ITV

Category: Ad Campaigns

  • Coke Zero goes full ‘method’ with invisible cans and calorie-free genius

    Coke Zero goes full ‘method’ with invisible cans and calorie-free genius

    MUMBAI: Coke Zero just pulled off the ultimate disappearing act. On 3 April, Coca-Cola India launched a campaign that literally showed nothing—and yet, everything. Titled ‘Coke Zero Auditions’, the campaign serves up a visual metaphor as crisp as the drink itself: a zero-calorie beverage promoted with zero product.

    Conceived by Ogilvy India under the WPP Open X banner, the campaign takes cues from acting school 101—where aspiring stars mime sipping an imaginary drink during method auditions. But in a meta twist, these mock auditions were the actual ads.

    Actors pretend to sip from invisible cans in a series of raw, unfiltered clips, and the result? A surprisingly effective pitch for Coke Zero’s ‘no calorie, all taste’ promise.

    “Across geographies and generations, Coca-Cola is known for its taste and iconicity and Coke Zero for all the delicious Coke taste with no calories. This campaign leans into the simplicity of a very clever idea to bring the delicious taste of a Coke Zero to life without the usual taglines, direct messaging… without even showing the product!” said Coca-Cola India and southwest Asia VP – marketing, Greishma Singh.

    With no catchy jingle, zero product placement and absolutely no script, the campaign might just be the boldest mic drop in soft drink advertising this year. It’s minimalism with a fizzy punch.

    Ogilvy India CCO Sukesh Nayak added, “We realised that the biggest inspiration lies within the name ‘Coke Zero’. In the spirit of ‘zero’, we designed a campaign that simply and effectively shows the Zero impact that it carries, by not showing the product at all.”

    And the cherry on top? You can sip the campaign—metaphorically—on Youtube and Instagram:

     

     

    In a world where brands yell to be seen, Coke Zero has whispered—and made everyone look.

  • Midea turns up the heat with Rashmika Mandanna as cool new ambassador

    Midea turns up the heat with Rashmika Mandanna as cool new ambassador

    MUMBAI: Carrier Midea India has recruited south Indian and Hindi cinema darling Rashmika Mandanna to add some star power to its air conditioning lineup, as the company looks to fan the flames of desire for its cooling solutions across the sweltering subcontinent.

    The partnership arrives as India’s air conditioning market is heating up, with rising urbanisation, swelling disposable incomes and increasing temperatures creating perfect storm conditions for manufacturers. Industry projections suggest the sector will enjoy robust growth over the next five years, with companies jostling for position in an increasingly crowded marketplace.

    “The Indian air conditioning industry is evolving rapidly, and consumers are seeking brands that offer not only superior products but also an emotional connection,” said  Carrier Midea India chairman and managing director Sanjay Mahajan. “Rashmika Mandanna’s association with Midea air conditioners will amplify our presence and strengthen our commitment to providing smart, sustainable, and high-performance air conditioning solutions.”

    Mandanna, who has captured hearts across multiple film industries and boasts a formidable social media following, will headline the Yeh Air Conditioner Nahin, AI Conditioner Hai campaign. The multimedia blitz will span television, digital platforms and retail touchpoints, with the actress’s wide appeal expected to help Midea penetrate deeper into both metropolitan and regional markets.

    “I am happy to partner with Midea air conditioners, a brand that truly understands the importance of smart and efficient cooling in today’s homes,” smiled  Mandanna, whose charm and relatability align neatly with Midea’s brand values of innovation and modern living.

    The marketing strategy extends beyond traditional advertising into the realms of social media activations, influencer collaborations and interactive content. Midea will also deploy retail demo zones at electronics stores, offering customers hands-on experience with its cutting-edge cooling technology.

    Carrier Midea India national sales & marketing head Depender Redhu said: “This partnership comes at a pivotal time when we are expanding our distribution network and strengthening our consumer outreach. Rashmika Mandanna’s endorsement will boost brand preference and credibility, helping us reach all of India this year.”

    Added head of marketing Alok Kohli:“Today’s consumers engage with brands beyond traditional advertising, and we are committed to meeting them where they are. Alongside TV and digital campaigns, we will leverage social media activations, influencer collaborations, and interactive content to create a deeper connection with our audience. Our campaign will build a more immersive brand experience. We expect to see a significant increase in brand engagement as a result of this association.”

    As temperatures soar across the subcontinent, Midea’s strategic play may well prove prescient. With Mandanna’s star appeal and a comprehensive marketing approach, the brand hopes not just to survive but thrive in the Indian summer’s brutal heat—providing cool comfort to sweltering consumers while turning up  its market share in the process.

