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Category: Ad Campaigns

  • Cricket fans score with second screens: Glance report

    Cricket fans score with second screens: Glance report

    MUMBAI: Cricket enthusiasts across India are no longer content with merely watching the game—they’re demanding a richer, more immersive experience on their second screens. A new report from Glance, the world’s leading smart lock screen platform, has caught the digital behaviours of these sports-mad fans with their fingers firmly on their mobile devices.

    Released yesterday in partnership with InMobi Advertising and AppsFlyer, the Decoding Indian Cricket Fans report lays bare how cricket has become less about passive viewing and more about active engagement across multiple screens.

    During last year’s IPL tournament—a veritable religious experience for Indian sports fans—a whopping 120 million users turned to the Glance smart lock screen platform, driving engagement levels 2.4 times higher than normal periods. These smartphone-wielding enthusiasts spent 44 per cent more time consuming cricket-related content, generating an eye-watering 314 billion glances and 433 million taps.

    “At Glance, we’re reimagining how consumers interact with their daily devices such as mobile lock screens and connected TVs, transforming them into more engaging screens and smarter surfaces,” says InMobi and Glance chief marketing officer  Bikash Chowdhury clearly pleased as punch with the findings.

    While English dominated content consumption at around 81 per cent, regional languages are staging a remarkable comeback. Hindi led the vernacular charge at 36.22 per cent, followed by Tamil (25.31 per cent), Kannada (15.35 per cent), Marathi (12.13 per cent) and Telugu (10.99 per cent)—suggesting cricket’s appeal transcends linguistic boundaries.

    The report also reveals that 74 per cent of cricket content consumers use devices priced under Rs 30,000, making this a mass-market phenomenon rather than an elite pastime.

    Cricket season isn’t just about runs and wickets—it’s about apps and clicks too. Last year’s tournament saw Android app installs surge by a hefty 35 per cent from pre-season to peak, while iOS installations jumped 28 per cent.

    Gaming apps enjoyed click-through rates six times higher than normal periods, while home entertainment platforms saw rates 5.6 times higher. Cricket fans also proved themselves to be an advertiser’s dream, with 9.4 per cent more in-app clicks, 21 times higher video ad engagement, and full-screen interstitials delivering 13 times better performance than industry benchmarks.

    “The intersection of cricket and digital engagement has never been more powerful,” says AppsFlyer,  general manager Insea/ANZ Sanjay Trisal, clearly bowled over by the numbers. “This is a prime opportunity for brands—not just to reach audiences but to engage them meaningfully at high-intent moments.”

    For marketers looking to cash in on cricket mania, the report offers a clear message: start early, target multiple screens, and don’t retire once the tournament ends. Remarketing strategies should be timed according to category, with entertainment and food delivery apps performing best mid-season, while finance and investment apps hit their stride after the final whistle.

    As the report aptly concludes: “As with a good shot, timing is everything.”

  • Oneplus shoots for the stars, puts Dolby Vision in every creator’s pocket

    Oneplus shoots for the stars, puts Dolby Vision in every creator’s pocket

    MUMBAI: Ever fancied yourself the next Scorsese but stuck filming cat videos? Good news! Oneplus is here to rescue you (and maybe even your bored feline) from cinematic obscurity. The smartphone giant is handing everyday creators a Hollywood upgrade with Dolby Vision technology, right on the sleek new Oneplus 13. Because who needs Spielberg when your phone can make your selfies look Oscar-worthy?

    On 13 March 2025, Oneplus launched its snazzy new campaign, #ShootYourShort, encouraging storytellers, filmmakers, and content creators to flex their cinematic muscles using the impressive Dolby Vision features on the Oneplus 13.

    To kickstart the fun, Oneplus roped in four award-winning directors—Maanvi Bedi, Sreemoyi Singh, Chattarpal Ninawane, and Mohammad Ali—to showcase their short films, shot entirely on Oneplus 13. These shorts capture the vibrant, colourful chaos of Holi, turning ordinary festival moments into visual masterpieces. Think vibrant colours, sharp contrasts, and emotional storytelling that could make even Tarantino raise an eyebrow.

