ITV

Category: MAM

  • Bold Care and Odd Not Even unveil streetwear with a statement

    Bold Care and Odd Not Even unveil streetwear with a statement

    MUMBAI: Bold prints, bold statements, and an even bolder message that’s what Bold Care and Odd Not Even bring to the streets with their exclusive ‘Take your pleasure seriously’ collection. This limited-edition drop fuses men’s wellness with street fashion, proving that confidence isn’t just an attitude, it’s a way of life.

    Designed for those who own their individuality, the Bold Care x Odd Not Even collection is a fearless mix of edgy graphics, bold prints, and striking accents across T-shirts, cargo pants, and dresses. More than just streetwear, it’s a statement of self-expression, blending unapologetic style with the freedom to embrace pleasure and well-being.

    Bold Care has consistently challenged outdated taboos surrounding men’s wellness, and this collaboration takes that conversation beyond words and into fashion. “Wellness is an attitude, a facilitator of confidence, and how you show up in the world. This collection isn’t just about bold prints; it’s about owning your choices whether in fashion or in life,” said Bold Care co-founder Rajat Jadhav.

    The collection has already caught fire online, with fans hailing it as a refreshing, unapologetic take on street fashion. Social media is buzzing with appreciation for its striking aesthetics and powerful messaging, making it more than just a trend, it’s a cultural movement.

    With style, confidence, and self-expression at its core, the Bold Care x Odd Not Even collab is proof that fashion isn’t just about what you wear, it’s about what you stand for.

  • Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’

    Cadbury’s latest ads serve up a sweet lesson in inclusion with ‘Chaaklet’ and ‘Little Little’

    MUMBAI: Mondelez’s chocolate giant has done it again. Working with creative powerhouse Ogilvy, Cadbury has unleashed two delicious new digital films that are more than just ads – they’re mini-masterpieces stirring up conversations across the nation.

    The two spots – ‘Chaaklet’ and ‘Little Little’ – tackle exclusion head-on with a dollop of sweetness that’s becoming the brand’s signature style.

    ‘Chaaklet’ serves up a refreshing twist on college ragging culture. When a fresh-faced newcomer offers his seniors a bar of what he nervously calls “chaaklet,” viewers brace for the inevitable bullying. Instead, the lead senior breaks into song, declaring “teri chaaklet, meri chocolate. Meetha toh meetha hain na?” before pulling the lad into a warm embrace. Talk about turning toxic traditions on their head!

    The second film, ‘Little Little,’ tackles the north-south divide with equal panache. When a Tamil-speaking Mrs Iyer moves north and apologetically admits “My Hindi. Thoda. Thoda,” she’s initially met with side-eye from her new neighbours. The ice breaks when one woman shares gossip about her husband in equally broken English – “Husband going going gone. I chilao. Sorry ha..my English Thoda, Thoda” – sending the group into fits of laughter.

    Mrs Iyer’s response? A piece of Dairy Milk and the perfect line: “Thoda thoda. But very sweet.”

    Both ads wrap with the punchy tagline “Kuch Achcha ho jayein. Kuch Meetha ho jayein” (Let something good happen. Let something sweet happen).

    Chrome Pictures’ director Amit Sharma has crafted these 85-second nuggets of storytelling gold, working with Ogilvy’s creative team led by their CCOs  Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha.

    These films prove once again that Cadbury knows how to melt hearts – and perhaps sell a shedload of chocolate in the process. In a market where brands often stumble when tackling social issues, Cadbury has taken a bite out of prejudice and made it taste surprisingly sweet.

     To watch the Chaaklet  film click here

    To watch the Mrs Iyer film click here

    The credits for the two films: 

    CCOs, India: sukesh nayak, Kainaz Karmakar, Harshad Rajadhyaksha

    ECDs: Srijan Shukla, pratheeb ravi

    Creative Team: Pritam Singh, Rutuja Mali, Anubhav Rattan, Sanjana Dora, Madhusri Suresh, Prajakta Mhatre, Aarushi Redij, Gia Badami

    President & Head of Office (Mumbai and Kolkata): Hirol Gandhi

    EVP, Account Management: Abhijit Dube

    Account Management Team: Parshuram Mendekar, Manseerat Kaur Sethi, Deeksha Chaturvedi, Mehak Bhardwaj
    Deputy CSO, India: Ganapathy Balagopalan

