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Category: MAM

  • Mccain serves a musical treat this Diwali with Usha Uthup’s ‘Jugalbandi’

    Mccain serves a musical treat this Diwali with Usha Uthup’s ‘Jugalbandi’

    MUMBAI: This Diwali, McCain is striking all the right chords. The brand’s new campaign, Jugalbandi, brings together three generations of the Uthup family in a heartwarming celebration of food, music, and togetherness.

    Created by Schbang, the film stars the queen of Indian pop, Usha Uthup, alongside her daughter Anjali and grandson, in a delightful musical face-off that turns into a moment of family unity. Set at a lively Diwali house party, the film captures Uthup’s iconic disco charm blending with Anjali’s spirited beats and her grandson’s modern DJ flair. The playful competition melts into harmony when the irresistible aroma of Mccain snacks fills the air, bringing everyone together over hot, crispy treats.

    With Jugalbandi, Mccain celebrates the idea that food bridges more than just hunger, it bridges generations. By fusing two of India’s biggest passions, food and music, the campaign transforms a simple snack into a symbol of connection and joy.

    “These days, families are often spread across cities and time zones, and it’s only on special occasions that everyone comes together,” said Mccain Foods India managing director Mainak Dhar. “Our Jugalbandi campaign celebrates how different generations, each with their own rhythm, can find harmony over a plate of Mccain snacks. Usha Uthup embodies this spirit perfectly, rooted in culture yet modern and relevant.”

    Schbang president – brand solutions Jitto George added, “When we set out to create a generational ‘jugalbandi’, the first and only choice was Usha Uthup and her family. Their real bond brought the idea to life, blending nostalgia, music, and the joy of food which is the very essence of Mccain’s philosophy of togetherness.”

    The campaign runs across digital platforms, reinforcing Mccain’s role as the snack that turns festive gatherings into shared moments of warmth, laughter, and love. 
     

  • Ola lights up homes with ‘Shakti’ energy storage system

    Ola lights up homes with ‘Shakti’ energy storage system

    MUMBAI: Ola has flipped the switch on a new kind of power. With Ola Shakti, the company is charging into the fast-growing Rs 1 lakh crore Battery Energy Storage System (BESS) market, bringing clean, home-grown energy straight to Indian households.

    Launched in Bengaluru, Ola Shakti marks Ola Electric’s first step beyond electric mobility into energy storage for homes, farms and small businesses. It uses the company’s indigenous 4680 bharat cells and is fully designed, engineered and manufactured in India.

    “India doesn’t face an energy shortage; it faces an energy storage opportunity,” said Ola Electric CMD Bhavish Aggarwal. “With Ola Shakti, we are turning that opportunity into energy independence.”

    Available in four configurations of 1.5 kwh, 3 kwh, 5.2 kwh and 9.1 kwh, Ola Shakti starts at an introductory Rs 29,999 for the first 10,000 units. Reservations are open at Rs 999, and deliveries will begin on Makar Sankranti 2026.

    Compact, stackable and built to last, Ola Shakti offers efficiency of up to 98 percent and zero maintenance costs. It promises instant power during outages, protection from voltage fluctuations and weatherproof reliability tested for monsoon conditions.

    The system can also think for itself. Through real-time insights, intelligent scheduling and remote updates, Ola Shakti helps users manage power smarter, reduce bills and make the switch to clean energy effortless.

     

  • Mangaldeep lights up Ayodhya’s record glow with an AR of devotion

    Mangaldeep lights up Ayodhya’s record glow with an AR of devotion

    MUMBAI: Who says faith and technology don’t mix? This Diwali, ITC Mangaldeep proved that devotion can go digital and dazzlingly so. As part of the Ayodhya Deepotsav 2025, the brand turned prayer into pixels with an Augmented Reality (AR)-powered campaign, enabling devotees across India to virtually light Diyas and become part of Ayodhya’s record-breaking glow.

    The grand spectacle in Ayodhya, hosted by the government of Uttar Pradesh, set a new Guinness World Record for the Highest Number of Oil Lamps Lit, an awe-inspiring 26,17,215 Diyas, surpassing last year’s total of 25,12,586 Diyas. But beyond the numbers, this Deepotsav stood out for how it united hearts across distances, one click, one flame, one prayer at a time.

    Through Mangaldeep’s AR-enabled microsite, devotees from every corner of India could light a virtual Diya that corresponded to an actual lamp in Ayodhya on 19 October. What began as a modest plan to light 1 lakh Diyas quickly turned into a wave of faith when over 1.3 lakh virtual Diyas were lit prompting the brand to mirror that devotion on the ground by lighting 1.3 lakh real Diyas as well.