    “At Oneplus India, we are constantly pushing the boundaries of smartphone photography and videography,” said Oneplus India director of marketing Ishita Grover. “With #ShootYourShort, we are providing creators and our community an opportunity to explore their artistic vision using the power of Dolby Vision on the Oneplus 13. With Holi around the corner, this campaign celebrates the festival’s vibrant colors and emotions, bringing them to life with stunning picture quality. We are committed to delivering a cinema-grade experience in Dolby Vision that empowers professionals and enthusiasts alike to create visually stunning content with the Oneplus 13.”

    Echoing this enthusiasm, Sameer Seth from Dolby Laboratories chimed in, “Dolby Vision has long been the imaging technology of choice for the world’s leading storytellers and device makers enabling them to deliver unparalleled visual experiences. With the Oneplus 13, we are excited to bring this content creation technology into the hands of everyday creators, empowering them to capture every detail with incredible contrast and lifelike colors. Dolby Vision ensures that every frame is optimized for brilliance and naturalness, allowing creators to push the boundaries of smartphone cinematography.” Translation: your Tiktok dances are about to get Oscar-level cinematography.

    But the cinematic fun doesn’t stop there. Oneplus is inviting all creative minds (yes, even you binge-watchers) to join the #ShootYourShort challenge. Participants can submit their own cinematic mini-masterpieces inspired by a colour of their choice, highlighting the powerful capabilities of Oneplus 13’s Dolby Vision videography.

    To sweeten the deal, the top three submissions will bask in glory (and bragging rights), proving that cinema magic truly fits into your pocket.

    So, grab your Oneplus 13, say ‘action!’, and remember—even Spielberg had to start somewhere.

  • Sintex rolls up sleeves to honour plumbers, gives credit where pipes are due

    Sintex rolls up sleeves to honour plumbers, gives credit where pipes are due

    MUMBAI: Ever had a blocked drain or a leaky tap at 3 am? Yeah, thought so. Imagine dealing with that horror daily. Enter plumbers—the unsung avengers of our watery nightmares. Thankfully, Sintex has finally decided it’s time to roll out the red carpet (or at least digital hoardings) for these heroes. About time, isn’t it?

    From 11 March (Plumbers’ Day) until World Water Day on 22 March 2025, Sintex is running a unique campaign, charmingly called ‘Sintex Nalkaar’, to spotlight plumbers, those invisible magicians behind your running showers and flushing toilets.

    The campaign, splashed across high-traffic areas in Chhattisgarh and Punjab, features digital hoardings proudly displaying plumbers’ faces. It’s like the Hollywood Walk of Fame—but with spanners and pipes instead of stars. Sintex clearly believes in going big or going home, giving these essential craftsmen the public kudos they deserve.

    Sintex isn’t stopping at digital fanfare. The company is hosting special plumber meet-and-greet events, honouring plumbers who ace their tasks using the innovative ‘Plumber Pride App’. Not your typical plumber party—no leaky faucets here, just hearty appreciation, networking, and new earning opportunities.

    These events also showcase Sintex’s latest products, including the economical Sintex Smart Water Tank and the premium Sintex Pure+. Who knew plumbing could be both prestigious and profitable? Clearly, Sintex is plumbing the depths of creativity to inspire more to join the trade.

    “At Sintex, we deeply value and respect our longstanding relationship with the plumbing community,” says Welspun BAPL MD and Sintex director, Yashovardhan Agarwal. “Plumbers are the silent heroes of water infrastructure, ensuring every home and business receives an uninterrupted supply of water—one of life’s most essential resources. Through this community initiative, we aim to honour and amplify the voices of a profession that is often overlooked yet serves as the backbone of our industry. This campaign aligns with our commitment to building a water-positive infrastructure building a thriving community of plumbers—an integral part of the Sintex family.”

    Plumbers don’t just fix leaks—they’re eco-warriors in disguise. These experts save thousands of gallons of water annually by spotting leaks, installing efficient fixtures, and preventing water contamination. They’re educators, repair specialists, and infrastructure whisperers, all wrapped into one invaluable package.

    Next time your pipes rebel, remember—plumbers aren’t just fixing your water issues; they’re saving the world, one drip at a time.

     

  • Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’

    Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’

    MUMBAI: Mondelez’s chocolate giant has done it again. Working with creative powerhouse Ogilvy, Cadbury has unleashed two delicious new digital films that are more than just ads – they’re mini-masterpieces stirring up conversations across the nation.

