MUMBAI: Kitkat and Spotify have come together to help consumers ‘Break the Loop’ and break free from their monotonous playlists. Featuring Bollywood actor Ayushmann Khurrana, Kitakat’s new campaign is inviting people to break out of their usual Spotify playlists and discover fresh tracks, genres and moods, turning everyday music breaks into moments of discovery.
The film, conceptualised by Leo Burnett, brings alive Kitkat’s core message of meaningful, refreshing breaks in a modern, digital context. With specially designed KitKat packs, every break becomes a playful moment of discovery. Just scan the pack to unlock personalized Spotify tracks based on your listening behavior, serving you fresh music you’ve never heard before.
Speaking about the campaign, Nestlé India head, confectionery business, Gopichandar Jagatheesan said, “Kitkat breaks have always been about taking a meaningful pause. With ‘Break the Loop,’ we’re extending that idea to the digital world, teaming up with Spotify to give consumers a light-hearted, relatable reason to pause their day and refresh not just their mood, but their songs too.”
Spotify India director of sales – CPG & Auto, Sanketh Garimella said “Spotify playlists are designed to encourage the discovery of new music for listeners, and our personalized playlists tap into different moods and moments of the consumer. Kitkat’s new campaign is a great example of how those who listen to their favorite songs over and over again, every day, can easily find new music they’ll love on Spotify, with playlists curated just for them.”
The campaign kicks off with a digital-first film across YouTube and Meta platforms, supported by a multi-touchpoint rollout including outdoor media, Spotify in-app audio advertising and engaging social content.
MUMBAI– The Coca-Cola India Foundation, Anandana has unveiled a new video spotlighting its recent Used PET Bottle-Free initiative. This initiative was part of the Maidaan Saaf campaign, which promotes responsible plastic waste collection, segregation, and recycling at various events. The effort was carried out in collaboration with Hindustan Coca-Cola Beverages, Puri Municipality, District Administration Puri, the Odisha Development Management Programme (ODMP), and the Y4D Foundation.
The newly released video highlights the on-ground activation that mobilized nearly 200 volunteers, deployed 200 dustbins, and installed 10 collection kiosks along the Yatra route. Featuring voices from Coca-Cola India, ODMP, and the Y4D Foundation, along with a Safai Saathi, the video underscores the importance of collective action in driving meaningful change.
“The recent Puri event brought with it immense scale, and the responsibility to manage its impact with care,” said Coca-Cola India and Southwest Asia Senior Director – ESG Value Creation & Commercialisation, Saloni Goel. “Every element of this initiative was designed in alignment with the city’s needs and built on the principle of collective action. This was an opportunity to contribute to the larger purpose, and to do it with intent.”
Odisha Development Management Programme (ODMP) vice chairman Pradeep Kumar added, “This year, just like the last, we witnessed even better cooperation from the government and the municipality. The Safai Sathis we engaged experienced economic development, having gained employment during the Puri event.”
“This kind of awareness initiative went beyond just speeches or pamphlets, we implemented a mechanism on the ground,” said Y4D Foundation president Praful Nikam. “With dedicated cleanliness drives, daily waste collection, and motivating engaging the public and managing waste, we were able to create a system that was both sustainable and impactful.”
“When we cleaned up the waste, others noticed and followed,” said Shantilika Pradhan, a Safai Saathi engaged in the initiative. “People saw us using the dustbins which motivated them to do the same. That’s how change began, by setting an example.”
These collective efforts reflect a shared responsibility to environmental stewardship and demonstrate how collaboration between civic bodies, corporate partners, and local communities can drive meaningful change.
MUMBAI – As part of the much-anticipated launch of the realme 15 Pro, Digilicious collaborated with realme India to conceptualize and execute the high-energy #realMovesWithVicky Hook Step Challenge. Spearheaded by Bollywood actor Vicky Kaushal, the campaign leveraged the power of short-form video to generate massive user engagement and celebrate the spirit of self-expression.
