ITV

Category: Ad Campaigns

  • Fujifilm India’s heartfelt ad shines light on breast cancer awareness

    Fujifilm India’s heartfelt ad shines light on breast cancer awareness

    MUMBAI: Fujifilm India has unveiled its latest brand film, Maa’s Fight Through My Eyes, under the Stories of More Smiles series, leaving viewers deeply moved. This impactful campaign, set in rural West Bengal, tells the real-life success story of a breast cancer survivor, beautifully narrated through her daughter’s perspective.

    But wait, why should you care? Because this isn’t just another ad—it’s a compelling blend of technology, empathy, and a call to action for early cancer detection.

    The film stems from Fujifilm India’s breast cancer awareness initiative “Find It Early, Fight It Early”, which combines ground-level campaigns with state-of-the-art mammography technology. If you’ve ever wondered how healthcare innovation can create life-changing impacts, this ad serves as the perfect answer.

    Shot against the bustling and vibrant backdrop of Berhampore, West Bengal, the film brings to life the journey of a cancer survivor and her family. As her daughter recounts the emotional highs and lows, viewers see the unwavering dedication of two compassionate medical professionals, Paromita and Ipsita, who symbolise hope in the face of despair.

    The narrative showcases Fujifilm’s advanced diagnostic solutions, enabling early detection and precise treatment, which transformed the survivor’s life. It’s not just about a medical journey—it’s about resilience, human connection, and the unshakeable spirit of a mother and daughter.

    The story concludes on a high note, with the survivor dedicating her second chance at life to raising awareness about breast cancer, handing out pamphlets, and inspiring women to prioritise their health. What’s more inspiring than that?

    What makes this film stand out? Well for starters, the film is directed by Ranvir Kumar Suman and produced by Seaface Films, this project involved over 80 crew members, ensuring every detail of the survivor’s journey was authentically captured. Took over three days to shoot across seven locations, the film doesn’t just tell a story—it transports you straight to the heart of West Bengal. And last but not the least, the project used Fujinon Premista Cine lenses, adding cinematic brilliance to its emotional narrative.

    Fujifilm India MD Koji Wada shared his thoughts, “At Fujifilm India, we are committed to delivering innovative products and solutions that embody our Group Purpose of ‘Giving Our World More Smiles.’ By blending diverse ideas, unique capabilities, and extraordinary people, we aim to create solutions that bring joy and smiles to the world. This brand film reflects our commitment to creating awareness about early detection and showcasing how our innovative solutions can make a real difference. Fujifilm’s advanced diagnostic imaging solutions, combined with the dedication of healthcare professionals, continue to redefine patient care across the country. This brand film aims to inspire millions, shedding light on the importance of empathy, expertise, and innovation in the fight against breast cancer.”

    Fujifilm India vertical head of corporate communications & CSR, Abhi Shekhar Singh added, “At Fujifilm India, our actions are in line with our group purpose of Giving Our World More Smiles. This is the second ad film under Stories of More Smiles which continues to tell the stories that should matter for the society for a social good. Shot over a span of three days across seven locations, the film navigates the truth of the story and every aspect of what happened in the journey from diagnosis to post-recovery in the family of a breast cancer survivor. The film reflects the real ethos of Fujifilm India as a healthcare brand which revolves around empathy and service to the society.”

    Breast cancer remains one of the leading health concerns worldwide, but early detection can save lives. Fujifilm’s campaign doesn’t just raise awareness—it puts actionable steps into the hands of viewers. With initiatives like these, reluctance turns into resilience, and hesitation transforms into hope.

    Isn’t it time to act now, for yourself and your loved ones?

  • Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025

    Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025

    MUMBAI: Move over plain chips; Bingo! Tedhe Medhe is here to add some “Bhaukaal” (swagger) to your Mahakumbh 2025 experience. The brand’s Bhaukaal Lok experiential zone is set to dazzle the crowds with bold flavours, quirky vibes, and unforgettable fun.

    Designed to celebrate the essence of Uttar Pradesh—its vibrant culture, flavours, and spirit—this campaign positions Bingo! Tedhe Medhe as the ultimate “Son of the Soil” snack, connecting with consumers at a deeply regional level.

    What’s cooking at Bhaukaal Lok?