    EVP, Brand Planning: Bhakti Malik

    Brand Planning Team: Nikhil Chinnari, Paakhi Jhamb

    Team Cadbury CDM: Nitin Saini, VIKRAM KARWAL, Anjali Krishnan, Sushma Baralay, Vinay Pingle, Harshdeep Singh, Ritwika Sengupta, Rajat Handa, Yash Desai

    Production House: Chrome Pictures Pvt. Ltd. Pictures

    Director: Amit Sharma

    Producer: Abhishek Notani

    Media Agency: Wavemaker India

     

  • JioStar launches ‘Yahaan Sab Possible Hai’ campaign for Tata IPL 2025, cricket icons take centre stage

    JioStar launches ‘Yahaan Sab Possible Hai’ campaign for Tata IPL 2025, cricket icons take centre stage

    MUMBAI: India’s cricket carnival is back with a bang as JioStar has unveiled its sizzling new campaign for the eighteenth edition of the Tata IPL. The official broadcast partner is pulling out all stops with its provocative new tagline ‘Yahaan Sab Possible Hai,’ promising fans a roller coaster of cricketing drama.

    The campaign has hit the ground running with a star-studded lineup featuring the who’s who of Indian cricket. From Chennai’s evergreen mastermind MS Dhoni to Mumbai’s beloved Rohit Sharma, the advertisements have packed more star power than a galaxy.

    “At JioStar, we believe in limitless possibilities,” said JioStar marketing head sports Vikram Passi, clearly bowled over by his own creation. “‘Yahaan Sab Possible Hai’ isn’t just a campaign — it’s a tribute to the passion, energy, and dreams that define this tournament. For 18 years, it’s been more than just cricket; it’s been a cultural force, uniting millions and bringing the nation to a standstill. This season, our campaign reflects this reality, ensuring every viewer — wherever they are — feels the power of what’s possible.”

    The network has already unleashed three films that have set tongues wagging. ‘Goat vs Yoat’ pits the legendary Dhoni against Rajasthan’s skipper Sanju Samson in a cheeky debate about young sensation Vaibhav Suryavanshi.

    Dhoni Virat

    “The Tata IPL  has consistently been a springboard for talent over the years where we have seen many emerge on the big scene by helping their respective teams to the title. Winning this league is no mean feat but the fact that a teen like Vaibhav can also stake a claim to fame based on sheer talent is the charm of the league,” said Dhoni, for whom screen time is as easy as keeping behind the wickets after so many years of facing the camera. 

    “While winning the IPL is a dream, what I truly cherish is how the league gives us a chance to showcase our skills,” said Samson, clearly relishing his screen time with the CSK legend.

    Mumbai Indians’ stars Rohit Sharma and Hardik Pandya feature in the aptly named ‘MI6 Possible’, a playful nod to the franchise’s quest for a record-extending sixth title. The film cheekily celebrates the camaraderie behind the team’s trophy-laden cabinet.

    “Being a part of Mumbai Indians has always been an honour, and this new campaign film is a take on the belief that exists between us in the team and it’s that very spirit that’s helped us become one of the most successful teams in the league. It’s all in good fun, but the focus always is on contributing to the team’s success,” effuses the RoHitman. 

    “We wear the Mumbai Indians badge with immense pride,” gushed Pandya, who’s taken over the captaincy reins this season. 

    The third film follows RCB’s poster boy Virat Kohli experiencing cosmic coincidences with the number 18 during a café visit with his manager. The numerical omens have Kohli fans salivating at the prospect that this might – finally – be RCB’s year to lift the elusive trophy.

    With half the franchises flaunting new skippers and revamped squads, the tournament promises more twists than a Bollywood blockbuster – fitting, as famed director Nitesh Tiwari of Dangal fame has helmed some of the campaign films.

    The Tata IPL 2025 kicks off next month, and if JioStar’s fun campaign is anything to go by, cricket fans are in for an absolute treat. Yahaan sab possible hai, indeed!

