ITV

Category: MAM

  • Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    MUMBAI: Blowing bubbles has never looked this badass. Mars Wrigley India’s Boomer is stepping up to the crease with a bold new campaign featuring pace ace Jasprit Bumrah and it’s all about popping confidence. In an era of filters and fitting in, Boomer wants Gen Z to know that sometimes all it takes to own the moment is a bit of gum and a whole lot of swag.

    Set against the backdrop of a high-energy cricket match, the TVC captures a charged moment where fans begin booing Bumrah as he fields at the boundary. Cool as ever, he pops in a Boomer, blows a bubble and just like that, the jeers turn into roars of admiration: “BOOOOOOO-MRAHH… BUMRAH!” The gum doesn’t just freshen up, it flips the script.

    “Boomer has always been at the forefront of India’s gum culture,” said Mars Wrigley chief marketing officer Nikhil Rao. “We’ve made bubble-blowing cool for generations. Now we’re reclaiming that swagger for Gen Z.”

    The campaign comes hot on the heels of the launch of Boomer Lollipops in Strawberry, Orange, and Watermelon, a flavourful twist that shows the brand isn’t afraid to venture beyond gum, as long as the fun stays intact.

    DDB Mudra Group CCO Rahul Mathew added, “Boomer is an iconic brand with an iconic chant. This was our chance to give both a new edge and who better to bring that than Bumrah? Or should I say Boom-rah.”

    With a playful punch of attitude and a bubble of nostalgia, Boomer’s latest move proves the brand still knows how to make noise in all the right ways.

  • Gen Z goes to work in style with Anushka Sen and Newme’s new line

    Gen Z goes to work in style with Anushka Sen and Newme’s new line

     MUMBAI: Officewear just got a Gen Z glow-up and it’s serving ambition with a side of attitude. Newme, the fashion-tech brand adored by Gen Z, has teamed up with actor and Gen Z style icon Anushka Sen to launch its first-ever co-designed collection WorkSsnIty. The 500-piece line is a bold step into the 9-to-5 world, tailored for the first-jobber, the side-hustler, and the caffeine-fuelled intern with a Pinterest board full of blazers.

    From structured co-ords and pastel-hued tailoring to oversized blazers and breezy elevated basics, WorksenIty is anything but your boss’s wardrobe. Designed for the young and the restless, the collection ditches dull formals for confidence-soaked fits that are equal parts chic and workplace-ready.

    “I’ve always admired Newme for celebrating Gen Z style,” said Anushka Sen, who stepped in as Creative CEO for this collection. “Workwear is an overlooked genre, and this is our way of saying bring your whole self to work, style and all.”

    Sen didn’t just lend her name, she co-created the collection from concept to final fittings, ensuring each piece reflects the real-world aesthetic of young professionals. Her influence is front and centre in the #Staysenatwork campaign, which features her in scenarios from coffee runs to client meetings all while looking like the main character.

    “WorksenIty is more than just clothes, it’s about self-expression at work,” said Newme co-founder and CEO Sumit Jasoria. “Gen Z is entering the workforce in huge numbers, and they’re bringing their individuality with them. With this collection, we’ve built a wardrobe that actually works for them.”

    The drop also signals Newme’s evolution. Founded in 2022, the brand has quickly built cult status with over 14 experience stores and a lightning-fast delivery model that drops 500 plus new styles weekly. By adding workwear to its mix, Newme is growing with its audience showing up for job interviews, boardrooms, and every power move in between.

    Exclusively available on the Newme app, website, and experience stores, WorksenIty proves one thing loud and clear Gen Z isn’t just dressing for the job they want. They’re dressing like they already own the place.

  • Swiggy dials up the decibels with ‘Prime Time Menu’ for Father’s Day celebration

    Swiggy dials up the decibels with ‘Prime Time Menu’ for Father’s Day celebration

    MUMBAI: If your dad insists on cranking the TV up to ear-splitting levels during the 9 pm debate, Swiggy just served up the perfect Father’s Day gift.