    Adding to the sacred ambience was the Mangaldeep Khushboo Path, where 25 five-foot incense sticks and 25 Maha Havan Cups filled the air with divine fragrance, creating a multisensory experience that blended spirituality with spectacle.

    “At ITC Mangaldeep, we believe devotion is timeless, though the way we experience it continues to evolve,” said ITC Divisional CEO of matches and agarbatti division Rohit Dogra. “This year’s initiative not only united millions of devotees across India digitally but also became a part of history as Ayodhya achieved a Guinness World Record. It’s a step forward in making devotion immersive, inclusive and meaningful in today’s digital era.”

    The government, too, lauded the initiative. Ayodhya district magistrate Nikhil Tikaram Funde I.A.S noted, “We are delighted to have ITC Mangaldeep join the Deepotsav celebrations. Their digital effort allowed devotees nationwide to participate, reinforcing the spirit of unity and devotion that Deepotsav stands for.”

    As the sacred city shimmered under millions of flickering flames, Mangaldeep’s AR-driven participation marked a new chapter in how technology can transcend geography turning faith into an experience that’s as collective as it is personal.

    From app to aarti, the campaign embodied a rare harmony of the ancient and the avant-garde showing that in today’s India, even a Diya can have a digital soul.

     

  • Bright lights up festive season as outdoor ads shine with double-digit glow

    Bright lights up festive season as outdoor ads shine with double-digit glow

    MUMBAI: This festive season, the outdoors are looking anything but dull. As streets dazzle with lights and shopfronts sparkle with offers, Bright Outdoor Media (BOM) is gearing up for a season of high visibility literally. The company expects strong double-digit growth in ad spends this Diwali, fuelled by a cocktail of economic optimism, brand buzz, and an unmistakable festive pulse on the streets.

    Leading the charge, the real estate sector has taken centre stage, wrapping city skylines in giant hoardings and LED glows announcing new projects. From FMCG and e-commerce to automobiles, consumer electronics, jewellery, and fashion, nearly every sector is upping its outdoor presence to capture festive shoppers’ attention. The result: India’s cities are once again turning into open-air galleries of marketing ambition.

    But it isn’t just traditional categories making noise. Fintech, BFSI, health and wellness, D2C, and quick commerce players are also stepping into the OOH frame, using the medium to push festive payment offers, cashback deals, and brand discovery. With outdoor spaces offering both scale and immediacy, even digital-first brands are realising that nothing beats the visibility of a billboard at a bustling junction.

    “We are witnessing robust demand across brand categories this festive season, with advertisers focusing on visibility, innovation and impact,” said Bright Outdoor Media CMD Yogesh Lakhani. “Large-format visibility, digital billboards and integrated campaigns are driving the momentum, and we expect strong double-digit growth compared to last year.”

    At the heart of this surge is the rise of Digital Out-of-Home (DOOH). Bright Outdoor, already among India’s largest operators of big-size LED billboards, is riding the wave of dynamic and data-driven displays. These screens allow advertisers to adapt messaging in real time from countdown offers to live sports updates making the outdoors feel as alive as the internet.

    However, Bright isn’t dimming its faith in traditional billboards just yet. Static formats, the company says, remain the cornerstone of mass visibility vital for brands seeking long-term impact or presence beyond metros. Lakhani explains, “Digital and interactive formats will continue to gain preference, but large-format billboards will always be critical for brand recall and reach. The future is hybrid where technology meets tradition.”

    The festive glow isn’t confined to big cities either. With Tier-2 and Tier-3 markets witnessing a consumption boom, brands are extending their OOH footprints into regional India. From high-footfall malls in Pune and Jaipur to highways connecting emerging industrial towns, the billboard boom is spreading fast.

    As the first outdoor media company listed on the BSE, Bright Outdoor Media continues to consolidate its leadership across Mumbai and the wider MMR region, claiming nearly 50 per cent of Mumbai’s OOH market. Its stronghold, built on long-term client partnerships and a robust portfolio of owned media assets, is now expanding into a digital frontier with more LED installations across transit hubs and high-traffic zones.

    The company’s hybrid model combining static strength with digital agility could very well define the future of Indian outdoor advertising. For now, though, Bright’s billboards are doing exactly what their name promises: keeping the festive season shining, one giant frame at a time.