    Curious? You should be! Here’s what awaits you:

    BYOB (Bring Your Own Bingo!) Chaat Zone

    Get ready to redefine your snack time with a fusion of UP’s iconic chaat flavours and Bingo!’s signature variants—Masala Tadka, Chatpata Twist, and the brand-new Xtraa Teekha. Visitors can customise their chaat creations, served innovatively in Bingo! packs. Pro tip: Don’t forget to take a selfie before devouring it!

    Interactive content zone

    Ever wanted to create viral content? Now’s your chance. With quirky UP-themed props like gamchhas (towel), funky sunglasses, and cheeky dialogues, visitors can craft the perfect Instagram reel or TikTok moment. Just tag it with #BhaukaalLok to make sure your swagger reaches beyond the festival grounds.

    Bingo! bonfire

    Feel the heat—literally! Groove to the Bawaal Dhun, snack on fiery Xtraa Teekha flavours, and join the Tedhe Medhe Mandali for a night of epic fun. It’s a party where snacks meet swag.

    Speaking about the campaign, ITC Foods vice president & head of marketing – snacks, noodles and pasta, Suresh Chand said, “We are thrilled to be a part of Maha Kumbh 2025—a confluence of tradition, culture, and community. Through our unique experiential zone, we aim to bring an exciting twist to the festivities, blending the flavours and vibrancy of Uttar Pradesh with the boldness of Bingo! Tedhe Medhe.”

    Translation? They’re here to ensure your Kumbh experience is as fun and flavourful as their snacks.

    Where else will you find a bonfire dedicated to snacks, the chance to create viral content with gamchhas, and customised chaat that screams UP swagger?

    The campaign kicked off on 14 January and promises to run throughout the Kumbh festivities. Whether you’re a foodie, a social media buff, or just someone looking to soak in the festive vibes, Bhaukaal Lok has something for everyone.

    So, why settle for boring snacks when you can have Bhaukaal snacks? Head to Bingo! Tedhe Medhe’s Bhaukaal Lok at Mahakumbh 2025 and let your taste buds—and your Instagram feed—thank you later.

  • Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    MUMBAI: The Maha Kumbh 2025 in Prayagraj, a historic gathering of millions, isn’t just about spirituality this year—it’s also taking a giant leap towards sustainability.

    Enter Coca-Cola India, whose ‘Maidaan Saaf’ initiative is not only cleaning up the grounds but also cleaning up its image (quite literally).

    Swachh Kumbh initiative

    In partnership with PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), Coca-Cola India is turning waste into wonders, proving that recycling is more than just a buzzword.

    From 21,500 jackets made of recycled PET bottles to women’s changing rooms crafted entirely from multi-layered plastic waste, they’ve taken trash and turned it into treasure.

    When was the last time your jacket had a backstory?

    At this year’s Kumbh:

    . 21,500 recycled PET jackets were handed out to sanitation workers, boatmen, and waste volunteers.

    .10,000 jackets for sanitation workers championing the Swachh Kumbh initiative.

    . 10,000 life jackets for boatmen ferrying devotees across the river.

    . 1,500 jackets for waste management volunteers.

    Swachh Kumbh initiative

    These jackets don’t just look cool—they’re a walking billboard for the potential of recycling.

    Who knew trash could look so chic?

    Privacy is golden, especially at an event hosting millions. Coca-Cola has installed 1,000 changing rooms made entirely from recycled plastic along a 12 km stretch of the river ghats. But these aren’t your average cabins—each room is a work of art, featuring designs by Aravani Art Project, Gaysi Family, and Priyankar Gupta.

    The aim? To make visitors rethink waste, one colourful illustration at a time. Plus, let’s not forget—these rooms are designed to be ventilated and, of course, Instagram-worthy.

    What’s more innovative than a regular dustbin? A Reverse Vending Machine (RVM). Coca-Cola has installed these at railway stations, food courts, and hotspots around the city. Toss your PET bottle in, and voila, you’ve contributed to recycling on the go.

    And for those needing hydration on their spiritual journey, hydration carts are placed every 400 metres, complete with waste bins and creative artwork that screams, “Recycle Me!”

    PHDRDF CEO Vivek Vyas summed it up perfectly, “This partnership with Coca-Cola India embeds sustainable practices into the heart of the Kumbh. It’s a benchmark for a cleaner, safer, and eco-conscious future.”