    India’s food delivery giant launched the ‘Prime Time Menu’ campaign, turning its in-app experience into a full-blown homage to prime-time news channels—dramatic tickers, booming anchors, and all.

    The campaign, built around a digital film, captures the daily struggle of a daughter trying to survive the sonic boom of her father’s nightly news rituals. From anchor rants to khulaasas drowning out her study sessions and dance practice, the chaos finally finds comic relief when she decides to embrace it—with food. She gifts him Swiggy’s ‘Prime Time Menu’, sparking laughs and relief in equal measure.

    Swiggy, known for its quirky, relatable brand tone, partnered with Bad Studio Production LLP to deliver this loud love letter. The platform turned its app interface into a parody of a live newsroom. Users are treated to anchor-led food segments, animated breaking headlines, and dramatic scrolls reporting on spicy samosas and scandalous burgers.

    “At Swiggy, we love finding joy in the everyday quirks of our consumers. ‘Prime Time Menu’ is our way of celebrating something almost every Indian family can relate to, a father’s unshakable love for news and current affairs. It’s a campaign built on insight, nostalgia, and humour, and it’s another step in making the Swiggy experience deeply personal, culturally resonant, and ultimately, fun”, said Swiggy VP-brand Mayur Hola.

    Live now on the Swiggy app and across digital platforms, the campaign has turned up the volume on dad culture. It’s equal parts tribute and playful roast. With tickers louder than thunder and food promos cheekier than anchors, the campaign delivers dad-core humour at its best.

    Because this Father’s Day, if you can’t beat the noise, feed it. 

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Swiggy (@swiggyindia)

     

  • Duroflex celebrates dads who juggle start-ups and strollers in new Father’s Day campaign

    Duroflex celebrates dads who juggle start-ups and strollers in new Father’s Day campaign

    MUMBAI: Start-up decks by day, bedtime stories by night – the nation’s dadpreneurs are finally getting the spotlight they never asked for but definitely deserve. This Father’s Day, Duroflex launched its integrated campaign titled ‘His Rest Matters’, honouring fathers who double up as founders. The campaign captures the fatigue and fortitude of men who swap investor meetings for mealtimes, pitch decks for playdates.

    Through a sequence of poignant visuals and authentic narratives, Duroflex explores the underacknowledged emotional labour and sleep deprivation of modern dads who shoulder the dreams of both their families and their ventures. The campaign features real-life dadpreneurs: Shreyans Jain (Studio Gaffy), Sumeet Guleria (NXT Meal), Aadesh Pirgal (N’uru Coffee), and Divyang Jain (Oneball) – each balancing two equally demanding worlds with grit and grace.

    Duroflex CMO Ullas Vijay said, “Every father shares the same story of wanting to give their all to their families and dreams but rarely getting the rest they need. At Duroflex, we have always believed that quality sleep is the foundation that allows people to show up fully for what matters most. As the country’s leading voice in sleep science, we aim to open conversations around sleep equity and emotional labour, especially for a generation of millennials who try to be caregivers to all – their young companies and their young children. This campaign is our way of saying: your rest matters too, because your family and your venture both need you at your best”.

    The campaign rolls out across digital and social platforms, adding yet another feather to Duroflex’s branding hat as it continues to pitch sleep as a necessity, not a luxury. With this tribute to dadpreneurs, Duroflex doesn’t just sell mattresses — it delivers a powerful cultural nudge.

     

  • Burger King turns up the heat in Tirupati with new outlet on Air Bypass Road

    Burger King turns up the heat in Tirupati with new outlet on Air Bypass Road

    MUMBAI: Pilgrims in Tirupati just got a side of fries with their faith. Burger King® has officially flipped the switch on its first restaurant in the temple town, unveiling a swanky new outlet on Air Bypass Road. The launch marks the flame-grilled giant’s 113 store in south India, signalling its intent to serve more than just devotion in the spiritual capital.

    Burger King’s entry into Tirupati drew over 100 families to its vibrant launch event, featuring traditional ribbon-cutting, festive decor and a smorgasbord of family-friendly activities. But it wasn’t just the ambience that had the crowd cheering—the real star of the show was the menu.