In this nationwide campaign, users were invited to recreate a signature hook step from the realme 15 Pro launch film—adding their personal twist and flair. Participants shared their dance entries on Instagram Reels with the hashtag #realMovesWithVicky. The most creative submissions stood a chance to win the newly launched realme 15 Pro and exclusive brand merchandise.
To ignite the campaign and amplify its cultural relevance, Digilicious onboarded and managed a curated lineup of 18 popular creators and influencers, including Isha Malviya, Akash Thapa, Shazia Samji, Justin D’Cruz, Sheetal Gauthaman, Lakshay Gaur, and others. Their participation set the tone for the challenge, driving virality and audience excitement across digital platforms.
“Our goal was to create a digital moment that resonates with young India and reinforces realme’s innovation-led identity,” said Digilicious co-founder Kumarr Satyanshu. “By blending influencer storytelling with platform-native creativity, we were able to turn a product launch into a celebration that was both participatory and memorable.”
The campaign achieved strong organic traction on Instagram, underlining Digilicious’ strategic focus on youth-led, culturally immersive marketing. Through compelling choreography, community participation, and creator-driven content, the #realMovesWithVicky challenge brought the realme 15 Pro launch to life in a way that was bold, engaging, and deeply digital.
MUMBAI: Hero MotoCorp has dropped the gauntlet in the 250cc category with its new campaign for the Xtreme 250R, developed in partnership with Saatchi & Saatchi India. Titled ‘Streets Have a New GOAT’, the integrated campaign revs up Hero’s premium playbook with speed, swagger, and a whole lot of street cred.
At the heart of the campaign is a brand film that pits the Xtreme 250R against a pack of snazzy sports cars, all set in a gritty container yard that screams attitude. As the throttle opens, the nimble two-wheeler outruns its four-wheeled rivals with flair—flipping the script on conventional power and proving that this new machine isn’t here to follow, but to lead.
With a visual narrative that echoes speed as a form of self-expression, the film targets the new-gen rider—those who don’t just ride fast, but ride loud. It’s a cheeky yet confident flex of Hero’s engineering muscle, and a bold statement in a market flooded with sameness.
Saatchi & Saatchi India CCO Kartik Smetacek said, “The thing that stood out in the brief was the Xtreme 250R’s acceleration – 0 to 60 kmph in 3.2s. A little digging showed us that this wasn’t just the fastest 250, it was one of the fastest things on the road period. Our idea came from the insight that speed is fundamentally about bragging rights. That’s what we brought alive in a simple, impactful way.”
Hero MotoCorp head – marketing, India business unit, Aashish Midha said “The Xtreme 250R – the fastest in its class – represents our commitment to delivering high-performance engineering with unmistakable style. Designed by Saatchi & Saatchi India, the campaign is crafted for a generation that leads with confidence, individuality, and purpose. The motorcycle has already set a benchmark in the segment and is receiving strong acceptance from customers across the country. Every second from 0 to 60 is a flex – of speed, attitude, and precision. This isn’t just a motorcycle. It’s a statement.”
The campaign, now live across television, digital, print, OOH and cinema, positions the Xtreme 250R as the sharpest tool in the streetfighter shed—and the undisputed GOAT of its class.
MUMBAI: It was one of those soggy Sunday evenings, monsoon mayhem outside, and kids along with their parents, would storm towards their nearest stationery shop as if exam season was a national emergency to buy the good old Navneet Digest, the cheat sheet without the cheating.
For generations across Maharashtra and Gujarat, Navneet wasn’t just a brand, it was the revision whisperer, the syllabus shrink, and every student’s pre-exam partner-in-cram. It didn’t just fill pages, it filled panic-shaped gaps in every school kid’s memory.