    Meanwhile, Coca-Cola India VP Devyani Rana added, “With Maidaan Saaf, we aim to show that discarded items can be transformed into valuable resources, uniting millions of visitors in a collective mission to reduce waste.”

    If faith can move mountains, can it also move trash? Coca-Cola India, alongside its collaborators, is making a bold statement: sustainability isn’t a side gig—it’s the main act. By turning one of the world’s largest gatherings into an eco-friendly wonderland, they’re setting a benchmark for future events.

    If Coca-Cola can turn its packaging into life jackets and changing rooms, what can you do with your waste?

  • Bachpan Manao: EkStep-NDTV take joyful childhoods to new heights

    Bachpan Manao: EkStep-NDTV take joyful childhoods to new heights

    MUMBAI: In a world obsessed with grades and gadgets, can we reclaim the joy of childhood? EkStep Foundation, with a little help from NDTV and more than 100 collaborators, is saying a resounding yes!

    And where better to launch this idea than the vibrant International Kite Festival in Ahmedabad, where imagination soared—quite literally.

    Through its Bachpan Manao mission, the initiative aims to make learning joyful and play the backbone of early childhood education. Because let’s face it, doesn’t every child deserve more than just rote learning and worksheets?

    Set against a sky painted with kites, children aged four to eight years got their creative juices flowing in a sustainable kite-making activity. The event wasn’t just about flying kites but also about helping minds take flight. And isn’t that what play is all about—learning without even realising it?

    This isn’t just about kites and crafts. Experts like Gayatri Menon from NID and Amita Tandon from Unicef Gujarat made a strong case:

    .  Play isn’t just fun; it’s essential for holistic growth.

    .  The National Education Policy 2020 highlights play-based learning for children under 8 years.

    .  The absence of play, they warned, could leave children without crucial skills that textbooks just don’t teach.

    When was the last time we, as adults, took play seriously?

    EkStep Foundation co-founder, Shankar Maruwada believes in a bold vision, “The intent was to create a joyful narrative for the foundational years of childhood. ⁠ We committed to a collaborative, co-creative approach, and we are grateful to more than 100 organisations that are partnering with us in this journey.”

    EkStep chief of policy & partnerships, Deepika Mogilishetty explained, “Every year 25 million children are born in India and each one deserves a steady foundation. Joyful learning is a breakthrough opportunity to ensure that every child can thrive to their fullest. We are at a pivotal time in India where we can create optimal experiences for every child. This requires a whole of society approach. Bachpan Manao is an invitation to every caring adult to celebrate the first 400 weeks of every child as a period of abundant and holistic growth. To simply celebrate the unique opportunity of childhood to learn, grow through play”
    From its initial three collaborators, Bachpan Manao has now roped in over 100 organisations. And this event wasn’t limited to Ahmedabad—it extended to Mumbai and Bengaluru, engaging hundreds of families, teachers, and Anganwadi workers.

    And with NDTV on board, the mission is getting national airtime, taking the message of joyful childhoods to millions.

    Primalise co-founder Reva Jhingan Malik said it best, “We attempted to make a deeper and wider sense of the child’s complex universe; challenging societal mental models about early childhood. Our collaborative journey led us to craft a narrative deeply anchored in human and cultural insights.”

    And the creative agency behind the campaign, Siriti co-founder Vainateya Gavai added, “Working closely with Ekstep and Primalise, we arrived at the rallying cry of ‘Bachpan Manao’ to bring early childhood into focus. The juxtaposition of these two words itself became a springboard for our mission. And NDTV coming onboard elevates this celebration to the next level.”

    NDTV Network’s director & editor-in-chief, Sanjay Pugalia passionately called on everyone—parents, policymakers, even grandparents, “NDTV is excited to collaborate with EkStep in honouring the vital and transformative years of a child’s life. These formative years call for a celebration of joy and opportunity. Our initiative seeks to ignite a movement dedicated to ensuring that every child in India experiences a joyful childhood. We invite policymakers, corporate leaders, educators, parents, and grandparents to join us in this important endeavor—Bachpan Manao. Together, let’s create a brighter future for our children.”

    With so much riding on the future, shouldn’t we all take a step back and ask: Are we letting kids just be kids? Bachpan Manao reminds us that joy, creativity, and play are not optional extras—they are essentials.