    To watch the MS Dhoni-Sanju Samson film click here
    To watch the Rohit Sharma, Hardik Pandya and Suryakumar Yadav film click here
    To watch the Virat Kohli film, click here 

  • TVS and Petronas extend lubricating sponsorship in high-octane motorsport deal

    TVS and Petronas extend lubricating sponsorship in high-octane motorsport deal

    MUMBAI: TVS Motor Co has revved up its partnership with Petronas Lubricants International, extending their slick collaboration for another three years of motorsport dominance across India’s racing landscape.

    The oil giants will continue as title sponsors of TVS Racing – India’s pioneering factory racing team that has maintained a scorching 80 per cent win rate across multiple racing formats – supporting their campaigns in supercross, rally and motorcycle championships nationwide.

    “TVS Racing has played a pivotal role in democratising motorsports in India,” said TVS Motor Co head business – premium Vimal Sumbly, whose Apache series motorcycles benefit directly from the team’s racing pedigree. “Petronas expertise in fluid technology, combined with our racing heritage, will continue to shape the future of two-wheeler racing in India.”

    The partnership goes beyond mere branding, with Petronas continuing as the official supplier of after-market oils to TVS’s sprawling dealer network. Its TVS TRU4 range will keep offering premium synthetic lubricants designed to give TVS motorcycles maximum thrust and longevity – ensuring riders can keep their pistons pumping at peak performance.

    Petronas Lubricants India chief executive officer Binu Chandy couldn’t contain his excitement about getting his hands dirty in India’s racing scene: “Our collaboration with TVS Racing has been instrumental in demonstrating the synergy between high-performance lubricants and motorsport excellence.”

    TVS Racing continues to dominate both at home and abroad, with Aishwarya Pissay extending her winning streak at the Bajas Championship while the team has secured titles across national racing categories.

    For petrolheads and speed freaks across India, this partnership promises to keep the nation’s motorsport scene well-oiled and running smoothly for years to come – proving once again that when it comes to racing success, proper lubrication is absolutely essential.

  • Yoho launches ‘Phisal Na Jaaiyo’ Holi campaign promoting consent and respect

    Yoho launches ‘Phisal Na Jaaiyo’ Holi campaign promoting consent and respect

    MUMBAI: Footwear brand Yoho has launched a socially conscious Holi campaign, Phisal Na Jaaiyo, to emphasise the importance of consent and personal boundaries during celebrations. While Holi is a time for joy and togetherness, the campaign encourages people to ensure that fun remains respectful and inclusive.

    The slogan Phisal Na Jaaiyo serves as a reminder to be mindful both physically and in interactions with others. It cleverly draws a parallel between slipping while playing Holi and crossing personal limits, urging people to create a safe and welcoming environment for all.

    Conceptualised by Yoho’s in-house creative team, the initiative reflects the brand’s commitment to social responsibility. The campaign is already gaining traction on Yoho’s official social media channels, sparking conversations about celebrating Holi with awareness and kindness.

    Watch the campaign here,

     

  • Havas India goes green with swanky eco-certification

    Havas India goes green with swanky eco-certification

    MUMBAI:  Havas India has polished its environmental halo after scooping the coveted ISO 14001:2015 certification, positioning itself as the advertising world’s unlikely eco-warrior in a notoriously wasteful industry.
    The certification – which required a full year of scrutiny by the rather stern-faced British Standards Institution (BSI) – covers six agencies under the Havas umbrella, including its creative, media and design outfits across multiple locations.

    “We believe the future of business lies in responsible and sustainable growth,” declared Havas India group chief executive SEA & North Asia Rana Barua presumably while sitting under an energy-efficient light bulb. “This milestone sets a new benchmark in the industry, reinforcing our position as the most future-ready advertising network in India.”

    The rigorous certification process subjected the agency to a forensic examination of its environmental policies, carbon footprint and sustainable resource management – a far cry from the champagne-soaked, private-jet lifestyle traditionally associated with advertising bigwigs.

    Havas India chief HR officer & Havas APAC chief inclusion officer Vandana Tilwani was quick to emphasise this wasn’t just a “tick-box exercise” – corporate speak for “we’re actually serious about this” – while hinting at even more ambitious green plans ahead.