    From the globally loved Whopper® in Veg, Chicken, and Mutton variants to regional flavour bombs like Chicken Tandoori and Makhani Burst, the outlet caters to a variety of cravings. The spread also features vegetarian mainstays such as the Crispy Veg and Hot ‘n’ Saucy. For sweet finales, guests can indulge in thick shakes, Choco Lava Cake or Sundaes, while sipping on barista-style brews like Hot Chocolate and Masala Chai from the Burger King Cafe.

    For those seeking culinary kicks, the Korean Range ups the ante. The Korean Spicy Chicken and Paneer Burgers, Korean Wings, and Korean Fries offer a bold twist that’s anything but mild. The brand continues to champion innovation and taste diversity.

    Blending tech with taste, the Tirupati outlet features Self-Ordering Kiosks, QR Code Table Ordering and Table Service to keep the queues at bay and the burgers flowing. With its digital-first philosophy, Burger King is also dangling tempting offers: Two veg burgers for Rs 79 and 2 chicken burgers for Rs 99, alongside app-exclusive deals for dine-in guests.

    Commenting on the new store, Burger King India CMO Kapil Grover said, “Tirupati is a significant location for us—not just for its cultural importance, but also for the vibrant community we’re excited to serve. With this launch, we bring Burger King’s signature taste and digital convenience to Tirupati, while staying true to our promise of quality, taste, and value”.

    He added, “Every new restaurant we open brings us closer to diverse communities across India. Our focus is to deliver a memorable guest experience through taste innovation, digital-first ordering, and exceptional value”.

    With its modern, family-friendly design and a flavour-packed menu, Burger King’s Tirupati debut delivers a wholesome bite of global appeal with local flavour.

  • Oberoi Realty builds a poetic tribute to dads with Father’s Day campaign

    Oberoi Realty builds a poetic tribute to dads with Father’s Day campaign

    MUMBAI: Oberoi Realty is tugging heartstrings this Father’s Day with a soulfully crafted campaign that celebrates the unsung moments between dads and their little champions. Titled “From the first game to the biggest win, Dads are there for it all”, the brand’s latest digital film is an ode to the quiet strength of fatherhood — and the spaces that make connection possible.

    Shot using AI-generated visuals, the film paints a picture of everyday joy: sprints across sun-dappled lawns, carefree dips by the pool, and laughter echoing across basketball courts — all set within the serene, carefully designed enclaves of Oberoi Realty’s residential communities.

    It’s not just bricks and landscaping. Each scene underscores how architecture can nurture emotion. Whether it’s open greens that welcome play, or lounges and shared courts that spark multigenerational bonding, Oberoi’s environments are more than backdrops — they’re facilitators of togetherness.

    The film is accompanied by an original poem that strikes an emotional chord, elevating the campaign beyond nostalgia into a quiet meditation on presence and place. It’s a reminder that while love may be quiet, the right setting can make it resonate louder.

    Speaking about the campaign, Oberoi Realty VP – brand marketing & corporate communication, Sarina Menezes said, “At Oberoi Realty, we believe the most powerful stories are those rooted in real human connections. This Father’s Day film, enhanced by AI and a heartfelt poetic narrative celebrates life’s simplest yet most cherished moments. From a playful game to a poolside chat, our communities are designed to nurture these shared experiences and create homes where lifelong memories are made.”

    With this campaign, Oberoi Realty continues its streak of blending high-end living with heartfelt storytelling — a luxe love letter to fatherhood that lives across the brand’s social media channels.

     

     

  • Swiggy and Prime Video pull a fast one on foodies with mind-bending Traitors menu

    Swiggy and Prime Video pull a fast one on foodies with mind-bending Traitors menu

    MUMBAI: When Prime Video and Swiggy say ‘taste the betrayal’, they’re not speaking metaphorically. This week, India’s top OTT giant and the country’s favourite food delivery platform joined forces to mark the launch of the reality thriller The Traitors — not with banners and billboards, but with a plate of pure deceit. The new food experience, cheekily titled ‘Dhoka Khao’, brings illusion to the menu with dishes that look like one thing but taste like another, through a playful partnership with cult favourite Louis Burger.