  • V-Guard’s new year TVC champions equality with over 18 million views

    V-Guard’s new year TVC champions equality with over 18 million views

    MUMBAI: As the world ushered in 2025 with fireworks and resolutions, V-Guard Industries lit up the airwaves with a television commercial that wasn’t just another ad but a heartfelt plea for equality.

    In a world often divided by wealth, colour, and creed, the campaign painted a poignant picture of unity and acceptance. With stirring visuals and an emotive narrative, the ad has struck a deep chord, amassing over 11 million YouTube views and 7.7 million Instagram engagements—a testament to its powerful message.

    Have you ever wondered how something as simple as pure water can symbolise something as profound as equality? V-Guard’s latest campaign answers this by seamlessly linking its advanced water purifiers with the purity of thought—a foundation for inclusivity and equality.

    The TVC, conceptualised by V-Guard’s integrated agency Ralph&Das, delivers a narrative that equates the purity of water, essential for all Indians, to the purity of the mind required to embrace diversity. By doing so, it aligns perfectly with the brand’s ethos of “Bringing home a better tomorrow.”

    In a society striving for equality, could this be the perfect reminder of how empathy and understanding start at home?

    V-Guard Industries brand & communication head Nandagopal Nair shared his thoughts on the campaign,  “At V-Guard, we believe in creating not just products but meaningful connections that resonate with the values of a progressive society. Our latest digital film is a heartfelt narrative that underscores the importance of embracing diversity and fostering equality in dignity and respect for all. As we move ahead into the New Year, we hope this film inspires audiences to champion inclusivity and celebrate the beauty of humanity in all its forms.”

    This campaign underscores V-Guard’s commitment to both social impact and delivering innovative solutions for everyday living.

    Ralph&Das director & chief creative officer Anil Ralph Thomas, who wrote and directed the ad, explained,  “The idea of this film was not necessarily to endorse any orientation or life choices but to simply impress upon the fact that be it respect or equality, everybody has a right to it, despite their life choices or orientation. And to believe that or act upon it requires purity of thought. V-Guard, a brand that believes ‘Everybody deserves a better tomorrow,’ is well placed to extol the virtues of purity of thought and action, subtly linking it to its water purifiers.”

    Ralph&Das chief operating officer Kaustav Das added, “This was an attempt to rise above the category conversation and reiterate the V-Guard Masterbrand’s promise of ‘Bring home a better tomorrow’ in a larger social context. For a better tomorrow, we first need a just and equitable society, devoid of biases.”

    What role can brands play in shaping a more inclusive society? V-Guard seems to have found its answer.

    The ad’s widespread success highlights its relevance and impact. Its compelling message has not only reached millions but has also sparked conversations about the essence of equality.

    Amidst a backdrop of hope and renewal, V-Guard’s campaign serves as a reminder that equality is not just an ideal but a birthright—a sentiment that transcends ideologies and speaks directly to the soul.

    vgaurd

     

     

  • IAA-ad:tech unite for ‘Honours Awards’ to celebrate tech in marketing

    IAA-ad:tech unite for ‘Honours Awards’ to celebrate tech in marketing

    MUMBAI: In a world obsessed with instant gratification, where a fleeting moment can spark a billion impressions, the advertising and marketing industry stands as the unsung hero.

    Here, creativity marries cutting-edge technology, and platforms morph into virtual canvases for brand storytelling. In this exhilarating age of innovation, the Indian chapter of the International Advertising Association (IAA) and ad:tech are set to unveil an initiative that promises to rewrite the rules of recognition.

    The inaugural Honours Awards will shine a spotlight on the trailblazers—those who dare to challenge the norm, harness technology, and craft campaigns that inspire and innovate. It’s not just an awards show; it’s a celebration of the visionaries redefining the way we see the world through the lens of advertising.

    This groundbreaking partnership between IAA and ad:tech marks a historic moment for the industry, one that honours not just the work but the relentless pursuit of excellence that shapes it.

    As the anticipation builds, so does the promise of a night to remember—where every accolade is a testament to the artistry and ingenuity of modern advertising.

    Scheduled to take place during ad:tech 2025 on 6 March at Yashobhoomi, New Delhi, the awards aim to celebrate the innovators driving digital transformation.

    What sets this partnership apart?

    It seamlessly merges IAA’s industry excellence with ad:tech’s focus on the future of technology and marketing solutions.

