes; some ride in cabs with giant plastic bricks on the roof.

    In a colourful twist to the daily commute, Uber partnered with Lego® to roll out special edition rides across Gurgaon to celebrate the opening of Lego’s first flagship store in India at Ambience Mall. The collaboration has turned ordinary Uber rides into roving reminders of childhood whimsy, featuring cars wrapped in signature Lego colours and topped with oversized bricks.

    Designed to turn heads and trigger nostalgia, the fleet was deployed just in time for the store’s launch, offering riders a literal trip down memory lane. Whether passengers were headed to the store or simply on their way to work, the joy kicked in well before the destination.

    “This partnership is all about bringing imagination to the streets. Uber connects people to places—and now, to moments of creativity and nostalgia too”, the companies said jointly.

    The stunt wasn’t just visual. Uber and Lego amplified the activation through a content-led influencer campaign, spotlighting creators, families, and young fans sharing their ‘Lego-fied’ travel experiences. From social reels to selfie stops, the campaign racked up organic traction, pulling audiences into the world of play and paving the way for experiential branding.

    For Uber, it marked another chapter in its efforts to position itself as more than a mobility solution. The company continues to reimagine urban travel by infusing pop culture, partnerships, and play into its rider experiences.

    The campaign continues through the week in Gurgaon and has already drawn keen interest from riders, onlookers, and influencers alike. With Lego’s flagship store up and running, the collaboration hints at future possibilities where brands meet on roads, quite literally.

  • Diageo India fuels road safety with Tab Lab rollout across all Goa RTOs

    Diageo India fuels road safety with Tab Lab rollout across all Goa RTOs

    MUMBAI: In a move that blends digital grit with civic sense, Diageo India has extended its ‘Wrong Side of the Road’ (WSOTR) initiative across all seven Regional Transport Offices (RTOs) in Goa. The latest Tab Lab, launched at the Panaji RTO, was inaugurated by the Goa CM Pramod Sawant, making it a full sweep for the initiative across the state.

    The initiative, driven in partnership with Bharatcares and the Directorate of Transport, brings interactive, tech-enabled driver education to life. Targeting drink driving behaviour, the programme uses real-life simulations to highlight the harsh consequences of unsafe driving. Each Tab Lab delivers a mandatory 45-minute immersive experience to all new driving licence applicants. These modules include behavioural assessments and interactive films designed to simulate the dangers of driving under the influence.

    “We congratulate and thank Bharatcares and Diageo India for implementing this CSR project”, said Sawant at the inauguration. “This small step will have a long-term impact in reducing accidents. No licence will be issued or renewed without watching this film”.

    The Panaji launch brings the number of WSOTR Tab Labs in India to over 70, bolstering Diageo’s goal of sensitising one million people to responsible driving by 2030. The initiative falls under the company’s broader ‘Spirit of Progress’ ESG framework.

    “Changing attitudes is key to addressing the root causes of drink driving”, said Diageo India head of corporate relations Devashish Dasgupta. “With our partners at BharatCares and support from the Goa government, we are scaling WSOTR to equip drivers with the awareness they need to make responsible choices”.

    Bharatcares AVP – social impact programs Abhishek Tyagi echoed the sentiment, “Through initiatives like the Tab Lab, we are fostering a collective effort to build safer, more responsible communities”.

    The WSOTR campaign isn’t just about ticking compliance boxes. It’s a behavioural nudge wrapped in immersive tech—a civic reset disguised as a touchscreen.

  • Shaurya Sharma tunes Into Zee TV as new marketing head

    Shaurya Sharma tunes Into Zee TV as new marketing head

    MUMBAI: From hyperlocal deliveries to high-decibel dramas, Shaurya Sharma is making a channel change that’s set to shake things up. The marketing maven has officially joined Zee Entertainment Enterprises Ltd as head of marketing for Zee TV (vice president for marketing), bringing with him a powerhouse portfolio that spans Disney-Star, Sun TV Network, Pernod Ricard, and more. With this move, Sharma takes charge of one of India’s most iconic general entertainment channels at a time when content consumption and audience loyalty is shifting faster than TRP charts.