    Industry insiders suggest the eco-certification could give Havas a competitive edge when pitching to increasingly environmentally conscious clients, allowing them to smugly flaunt their green credentials while rivals desperately recycle their plastic water bottles in meetings.

    “Reducing environmental impact not only contributes to a healthier planet, but also inspires stakeholder trust,” said BSI India managing director Theuns Kotze carefully avoiding mention of the mountains of foam board, vinyl banners and promotional material that advertising agencies typically churn out.

    With this certification, Havas has thrown down the biodegradable gauntlet to competitors, suggesting that in tomorrow’s advertising world, the ability to save the planet might be just as important as the ability to sell fizzy drinks and luxury watches.

  • Fevicol sticks its name on Mumbai metro station in branding coup

    Fevicol sticks its name on Mumbai metro station in branding coup

    MUMBAI, 13 March 2025 – In a brilliantly adhesive marketing move, Pidilite Industries has slapped its iconic Fevicol brand onto Marol Naka Metro Station, permanently bonding itself to one of Mumbai’s busiest commuter hubs.

    The station, now officially dubbed Fevicol Marol Naka, marks the first time the adhesive giant has glued its name to public infrastructure, creating an unmissable presence in a location that sees millions of Mumbaikars pass through its gates daily.

    The  rebrand coincides with what would have been the 101st birthday of Pidilite’s founder, the late Balvantray Kalyanji Parekh, whose first manufacturing facility stood a stone’s throw from the station – a connection that company bigwigs were keen to cement.

    “At Pidilite, we believe in building lasting bonds,” said managing director Bharat Puri in what must surely rank as the most on-brand statement ever delivered. “This initiative brings immense pride to our employees who frequent this station daily.”

    The station makeover, which reportedly cost Pidilite a packet that would make even Mumbai’s eye-watering property prices look reasonable, includes playful artwork featuring the brand’s legendary humorous advertisements that have stuck in the nation’s collective consciousness for decades.

    branding metro

    For commuters accustomed to Mumbai’s famously packed trains, the irony of being sandwiched together in carriages sponsored by the country’s most famous adhesive won’t be lost.

    Madison’s outdoor media specialists MOMS orchestrated the deal, with CEO Jayesh Yagnik noting that metro stations offer brands  “an effective and meaningful targeted audience.” 

    Times OOH –  which is the the sole concessionaire of Mumbai Metro Line1 –  COO Rohit Chopra was quite cock-a-hoop about the station branding. Said he: “ Times OOH is committed to delivering impactful brand experiences through high-visibility transit media solutions. We are confident that this station will prove to be a valuable addition to the brand’s marketing initiatives.”

    Industry insiders suggest this high-visibility gambit could trigger a rush of copycat deals, as brands scramble to paste their identities onto Mumbai’s expanding metro network before the best stations are taken. Chopra is  surely going find himself busy fielding proposals. 

    For now, Fevicol has ensured that its relationship with Mumbai’s commuters will be exactly what its products promise: impossible to separate.

  • Ladhani group’s SLMG Beverages pops open Rs 11,000 crore fizzy investment plan for Coca-Cola

    Ladhani group’s SLMG Beverages pops open Rs 11,000 crore fizzy investment plan for Coca-Cola

    MUMBAI: SLMG Beverages – Coca-Cola’s largest Indian bottler  – is brewing up a storm with ambitious expansion plans that would make even the most hardened business tycoons gasp for breath.

    Ladhani Group, the fizz-fuelled empire behind SLMG Beverages, announced yesterday a whopping Rs 11,000 crore investment strategy over the next five years, with the lion’s share – Rs 8,000 crore – earmarked for expanding its bottling dominance across Uttar Pradesh and newly-conquered Bihar.

    “We’re looking at doubling our revenue to Rs 20,000 crore,” said  joint managing director Paritosh Ladhani,  whose ambition seems as effervescent as the products his company bottles at a mind-boggling rate of 40 million per day.

    Already among Coca-Cola’s top 15 global bottlers, SLMG has set its sights on cracking the elite top 10 by 2030. The company recently stormed into Bihar after snatching up territorial rights from Coca-Cola’s own bottling arm HCCBL, a move described by industry insiders as “gaining prime real estate in India’s beverage battleground.”