    The campaign went live on 12 June exclusively on Swiggy’s Drops — a limited-time section of the app known for quirky culinary experiments. Available only until supplies last, the dishes rolled out in phases across Mumbai, Delhi, Bangalore, Pune and Chennai.

    The theatrical twist lies in two trickster dishes. First up: Two Faced Cupcake, a savoury cornbread sneakily dressed up in dessert clothing with mashed potato frosting. And then there’s Fries Over Lies, which look like your standard fries but serve up sweet flavours instead.

    “Just like the show, the food in this campaign is full of surprises”, said Swiggy Ltd CBO Sidharth Bhakoo. “It’s not just about what you watch or what you eat, it’s about elevating both in a way that keeps you guessing till the very last bite”.

    Massive Restaurants’ founder & MD Zorawar Kalra, who leads the Louis Burger brand, added, “With Louis Burger at the helm, we’ve crafted an experience where food meets illusion — each bite surprises, delights, and keeps you guessing, much like the show itself. These limited-edition drops are not just burgers; they’re a bold experiment in storytelling through taste”.

    Kalra also praised Swiggy’s Drops as a platform for risk-taking and creativity. “Swiggy’s technology and logistics have allowed us to scale efficiently while maintaining the quality our brands are known for”, he said. “Their innovative approach offers a unique platform for our teams to experiment and engage with audiences in fresh, creative ways”.

    Backed by celebrity restaurateur Kalra and Prime Video’s storytelling muscle, the ‘Dhoka Khao’ campaign isn’t just a food promo; it’s a deliciously layered metaphor for the show it promotes. The collaboration pushes the envelope on how food, fiction and fandom can collide to deliver new-age, screen-to-plate experiences.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Swiggy (@swiggyindia)

     

  • Neena Gupta brings quick wit and quicker healing to Cipla Health’s new campaign

    Neena Gupta brings quick wit and quicker healing to Cipla Health’s new campaign

    MUMBAI: Cipla Health has rolled out a zippy new campaign for its flagship antiseptic brand ‘Cipladine’, casting veteran actress Neena Gupta as the face of its ‘Fast Aid Expert’ proposition. The campaign swaps predictable first-aid messaging for a punchy, pacey narrative built around speed, sass, and sharp relief.

    Conceptualised by Lowe Lintas and directed by national award-winner Vivek Dubey, the campaign features Gupta as a no-nonsense boss who always stays a step ahead—mirroring Cipladine’s fast-acting formula. With Shashie Verma playing her perpetually behind-the-curve assistant, the film delivers both healing and humour in equal measure.

    Gupta shared her excitement about the association, saying, “As someone who believes in tackling life head-on, I love the idea of being associated with a product that does the same. Cipladine is quick, reliable, and versatile, it reminds me of the kind of roles I enjoy doing. Being a part of this campaign was a delightful experience.”

    Sharing his thoughts, MullenLowe Global Group CEO – India & Chief Strategy Officer – APAC, Subramanyeswar S.  said, “Cipladine has long held the leadership position in its category, but true leadership lies not in maintaining the status quo, it lies in continuously raising the bar. We asked ourselves: how can a leader lead even more distinctively? The answer emerged in a powerful insight – speed – a critical need in first aid. That’s when we reimagined Cipladine not just as a product, but as a solution—a Fastaid expert in the world of FIRSTAID solutions.”

    Lowe Lintas president (Creative) Sarvesh Raikar added, “The category of first aid solutions has been quite predictable in its problem-solution communication approach. We needed to break the clutter with a fresh tone of voice. The idea of an ultra-efficient boss and her quests to set things right without wasting time served as a perfect backdrop to launch our refreshed brand idea – to move from ‘FIRST-AID to ‘Fast-Aid’ Expert. The chronicles of Neena Gupta and her secretary Sashi Verma, directed by the national-award winning director Vivek Dubey, effortlessly bring alive our new narrative of speed, while also bringing a smile on the viewers faces.”