    Armed with more than a decade of cross-category experience from liquor to logistics to linear TV Sharma’s trajectory is defined by versatility and results. Most recently, he served as Cluster marketing head for Sun Neo, Sun Marathi, and Sun Bangla at Sun TV Network, leading communication planning, social media strategy, and content marketing across diverse audience bases.

    Prior to that, he helmed marketing at Shadowfax, where he not only curated the brand’s voice but also launched India’s first ad-film on delivery jobs featuring Aparshakti Khurana and Supriya Shukla, reducing CPO by 15 per cent with his loyalty-building initiatives.

    His Disney-Star stint was equally action-packed, leading digital marketing for brands like Star Bharat and managing subscription strategy for the network’s vast distribution footprint.

    From boosting NPS scores in hyperlocal delivery to driving channel loyalty in competitive regional markets, Sharma’s work reflects a razor-sharp focus on brand resonance and consumer behaviour, both essentials in the ever-evolving GEC space.

    With Zee Tv now under his marketing stewardship, the small screen is likely to see big moves. And if history is any clue, Sharma’s campaigns won’t just sell shows, they’ll start conversations.

  • Pizza Hut ditches ketchup for juicier slices, causes frenzy with bold consumer experiment

    Pizza Hut ditches ketchup for juicier slices, causes frenzy with bold consumer experiment

    MUMBAI: Pizza Hut turned a national pizza habit on its head this week—and left ketchup bottles sweating. In an audacious twist to Indian food culture, the brand rolled out its ‘Ketchup’s Out, Juicy’s In’ campaign, asking pizza fans to trade in their beloved ketchup sachets for a taste of its new Juicylicious range.

    The result?

    Long queues, empty pizza racks, and an internet that just couldn’t stop talking.

    The offer was simple: give up a ketchup sachet at any Pizza Hut store and walk away with a free Juicylicious pizza. Over 2,400 pizzas flew out of ovens across key cities including Delhi, Mumbai, Chennai, and Bangalore—100 pizzas per store, per day. The experiment quickly made waves on Instagram and even trended on Google Search, as consumers queued to test whether saucy pizzas could truly exist sans ketchup.

    The campaign drew on a sharp consumer insight—that for many Indians, ketchup is the band-aid for dry, underwhelming pizzas. With its new Juicylicious lineup, Pizza Hut aimed to end that dependency.

    And judging by the queues, the crowd was hungry for change.

    To spice things up further, comedienne Jamie Lever joined the party. Her cheeky takes on the ketchup break-up lit up Instagram, making for a humorous—and surprisingly relatable—slice of content.

    The Juicylicious range stars juicy paneer and chicken toppings marinated in three flavour-packed sauces: bold Kadhai, aromatic Royal Spice, and fiery Southern Chilli. Layered with 100 per cent authentic mozzarella and baked on a crisp crust, the new pizzas aim to eliminate the need for add-ons.

    As Pizza Hut pushes for a cleaner break from ketchup culture, Indian pizza lovers seem ready to embrace a saucier, bolder slice. For more, check out the original campaign video here and Jamie Lever’s reel here.

  • Punit Thakkar brushes off the sugar for colgate’s digital strategy

    Punit Thakkar brushes off the sugar for colgate’s digital strategy

    MUMBAI: Talk about brushing up your portfolio, literally. After over three years of crafting digital strategies for chocolates, biscuits and beverages at Mondelez, Punit Thakkar has made a minty-fresh move. He now steps into the role of business director for Digital (Colgate-Palmolive) at Wavemaker India, leading full-funnel digital media planning for one of the country’s most iconic personal care brands.

    Having officially taken the reins in November 2024, Thakkar is now going public with the news classic digital marketer style, a few months fashionably late. “From chocolates to toothpaste, same performance mindset, just fewer cavities,” he quipped in his announcement.

    In this role, Thakkar oversees the digital planning team handling brand and commerce campaigns across Colgate verticals. His key focus? Using first-party data from CRM, sampling, and website engagement to build precise audience frameworks and drive sharper ROI. With strategies including lookalike modelling, exclusions, and sequencing, the goal is to optimise both awareness and performance campaigns through smarter targeting and media mix alignment.

    Before this, Thakkar led digital for Mondelez India, managing a glittering portfolio that included Cadbury Dairy Milk, Oreo, 5 Star, Silk, and Bournvita. He championed 1P data integration into festive, IPL, and seasonal campaigns, setting benchmarks for eCommerce alignment and funnel mapping across consumer journeys. Prior stints include leading digital for Vodafone Idea and driving performance marketing during his early years at Wavemaker.