  • Colgate plants the seed of hygiene with Indianis Dentris flower campaign

    Colgate plants the seed of hygiene with Indianis Dentris flower campaign

    MUMBAI: Some campaigns whisper. This one smacked Mumbai across the face with a floral flourish. Colgate-Palmolive India has launched a campaign that’s equal parts science fair, social experiment, and solid marketing theatre. Dubbed the ‘Indianis Dentris,’ it’s a flower you didn’t know you needed to fear—because it’s made from your overused toothbrush.

    Over five days in March, Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo was quietly hijacked by Colgate’s marketing imagination. Unsuspecting visitors were drawn to what appeared to be high-definition botanical panels showcasing a stunning new floral species.

    Latin name? Indianis Dentris.

    National pride? Implied.

    Scientific description? Convincing.

    What it really was? A close-up of your toothbrush head after six months of denial and dental negligence.

    “Breaking through consumer inertia wasn’t easy. The biggest challenge wasn’t awareness, it was action,” said Colgate-Palmolive (India) Limited EVP-marketing, Gunjit Jain. “People know they should replace their toothbrush regularly, but they don’t. We had to break that cycle, not with facts alone, but with an experience that made them feel the urgency.”

    Colgate’s stunt turned stale hygiene habits into blooming horror. The campaign highlighted one uncomfortable truth: millions of Indians hold onto their toothbrushes long after their bristles wave the white flag. The flower was more than symbolism. It was a dirty mirror held up to a national habit.

    “A flower truly rooted in Indian culture, the Indianis Dentris is as Indian as it gets. More than a just a symbolic flower, it’s the portrait of a national habit. Reflecting on the behaviour that needs change,” the brand explained.

    WPP@CP executive creative director Juneston Mathana said, “The real task was making them experience the realization for themselves. Once they made the connection, the behaviour shift was how we set out to achieve.”

    Through macro photography, museum-style placards, and cheeky pseudo-science, Colgate didn’t just push a product—it staged a public intervention. The Indianis Dentris didn’t just bloom in Mumbai, it seeded conversations everywhere from kitchen tables to dental clinics.

  • Alstone rejoins RCB as official cladding partner for T20 2025 season

    Alstone rejoins RCB as official cladding partner for T20 2025 season

    MUMBAI: Alstone, has renewed its partnership with Royal Challengers Bengaluru (RCB) as the official cladding partner for T20 season 2025. Following a successful collaboration in 2023, this alliance underscores a shared commitment to high performance, innovation, and excellence—values that define both the brand and the team.

    With the tagline ‘Think Cladding, Think Alstone’ and the campaign ‘Super Batting, Super Cladding 2.0’, the partnership blends the thrill of top-tier cricket with cutting-edge architectural solutions.

    Alstone managing director Sumit Gupta said, “We are thrilled to partner with RCB once again for T20 season 2025. Our previous collaboration in 2023 brought us remarkable brand mileage, allowing us to connect with a passionate and engaged audience. Just as RCB consistently delivers outstanding performances on the field, Alstone remains committed to offering world-class, innovative façade solutions. This partnership will further strengthen our brand presence and align us with a team that shares our vision for excellence.”

    Beyond brand visibility, the collaboration aims to educate young creatives and consumers about Alstone’s innovative cladding solutions. A robust marketing strategy including digital campaigns, outdoor ads, print, radio, and social media will ensure a strong presence throughout the T20 season.

    Welcoming Alstone’s return, RCB COO Rajesh V Menon said, “We are delighted to have Alstone back as our official cladding partner for this season. Their innovative approach to exterior cladding solutions aligns perfectly with RCB’s dedication to pushing boundaries and setting new benchmarks.”

    With this renewed alliance, Alstone continues to build its legacy—both on stadium façades and in the hearts of cricket fans.

  • Artha Animation Delivers High-Impact Commercials for Qubo & Citroën..

    Artha Animation Delivers High-Impact Commercials for Qubo & Citroën..

    MUMBAI: ARTHA Animation, a leading production house, continues to push creative boundaries with its latest campaigns. The studio recently delivered three commercials for Qubo, a Hero Group venture, which aired during the high-profile India-England cricket series on JioHotstar. Directed by Milind Nandanwar and produced by Gaurav Malhotra, these ads highlight Qubo’s smart home innovations in a fresh and engaging manner. A special thanks to Rachit and Manas from Team Qubo for their invaluable support. Watch here.