    The Lucknow-based firm is currently constructing a Rs 1,200 crore plant in Bihar’s Buxar district, with another Rs 1,500 crore facility in the pipeline. Meanwhile, its existing plants near Lucknow, Amethi, Bareilly and Ayodhya will receive substantial upgrades.

    Not content with dominating just one sector, the group plans to splash Rs 3,000 crore into its hospitality business, doubling its hotel room portfolio faster than you can say “ice and a slice.”

    “Our per capita consumption is still quite low and we are aspiring to catch up,” noted Vivek Ladhani, executive director, in a masterclass of understatement – considering Indians currently drink roughly one-eighth the cola Americans consume annually.

    The company’s aggressive expansion comes just as year ago-appointed CEO Costin Mandrea settles into his role. The European veteran brings 25 years of beverage industry expertise and a bold mission: “We are building the first Indian world-class bottler, a bottler that is made in India and able to sit at the same table with bottlers from Latin America, Europe and Asia.”

    With its newly expanded territory now covering a staggering 360 million potential consumers across UP, Uttarakhand and Bihar, SLMG appears poised to ride India’s fizzy drinks boom, which is expected to bubble up at a refreshing 7.29 percent annually through 2028.

    When asked about a potential IPO, Ladhani remained coy: “Definitely, we have a plan.” But for now, the company seems content to shake up the market through explosive growth rather than share offerings, backed by what executives described as “sufficient internal accruals” to fund their effervescent ambitions.

  • Under 25 platform muscles in as youth culture powerhouse with half-million strong tribe

    Under 25 platform muscles in as youth culture powerhouse with half-million strong tribe

    MUMBAI: A digital juggernaut aimed squarely at India’s youth tsunami has emerged as the hottest ticket in town for brands desperate to crack the elusive next-gen market.

    Under 25, boasting a whopping half-million active users, has morphed from mere app to full-blown cultural movement, offering India’s digital natives a veritable playground where they can flex their ambitions and collect real-world perks along the way. On offer is the ability to earn while they learn in their college. 

    “India has the world’s largest youth population and this segment will undoubtedly shape the future of this country,” declared Jeel Gandhi, the platform’s bullish CEO, who’s clearly not shy about Under 25’s lofty ambitions.

    The platform’s secret sauce lies in its multimodal approach that doesn’t just flog content at youngsters but creates a buzzing ecosystem where interaction reigns supreme. With features including “Spaces” for niche communities, mission-based challenges dangling tangible rewards, and a calendar of online and offline events, Under 25 has its tentacles in every aspect of youth experience. It began in 2013 by building a community of driven students, that would come together once a year. This community began to grow across the nation, both physically and digitally. By mid-February, Under 25 had completed  50 Summits at Campus (SACs) across 20 cities, 50 premier institutions, and 40,000+ students.
     

    Subramaniam Vijay and Jeel Gandhi

    “The youth in India today are motivated by real experiences that feel authentic,” explained Collective Artists Network group CEO and Founder Vijay Subramaniam. His company acquired the Under 25 universe in 2023 with its CEO & co-founder being Anto Philip then.
     

    The platform’s gamification strategy has proven particularly potent, with features like “Flip Cards & Collectibles” serving up surprise perks including the coveted “Super Rare Golden Cards” – digital treasures that have youngsters positively foaming at the mouth.

    For brands desperate to shed their dusty, corporate images, Under 25 offers the ultimate Trojan horse – becoming an active part of the user experience through engaging missions, interactive content and reward-based challenges that provide cold, hard benefits that Gen Z actually gives a toss about.

    Says Gandhi: “At Under 25, our vision is to empower and equip them for life. This platform’s diverse touchpoints, from digital spaces to real-world events, make it the go-to destination for anyone looking to connect with India’s youth.”

    “Every brand interaction is an opportunity to make a real impact,” said Gandhi. “We have built this platform to empower students and provide them with meaningful experiences. For brands, it’s about becoming a part of something larger, something that genuinely matters to the youth of India.”

    As India’s demographic dividend increasingly flexes its economic muscle, Under 25 has positioned itself as the gatekeeper to a generation that will shape everything from consumer trends to workplace culture in the coming decades – a fact not lost on marketers scrambling for relevance in a rapidly evolving landscape.