    But why do we need awards for tech in advertising? As The Salt Inc Consulting CEO & founder and IAA Mancom member, Neena Dasgupta puts it, “Through the Honour Awards in partnership with ad:tech, IAA wants to push the boundaries across digital which continues to evolve as a medium. The jury for the awards will consist of 15 digital evangelists who are looking forward to judging some path-breaking work.”

    The Honours Awards will highlight achievements across several forward-thinking categories, including:

    ●    Marketing Automation/Marketing Cloud
    ●    Data, Analytics & Intelligence
    ●    Content and Social Media
    ●    Conversational Marketing
    ●    Retail Media/eCommerce
    ●    Influencer Marketing
    ●    Customer Experience
    ●    AI Interventions in Marketing
    ●    Performance Marketing

    Have you worked on a groundbreaking campaign in one of these areas? If so, the nomination deadline is 4 February 2025. Submit your entry here.

    Why now?

    Comexposium India MD, Jaswant Singh emphasised the timeliness of this initiative: “For over 14 years, ad:tech India has been a leading platform showcasing the transformative power of technology in advertising and marketing. Partnering with the IAA India Chapter for this inaugural edition, we look forward to celebrating the innovators driving the future of marketing forward.”

    The communication landscape is rapidly changing, with technologies like generative AI leading the charge. “Technology is a game-changer for the communications space,” said IAA – India Chapter president Abhishek Karnani. He added that these awards would honour “the best work in the space” and encourage more innovation.

    The awards will be judged by an esteemed panel of industry leaders and experts from various sectors, ensuring that only the most innovative and impactful solutions are recognised.

    Are you curious to see what campaigns stand out? Imagine the conversations and trends this recognition could spark in the coming years.

    Mark your calendar.

    ad:tech 2025 will run on 5-6 March at Yashobhoomi, New Delhi, with the awards ceremony on the final day. For more details about the event, click here.

    The Honours Awards promise to bridge the gap between technological innovation and its recognition in advertising and marketing. Whether you’re an industry veteran or a digital evangelist, this event offers a front-row seat to the future of marketing.

  • Dettol Banega Swasth India campaign promotes hygiene at Maha Kumbh Mela 2025

    Dettol Banega Swasth India campaign promotes hygiene at Maha Kumbh Mela 2025

    MUMBAI: The Maha Kumbh Mela 2025, which commenced on 13 January 2025, with the Paush Purnima Snan and is set to conclude on  26 February 2025, aligning with Maha Shivratri, has transformed Prayagraj into a centre of devotion and public health efforts. Among the millions expected to gather for this event, an initiative to promote hygiene and health is taking centre stage.

    Reckitt, a health and hygiene company, is efforts to ensure this year’s Kumbh incorporates a strong focus on cleanliness and well-being through its campaign, Dettol Banega Swasth India (DBSI).

    DBSI has been a partner of the Kumbh Mela since 2016, contributing to the Ardh Kumbh and Magh Melas in Varanasi, Nashik, and Ujjain. This year, the initiative aims to reach an expected 45 crore devotees, incorporating hygiene practices into the cultural and spiritual activities of the event.

    The campaign, in collaboration with Global Interfaith Wash Alliance (GIWA), AJ Foundation, Plan India, and Jagran Pehel, aligns with the government of India’s Viksit Bharat @ 2047 vision. The focus is on encouraging handwashing practices, with soaps being distributed at food-serving areas. Devotees will be encouraged to wash their hands before and after meals, while 15,000 sanitation workers will participate in training programs and receive soaps to support hygiene efforts across the mela grounds.

    To address the scale of the event, health and hygiene volunteers will be present in all 25 sectors of the Kumbh. Kalpvasis, who stay for 45 days of the mela, will receive soaps and hygiene education. The campaign will also engage attendees through traditional performances like Nukkad Nataks to highlight the importance of handwashing in maintaining health.

    Reckitt – South Asia executive vice president  Gaurav Jain said, “At Reckitt, we believe that health and well-being of communities are the foundation of true progress. The Maha Kumbh Mela 2025 provides a unique opportunity to embed hygiene practices into one of India’s most culturally significant events. We are delighted to take ahead our long-standing partnership with the government of Uttar Pradesh and GIWA to reaffirm our commitment to Viksit Bharat @ 2047, ensuring that hygiene is the cornerstone of a cleaner, healthier India.”