Navneet Digest –
But somewhere between the fading charm of Doordarshan-era jingles and the algorithmic assault of edtech startups, Navneet had gone quiet. Readers would still remember their ads from the ’90s and early 2000s—TV, newspaper, radio. It all flipped the page when Devish Gala, scion of the illustrious Gala family and head of branding at Navneet Education, stepped into the frame. A digital native with ink in his veins and WiFi in his soul, Gala grew up straddling textbooks and tech toys. Now, he’s rewriting Navneet’s brand story with a millennial flair, giving the staid education giant a much-needed syllabus upgrade. He’s not just playing the branding game, he’s setting the curriculum.
Founded in 1959, Navneet has long enjoyed a rock-solid presence in India’s academic publishing and stationery market, especially in its home turfs of Maharashtra and Gujarat. With a consolidated revenue of Rs 1,693 crore in FY24, the company is now flexing its marketing muscle, rolling out campaign after campaign post-2019, each more eye-catching than the last.
Over a breezy lunch at the brand’s plush campus, Indiantelevision.com’s Rohin Ramesh caught up with him in a glassy boardroom that oozes new-age ambition. He’s as comfortable talking about campaign metrics as he is reminiscing about that old-school Navneet nostalgia. Armed with a digital-first mindset and a firm grasp of brand storytelling, he has been spearheading Navneet’s makeover, without alienating its loyalists.
In a land obsessed with marks and where print isn’t dead, Navneet Education is proving that even a seasoned publishing house can teach an old dog new tricks – especially when that dog is an AI. While the rest of India’s education sector is chasing digital rainbows and AI-powered unicorns, Navneet Education is firmly planting its flag in a different kind of digital-first future. One where the trusty book remains king, but with a seriously smart sidekick.
For decades, Navneet has been the quiet force behind countless Indian success stories, their digests and textbooks forming the backbone of academic ambition. But as Gala reveals, their vision extends far beyond just ink and paper. Two to three years ago, a “very conscious decision” was made: social responsibility is just as crucial as business growth.
“Tr for Teacher” campaign isn’t your average pat on the back. Since its inception in 2022, Navneet’s success has been built on teacher feedback. “The teachers thought it was their book,” Gala explains, leading to strong recommendations. This campaign is the company’s loud and proud “thank you” – acknowledging teachers as their “biggest stakeholder” and fostering a sense of pride within the teaching community. It’s about giving back to the bedrock of Navneet’s business, ensuring teachers feel valued and equipped with resources like sample copies and resource books.
Tr. for Teachers-
Leveraging their expertise in education and a surprising tie-in with their existing medical social responsibility efforts, Navneet in their more recent campaign in 2025, ‘Color Blindness Book’ tackles the colour deficiency disorder in children. A simple test, often incorporated into pre-primary books, allows for early, discreet identification. This ingenious approach ensures that as schools and parents unknowingly use their products, a crucial health check is seamlessly integrated. It’s about proactive care, allowing parents to “quietly go to the doctor” for corrective measures.
Colour Blindness Book-
This upcoming campaign in 2027 aims to shift focus to parents, particularly mothers. Gala, a new father himself, observes a societal trend where despite calls for equality, the mother still plays a “much larger role” in a child’s early education and nurturing. Navneet wants to challenge the stereotype of the overburdened mother by showcasing her “key interest” in the child’s education, even amidst household responsibilities. It’s a nod to the silent, tireless efforts of mothers, aiming to empower and acknowledge their vital contribution.
When it comes to emotional intelligence in educational content, Navneet isn’t fumbling for fluffy after-school specials. It is aligning with the New Education Policy’s emphasis on practical learning. This means activity-based learning and inter-subject connectivity. Think counting cows in math, then learning about farm animals in science, and perhaps penning a story about them in English – all designed to give a holistic understanding and engage a child’s emotions. It’s about making learning a lived experience, not just rote-by-hearting.
In a content-crazed, digitally-disrupting India, how does the “good old Navneet Digest” survive? Gala is unequivocal: “Paper book, paper, pencil, pen, all of that is going nowhere.” Digital solutions, he stresses, are purely supplementary. Navneet seamlessly integrates QR codes into its books, offering animated videos, quizzes, and question papers at a scan. It has even got “smart books” – digital versions of their content accessible on various devices, complete with highlighting and note-taking features. It’s always “book first, technology next.”