     

  • AI adds a pinch of emotion to Fortune’s home-cooked Diwali story

    AI adds a pinch of emotion to Fortune’s home-cooked Diwali story

    MUMBAI: This Diwali, Fortune isn’t just stirring pots, it’s stirring hearts. In a season when most ads sparkle with gloss and glamour, the brand has chosen a different recipe: a heartwarming, AI-powered homecoming that celebrates the soul of ‘Ghar Ka Khana’.

    India’s most loved food and kitchen staples brand, Fortune from AWL Agri Business ltd (formerly Adani Wilmar Ltd) has launched a two-fold digital campaign that uses artificial intelligence to turn festive emotion into moving imagery. The result is an evocative story that captures what Diwali truly tastes like, not the click of a delivery app, but the clatter of pots and laughter around a family table.

    At the centre of the campaign is an AI-generated film that contrasts the convenience of the fast-paced modern world with the warmth of home-cooked food. It follows a young man who leaves behind his takeaway meals and train food trays to return home for Diwali, rediscovering the love that simmers in his mother’s kitchen. As she prepares traditional delicacies, the son’s quiet journey home unfolds into an emotional reunion, a moment that beautifully serves up the campaign’s message: ‘Iss Diwali, Fortune wale hai woh jo Ghar Ka Khana Khayenge’.

    Visually rich and emotionally resonant, the film uses generative AI to create hyperreal scenes from bustling cityscapes to glowing diyas blending futuristic tech with timeless emotion. It’s a modern retelling of an age-old truth: that no matter how advanced our gadgets get, nothing beats the comfort of food made by someone who loves you.

    “Diwali is more than lights and sweets. It’s a pause that reconnects us to home, family and food made with love,” said AWL Agri Business Ltd joint president for sales & marketing Mukesh Mishra. “Through our AI-led storytelling, we’ve tried to blend technology with emotion, creating a campaign that’s both nostalgic and forward-looking. This is our invitation to India to pause, come home and rediscover the joy of ‘Ghar Ka Khana’.”

    But Fortune doesn’t stop at film. The brand has also cooked up an AI-powered interactive greeting generator, adding a playful twist to festive sharing. Users can upload their photos, choose their favourite festive treats from Karanji and Malpua to Mathri and Muruku and watch them transform into animated, glowing Fortune Diwali postcards ready to be shared across social media.

    By turning memories into motion and nostalgia into pixels, Fortune’s campaign bridges tradition and technology with surprising ease. It’s a reminder that while AI can replicate almost everything, the warmth of home-cooked food remains inimitable.

    This Diwali, Fortune’s message is clear, the most precious gift you can unwrap isn’t delivered to your door; it’s waiting in your kitchen

     

  • Aashirvaad celebrates mothers with its Diwali campaign ‘Ghar Layein Aashirvaad’

    Aashirvaad celebrates mothers with its Diwali campaign ‘Ghar Layein Aashirvaad’

    MUMBAI: This Diwali, Aashirvaad, one of India’s most trusted household staple brands, is celebrating the women who bring every home to life. Its festive campaign, ‘Ghar Layein Aashirvaad,’ is a heartfelt tribute to mothers: the light that truly illuminates every household.

    At the heart of the campaign is a beautifully composed music video that captures how a mother’s warmth, care and quiet strength turn every moment of Diwali into something magical. From kitchens filled with the aroma of gujiyas and besan laddoos to courtyards glowing with diyas and laughter, the film shows how her touch transforms rituals into lasting memories and everyday gestures into blessings.

    Speaking about the campaign, ITC Ltd BU chief executive, staples, food division Anuj Rustagi said, “Diwali is a celebration of light, togetherness and gratitude, values that truly reflect the ethos of Aashirvaad. This year’s campaign honours mothers, who create moments of connection and make every celebration complete.”

    To add an interactive twist, Aashirvaad has also launched a ‘Ghar Layein Aashirvaad’ rangoli contest, inviting participants to upload pictures of their Diwali rangolis for a chance to receive personalised digital greeting cards from TV’s beloved actress Rupali Ganguly. Each day, 100 winners will win Amazon vouchers worth Rs 500, adding an extra sparkle to their festivities.

    Further sweetening the celebration, the brand has introduced limited edition Diwali packs of Aashirvaad shudh chakki atta, featuring a QR code that directs consumers to the contest microsite, turning every festive purchase into a chance to celebrate and win.

     

  • Box Office of Emotions as Welspun One Delivers Diwali with Heart

    Box Office of Emotions as Welspun One Delivers Diwali with Heart

    MUMBAI: This Diwali, one box is telling a story that’s anything but square. Welspun One, India’s leading real asset developer, has unboxed a festive surprise with its new brand film “The Diary of a Diwali Box,” a tender, cinematic take on the journey of care, precision, and people behind every gift exchanged during the festival of lights.