    The two spots – ‘Chaaklet’ and ‘Little Little’ – tackle exclusion head-on with a dollop of sweetness that’s becoming the brand’s signature style.

    ‘Chaaklet’ serves up a refreshing twist on college ragging culture. When a fresh-faced newcomer offers his seniors a bar of what he nervously calls “chaaklet,” viewers brace for the inevitable bullying. Instead, the lead senior breaks into song, declaring “teri chaaklet, meri chocolate. Meetha toh meetha hain na?” before pulling the lad into a warm embrace. Talk about turning toxic traditions on their head!

    The second film, ‘Little Little,’ tackles the north-south divide with equal panache. When a Tamil-speaking Mrs Iyer moves north and apologetically admits “My Hindi. Thoda. Thoda,” she’s initially met with side-eye from her new neighbours. The ice breaks when one woman shares gossip about her husband in equally broken English – “Husband going going gone. I chilao. Sorry ha..my English Thoda, Thoda” – sending the group into fits of laughter.

    Mrs Iyer’s response? A piece of Dairy Milk and the perfect line: “Thoda thoda. But very sweet.”

    Both ads wrap with the punchy tagline “Kuch Achcha ho jayein. Kuch Meetha ho jayein” (Let something good happen. Let something sweet happen).

    Chrome Pictures’ director Amit Sharma has crafted these 85-second nuggets of storytelling gold, working with Ogilvy’s creative team led by their CCOs  Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha.

    These films prove once again that Cadbury knows how to melt hearts – and perhaps sell a shedload of chocolate in the process. In a market where brands often stumble when tackling social issues, Cadbury has taken a bite out of prejudice and made it taste surprisingly sweet.

     To watch the Chaaklet  film click here

    To watch the Mrs Iyer film click here

    The credits for the two films: 

    CCOs, India: sukesh nayak, Kainaz Karmakar, Harshad Rajadhyaksha

    ECDs: Srijan Shukla, pratheeb ravi

    Creative Team: Pritam Singh, Rutuja Mali, Anubhav Rattan, Sanjana Dora, Madhusri Suresh, Prajakta Mhatre, Aarushi Redij, Gia Badami

    President & Head of Office (Mumbai and Kolkata): Hirol Gandhi

    EVP, Account Management: Abhijit Dube

    Account Management Team: Parshuram Mendekar, Manseerat Kaur Sethi, Deeksha Chaturvedi, Mehak Bhardwaj
    Deputy CSO, India: Ganapathy Balagopalan

    EVP, Brand Planning: Bhakti Malik

    Brand Planning Team: Nikhil Chinnari, Paakhi Jhamb

    Team Cadbury CDM: Nitin Saini, VIKRAM KARWAL, Anjali Krishnan, Sushma Baralay, Vinay Pingle, Harshdeep Singh, Ritwika Sengupta, Rajat Handa, Yash Desai

    Production House: Chrome Pictures Pvt. Ltd. Pictures

    Director: Amit Sharma

    Producer: Abhishek Notani

    Media Agency: Wavemaker India

     

  • JioStar launches ‘Yahaan Sab Possible Hai’ campaign for Tata IPL 2025, cricket icons take centre stage

    JioStar launches ‘Yahaan Sab Possible Hai’ campaign for Tata IPL 2025, cricket icons take centre stage

    MUMBAI: India’s cricket carnival is back with a bang as JioStar has unveiled its sizzling new campaign for the eighteenth edition of the Tata IPL. The official broadcast partner is pulling out all stops with its provocative new tagline ‘Yahaan Sab Possible Hai,’ promising fans a roller coaster of cricketing drama.

    The campaign has hit the ground running with a star-studded lineup featuring the who’s who of Indian cricket. From Chennai’s evergreen mastermind MS Dhoni to Mumbai’s beloved Rohit Sharma, the advertisements have packed more star power than a galaxy.

    “At JioStar, we believe in limitless possibilities,” said JioStar marketing head sports Vikram Passi, clearly bowled over by his own creation. “‘Yahaan Sab Possible Hai’ isn’t just a campaign — it’s a tribute to the passion, energy, and dreams that define this tournament. For 18 years, it’s been more than just cricket; it’s been a cultural force, uniting millions and bringing the nation to a standstill. This season, our campaign reflects this reality, ensuring every viewer — wherever they are — feels the power of what’s possible.”

