ITV

Category: MAM

  • Tilda stirs hearts at Delhi airport with ‘Feel Home’ campaign for Indians flying abroad

    Tilda stirs hearts at Delhi airport with ‘Feel Home’ campaign for Indians flying abroad

    MUMBAI: Tilda has cooked up a clever campaign to win over hearts — and carry-ons. Titled ‘Feel Home with Tilda’, the emotion-led activation targets Indian travellers at one of their most vulnerable moments: departure.

    Now live at New Delhi International Airport’s departure terminal, the campaign greets outbound travellers with large-format billboards just as they brace for their goodbyes. It’s not just a farewell, it’s a warm reminder that home can travel with you.

    Rooted in insight and soaked in sentiment, the campaign taps into the emotional weight food carries for Indians abroad. With rice often serving as the ultimate comfort cue, Tilda positions itself as more than just a kitchen staple, it’s a piece of home, always waiting on the other side of immigration.

    According to Ebro India, managing director, Graham Carter said, “Indians have always associated rice with tradition, care, and family. With the ‘Feel Home with Tilda’ campaign, we wanted to capture those small yet significant rituals that accompany every Indian goodbye — from tilak to kheer — where rice quietly says the things that words can’t. Tilda is proud to be a companion to the Indian diaspora, helping them feel rooted at home even when they’re thousands of miles away.”

    Also, Ebro India, head of marketing, Puneet Kapoor said, “As a brand rooted in Indian soil and celebrated worldwide, we saw a beautiful opportunity to connect with NRIs right as they step out into a new world. Even when we leave India, we carry our culture with us through the festivals we celebrate, the rituals we follow, and the food we share. And rice, especially, remains at the heart of every Indian celebration, binding generations across borders. This is our way of saying, no matter how far you’ve gone or how long you’ve been away, that feeling of home travels with you. And in that sense, Tilda becomes more than just rice; it’s a slice of home, served with love.”

    Speaking about the campaign, StoryBoats CEO Antony Rajkumar said, “This campaign is for every Indian who packs more than just clothes, who carries memories, spices, photos, and emotions. At the heart of this campaign is a simple but powerful insight: when you’re away from home, it’s the little things you end up missing the most. And sometimes, those little things come in a Tilda pack. That’s what Tilda is, a quiet, comforting reminder, wherever you land, a taste of home will always find you.”

    The campaign is being amplified across digital and social channels, reaching both outbound travellers and settled NRIs. Backed by performance marketing and community outreach, Tilda is looking to build long-term brand stickiness among globally mobile Indians who crave both authenticity and connection.

    So the next time you’re wheeling your bag past Gate 14, and you spot a familiar blue Tilda pack staring back at you, know this: you may be leaving home, but home isn’t leaving you.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Aashirvaad Salt hits the streets with ‘Iodine ka Tilak’ and theatre on wheels

    Aashirvaad Salt hits the streets with ‘Iodine ka Tilak’ and theatre on wheels

    MUMBAI: As chants of “Jai Jagannath” echo through Odisha, ITC’s Aashirvaad Salt is mixing devotion with education—quite literally. In the second edition of its ‘Iodine Ka Tilak’ campaign, the brand is rolling out a Rath Yatra special with a new spin: Patha Nataka, or street theatre, to drive home the importance of iodine in everyday meals.

    Performances by local artists—held across Puri, Bhubaneswar, Konark and Cuttack—tell a relatable tale: a worried mother, a struggling child, and a doctor’s advice to switch to iodised salt to prevent deficiency and boost brainpower. The message is clear: a smarter kitchen leads to smarter kids.

    At the centre of the initiative is the now-familiar ritual of applying ‘Iodine ka Tilak’—a sandalwood paste laced with iodine tincture—on devotees’ foreheads, blending tradition with health science in a symbolic (and literal) dose of wellness.