    In addition, ARTHA Animation collaborated with Citroën and Altertype to craft two compelling films—one for Valentine’s Day (February) and another for Holi (March)—bringing the brand’s vision to life through storytelling and dynamic visuals. Also directed by Milind Nandanwar and produced by Gaurav Malhotra, these films capture Citroën’s distinct personality and connection with its audience. A heartfelt thanks to Team Citroën and Altertype for their trust and collaboration.

    •    Valentine Film: 

     
    •    Holi Film: 

    Currently, ARTHA Animation is gearing up for its next celebrity-led commercial, scheduled for production next month. While details remain undisclosed, this project promises to reinforce the studio’s reputation for high-quality, impactful content.

    However, ARTHA Animation is not just limited to advertising—it has a rich legacy in the animation space. The studio’s upcoming Premium Original Series, is set to redefine how India perceives animation. Slated for release this year on a leading OTT platform, the series aims to set new benchmarks in storytelling and visual excellence.

    With a growing portfolio of successful campaigns and ground breaking animation projects, ARTHA Animation remains a powerhouse in the industry, blending creativity and innovation to deliver storytelling that resonates with audiences.  
     

  • How Maitri and BGMI made a scam ad to expose scam ads

    How Maitri and BGMI made a scam ad to expose scam ads

    MUMBAI: KRAFTON India’s BATTLEGROUNDS MOBILE INDIA (BGMI) has once again tapped into its strong community culture by turning April Fools’ Day into an opportunity for education. This year’s campaign took a humorous yet impactful approach to warn players about the risks of purchasing in-game currency (UC) from untrustworthy sources.

    BGMI partnered with Maitri to launch a bold and innovative scam campaign to raise awareness about scam ads. The campaign hinged on a fake promise: free UC (in-game currency) for BGMI players. To sell the deception, the team collaborated with George Thokkumootil, the iconic character from Akkara Kazhchakal, a beloved Malayalam sitcom.

    Film:

    Through a mockumentary-style video, the team crafted a relatable and engaging story, seamlessly integrating a key message—if players buy UC from unauthorized sources, they risk losing their accounts. The film centers around a quirky salesman who promises players the ultimate BGMI experience, offering everything from UC top-ups and elite passes to exclusive skins and premium vehicles. His pitch is simple: all he needs is the player’s “Money and Account” in return for guaranteed Chicken Dinners, all delivered through his questionable company that claims to cater to every gamer’s needs.

    The video was shot in the US with the original Akkara Kazhchakal team, using their signature humor to create authenticity. The footage was then edited in Kerala by Maitri Advertising. This collaboration ensured that the campaign resonated deeply with the audience, tapping into nostalgia to convey an important message.

    Watch the short film on Battlegrounds Mobile India official Instagram channel. 

    “Akkara Kazhchakal, a beloved Malayalam sitcom from the late 2000s, humorously portrayed the struggles of a Malayali family in the US. Originally airing on TV and YouTube, its popularity soared on Instagram and TikTok through nostalgic clips, memes, and fan edits. The show’s iconic dialogues and scenes, especially those featuring George Thekkumootil, an insurance agent, continue to resonate in pop culture, making it the perfect nostalgic touch for BGMI’s anti-scam prank.” – Francis Thomas, Group Creative Director, Maitri Advertising.

    Website: 

    To add credibility, the campaign also featured a dedicated landing page, reinforcing the importance of making purchases only through official channels. A fully functional website was created. The site mimicked real scam websites, luring players with the promise of free UC. Upon entering their BGMI ID, they were immediately informed that the entire setup was a scam designed to warn them against falling for actual fraudsters.

    Visit: https://tafreeuc.com/

    The results?

    Within hours, the campaign garnered over 2.5 lakh shares and more than 3 million views. Malayalees were thrilled by the unexpected reunion, while non-Malayalees were hooked by the clever execution. The video spread like wildfire.

    ●    3.6M+ views
    ●    182K+ likes
    ●    265K+ shares
    ●    4.2K+ comments
    ●    135K+ website clicks

    The viral nature of the campaign is a testament to how well the message resonated with players, turning an inside joke into a widely shared learning moment.

    Why it worked:

    The campaign stood out because of its mockumentary storytelling that helped in enhancing credibility and engagement. The multi-platform execution—using video, a fake website, and in-game hoardings—ensured that the message reached players through multiple touchpoints. Additionally, the cultural relevance of featuring a nostalgic Malayalam sitcom character deepened the connection with the audience, making the campaign not just informative but also deeply engaging.

