ITV

Category: MAM

  • Smirnoff Lemon Pop cracks open a fresh beat for Gen Z with ‘We Do We’

    Smirnoff Lemon Pop cracks open a fresh beat for Gen Z with ‘We Do We’

    MUMBAI: Smirnoff Lemon Pop Non-Alcoholic is bringing back the pop to pop culture. In its latest high-decibel drop, the brand has rolled out ‘We Do We’, a genre-smashing music campaign that turns the fizz of its cans into full-blown fire beats, tapping into Gen Z’s collaborative DNA.

    Helmed by Sez on the Beat (Sajeel Kapoor)—the maestro of India’s indie soundscape—the campaign kicks off with a beat built using Smirnoff Lemon Pop cans. Then, three genre-bending artists add their own spin to the mix, layering identity, rhythm and roots into a unified banger.

    Shai, the silky-voiced “Is It Love?” singer, brings her Indo-Brit energy to the mic. Agsy, Gen Z’s rap rebel, drops bars in Hindi, Punjabi and Haryanvi like no one’s watching. Nikhil aka Tabla Guy turns tradition into tremors with his signature East-meets-West tabla-and-techno fusion. The full campaign is now live on Instagram at @smirnofflemonpop.

    Conceptualised and executed by Kommune, this campaign isn’t just catchy-it’s cultural commentary in 4/4 time. As identity, rhythm, and rebellion blend into a single sonic boom, one thing’s clear: We Do We isn’t background noise—it’s the Gen Z soundtrack.

  • Eveready lights up the dark with India’s first hybrid torch

    Eveready lights up the dark with India’s first hybrid torch

    MUMBAI: Eveready Industries, the household name in batteries and torches, has just sparked up the flashlight game. The company has rolled out India’s first hybrid torch, a slick, dual-powered device that runs on both a rechargeable battery and AA cells. Whether you’re stuck in a blackout or off-grid in the wild, Eveready’s new innovation ensures you’re never out of light.

    The rugged-yet-lightweight hybrid torch packs a 1W super-bright front LED, a 1W side light, and a fast-charging USB Type-C port that juices it up in 2.5 hours. But the real kicker? When the juice runs dry, it seamlessly flips to battery-operated mode with 3 AA batteries. That’s right—this light won’t ghost you when you need it most.

    Speaking on the launch, Eveready Industries India Ltd CEO Anirban Banerjee said, “Innovation is at the helm of all undertakings at Eveready. Over the years, this ideology has paved the way for us to consistently introduce unique and pioneering products that empower consumers. The latest offering from the house of Eveready reflects the brand’s legacy of innovation and trust, giving consumers uninterrupted lighting with modern convenience. Our Hybrid Torch, a new-age innovative solution, promises quality, convenience, and reliability to users while ensuring that they never run out of power. Going forward, Eveready will remain committed to delivering smarter, practical, and dependable solutions for consumers across Indian households.”

    For a pop-culture punch, Eveready has teamed up with the upcoming supernatural thriller Nikita Roy, starring Sonakshi Sinha. The actress, who plays a woman grappling with literal and metaphorical darkness, features in the brand campaign to spotlight the torch’s 2-in-1 power feature. The torch, like Sonakshi’s character, is all about facing the dark head-on with resilience, and a good backup plan.

    This marks Eveready’s second big flashlight drop in two years. Last year, the brand launched the Siren Torch, a rechargeable safety light with a 100-decibel alarm meant to protect women on the go. Both launches reinforce the company’s shift towards smart, design-forward, utility-first products.

    “Our association with Sonakshi Sinha’s film Nikita Roy is more than just a product integration. It symbolizes resilience and the will to keep going, even in the darkest of times,” Banerjee added.

    The hybrid torch is priced at Rs 399, comes in bold red and green, and is now available across major retail outlets and e-commerce platforms. Designed for travel, trekking, power cuts, or late-night fridge raids, this one’s got your back when the lights go out.
     

  • Deepali Naair steps down as group CMO at CKA Birla Group after power-packed run

    Deepali Naair steps down as group CMO at CKA Birla Group after power-packed run

    MUMBAI: Marketing heavyweight Deepali Naair has called time on her high-voltage tenure as group chief marketing officer at the CKA Birla group, wrapping up a transformative 2.5-year stint marked by bold rebranding moves, big-league M&As, and boardroom-to-ground level action across a sprawling portfolio of businesses.

    Naair, a veteran of IBM, IIFL, Mahindra Holidays and L&T Insurance, exits after helming marquee projects like the launch of BirlaNu, renaming of Trust Hospitals, and the pivotal transition from CK Birla Group to the sharper, sleeker ‘CKA’ moniker. Her remit spanned industrial giants—from NBC Bearings to GMMCO, Orient Electric to Avtec—and included stints leading marketing strategy for Birlasoft, Neosym, and the group’s hospitals and fertility ventures.