    The network has already unleashed three films that have set tongues wagging. ‘Goat vs Yoat’ pits the legendary Dhoni against Rajasthan’s skipper Sanju Samson in a cheeky debate about young sensation Vaibhav Suryavanshi.

    Dhoni Virat

    “The Tata IPL  has consistently been a springboard for talent over the years where we have seen many emerge on the big scene by helping their respective teams to the title. Winning this league is no mean feat but the fact that a teen like Vaibhav can also stake a claim to fame based on sheer talent is the charm of the league,” said Dhoni, for whom screen time is as easy as keeping behind the wickets after so many years of facing the camera. 

    “While winning the IPL is a dream, what I truly cherish is how the league gives us a chance to showcase our skills,” said Samson, clearly relishing his screen time with the CSK legend.

    Mumbai Indians’ stars Rohit Sharma and Hardik Pandya feature in the aptly named ‘MI6 Possible’, a playful nod to the franchise’s quest for a record-extending sixth title. The film cheekily celebrates the camaraderie behind the team’s trophy-laden cabinet.

    “Being a part of Mumbai Indians has always been an honour, and this new campaign film is a take on the belief that exists between us in the team and it’s that very spirit that’s helped us become one of the most successful teams in the league. It’s all in good fun, but the focus always is on contributing to the team’s success,” effuses the RoHitman. 

    “We wear the Mumbai Indians badge with immense pride,” gushed Pandya, who’s taken over the captaincy reins this season. 

    The third film follows RCB’s poster boy Virat Kohli experiencing cosmic coincidences with the number 18 during a café visit with his manager. The numerical omens have Kohli fans salivating at the prospect that this might – finally – be RCB’s year to lift the elusive trophy.

    With half the franchises flaunting new skippers and revamped squads, the tournament promises more twists than a Bollywood blockbuster – fitting, as famed director Nitesh Tiwari of Dangal fame has helmed some of the campaign films.

    The Tata IPL 2025 kicks off next month, and if JioStar’s fun campaign is anything to go by, cricket fans are in for an absolute treat. Yahaan sab possible hai, indeed!

    To watch the MS Dhoni-Sanju Samson film click here
    To watch the Rohit Sharma, Hardik Pandya and Suryakumar Yadav film click here
    To watch the Virat Kohli film, click here 

  • Yoho launches ‘Phisal Na Jaaiyo’ Holi campaign promoting consent and respect

    Yoho launches ‘Phisal Na Jaaiyo’ Holi campaign promoting consent and respect

    MUMBAI: Footwear brand Yoho has launched a socially conscious Holi campaign, Phisal Na Jaaiyo, to emphasise the importance of consent and personal boundaries during celebrations. While Holi is a time for joy and togetherness, the campaign encourages people to ensure that fun remains respectful and inclusive.

    The slogan Phisal Na Jaaiyo serves as a reminder to be mindful both physically and in interactions with others. It cleverly draws a parallel between slipping while playing Holi and crossing personal limits, urging people to create a safe and welcoming environment for all.

    Conceptualised by Yoho’s in-house creative team, the initiative reflects the brand’s commitment to social responsibility. The campaign is already gaining traction on Yoho’s official social media channels, sparking conversations about celebrating Holi with awareness and kindness.

    Watch the campaign here,

     

  • Licious serves a feast of colours with ‘Gulaal & Gravy’ Holi campaign

    Licious serves a feast of colours with ‘Gulaal & Gravy’ Holi campaign

    MUMBAI: Who says Holi comes just once a year? Licious, India’s leading D2C meat and seafood brand, is bringing the festival of colours to the plate with its latest campaign, Gulaal & Gravy. The visually rich ad film captures the essence of India’s culinary diversity, turning every meal into a celebration of vibrant hues and bold flavours.

    The film opens with an irresistible shot steaming basmati rice being drenched in a rich, hearty mutton curry, setting the stage for a feast painted in shades of laal (red), hara (green), bhoora (brown), and peela (yellow). As the poetic narration proclaims, Kaun kehta hai Holi ka din ek hi baar aata hai? Dekho kaise desh mera isse har din manata hai! (Who says Holi comes only once a year? See how my nation celebrates it every day!).