    “April Fools’ has always been a great time to unveil inside jokes, and the community gets in on it. This year, we thought we should use the occasion for a little bit of education as well, so that our fans don’t click on untrustworthy sources to buy in-game currency. Looking at the 2L shares already, I’d say it’s been widely accepted and shared. We will look to create some more surprises for our fans as we go along!”  
    — Srinjoy Das, Associate Director of Marketing at Krafton

    By blending humor with awareness, BGMI continues to uphold its dedication to a safe and secure gaming environment to a safe and fair gaming environment, ensuring that players are informed and protected from fraudulent sources. This initiative is yet another example of how BGMI leverages cultural moments to engage with its audience while delivering important messages in an entertaining format.

    Campaign Credits:

    Client: Battlegrounds Mobile India (BGMI)
    Agency: Maitri Advertising Pvt. Ltd
    Managing Director: Raju Menon
    Chief Operating Officer: Jayakumar N
    Director Ideation: Venugopal R Nair
    Creative Directors: Francis Thomas & Vincent Vadakkan
    Chief Media Officer & Key Accounts Head: Sumit G
    Director, Digital and Overseas Business: Sumit Raj
    Head (Digital & Creatives): Ajay Sathyan
    Writer & Art Director: Muhammed Farhan
    Senior Editor: Anil Jacob
    Editor: Sharath Chandran
     

  • Chloë Sevigny stars in Ecco’s ‘Icons That Last’ campaign for Ss 2025 collection

    Chloë Sevigny stars in Ecco’s ‘Icons That Last’ campaign for Ss 2025 collection

    MUMBAI: Ecco, has announced Chloë Sevigny as the face of its new Spring/Summer 2025 campaign, ‘Icons That Last’. A trailblazer in fashion, film, and culture, Sevigny embodies the essence of the collection, which is all about timeless style and enduring design.

    Empowered, fearless, and unapologetically original, Sevigny has carved a career on her ability to defy trends and set new ones. Her unique approach mirrors Ecco’s philosophy of creating designs that stand the test of time, combining uncompromising comfort with effortless style.

    The campaign, shot by renowned photographer Brianna Capozzi at a striking brutalist villa in Los Angeles, features Sevigny showcasing the collection’s standout pieces. From the athletic Ecco Biom C-Trail sneakers to the sculptural Ecco Sculpted Alba sandals, and the sleek Ecco Pot bag, Sevigny redefines the brand’s latest icons with her signature edge.

    The campaign also sees Sevigny debuting a fresh evolution of the Ecco Biom C-Trail ballerinas, created in collaboration with long-term creative partner, Natacha Ramsay-Levi. Sevigny has been spotted wearing these off-duty in New York, further proving that true icons are lived in, not just seen.

    The collection also introduces the bold Ecco Sculpted Alba 65 sandals, featuring Ecco’s revolutionary Fluidform Direct Pu injection technology for comfort and movement. Other key pieces include the elegant Ecco Margot ballet pumps and a range of functional yet chic bags, including the versatile Ecco Pinch crossbody and a modern take on the classic Hobo.

    With designs crafted for women who move, create, and lead with purpose, Ecco’s Ss 2025 collection celebrates women who set their own pace. In ‘Icons That Last’, Sevigny doesn’t just wear Ecco; she owns it.

  • PivotRoots snags Bindu’s digital account, aiming to fizz up national expansion

    PivotRoots snags Bindu’s digital account, aiming to fizz up national expansion

    MUMBAI: Bindu, the South Indian jeera fizz sensation, has tapped PivotRoots, a Havas company, to handle its digital marketing, as it sets its sights on national domination. The company is aiming to turn Bindu into the “OG” of jeera beverages, and it is bringing in the big guns to make it happen.

    With India’s beverage market set to explode in 2025, Bindu is looking to ride the wave, and PivotRoots is tasked with crafting a multi-platform digital strategy to make it the go-to jeera drink. It is talking “culturally attuned, digital-first” approaches, which is marketing speak for “we’re going to get down with the kids.”

    Bindu Jeera Fizz  director of marketing Megha Shankar says: “Bindu has been a beloved name in South India for years, celebrated for its rich legacy and authentic taste. As a proud Make in India brand, we are now set to expand nationwide, introducing Jeera Fizz to a wider audience while staying true to our roots. Our focus is on bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers. With this partnership, we aim to create engaging narratives that drive strong consumer connections and establish Bindu as the go-to choice for Jeera beverages across India.”

    PivotRoots co-founder & chief commercial officer Hetal Khalsa is equally enthusiastic: “We are excited to collaborate with Bindu and bring its legacy to a larger audience through strategic storytelling and digital innovation. Our goal is to reshape perceptions, deepen consumer engagement, and position Bindu not just as a beverage but as an essential part of everyday moments across India.”