    ITC Ltd. COO, Staples & Adjacencies, Foods Division, Anuj Rustagi said, “With ‘Iodine Ka Tilak,’ we continue our mission to educate families about the risks of iodine deficiency. Iodized salt plays a crucial role in meeting the iodine required for brain development, especially for children. This year, through Patha Nataka, we are taking this vital message directly into communities, making it engaging, accessible, and deeply rooted in culture. Through this initiative, we hope to spark everyday action, one pinch at a time, with Aashirvaad Iodized Salt as the nutritional ally in every kitchen.”

    The “theatre van” kicked off its tour in Bhubaneswar (27- 29 June, before stopping at Grand Road in Puri on June 30. Next stops: Konark (1 July) and Cuttack (2-5 July). Devotees attending the Rath Yatra between 27 June and 5 July continue to receive the iodine tilak, while families across Odisha are encouraged to take a health pledge—and add a pinch of purpose to every meal.

    With a clever fusion of folk storytelling and functional messaging, Aashirvaad isn’t just salting your fries—it’s seasoning public health, one street at a time.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • AI Plus calls time on gimmicks with Abhishek Banerjee’s smart turn

    AI Plus calls time on gimmicks with Abhishek Banerjee’s smart turn

    MUMBAI: In a world where phones shout louder than they think, AI+ Smartphone has quietly dropped the mic and a national campaign that says smart isn’t smart enough. With its first-ever national TV commercial, AI+ Smartphone isn’t just entering the Indian market, it’s barging in, taking a stand against overhyped specs and underwhelming performance. Featuring Abhishek Banerjee in full deadpan glory, the TVC slices through the noise with a crisp message: “Smart is not enough. It needs to be smart where it counts.”

    Set inside a typical mobile store scene equal parts chaos and jargon, the ad shows Banerjee’s character calmly shutting down an overzealous pitch laced with buzzwords and baffling features. In just 30 seconds, the film lays bare the industry’s addiction to gimmicks and asks the only question that really matters: Is your phone working for you, or for your data?

    This clarity has found strong resonance particularly among women. According to qualitative research cited by the brand, data privacy concerns were frequently raised unprompted, with users voicing anxiety over surveillance and leaks. AI+ is making this its ground zero: a phone that protects your data without preaching about it.

    “For us, privacy isn’t a feature, it’s foundational,” says AI+ Smartphone marketing & communications lead Archi Gogoi. “Consumers today are sharper. They know when they’re being sold to. We’re building trust, not just specs.”

    The brand’s national rollout strategy backs this claim with a multilingual media plan across nine Indian languages from Hindi and Tamil to Bengali and Odia. The film, localised for each region, will be seen across TV, OTT, and digital platforms, ensuring the message lands in the language users trust most.

    Launching on 8 July 2025, the first AI+ devices AI+ Pulse and AI+ Nova 5G promise a cleaner, simpler, and smarter experience without the noise. No circus of megapixels. No spyware dressed as smart features. Just a phone that gets out of the way and lets you live.

    With Banerjee’s dry wit and a sharp swipe at bloated marketing, AI+ isn’t trying to win the loudness war, it’s gunning for the trust deficit. And in today’s crowded, clickbait-heavy smartphone scene, that may just be the smartest move of all.
     

  • India’s Ad market to add nearly Rs.10,000 crore in 2025 surge: Magna report

    India’s Ad market to add nearly Rs.10,000 crore in 2025 surge: Magna report

    MUMBAI: India’s advertising industry is on track for another year of robust expansion, with new projections from Magna forecasting total ad spend to reach Rs1.37 lakh crore in 2025—a healthy 7.8 percent jump over last year. The near-Rs 10,000 crore increase keeps India among the world’s fastest-growing major ad markets, despite global economic headwinds.

    Digital platforms are driving the surge. Magna’s report estimates digital will account for more than 44 percent of all ad spends in 2025, fuelled by rapid growth in video, social, and e-commerce advertising. While TV will retain a major share of budgets, its growth is expected to be steadier as Indian audiences increasingly split their time across screens.

    Several factors are credited with powering the upward trend: brands are doubling down on digital campaigns, key state elections and a rebound in consumer sentiment are boosting traditional and online ad activity, and high-growth sectors like FMCG, e-commerce, fintech, and automotive are leading the way in campaign spending. This momentum is helping offset continued sluggishness in categories such as real estate and durables.