    Parmarth Niketan Ashram, Rishikesh president, and Global Interfaith WASH Alliance, co-founder Swami Chidanand Saraswatiji said, “I have been associated with Banega Swasth India and thrilled to witness its impactful presence at Maha Kumbh Mela 2025. By leveraging engaging initiatives such as street plays, puppet shows, and distributing planters, we aim to empower individuals to become ambassadors of change, driving a collective movement towards a cleaner, healthier, and more sustainable society.”

    Plan India executive director Mohammed Asif stated, “Our collaboration with Dettol Banega Swasth India is a testament to the power of collective action in driving meaningful change in communities. At the Maha Kumbh Mela 2025, we are proud to contribute to this monumental effort to instil hygiene practices among millions of devotees. By reaching out to diverse communities, we are reinforcing the importance of hand hygiene and drive positive behavioural change for a healthier tomorrow.”

    AJ Foundation chairperson Bidhu Bhushan Panda said, “We are proud to collaborate with Banega Swasth India at the Maha Kumbh Mela 2025, amplifying critical messages on health and hygiene. As a vibrant celebration of unity and spiritual growth, the Maha Kumbh embodies humanity’s collective commitment to a healthier, more sustainable future. Together, we aim to inspire awareness, drive meaningful change, and leave a lasting legacy that resonates with all participants.”

    Jagran Pehel treasurer Sameer Gupta “Jagran Pehel is deeply honoured to support DBSI at Maha Kumbh 2025, the largest religious gathering in the world. Maha Kumbh Mela is not just a gathering; it is a profound celebration of faith, devotion, and unity. Through our far-reaching impact and meaningful advocacy, we are committed to uplifting the spirit of this sacred event and championing initiatives that enhance its purpose and legacy for millions of devotees.”

  • Blinkit-The Local Talk partner for an expansive OOH campaign in Mysuru

    Blinkit-The Local Talk partner for an expansive OOH campaign in Mysuru

    MUMBAI: Life in a tier-2 city often feels like a nostalgic slow waltz, doesn’t it?

    Gone are the days of instant deliveries, where tier-1 living spoiled you with groceries at your doorstep in minutes and your midnight cravings met with a mere tap on your screen.

    Frustrating, right?

    But just as you’re coming to terms with the snail pace of tier-2 convenience, Blinkit has a surprise in store.

    In a bold, colourful splash across Mysuru’s streets, Blinkit, India’s leading quick-commerce trailblazer, has launched a striking out-of-home (OOH) advertising campaign in partnership with The Local Talk.

    With this vibrant initiative, Blinkit isn’t just delivering groceries—it’s delivering a message: tier-2 cities are no longer left behind in the quick-commerce revolution.

    The campaign highlights Blinkit’s dedication to creating a lasting connection with Mysuru’s audience while addressing the rising demand for quick-commerce services. Designed and executed by The Local Talk, the campaign features high-impact visuals and strategic placements across Mysuru, aiming to embed Blinkit’s brand deeply within the local consciousness.

    The Local Talk director Anil Soni expressed optimism about the collaboration, “Mysuru is a market brimming with potential, and Blinkit’s innovative approach resonates well with the city’s audience. Through this campaign, we’ve ensured Blinkit’s brand presence is impactful and widespread. The initial response has been excellent, and we’re excited about the possibilities this collaboration brings.”

    This campaign leverages Mysuru’s unique consumer landscape to foster engagement and drive Blinkit’s penetration into tier-2 markets.

    As the demand for quick-commerce solutions grows in tier-2 cities, Blinkit continues to position itself as a reliable and forward-thinking service provider. With The Local Talk’s creative execution and a tailored approach to Mysuru’s audience, Blinkit aims to become a household name in the region.

  • Maitri breaks new ground with BGMI ad for World Introvert Day

    Maitri breaks new ground with BGMI ad for World Introvert Day

    MUMBAI: In a world where extroverts dominate the narrative, a whisper of recognition often speaks louder than a shout.

    Maitri, in collaboration with Battlegrounds Mobile India (BGMI), has flipped the script on the traditional ad blitz with a campaign that’s as understated and impactful as its audience: introverts.

    While brands chase the loud fanfare of Valentine’s or Mother’s Day, Maitri chose World Introvert Day to quietly celebrate the unsung heroes who find joy in solitude, thrive in the shadows, and accomplish great things without fanfare. It’s a rare moment of applause for those who prefer none—a subtle yet powerful nod to the ones who rarely seek the spotlight but deserve it anyway.