Perhaps the bookmaker’s most audacious move is Navneet AI. While global giants like ChatGPT, Perplexity, and Google Gemini offer generic answers, Navneet has taken a different path. The company has spent “four to six months” teaching its AI the nuances of the Indian education system, from CBSE to state boards, the weightage of questions in exams, and the accepted language of definitions. It has also claimed to give “100 per cent accurate and quality response based on Navneet’s content.”
This bespoke AI empowers teachers to create powerpoint presentations, 3D models, and quizzes in minutes, all tailored to the Indian context. If an answer isn’t in Navneet’s extensive content, the AI pulls from “fully trustworthy” external websites. It’s a game-changer for educators, transforming preparation time from hours to mere minutes.
While some of the other chaps in the EdTech playground are still fiddling with their abacuses, Navneet’s already teaching quantum physics with their cutting-edge ‘Navneet Nxt’ digital platforms while S Chand & Co. and Repro India might be trying to catch a glimpse of their homework, Navneet so far is staying ahead.
India’s EdTech market is expecting a colossal leap from a hefty $7.5 billion to a staggering $29 billion by 2030, according to a report by the Internet and Mobile Association of India (IAMAI) and Grant Thornton Bharat. In a market bustling with stationery suppliers and textbook peddlers, Navneet isn’t just selling pens and paper, they’re crafting entire learning universes. While Kokuyo Camlin might offer a decent pencil, Navneet’s got the whole kit and caboodle, from brain-busting guides to digital wizardry that leaves the others looking a bit analog.
It makes sense. While the ICSE and IB crowd might be sipping almond lattes and learning through iPads, most of India’s academic fuel is still being burned in CBSE classrooms.
MUMBAI: In a move that fuses fashion flair with sonic innovation, London-based tech disruptor Nothing has joined forces with acclaimed photographer and filmmaker Jordan Hemingway to launch the portrait-led campaign for its first over-ear headphones, the Headphone (1). Known for his gritty, cinematic style and collaborations with the likes of Louis Vuitton, Chanel and FKA Twigs, Hemingway brings his visceral visual language to Nothing’s latest foray into audio.
Jordan said of the collaboration, “I first found myself at Nothing’s office a few years ago for an unrelated meeting to the Headphone (1) project. Even then, their spirit of innovation and fearless exploration left a mark on me. To return now, years later, to build something together is not just exciting, it’s an honour.”
Nothing’s Senior Director of Brand & Creative (Global) Ryan Latham said, “Working with Jordan was an instinctive fit, the team was drawn to his signature aesthetic that blends honesty, beauty, and raw brutality with innovation. His ability to challenge the traditional norms in the fashion space felt like an alignment to how we wanted to convey Headphone (1).”
As Nothing continues to blur the lines between tech and taste, this stylish rendezvous with Hemingway is proof that sound and style aren’t mutually exclusive, they’re just getting started.
MUMBAI: India’s advertising engines have revved up in Q1 2025, with the industry riding high on the back of buzzing TV sets, scroll-stopping digital spends and billboards getting their groove back. The latest TAM AdEx Quarterly Report shows that marketers didn’t just show up, they splashed out. TV made a grand re-entry into the spotlight with a 16 per cent year-on-year growth in ad volumes compared to Q1 2024. Hindi GEC (General Entertainment Channel) ruled the roost with a whopping 22 per cent share, followed closely by Regional GEC and News genres at 15 per cent and 14 per cent respectively.
The big screen darling of Indian homes wasn’t just fluff and reruns either top advertisers like Hindustan Unilever, Reckitt, and Coca-cola kept the spots hot, with Coca-cola returning to the top 10 TV advertisers after a brief fizz out in 2024. Among categories, Toilet Soaps and Aerated Soft Drinks bubbled up, clocking a 29 per cent and 67 per cent growth in ad volumes respectively compared to Q1 last year.