    Industry leaders highlight that India’s unique demographics, rapid smartphone adoption, and expanding high-speed internet access are the underlying forces reshaping the ad landscape. For marketers, the direction is clear: digital is the growth engine, but television and outdoor continue to deliver reach at a scale few other media can match.

    The upbeat outlook for 2025 follows a strong recovery in 2024, as ad spending rebounded from pandemic-era disruptions. With the market now set to break fresh records, India’s advertising ecosystem is poised for another year of innovation—redefining how brands connect with consumers nationwide.  

  • Himalaya hits the streets: bringing cool comfort to Chennai’s sweltering summer

    Himalaya hits the streets: bringing cool comfort to Chennai’s sweltering summer

    MUMBAI: Chennai’s Marina Beach saw an unusual sight this July: not just sunbathers or cricket matches, but a Himalaya-branded truck booth parked amid the crowd, drawing traffic police, sanitation workers, and commuters seeking relief from the unrelenting Tamil sun.

    In a campaign more about care than commerce, Himalaya Wellness took its Aloe Vera Gel Face Wash directly to the streets with mobile Aloe Vera Truck Carts stationed at hotspots across Tamil Nadu. The setup was refreshingly simple—free face washes, a shaded spot, and a brief pause from the city’s heat. For many, it felt like more than a brand activation; it was a moment of genuine respite.

    The response was immediate. Traffic constables stopped in for a cool wash, sanitation staff cleansed away the city’s grit, and passersby lingered not just for a product demo but for a rare moment of connection—with themselves, and with a brand showing up when it counted.

    “For us, wellness is about how we show up in people’s real lives,” said Ragini Hariharan, Marketing Director – Beauty & Personal Care, Himalaya Wellness. “In Tamil Nadu’s peak summer, our booths became safe, soothing spaces. Whether a constable cooled off or a vendor washed away fatigue, these small moments made a big impact. That’s real connection.”

    For Pratheep Kumar, Media Manager at Himalaya and a Chennai native, the idea was born out of empathy. “Anyone who’s lived here knows how relentless the heat is. Marina Beach is where the city comes alive—so it was the perfect place to offer a moment of relief.”

    A short film capturing the activation showcases candid reactions—smiles, sighs, and thanks—from those who experienced the booth. The footage doesn’t just spotlight the face wash; it tells a story of care, comfort, and a brand living its purpose one face at a time.

    For Himalaya, the Aloe Vera Truck Cart is more than a marketing pop-up. It’s a real-world gesture rooted in the brand’s nature-first legacy—a reminder that sometimes, the most powerful brand moments come in simple, human acts: a cool wash on a hot afternoon, offered with empathy.

    To see the spirit in action, watch the campaign video here: 

    And if you’re braving Chennai’s summer, keep an eye out—you never know when a Himalaya truck might roll by, offering a much-needed pause in the heat.  

  • AWL brings tech-powered tradition to Rath Yatra with Fortune and Alife

    AWL brings tech-powered tradition to Rath Yatra with Fortune and Alife

    MUMBAI: What do you get when a 12th-century chariot festival meets mixed reality and Kakara Pitha? A Fortune-branded pilgrimage into the future. In a dazzling collision of devotion and digital innovation, AWL Agri Business Ltd. (formerly Adani Wilmar Ltd.) is pulling out all the stops at Rath Yatra 2025, unveiling a seven-element campaign that transforms Puri’s spiritual carnival into an immersive brandscape. From 40-foot installations and live kitchens to VR bhog offerings and anamorphic beach content, this isn’t just festive marketing, it’s a full-blown sensory yatra.

    At the heart of it all lies the Fortune Zone, a monumental hub on Grand Road featuring three standout experiences. Devotees can cook virtual mahaprasad using Fortune ingredients in mixed reality, offer it inside a simulated Jagannath Temple, and walk away with a real sample of the same dish. Then there’s a live cooking contest where pilgrims pit their culinary skills against each other in crafting Kakara Pitha, Odisha’s traditional sweet treat.