    With a decade-long track record, Thakkar brings sharp thinking and full-funnel finesse to the oral care giant’s digital playbook now armed with the morning routine of an entire nation. Whether it’s a 7am swish or a late-night scroll, you can bet Punit Thakkar’s campaigns are ready to pop up on your screen, toothbrush in hand.

  • Bhumi Pednekar stars in Nykd by Nykaa’s latest flight-themed campaign for comfiest bras

    Bhumi Pednekar stars in Nykd by Nykaa’s latest flight-themed campaign for comfiest bras

    MUMBAI: It isn’t every day a bra campaign takes flight — quite literally. Nykd by Nykaa has launched a new campaign titled ‘Comfiest Bras Ever’, featuring Bhumi Pednekar in a witty, cinematic spin on a bumpy flight that tests comfort at 30,000 feet.

    The film unfolds aboard a blush-hued aircraft, where Pednekar doubles as a charming flight attendant and a passenger navigating turbulence with elegance and ease.

    The punchline?

    If Nykd’s bras can keep you comfortable during mid-air chaos, they can support you through anything.

    Since its debut in 2020, Nykd by Nykaa has sought to strip away the myths around lingerie and redefine it for the everyday woman. The campaign embodies the brand’s ethos — comfort-first engineering designed for real bodies, routines, and lives.

    “At Nykd by Nykaa, innovation in intimate wear begins with listening”, said Nykaa Fashion ED & CEO Adwaita Nayar. “This campaign is about reengineering comfort for real women. With Bhumi as our voice, we’re showing that support means more than just the physical”.

    Pednekar, a long-standing brand ambassador for Nykd, added, “Comfort, to me, is feeling supported without even thinking about it — and that’s what these bras deliver. They move with you, never against you”.

    The film adds humour and relatability to a segment often bogged down by overpromise. It delivers its message loud and clear: bras should feel like second skin, not an obligation.

    Nykd by Nykaa’s latest range features seamless designs, inclusive sizing, and thoughtful styling. The campaign is currently live across TV, digital platforms, and theatres in Maharashtra and Gujarat, with a call to action for women to rethink their comfort zone.

    Check out the latest collection here: https://www.nykaafashion.com/designers/nykd-by-nykaa/c/7059

  • Double act as Verma and Barjatya take charge in exhibition industry

    Double act as Verma and Barjatya take charge in exhibition industry

    MUMBAI: In a week that felt more like a blockbuster premiere than a boardroom shuffle, the exhibition industry welcomed two new leading men to its executive cast. Gautam Verma announced his new role as chief digital officer at a prominent exhibition firm, bringing with him a wealth of experience in digital transformation and strategic planning. Verma’s appointment signals a push towards integrating cutting-edge technology into exhibition experiences, aiming to enhance engagement and reach.

    Meanwhile, Sanjay Barjatya has been promoted to chief executive officer at Roongta Cinemas, a division of Roongta Entertainment Limited. With over 19 years in the entertainment sector, Barjatya’s ascent reflects his deep understanding of cinema operations and audience preferences. His leadership is expected to drive Roongta Cinemas into a new era of innovation and expansion.

    For Verma, who officially assumed his new role in May 2025, this marks a sharp pivot from healthtech to travel. Prior to joining Travelwings, he was a founding member and marketing lead at Eka.care, where he spent over four years building integrated marketing strategies in the healthcare space. Before that, he co-founded Adapts Media and held marketing roles at DAMAC Properties in the UAE, gaining strong experience in business strategy, SEO, and international campaigns.

    Meanwhile, Barjatya’s journey through the exhibition sector reads like a manual in operations mastery. Starting out at PVR in 2004, he steadily climbed the industry ladder with stints at M2K Cinemas, Cinemax India, OSR Cinemas, Miraj Entertainment, and now Roongta. From managing two-screen properties to overseeing regional operations and business development across India, his portfolio boasts multi-theatre P&L management, developer relations, and expansion strategy. He served as VP of Roongta before being named CEO in September 2024.

    In an industry where the spotlight is often on the show, it’s the strategic minds behind the scenes that set the stage for success.