Digital advertising clocked in an impressive 18 per cent increase in ad insertions in Q1 2025 over the previous quarter. Notably, Programmatic advertising contributed a dominant 45 per cent share of digital spots, while Google Display and Facebook together accounted for over a third of digital insertions.
Banking and financial services made big digital strides online investment platforms, personal loans, and insurance players were aggressive spenders. But the scene-stealer? Fantasy Sports, which surged ahead as Dream11 and My11Circle banked on cricketing fervour ahead of IPL 2025.
Out of Home (OOH) advertising made a thunderous comeback, reporting a 32 per cent jump in ad volume over Q1 2024. Transit media think metro wraps, bus backs, and airport panels saw the sharpest uptick, up by 38 per cent. FMCG, e-commerce and OTT brands led the charge, with a special mention for Amazon Prime Video’s “Mirzapur 3” teaser plastering high-traffic junctions in metro cities.
North India continued to dominate with 39 per cent of total OOH volumes, while Tier 2 towns witnessed an OOH growth spurt of 28 per cent, driven largely by regional retail players and upcoming D2C brands eager to build street cred.
India’s ad sector lit up Q1 2025, with TV ad volumes up 16 per cent YoY, Digital ad insertions rising 18 per cent QoQ, and OOH jumping 32 per cent YoY. FMCG led with over 25 per cent of total ad volume, while Hindi-language ads drove over 50 per cent of TV and digital impressions.
With IPL in full swing and festive season preparations already in the works, Q2 is expected to outdo Q1. But beyond numbers, what stands out is how brands are blending mass and personalised media placing bets on both prime-time viewership and pocket-sized scrollable moments.
From hoardings to handhelds, the message is loud and clear: India’s adland isn’t just recovering, it’s rewiring.
MUMBAI: Bandhan AMC Ltd is celebrating 25 years in the Indian mutual fund industry, marking a legacy built on trust, innovation and unwavering commitment to helping savers become investors. To mark this milestone with its investors and partners, they launched ‘Raju Bhaiya Ki Kahani,’ a nostalgic, music-led film.
TBWAIndia’s film, through a heartfelt jingle and animation, beautifully tells Raju’s relatable financial journey. It’s a poignant story, evolving from a teenager’s first savings to an adult’s consistent investing for their dreams. The film powerfully conveys the timeless message: persistence and patience in investing through challenges, lead to significant future growth.
“As we mark 25 years, we are proud of our role in helping millions transition from savers to investors,” said Bandhan AMC CEO Vishal Kapoor. “From ANZ Grindlays to Bandhan AMC, each milestone underscores our commitment to financial inclusion, innovation, and investor-centricity. We are deeply grateful to all stakeholders for their enduring trust and support and remain focused on empowering investors and redefining what’s possible.”
Talking about the partnership, TBWAIndia CEO Govind Pandey said, “Brand milestone campaigns often end up as inward-looking celebrations. We wanted to break that mould. As ‘The Disruption® Company,’ we embody a mindset of creation over destruction, and our goal was to speak to the nation’s living room, not just the boardroom, celebrating the deep cultural transformation Bandhan Mutual Fund has driven from saving to investing. This campaign is a tribute to every ‘Raju Bhaiya’ who once hesitated but eventually believed. We’re grateful to have partnered with Bandhan Mutual Fund as their creative agency. And proud to have brought this milestone to life in a way that celebrates not just a brand, but a movement.”
Mirroring this sentiment, TBWAIndia CCEO Russell Barrett said, “We aimed to avoid the trap of creating just another self-congratulatory ad or case film for a 25-year-old brand. We created an immersive experience chronicling the 25-year journey of Indian investors, starting with print and culminating in a film. The familiar ‘Gullak’ (piggy bank) served as our entry point, reimagined as the genesis of an investing habit, seamlessly transitioning from print to an AR experience and an emotional digital film, transforming a simple ad into a Bandhan Mutual Fund brand experience “
The film is available on digital channels. These ads encouraged viewers to watch the film by scanning a QR code prominently displayed on the ‘Gullak’ (Piggy Bank).