    Narrated through the eyes of a Diwali gift box, the film offers a delightful twist,it’s the box, not the sender, that takes us on an emotional ride. From the humming corridors of Welspun One’s Grade A warehouses to doorsteps across India, the story follows how logistics, empathy, and innovation come together to keep the festive spirit moving.

    The campaign sits at the heart of Welspun One’s philosophy of “Building For Abundance”, proving that its warehouses Pulse, Proxima, and Gateway aren’t just about storage and supply chains. They symbolise a deeper commitment to reliability, community, and connection. Each park becomes a hub not only of goods but of goodwill, powering India’s celebrations with clockwork precision and human warmth.

    Welspun One chief customer officer Neeraj Balani summed it up beautifully: “Our parks are not just built to store and move goods, they are built to move possibilities. ‘The Diary of a Diwali Box’ is a simple yet powerful reminder that behind every unboxing moment lies an ecosystem of precision, empathy, and purpose.”

    What makes the film stand out is its unusual narrator. By giving voice to the humble gift box, the campaign transforms warehousing, a space often seen as purely functional into a place of wonder. It brings innocence and emotion into an industrial setting, showing that even steel beams and loading docks can have heart.

    Visually rich and emotionally layered, the film blends scale with sentiment inviting viewers to see logistics not as lifeless machinery, but as a beating system of care that keeps the festive rhythm alive. Released across Welspun One’s digital and social platforms, it captures the spirit of an industry often overlooked yet essential to every celebration.

    In a season overflowing with sparkle and sentiment, “The Diary of a Diwali Box” stands out for celebrating not what’s inside the gift but the journey that got it there. Because sometimes, the most meaningful deliveries aren’t wrapped in ribbons, but in purpose.

     

  • Row gets its close-up as Reliance Brands rewrites luxury’s script

    Row gets its close-up as Reliance Brands rewrites luxury’s script

    MUMBAI: Move over front-row seats, this one was an entire production. Reliance Brands Limited (RBL) rolled out the red carpet for India’s most discerning shoppers with the inaugural Front Row Weekend (FRW), a luxury experience that felt more Cannes than commercial.

    Unfolding across Jio World Plaza and Phoenix Palladium in Mumbai, and DLF Emporio in Delhi, the multi-location, invitation-only showcase offered a select 100 guests per city a front-row pass to global fashion’s freshest drops launching in India at the same time as Milan, Paris, and New York.

    FRW wasn’t just another glossy showcase; it was an experience in emotional couture, part art, part aspiration. RBL handpicked its most valued luxury patrons, a cohort that reportedly spends nearly three times more than their peers, for a weekend where exclusivity was the ultimate accessory.

    The festivities began with “The First Look” Gala Night, an intimate, high-glamour soirée that set the tone for the weekend. On 8 October, Jio World Plaza hosted HNI clients and key opinion leaders with a live saxophone set, exquisite tablescaping, and a five-course sit-down dinner. The following evening, DLF Emporio in Delhi turned the mood to melody with a live sitar and piano performance, echoing through a similarly lavish dinner affair.

    The dress code Black with a Twist encouraged guests to interpret the theme through personal expression, making the night as cinematic as it was chic. Among those spotted were Mouni Roy, Bianca Contractor, Aarti and Kshiraja Surendranath, Jaanam and Tinu Advani, Mozez Singh, Sawan and Sagar Gandhi, and Sanaya Irani, lending the evening its fashion-meets-film aura.

    The glamour continued through 8–12 October, as the event turned India’s most iconic luxury malls into curated playgrounds of craft and creativity. Global maisons joined the experience with bespoke activations Valentino’s “Embroidery Chapter”, Versace’s “Glamour Spectrum”, Giorgio Armani’s canapé and mocktail soirée, Bottega Veneta’s Metallic Celebration, and Tory Burch’s Matcha Atelier Experience, alongside Brooks Brothers, Zegna, Canali, and Paul & Shark.

    Each experience was designed to deepen emotional engagement, no loud branding, no influencer frenzy, just pure indulgence.

    Top spenders were rewarded in true haute style from 3-night Phuket getaways worth Rs 5.7 lakh plus and 2-night sea-view stays in Abu Dhabi, to Royal Signature grooming experiences across 14 cities, luxury tea sets from Tea Culture of the World, and fine dining vouchers from Indian Accent.