    What follows is a rollercoaster of meaty indulgence, Tandoori Tikkas, Attukal Paya Soup, Galauti Kebabs, masaledaar chops, Mutton Dhansak, and an array of fragrant biryanis, each dish representing the rich tapestry of Indian cuisine.

    “Holi is about colours, and so is our food,” said Licious founders Abhay Hanjura & Vivek Gupta. “From the fiery reds of Kashmiri Rogan Josh to the golden yellows of Hyderabadi Biryani, the vibrant greens of Karnataka-style mutton chops to Kerala’s creamy coconut-infused Chicken Stew, India’s plates are a never-ending festival of colours. ‘Gulaal & Gravy’ is our ode to this vibrant diversity.”

    The film’s tagline, Kashmir se Kanyakumari, Gujarat se Arunachal, chalta rahe India ka ye swaadbhara rangon ka tyohaar (From Kashmir to Kanyakumari and Gujarat to Arunachal, may India’s delicious festival of colours go on forever!) perfectly encapsulates the thought. Because while Holi comes once a year, India’s love affair with bold flavours never stops!

  • Furlenco rolls into Kolkata with a bold and innovative ad strategy

    Furlenco rolls into Kolkata with a bold and innovative ad strategy

    Mumbai: Furlenco, has expanded its operations to Kolkata, marking its foray into the eastern region. This move aligns with the company’s mission to provide hassle-free, premium furniture rental solutions to urban dwellers. With a customer base exceeding 300,000 across more than 25 cities, Furlenco has established a strong presence in Bengaluru, Mumbai, Delhi-NCR, Hyderabad, and Pune.

    To celebrate its entry into Kolkata, Furlenco has launched a distinctive taxi-top advertising campaign, embracing the city’s rich culture. The initiative transforms the iconic Kolkata taxis into mobile billboards showcasing Furlenco’s premium furniture range. Featuring furniture setups atop the vehicles, the campaign highlights the comfort and convenience offered by the brand’s rental solutions, aiming to engage the city’s diverse audience and boost brand visibility.

    Furlenco CEO & founder, Ajith Karimpana stated, “At Furlenco, our goal has always been to simplify urban living by offering stylish and sustainable furniture solutions that adapt to our customers’ needs. With Kolkata joining our growing network, we are excited to empower more people with the freedom to create comfortable and functional spaces without long-term commitments.”

    With shifting consumer preferences, rental solutions are increasingly becoming the preferred choice for urban dwellers who value convenience and flexibility over ownership. Furlenco’s subscription-based model removes the burden of upfront costs, heavy deposits, and logistical challenges, allowing customers to adapt seamlessly to their evolving needs.

    As a pioneer in the furniture rental industry, Furlenco remains committed to its core values of convenience, affordability, and sustainability. By providing stylish, sustainable, and cost-effective furniture options, the brand is redefining urban living across India.

  • Pepsico’s Mirinda adds colour with Holi TVC

    Pepsico’s Mirinda adds colour with Holi TVC

    MUMBAI: The tantalising tangerine-tinted Mirinda, PepsiCo India’s zesty citrus sensation, is splashing onto screens with a captivating campaign that promises to make this year’s Holi celebrations even more vivacious and vibrant.

    The scintillating spot showcases how the effervescent elixir transforms mundane moments into dazzling displays of delight, much like the kaleidoscopic festival itself. In the fizzy footage, a seemingly serious mother-son conversation bubbles over into brilliant banter after a single sip of the sunset-hued refreshment.

    Grusha Kapoor MirndaThe carnival of colour that is Holi evokes nostalgic notions of carefree celebrations, where rainbow-hued powders paint participants in prismatic patterns amid peals of laughter. Mirinda’s message mirrors this merry mayhem, reminding revellers that both the beverage and the beloved festival share the sparkling spirit of spontaneous joy.