    “It felt like being at a private equity firm with a front-row view,” Naair said in a LinkedIn post, recalling her tenure that also saw her coordinate four mergers and acquisitions, launch a new school, and even host the president of India.

    Colleagues describe her as a formidable mix of brand savant and business tactician—one who brings both EQ and IQ to the table. Known for her cross-industry versatility, Naair has toggled between digital transformation, brand identity overhauls, and sales pipeline acceleration with equal flair.

    The exit marks the close of yet another chapter in a career that spans three decades and top-drawer roles at Tata Motors, BPL Mobile, Marico, HSBC Asset Management, and Mahindra group, where she was also on the diversity council. From launching Mediker’s “school adda” campaigns to reshaping demand patterns at Mahindra resorts via analytics, Naair has consistently played in the big leagues.

    With no announcement yet on her next move, speculation is already swirling about what challenge she’ll take on next. If history is anything to go by, it’ll be bold, brand-first, and anything but boring.

  • TBWAIndia crafts a heartfelt campaign for Bandhan Mutual Fund’s 25th Anniversary

    TBWAIndia crafts a heartfelt campaign for Bandhan Mutual Fund’s 25th Anniversary

    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).

  • Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    MUMBAI: ITC’s Sunfeast Mom’s Magic has baked more than just cookies, it’s baked a powerful message. The brand, long known for celebrating the warmth of motherhood, is now stirring hearts with its latest initiative to normalise and encourage adoption in India.

    Stirring the pot on outdated norms, the brand teamed up with the upcoming film Dear Maa to host a compelling panel discussion in Kolkata. On the table? Breaking down biases around adoptive mothers and pushing the belief that motherhood is measured in love, not DNA.

    The panel featured a stellar line-up: Soumeta Medhora, secretary of ISSA; actor Mandira Bedi; Shuvadip Banerjee, chief digital marketing officer, ITC Foods; director Aniruddha Roy Chowdhury; and actor Jaya Ahsan, the face of Dear Maa. The group delved into the hurdles adoptive mothers face from social prejudice to emotional alienation, while urging society to widen its definition of family.

    At the heart of the event was the launch of Dil Se Maa, a stirring poem that pays tribute to adoptive mothers. The piece reimagines motherhood as a bond built on care, not chromosomes.

    Adding a deeply personal note to the discussion, actress Mandira Bedi shared, “Adoption is a beautiful and transformative choice, one that is driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias — from being asked if I could love an adopted child as my own, to people assuming adoption is a last resort. But love doesn’t come with conditions. That’s why I truly value what brands like Mom’s Magic are doing — creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love.” 

    Speaking on the occasion, ITC – Foods Division, chief digital marketing officer, Shuvadip Banerjee said, “At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we aim to spark important conversations around adoption and stand in solidarity with all mothers who create magic in a child’s life—regardless of how that treasured journey begins. Together, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”

    Sunfeast Mom’s Magic has consistently flexed its emotional muscle with campaigns like No More Missed Calls and Hug Her More. This new chapter is another notch in its belt of purpose-driven storytelling, one that swaps sugar for soul and biscuits for bold ideas.

  • CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist

    CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist

    MUMBAI: ITC’s Bingo! Mad Angles has cooked up a tangy conundrum with its latest innovation, ‘Mystery Pickle’, a new achaar-loaded flavour twist that’s roped in by none other than the legendary CID team to crack the case. In a deliciously bizarre crossover, ACP Pradyuman, Daya and Dr. Salunkhe don their detective hats once again but this time, the only fingerprints involved are likely to be covered in spice.

    Taking inspiration from the brand’s hit variant Achaari Masti, the new launch dives deeper into India’s eternal love affair with pickles — and adds an element of whodunnit with a tongue-in-cheek TVC. Shot in the trademark over-the-top CID style, the ad is packed with forensic clues, slow-motion stares, and a hilarious face-off between the OG CID trio and their own Mad Angles doppelgangers.

    But the masala isn’t just on-screen. Bingo!’s Mystery Pickle also invites consumers to play detective via an on-pack contest, challenging them to guess the secret flavour and win exciting prizes.

    ITC Ltd. VP & head of marketing, Snacks, Noodles & Pasta, Foods Division, Suresh Chand said, “Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie up with the show CID has enabled us to craft yet another stand out communication & lend gravitas to the whole mystery angle.”

    Tonic Worldwide senior creative director, Josna Joseph said “With Bingo! Mad Angles Mystery Pickle, we didn’t just launch a new flavour, we cracked open a full-blown whodunnit. Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can’t stop decoding. Just the way Mad Angles likes it”

    Blending nostalgia, humour and a good dose of madness, the campaign gives fans something to chew on both literally and figuratively.