    Bindu’s portfolio is more than just jeera fizz. The company has everything from ginger and lime sodas to fruit juices and even potato chips. It’s even dabbling in energy drinks, because why not? It’s a proper beverage bonanza.

    The agency aims to leverage content, emerging digital channels and product trials to get Bindu known and consumed across the nation. It’s a proper fizz-fest brewing.

  • Where you place your ad impacts its effectiveness: Magna, Pinterest study

    Where you place your ad impacts its effectiveness: Magna, Pinterest study

    MUMBAI: In a revelatory study that turns traditional media buying on its head, research by global media investment and intelligence company Magna and Pinterest has uncovered a tantalising truth: where your ads appear matters almost as much as the ads themselves.

    The revealing research, conducted across multiple platforms and involving over 6,200 participants, reveals that a positive advertising environment can supercharge brand metrics by up to 94 per cent. Think of it as media magic – the same creative can perform dramatically differently depending on its digital neighbourhood.

    Key findings include:

    * Trust and safety remain the top drivers of purchase intent
    * Positivity trumps entertainment as a performance catalyst
    * High-ticket items see the most dramatic uplift in purchase intent

    Brands can effectively juice their marketing performance by:
    * Knowing their audience’s definition of positivity
    * Using contextual targeting to place ads alongside uplifting content
    * Creating inclusion lists with media partners that reflect brand values

    The study’s neuroscience component adds scientific sizzle, showing that positive environments create a 20 per cent increase in “lean-forward” moments – essentially, viewers who are more engaged and attentive.

    Most provocatively, the research suggests brands can generate 24 per cent more sales by simply being more thoughtful about media placement – without spending an extra penny.

    The message is clear: in the digital advertising ecosystem, happiness isn’t just a warm gun – it’s a revenue-generating weapon.

    To get further details of the study click here

  • Cashkaro calls out ‘bakwas coins’ in India’s first Ghibli-style ad blitz

    Cashkaro calls out ‘bakwas coins’ in India’s first Ghibli-style ad blitz

    MUMBAI: In a world of shiny apps throwing virtual coins like confetti at confused consumers, Cashkaro has just kicked the table over. The company launched India’s first Ghibli-style animated ad on 29 March 2025—and it isn’t holding back. The campaign, all soft watercolours and nostalgic whimsy, fires a not-so-subtle torpedo at every coin-lobbing app out there, declaring, “Coins Are All Bakwas, Real Cashback is Cashkaro Ke Paas.”

    Crafted in the distinct, hand-drawn charm of Studio Ghibli’s legendary animations, the ad takes a cheeky swipe at so-called ‘coin rewards’ that sound great until you read the small print. Cashkaro’s message is crystal clear: ditch the point-based faff and get actual money you can spend. The kind you can UPI straight to your bank. No voodoo maths. No expiry dates. No hoops to jump through.

    “People are tired of earning Cashback coins that feel more like a gimmick than real savings. Today’s consumers see through marketing fluff and focus on the real value, not just flashy cashback coins that are hard to use. At Cashkaro, we give users ‘Real Cashback’ — real money that can be transferred to the bank accounts and actually spent, rather than being stuck with coins and points that have restrictions. Over the years, we have returned more than Rs 1,000 crore in real cashback to our users, proving that savings should be tangible and beneficial. This campaign is a fun yet powerful way to reinforce that Cashkaro is the real cashback king,” said Cashkaro and EarnKaro co-founder Swati Bhargava.

    Cashkaro and EarnKaro director – brand & creative Ishan Agarwal added, We are always looking out for creative ways to connect with our audience, and this campaign is a perfect example of how storytelling can make an impact. The idea behind this campaign was to blend art with advertising. The Ghibli-style animation is not just visually stunning but also helps us deliver our message in a fun, engaging, and memorable way. In a market flooded with apps that offer coins with limited usability, we wanted to highlight how Cashkaro stands apart by providing real cashback that users can spend. This campaign cuts through the noise, grabs attention, and helps in connecting with the audience with more lighthearted and visually striking content.”

    The brand has already returned over Rs 1,000 crore in cold, hard cashback to users. No coins. No unicorn dust. Just plain, honest cash.

    Watch the ad here:

     

    Cashkaro’s move comes as users grow weary of reward structures more complicated than a Christopher Nolan plot. The company continues to partner with platforms like Amazon, Flipkart, and Myntra, ensuring cashback is always just a click away. With this bold, artsy swipe at the competition, the message is clear: enough of the pretend points. Let’s talk rupees.