MUMBAI: Zomato is dishing out a power-packed ode to perseverance with its latest campaign, ‘Fuel Your Hustle’, starring a heavyweight cast of Indian icons: Shah Rukh Khan, Mary Kom, AR Rahman, and Jasprit Bumrah.
The emotionally charged campaign spotlights the sweat behind the stardom, tracing each personality’s journey through rare archival footage — some of it never seen before — and gritty behind-the-scenes moments from iconic matches, studios, and film sets. The film is underscored by a stirring track from Kalmi (Nikhil Kalimireddy), the voice behind the viral anthem “Big Dawgs”.
In a world chasing instant wins, ‘Fuel Your Hustle’ flips the script. It’s a celebration of those long, unglamorous hours of hustle — whether it’s SRK’s early theatre days, Mary Kom’s fight against the odds as a mother and champion, Rahman’s studio grind, or Bumrah’s rise from the nets to global cricketing glory.
This isn’t an ad. It’s a belief in effort over everything else.
Every day, millions of Indians tap ‘Place Order’ on @zomato in between their routines, responsibilities and dreams. Some are building startups. Some are raising kids. Some are taking a break.
Commenting on the campaign, Zomato marketing Sahibjeet Singh Sawhney said, “This campaign is for a new generation of doers, a reminder that even the stars they look up to started small, stumbled, and kept going. It’s a cheer for the millions of Indians building something, following dreams, caring for loved ones and for themselves, even when it’s hard and no one’s clapping.”
“We’re rooting for those chasing what they care deeply about and showing up for it consistently. Food is just their fuel and we’re glad to be a small part of their journey,” he added.
Posted by Deepinder Goyal, Zomato’s CEO, and live across YouTube, Instagram, and outdoor touchpoints, the campaign rolls out as a full-throttle 360-degree blitz across digital, print, and social media.
MUMBAI: Food delivery and experiences company Zomato has dished out a high-octane, monochrome television commercial, “Fuel Your Hustle”, drawing comparisons to Nike’s iconic “Just Do It” ethos. The star-studded TVC features Hindi cinema’s Shah Rukh Khan, cricketing ace Jasprit Bumrah, boxing legend Mary Kom, and musical maestro AR Rahman, all united in a quest to uncover the “secret ingredient” of greatness.
The film is tied together by a compelling music track from Kalmi (Nikhil Kalimireddy), best known for his hit “Big Dawgs”. The background score features a dynamic blend of Indian and western sounds, characterised by a prominent use of percussion and drums that amplify the motivational fervour.
The advert kicks off with an intriguing question: “What’s their secret ingredient? Their secret sauce for greatness? What do they know that others don’t?”. What follows is a compelling visual narrative of each icon’s relentless dedication to their craft. Khan is seen meticulously re-taking scenes, Rahman passionately wrestling with his keyboards to perfect a tune, Kom relentlessly skipping and sparring in the boxing ring, and Bumrah unleashing thunderous deliveries that send stumps cartwheeling.
A montage of candid shots interspersed with their rigorous routines is accompanied by a haunting voiceover. It declares, “They know the taste of sweat. The salt of tears. They wake up when it’s dark. They show up when it’s hard. They know what it takes, retakes, mistakes. The truth is they are just like you and me. There’s no secret recipe. They JUST WANT IT MORE. THE SECRET INGREDIENT IS HUSTLE. FUEL YOUR HUSTLE. Zomato.”
The TVC, with its powerful personalities, stirring message, and driving soundtrack, undoubtedly commands attention. It not only positions Zomato as a brand that embodies its own “hustle,” but also aims to inspire the common person to fuel their ambitions. This ad suggests that Zomato is hungry for more, and wants its customers to feel the same zest for life.