    “We’ve evolved from offering just a VR tour to delivering a full multi-sensory experience that blends faith and food,” said AWL Agri Business Ltd joint president of sales & marketing Mukesh Mishra. “Our hyperlocal lens helps us engage meaningfully, and Rath Yatra is a perfect convergence of our brand’s cultural and culinary ethos.”

    Also in the mix is Alife, AWL’s personal care brand, offering a beachside Changing Station for post-dip refreshment and a fleet of Fortune-branded e-rickshaws to ferry devotees around Puri because comfort is the new seva. On Puri beach, a giant LED screen beams anamorphic content, giving digital dazzle to the devotional ambience.

    With brands like Fortune and Alife leading the charge, AWL’s campaign exemplifies the next frontier in festival marketing where participation trumps promotion and storytelling lives at the intersection of ritual and tech.

    This isn’t just a company showing up at a festival. It’s a brand redesigning the pilgrimage experience, one VR ladle, LED lens, and Kakara Pitha at a time.

  • Maaza celebrates everyday wins with new AI-powered digital platform

    Maaza celebrates everyday wins with new AI-powered digital platform

    MUMBAI: In a world obsessed with big wins, Maaza just hit refresh by bottling up life’s tiniest triumphs with a mango twist. Maaza, Coca-Cola India’s beloved homegrown mango drink, is sweetening everyday life with its new digital platform, “Meri Chhoti Waali Jeet”, an AI-powered celebration of the little wins that often slip under the radar. Whether it’s nailing that elusive recipe, finishing a book you started last year, or finally fixing that leaky tap, Maaza thinks it deserves a round of applause and a sip of mango joy.

    Developed by Ogilvy India, the campaign invites users to upload a photo and describe their proud “chhoti jeet” moment. In return, the platform creates a custom Maaza-style animated video, turning mundane Mondays into mango-minted memories ripe for sharing online.

    The campaign is a juicy follow-up to Maaza’s repositioning earlier this year as a reward for small, impromptu wins, tapping into a generation that seeks joy in the now. And who better to embody that vibe than real-life couple Genelia and Riteish Deshmukh, who lead the campaign with tales of parenting highs, creative pursuits, and everyday magic.

    “For me, teaching my kids a new dance step or finally finishing a painting is the real win,” said Genelia, calling the campaign “a sweet way to celebrate victories that mean everything, even if they look like nothing.”

    Riteish agreed: “Learning a football trick or nailing a dish at home feels like a gold medal moment. Maaza gets that. It’s about lifting spirits, not just glasses.”

    Backed by OpenX from WPP, the platform reflects what Ogilvy India CCO Sukesh Nayak calls “a digital ode to the ordinary.” It’s storytelling with soul and a splash of Alphonso mango. Users have until 31 July to join the celebration and get their tiny triumphs animated into Maaza memories.

    Coca-Cola director of marketing & nutrition category, India & Southwest Asia, Ajay Konale summed it up best: “As our consumers’ digital lives evolve, Maaza evolves with them celebrating not just the big chapters, but the small footnotes that bring happiness.”

    From mini milestones to animated mementos, Maaza’s platform proves that life’s sweetest stories are often just one sip and one small win away.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Mira Kapoor and Asian Paints turn travel memories into textured walls

    Mira Kapoor and Asian Paints turn travel memories into textured walls

    MUMBAI: When is a wall more than just a wall? When it moonlights as your travel journal textured, tinted, and touched by Rome. In a seamless blend of personal nostalgia and tactile luxury, Asian Paints has teamed up with lifestyle maven Mira Kapoor for its Royale Play collection bringing travel-inspired storytelling right into the living room. The collaboration is a masterclass in how walls can do more than hold paint; they can hold memories.

    Drawing from her travels, especially the eternal city of Rome Mira reimagines a corner of her home through Royale Play’s textured finishes, evoking colonnades, aged stonework, and sunlit patinas in an aesthetic that feels both ancient and intimate. “Every place I’ve travelled to has left a mark on me… and now, on my home,” she muses in the campaign film, as camera pans reveal elegant walls whispering stories of cobblestones and classical charm.