     

  • Why Raj Nayak is getting into scalable IPs with the House of IP

    Why Raj Nayak is getting into scalable IPs with the House of IP

    MUMBAI: Is there still space in the content creation, event IPs, and the experiences verticals  despite the gadzillion or so producers, event organisers and individual creators  popping up from every nook and cranny all over India?

    Well, Raj Nayak, the former chief operating officer of Viacom18 and founder of House of Cheer, sure as hell believes there is. He has unveiled his next bold venture — House of IP — in partnership with digital marketing outfit Yaap.

    Positioned as a first-of-its-kind venture studio for event and entertainment IPs, House of IP promises to create, scale and monetise original properties across sports, music, digital content and branded experiences. From seed ideas to revenue engines, the studio aims to become a launchpad for immersive, culture-first experiences.

    “At a time when content is fragmented and brands are fighting for attention, scalable IPs are the future,” said Nayak who does not seem to be tiring despite being in the media and entertainment business for nearly four decades.

    He’s raring to go with his new venture, just like he was at the start of his career nearly 40 years ago.  “House of IP is built to turn bold concepts into cultural movements — and business success.”

    Yaap, known for its work in influencer marketing and digital media, brings its tech-driven, platform-first mindset to the collaboration. Founder Atul Hegde called the move a “natural evolution” of Yaap’s vision. “With Raj’s creative force and our digital DNA, this partnership will help build IPs that go the distance,” he said.

    House of IP is setting up shop in Mumbai, Delhi, Bangalore and Dubai, with plans to work both with original concepts and existing IP owners. The venture will offer strategic consulting, content creation, brand partnerships and monetisation models.

    “Think big ideas, deep culture connects, and long-term brand value,” Nayak added. “Welcome to the House of IP.”

    What should work in Nayak’s favour is the numerous relationships he has forged  and goodwill he has generated on almost every front throughout his career, whether amongst marketers or agencies or broadcast executives or event agencies.

    Then there is a bunch of startups as well as unicorns in almost every vertical which are looking for expertise to take them forward in the experiences department or their content needs. The new sports policy announced recently by the government is likely to see a plethora of new sports get a fresh impetus with administrators and the private sector getting together to make India a sporting nation and take it beyond just cricket. 

    Already, many leagues for many a sport have come up which need nurturing and guidance to make them grow a la the Pro Kabaddi League and the Indian Super League. Raj spent a large part of his early career selling sports and continues to do so with the Celebrity Cricket League, which should work in the House of IPs’ favour.

    Finally, with the overall live and experiential business literally exploding like never before, it’s most likely that his House of IPs will have a lot to cheer about. Just like his House of Cheer.

  • KlugKlug clicks with new funding as it eyes 10x growth and global reach

    KlugKlug clicks with new funding as it eyes 10x growth and global reach

    MUMBAI: From Klueless to Klug influencer intelligence just got sharper. Klugklug, the influencer marketing SaaS platform that’s already making noise across boardrooms and brand plans, has secured a fresh round of undisclosed funding. But this wasn’t just another cheque drop. The backers, a powerful mix of unicorn founders, ex-CXOs, ex-CMOs, and leading angel investors are joining not just as financiers but as co-pilots in Klugklug’s turbocharged growth ride.

    The Delhi-headquartered startup is aiming to scale its operations by 10x over the next two years, with much of the acceleration already kicking in during the first quarter of 2025. Its expansion roadmap now includes India, South Asia, Southeast Asia, and the Middle East and North Africa (MENA), as it sets sail into newer markets with a strong tailwind.

    As part of its scale-up playbook, Klugklug has added some heavyweight marketing minds to its advisory panel: Lloyd Mathias (ex-HP, Pepsico), Amit Jain (Cardekho), Gaurav Agarwal (Tata 1Mg), and Indranil Chakraborty (Storyworks).

    The influencer game is no longer a gut-feel gamble.
    Klugklug’s software, powered by AI, parses and profiles over 300 million influencers across 150 plus countries and 160 plus languages, giving brands deep dives into audience demographics, engagement metrics, campaign ROI, and influencer authenticity. It promises 40 to 60 per cent efficiency gains in influencer-led marketing music to the ears of performance-obsessed CMOs.

    “We’ve seen seasoned marketers achieve campaign wins from day one using Klugklug,” said CPO co-founder Vaibhav Gupta. “More and more CMOs are using data as the starting point not the afterthought in influencer planning.”

    CPO co-founder and CEO Kalyan Kumar added: “The global influencer market is at an inflection point. There’s a growing demand for transparency, smart targeting, and measurable ROI. This round of funding will accelerate not just our global expansion, but also the tech that powers sharper decision-making.”

    Currently, KlugKlug counts 200 plus Indian and global brands among its clients, cutting across categories like FMCG, D2C, electronics, health, beauty, lifestyle and e-commerce.