    Launched across TV, digital, print, OOH and trade touchpoints, the campaign marks a bold shift in tone for the first-aid aisle—where speed now gets top billing.

  • Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    MUMBAI: What do you get when you mix a pinch of masala, a selfie, and Telugu cinema’s Natural Star Nani? Aashirvaad Masala’s blockbuster new AI-powered campaign that’s turning fans into reel-life co-stars—one WhatsApp message at a time.

    Following the successful onboarding of Nani as brand ambassador in Andhra Pradesh and Telangana, ITC has launched a first-of-its-kind digital experience that lets users create personalised movie posters featuring themselves alongside the Tollywood icon. All it takes is a scan of a QR code on Aashirvaad’s chilli powder pack—or a click from the brand’s Telugu social handles—to get started.

    The campaign plays off the tagline ‘Dammu Meede, Star Meere’, spotlighting homemakers as the real heroes of the kitchen. Now, with genres ranging from romance and action to comedy and thriller, the brand invites them to bring that same flair to their very own cinematic moment.

    Built on a slick AI-driven WhatsApp bot, the experience allows users to select language, genre, and character before uploading a selfie—and voilà, their custom poster is ready to roll. Lucky participants even stand a chance to see themselves on billboards with Nani or win movie tickets.

    Blending spice with stardust, Aashirvaad Masala’s campaign taps into Telugu audiences’ twin passions—food and film—while pushing the envelope on tech-led engagement. In short, this isn’t just seasoning; it’s star-making with a side of dum.

  • Frido’s Father’s Day push hits the right joints

    Frido’s Father’s Day push hits the right joints

    MUMBAI: This Father’s Day, D2C wellness brand Frido is skipping the mugs and neckties and going straight for the knees — quite literally. Its cheeky-yet-heartfelt campaign, “Gift him what he truly KNEEds”, turns the spotlight on a group that rarely complains but often aches: dads.

    At the heart of the campaign is Frido’s Active Knee Cap, designed to ease years of wear-and-tear borne by fathers who power through their day without pause. The message? Don’t gift your dad another “World’s Best Dad” trophy — gift him comfort he can feel.

    To scale up the emotional punch, Frido deployed a full-funnel strategy. From dad-centric influencer reels on Instagram to high-visibility OOH across metros and feel-good user contests, the brand created a real tear-jerker with muscle. Families were urged to share personal stories, sparking a flood of nostalgic posts that proved this wasn’t just another token holiday campaign.

    Turning the campaign into a full-body experience, Frido teamed up with EMotorad — India’s leading e-cycle brand — to offer the perfect one-two punch: support at home, and mobility on the road. Together, they’ve crafted a Father’s Day experience that’s both caring and cool.

    Speaking on the initiative, Frido CEO & co-founder Ganesh Sonawane said, “Most fathers carry on without ever saying a word about their own discomfort. This campaign is our way of shifting the spotlight, just for a moment, onto them. At Frido, we believe comfort isn’t a luxury, it’s a quiet form of care. This Father’s Day, we wanted to go beyond the usual and offer something that actually makes a difference in their everyday life. Teaming up with EMotorad helped us complete that thought – whether it’s rest or movement, every dad deserves a gift that understands him.”

    EMotorad co-fouinder & CEO  Kunal Gupta said, “Growing up, I saw my dad put his heart into everything he built. That mindset shaped a lot of what EMotorad stands for. This collaboration with Frido felt like teaming up with someone who shared that same drive to create more than just products, but real possibilities. This Father’s Day, we want to celebrate that quiet, persistent drive in every father. With this campaign, we want to show that a meaningful gift can keep him moving, just like he always has for us.”

    By leaning into authentic emotion and functional gifting, Frido isn’t just celebrating dads — it’s elevating the art of giving. After all, this season, the best present isn’t presence. It’s a bit of relief for those tired knees.