    The ad, set to launch on World Introvert Day, 2 January 2025, focuses on providing a relatable story for introverts, capturing their quiet essence during the typically overwhelming holiday season. Directed by award-winning feature film director Manu Asokan, the ad stars actor and editor Sangeeth Pratap, whose portrayal resonates with the audience.

    “Games like BGMI provide the perfect balance of social interaction and community for introverts,” explained Maitri head of digital & overseas business, Sumit Raj. “By addressing them directly, we’ve crafted a campaign that engages BGMI’s audience in a light-hearted yet deeply meaningful way.”

    The ad leverages the timing of World Introvert Day, which follows the festive period—an especially challenging time for introverts. By weaving in relatable moments, the campaign positions BGMI as a platform where introverts can connect on their own terms.

    “The collaboration with Manu Asokan and Sangeeth Pratap gave the film a universal appeal,” said Maitri group creative director Francis Thomas. “Fans shared the ad widely, pushing it beyond the gaming community and into broader conversations about introversion and connection.”

    Maitri’s previous campaigns for BGMI in Tamil, Malayalam, and Kannada, such as the viral Malayalam ad with Dhyan Sreenivasan, set the stage for this ambitious project. However, this marks the agency’s first foray into creating a national Hindi-language ad for BGMI, typically handled out of Mumbai.

    “This national ad demonstrates the trust clients have in Maitri’s ability to consistently deliver impactful work,” said Maitri MD, Raju Menon. “As South India’s largest independent agency, we are proud to break new ground with campaigns that celebrate diversity, culture, and human stories.”

    With a 28-year history of award-winning campaigns for major national and international brands, Maitri continues to set benchmarks. The agency recently became the first independent firm to win a Grand Prix at Goafest 2024 and is a three-time winner of the IMA South Indian Agency of the Year award.

  • Brands spark new year fun with witty billboard banter across India

    Brands spark new year fun with witty billboard banter across India

    MUMBAI: Traffic jams just got entertaining: brands are waging wars – not with WhatsApp texts or witty tweets, but with billboards that bite back.

    As you crawl along the road, an eye-catching banner quips, only to be topped the next day by its competitor’s cheeky comeback. The billboards aren’t just advertisements; they’re battlegrounds for banter – a hilarious showdown in the sky.

    In the spirit of 2025’s resolution mania, India’s most iconic brands are trading punches with humour and wit, thanks to Upstox’s ingenious campaign. Forget stale promises – these billboards are serving up financial wisdom, housing goals, and playlist envy with a side of laughs.

    Upstox, a leading wealth management platform, set the tone with its playful message: “Diet me greens add kar diye. Aur green portfolio ka kya?” Encouraging individuals to consider their financial goals for the new year, the billboard quickly caught public attention.

    Other brands followed suit, adding their unique flair to the conversation:

    .  boAt, the audio lifestyle brand, chimed in with a reminder for party hosts:
        “New Year party to rakhli. Par playlist ka kya?”

    .  Asian Paints tapped into aesthetics with a nod to home decor:
        “Apne favourite celebrities ki saari movies dekh li. Lekin unke home decor ka kya?”

    .   Pepperfry highlighted hosting essentials with its clever quip:
        “House Party announce kar diye. Ab extra seating ka kya?”

    .   Yatra, the travel platform, inspired wanderlust with a call to action:
        “Vacation ke sapne dekh liye. Aur booking ka kya?”

    .  OLX encouraged gadget upgrades with practicality:
        “Phone upgrade karna hai? Purane phone ka kya?”

    .  PharmEasy kept health resolutions in focus:
        “New Year party toh karli. Par health resolutions ka kya?”

    .  Bobble AI tapped into relatable texting humour for romantics:
        “Crush ka number mil gaya? Ab texting interesting banane ka kya?”

    The billboard banter seamlessly blended humour, relatability, and creativity, proving how outdoor advertising can spark a vibrant dialogue. Each brand stayed true to its identity while contributing to a shared New Year theme, creating a memorable campaign that resonates with audiences across India.

    As 2025 approaches, this campaign stands as a testament to the role of camaraderie and wit in effective advertising, proving that resolutions may come and go, but great storytelling lasts forever.