    “Front Row Weekend is about crafting moments of pure luxury, no noise, no flash, just you and the brand in its most expressive form,” said Reliance Brands Limited Sumeet Yadav. “We’re bringing back the romance, reverence, and rhythm that true luxury deserves.”

    By deliberately keeping influencers and mass publicity out, RBL turned FRW into a rarefied cultural moment, one where fashion wasn’t just worn, it was felt.

    With its blend of global flair and Indian finesse, Front Row Weekend may well become the country’s most exclusive luxury tradition where every guest doesn’t just watch fashion happen, they live it.

     

  • Vikram Solar marks 20 years with heartfelt Diwali film ‘Apno wali Diwali’

    Vikram Solar marks 20 years with heartfelt Diwali film ‘Apno wali Diwali’

    MUMBAI: Vikram Solar Limited, one of India’s leading solar PV module manufacturers, ushers in Diwali with a touching new film: Apno Wali Diwali. Celebrating 20 years of illuminating lives, this marks the company’s first-ever festive campaign, inspiring people to reconnect with loved ones and embrace meaningful, sustainable celebrations.

    The campaign encourages audiences to rediscover the true spirit of Diwali: one grounded in connection, laughter, and light. Through the story of a man reminiscing about the joy of family gatherings from his childhood, Apno Wali Diwali rekindles nostalgia and reminds viewers that the warmth of togetherness shines brighter than any screen. A simple ring of the doorbell brings back those cherished memories, echoing Vikram Solar’s belief that progress and connection go hand in hand.

    “As we complete two decades of powering lives with the Sun’s blessings, Apno Wali Diwali reflects our belief that true progress shines brightest when it brings people closer,” said Vikram Solar chairman and managing director Gyanesh Chaudhary. “Just as solar energy lights up homes, human connections light up lives and this Diwali, we wish to rekindle that warmth.”

    Rooted in nostalgia and guided by sustainability, the campaign embodies Vikram Solar’s philosophy of spreading Khushiyon wali sunshine,  encouraging celebrations that go beyond lights to touch hearts.

     

  • TSS dishes out a festive feast of cookware and toys this Diwali

    TSS dishes out a festive feast of cookware and toys this Diwali

    MUMBAI: This Diwali, The Stone Sapphire India Pvt. Ltd. (TSS) is laying out a spread of innovation, celebration and everyday magic and it’s all wrapped up in a shiny new product lineup across homeware and toys. Whether you’re hosting a grand family dinner or chasing superheroes around the living room, TSS has something that might just become the talk of your Diwali gathering.

    Leading the charge is Corelle, the globally loved dinnerware brand, which is offering a never-before festive deal on its iconic dinner sets. Priced from Rs 6,599 onwards, this is the first time Corelle has dropped its price tags in India and it’s doing so to support good old-fashioned in-store shopping. While online discounts continue to battle for attention, TSS is taking a stand for traditional retailers, encouraging consumers to rediscover the joy of festive browsing in their local markets. With elegant designs, unbeatable durability, and that signature lightweight feel, Corelle dinner sets are now easier to gift or keep than ever before.

    But it’s not just the table getting a glow-up. Corelle is also setting new standards in the kitchen with the launch of Duranano: the world’s only uncoated non-stick cookware. Crafted using patented Nano Technology and made from 100 per cent pure stainless steel, Duranano skips the chemical coatings altogether. The result? Cookware that’s 1.5 million times more abrasion-resistant and 3.5 times tougher than your regular stainless steel pans. It’s the kind of gear that says “I care about your health” while still making sure your festive ladoos don’t stick. In a season where indulgence is inevitable, Duranano makes a strong case for clean, conscious cooking, without taking the fun out of frying.

    Over in toy territory, TSS’s homegrown brand Skoodle is giving Diwali gifting a superhero-sized upgrade. Enter the Marvel RC cars & bikes series, featuring officially licensed designs that bring the action straight to your living room. From rugged monster trucks to sleek superhero bikes, these remote-controlled rides combine speed, style and storylines kids already love. Whether you’re shopping for a young fan or secretly hoping for a go at the controls yourself, this range promises festive excitement with every rev of the engine.

    Speaking about the launches, TSS managing director and CEO Shobhit Singh summed up the season’s spirit, “This Diwali, our focus is on innovation with purpose, introducing products that enhance everyday living while supporting India’s trusted retail ecosystem.” It’s a sentiment that runs through every offering in the TSS catalogue this year, thoughtful, well-crafted and rooted in real-world usefulness, but with just enough sparkle to feel special.