    The creative showcase comes at a time when décor is evolving from cookie-cutter colour palettes to expressive, textured statements. Royale Play, already known for its luxurious finishes, now takes on the role of memory-keeper, encouraging homeowners to turn walls into mood boards for their lives.

    For Asian Paints, this isn’t just a celebrity tie-in. It’s a design philosophy. “Décor is deeply personal,” says Asian Paints MD & CEO Amit Syngle. “It reflects memories, passions, and experiences. Mira exemplifies this how even a fleeting moment in Rome can be translated into something lasting at home.”

    Royale Play’s range of finishes allows homeowners to explore beyond trends offering textures that mimic everything from sandstone and brushed linen to metallic sheens and artisanal plasters. It’s a collection that invites touch as much as it commands attention.

    What Mira brings to the table is more than influence, it’s intent. The collab isn’t about recreating Rome, but recapturing a feeling, a fleeting sunset, or the hush of an old piazza. And with a touch of Royale Play, that essence now lives on her walls.

    With this campaign, Asian Paints paints a bigger picture, one where your story becomes your style, and walls are no longer blank canvases, but chapters waiting to be read.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • MIPJUNIOR 2025 Reinvents Itself with Global Premiere of ‘Ki&Hi’

    MIPJUNIOR 2025 Reinvents Itself with Global Premiere of ‘Ki&Hi’

    MUMBAI: The world of children’s entertainment is gearing up for a major reset this October as MIPJUNIOR returns with a sweeping new format and a showstopper world premiere to headline its reimagined edition. Timed just ahead of MIPCOM, the 2025 event promises a sharper, more creator-driven experience that blends deal-making with cultural momentum—turning the Palais des Festivals into a hub for the future of kids’ content.

    At the center of this transformation is the global debut of Ki&Hi in the Panda Kingdom, a 52-episode anime comedy adapted from French YouTube creator Kevin Tran’s bestselling manga. Produced by Mediawan Kids & Family’s Method Animation (Miraculous: Tales of Ladybug & Cat Noir), Drawsome Studios, and Belvision, the series follows two endlessly squabbling brothers in a whimsical fantasy setting tailored to 6–10-year-olds. Its Canal+ launch later this year will mark one of the first times a true anime-style series has been developed natively for a young European audience.

    Tran, who boasts a following of 5.6 million online, has already generated strong buzz for the project, blending digital creator energy with broadcast-scale ambition. For MIPJUNIOR, the premiere is more
    than a debut—it’s a statement of intent.

    “This is a makeover with a mission,” said Lucy Smith, Director of MIPCOM CANNES and MIPJUNIOR. “Kids’ content is driving wider media trends. We’re giving creators, platforms, and partners a space to unlock new models and spark fresh collaborations.”

    The 2025 edition will debut the Gare Maritime as a networking and pitch arena, allowing creators and producers to connect directly with buyers, gaming companies, publishers, and brand studios from 60+ countries. With more than 900 delegates expected, MIPJUNIOR is positioning itself not just as a preview event, but as a launchpad for globally relevant IP.

    For Julien Borde, President of Mediawan Kids & Family, Ki&Hi underscores the shift: “We’re filling a gap with something truly original. It’s an anime with a caring, authentic voice that reflects real sibling dynamics—funny, emotional, and age-appropriate.”

    Programming across the two-day event will center on storytelling that travels—across borders, formats, and platforms. Sessions will spotlight the creator economy, hybrid production models, and the
    growing influence of digital-native stars. The shift comes as broadcasters, streamers, and IP owners look for new ways to cut through in an attention-fragmented market.

    But the heart of the event remains storytelling—refreshed, diverse, and platform-fluid. By turning Ki&Hi into a symbol of its new direction, MIPJUNIOR signals it’s no longer just about what kids watch, but how and where they engage. For those converging on Cannes, the message is clear: kids’ content isn’t just evolving. It’s accelerating.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)