    With influencer campaigns becoming more high-stakes and ROI-focussed, Klugklug’s mission is to replace mood boards with dashboards and add a little brain to the brawn of brand advocacy. And if this new cohort of investors and advisors is anything to go by, it’s safe to say that KlugKlug just became a smarter bet on the future of marketing.

  • The Belgian Waffle Co drills down on National Waffle Day

    The Belgian Waffle Co drills down on National Waffle Day

    MUMBAI: The Belgian Waffle Co turned up the heat this National Waffle Day with a record-breaking 7 lakh footfalls across 660+ outlets in 220 cities on 16 July, flipping a midweek lull into a full-blown dessert riot.

    Led by the cheeky and energetic #WhatsYourDrill campaign, the brand teased fans with a faux cancellation of National Waffle Day—only to unveil a surprise date shift to the third Wednesday of July. Cue chaos, curiosity, and meme mayhem.

    The buzz peaked as “Waffle Lieutenants” (read: die-hard fans) received retro-style mission letters and classified 3D-glasses-included invites, decoding the secret celebration date. Influencer-led content exploded on Instagram, led by viral creator ShettyBrother whose “waffle drill” clip clocked 6 million organic views.

    With waffles priced at Rs100 for the day, the brand saw queues snaking out of stores, powered by a slick tech solution allowing pre-orders to manage the sugar rush. OOH ads across 77+ locations in metros and Tier-2 cities added to the visibility blitz, while store-level games like “Waffle Mania” kept fans entertained.

    Even employees got in on the action, posting “Cadet Profiles” and their own waffle rituals on LinkedIn, proving that behind every great drill, there’s an even crunchier team.

    “National Waffle Day is always a landmark moment for The Belgian Waffle Co. This year, as we celebrate 10 incredible years of the brand, it held even greater significance for us. The massive response across our 660+ stores country-wide reflected not just the growing love for our waffles, but also the enthusiasm with which our customers embraced the idea of celebrating rituals and indulgence in a way that felt uniquely personal. It’s a celebration of our loyal community, our partners, and the culture we’ve built together. This massive success year-after-year is humbling and encourages us to remain committed to product quality, consistency and customer delight,” said The Belgian Waffle Co Executive Director and CEO, Ankit Patel.

    “This year, we repositioned the National Waffle Day to the third Wednesday of July, shifting away from a fixed day which our consumers were quite aware about. The overwhelming response to that shift is a testament to the strong emotional connect the brand shares with our community. With the #WhatsYourDrill campaign, we wanted to give our community a platform to express themselves in fun, meaningful ways, to build a movement around rituals and shared joy. From user-generated content to on-ground engagement, the enthusiasm we witnessed reaffirmed our belief in creating experiences that go beyond the product and connect emotionally with our audience,” shared marketing head Vrushali Parab.

    Crunch met creativity, and National Waffle Day 2025 signed off with syrupy smiles and a sugar high that hit just right.

  • Raj Nayak bets big on bold ideas with ‘House of IPs’ launch in tie-up with Yaap

    Raj Nayak bets big on bold ideas with ‘House of IPs’ launch in tie-up with Yaap

    MUMBAI: Raj Nayak, the maverick media man behind House of Cheer and ex-COO of Viacom18, is back in the game with a fresh innings, ‘House of IPs’, a first-of-its-kind venture studio focused on creating and scaling blockbuster properties in entertainment, sports, digital, and beyond.

    Launched in strategic partnership with Yaap Digital, the new-age content and influencer marketing firm, House of IPs is being positioned as a creative powerhouse for India’s experience economy building original, ownable formats from scratch while also turbocharging existing ones.

    Think of it as a factory for future cult brands: be it music festivals, sporting formats, branded content, or digital-first properties, the studio promises to take bold ideas from pitch decks to packed stadiums and everything in between.

    “At a time when content is fragmented, attention spans are shrinking, and brands are seeking more immersive and ownable experiences, the need for strong, scalable IPs is more urgent than ever,” said Nayak. “This venture is about building cultural properties that connect deeply with audiences while delivering real value to brands and platforms.”

    The tie-up brings together Nayak’s deep industry muscle and storytelling savvy with Yaap’s fluency in the digital matrix and monetisation models. The joint effort will cover content development, strategic brand advisory, commercialisation, and full-stack IP management.

    Atul Hegde, Founder of Yaap, added, “At Yaap, we’ve always believed in the power of IPs to build lasting brand equity. Partnering with Raj  to launch House of IP is a natural extension of our vision. With his creative leadership and our digital-first DNA, we’re excited to co-create iconic, scalable properties that will redefine how brands engage with culture and communities.”

    With offices in the works across Mumbai, Delhi, Bengaluru, and Dubai, House of IPs is betting that in a world hooked to moments and memories, the real power lies in owning the story.

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