    “Holi is a festival that celebrates togetherness, joy, and fun—values that have always been at the heart of Mirinda,” mused PepsiCo India category lead for cola and flavours Shailja Joshi. “This campaign brings that essence to life, showing how Mirinda adds a splash of colour and playfulness to everyday moments. Whether it’s nostalgia for past celebrations or excitement for new ones, Mirinda is the perfect companion to make Holi even more playful, refreshing, and unforgettable.”

    The tangy tipple, with its sunburst shade and zippy zest, doesn’t just accompany the celebrations—it amplifies the already abundant atmosphere of unrestrained revelry.
     

    Mirinda drinkingDaftar Creative Room founder Sidhant Mago couldn’t contain his enthusiasm: “Who wouldn’t want to work on the Mirinda Holi brief? We brought out our rangeen zubaans the moment we heard it from the Mirinda marketing team. The most colourful brand and the most vibrant festival—this is easily the best collaboration of the year.”

    The pulsating production received star treatment from Shakun Batra, the celebrated celluloid craftsman, who expressed unbridled excitement about his first foray into Mirinda’s effervescent universe. 
     
    “Working with Mirinda for the first time has been an absolute blast! The brand’s vibrant energy and playful spirit made this Holi campaign an incredible experience, “ Batra bubbled. ”With Sidhant Mago at the helm as the creative director and writer, we knew we were creating something truly special. The marketing team and Mago’s vision brought out the unfiltered madness and joy that define both Holi and Mirinda. Seeing it all come to life- the colours, the fun, the unstoppable laughter—has been nothing short of amazing. This is a celebration like no other, and I couldn’t be more thrilled to be a part of it.”

    The vibrant visual feast will fizz across digital and social media platforms nationwide, encouraging consumers to embrace Holi’s iridescent intensity with an extra splash of Mirinda’s signature spirited spontaneity.

    The gleaming golden-orange beverage is available in various volumes at retailers and quick-commerce platforms throughout the country, ready to add its radiant refreshment to India’s most chromatically charged celebration.

  • Mother Dairy creams off victory in cola campaign clash

    Mother Dairy creams off victory in cola campaign clash

    MUMBAI: As Pepsi and Coca-Cola reignite their decades-long fizzy feud ahead of the the IPL 2025 and the coming blazing summer, dairy giant Mother Dairy has quietly churned up a storm by pouring itself into the beverage battle with an utterly brilliant repartee campaign.

    The latest skirmish began when Coca-Cola launched its nostalgic “Half Time, Coke Time” campaign, encouraging cricket fans to reach for the red can during match intervals. Pepsi quickly fizzed back, rebranding the Times of India as the Any Times of India with its “Anytime is Pepsi Time” response – a strategic play reminiscent of their legendary 1996 “Nothing Official About It” campaign that outflanked Coca-Cola’s official World Cup sponsorship.

    Pepsi’s effervescent retort listed life’s precious moments – “first time, thirst time, play time, crunch time, winner time, we time, me time” – suggesting their blue brand transcends scheduled refreshment, sparking a social media frenzy with fans bubbling over about the clever wordplay.

    Just as the carbonated competitors were locked in their temporal tussle over “half time” versus “anytime,” Mother Dairy skimmed past the conflict with a masterful third-way strategy, unveiling its “Not Just a Drink, but a Lifetime Companion” advertisement. The dairy disruptor effectively curdled both rivals’ messaging by positioning milk as the true timeless beverage.

    “Coke claimed half time, Pepsi countered with anytime, but Mother Dairy has completely changed the game with lifetime,” notes a marketing analyst. “It’s like watching two soda brands argue over when you should drink them, while Mother Dairy calmly points out what you should be drinking all along.”

    Industry experts suggest this calcium-rich counterpunch represents perfect timing from Mother Dairy, which has milked the opportunity to remind health-conscious consumers there’s a nutritionally superior alternative.
    “This isn’t just about stealing attention; it’s about changing the conversation entirely,” explains a  consumer behavior specialist. “While the cola giants debate between ‘half time’ and ‘anytime,’ Mother Dairy has moved the goalposts to ‘lifetime’—effectively highlighting that their product doesn’t just refresh momentarily but nourishes permanently.”

    In this high-stakes game of marketing chess, Mother Dairy appears to have made a strategic moo-ve that has left the cola kings decidedly cheesed off and scrambling to respond to this unexpected dairy disruption in India’s competitive beverage market.