ITV

Category: MAM

  • Ajio crashes prices and breaks barriers with AI-generated ad campaign

    Ajio crashes prices and breaks barriers with AI-generated ad campaign

    MUMBAI: What happens when artificial intelligence meets high fashion? A campaign so cutting-edge, it practically stitches itself. India’s premier fashion e-tailer, Ajio, has made history with ‘The Great Fashion Price Crash’, its first-ever AI-created mass media campaign, proving that technology isn’t just reshaping fashion—it’s remodelling the way it’s sold.

    As a brand known for pushing creative boundaries, Ajio leveraged generative AI to craft a campaign that mirrors the rollercoaster emotions of stock market crashes—only this time, it’s fashion prices tumbling, not shares. With discounts from 50 per cent to 90 per cent on top international brands, this isn’t just a sale; it’s an economic reset for your wardrobe.

    Ajio’s AI-powered creative process was nothing short of a technological marvel. Over 2,000 AI-generated images were transformed into 200+ video clips, culminating in a stunning 22-scene film. AI also orchestrated the campaign’s music and voiceover, thanks to advanced tools like Kuki (Eipi Media’s proprietary text-to-music tool) and Elevenlabs for voice synthesis. And if that wasn’t mind-blowing enough, the entire production cycle—from script to post-production—wrapped up in just four days.

    “At Ajio, we constantly look for ways to innovate, both in the way we connect with our audiences and how we execute our storytelling,” said Ajio CMO Arpan Biswas. “Leveraging Gen AI for this campaign has allowed us to create high-quality content with exceptional production value while staying true to the consumer sentiment that drives our sales. ‘The Great Fashion Price Crash’ is a bold reflection of the times we live in, and we are thrilled to offer unmatched deals to our customers while setting a new benchmark in advertising.”

    Visually, the film delivers a striking narrative: a financial market in freefall, except this time, instead of plummeting stock prices, fashion prices nosedive. The high-octane AI-powered visuals bring the metaphor to life, showing premium fashion becoming more accessible with every price drop.

    “This project has been an exciting challenge,” said Eipi Media founder & CEO Rohit Reddy, the agency behind the campaign. “AI has given us the flexibility to create a visually compelling, high-production-value campaign at an unprecedented speed. The ability to iterate, refine, and execute at scale has been remarkable. While the entire campaign was AI-generated, our expertise in filmmaking played a crucial role in screenplay, direction, and cinematography, ensuring a polished final output. We’re proud to be part of Ajio’s journey in pioneering AI-driven advertising.”

    The campaign employed a fleet of AI tools, including Chatgpt, Perplexity, Midjourney, Kuki, Elevenlabs, Hailou AI, Runway ML, Kling, and Pika Labs, each playing a pivotal role in scripting, image generation, animation, voice synthesis, and post-production.

    Beyond the ad, the Ajio All Stars Sale is shaping up to be the retail event of the year, featuring 6,000+ brands and 2.2 million curated styles across apparel, accessories, footwear, and beauty. Shoppers can grab exclusive discounts, limited-period deals, and an extra 10 per cent off on select bank credit and debit cards.

    By fusing AI with fashion, Ajio isn’t just riding the tech wave—it’s leading the charge, proving that the future of fashion advertising is digital, dynamic, and driven by data.

    If this campaign is any indication, the industry should brace itself—because ‘The Great Fashion Price Crash’ is only the beginning.

  • SSBeauty unveils first fragrance-exclusive boutique in Bengaluru

    SSBeauty unveils first fragrance-exclusive boutique in Bengaluru

    BENGALURU — Are you a fragrance-phile or perfumista? And if you are in Bengaluru, you can head to SSBeauty by Shoppers Stop  which has unveiled its first fragrance-exclusive store at Nexus Mall in Koramangala.  

    The gleaming new boutique presents itself as a sensory sanctuary, with elegant glass display cases housing crystal flacons that catch the light. Rich wooden accents and subdued lighting create an atmosphere of refined luxury as customers navigate the carefully curated collection of premium scents.

    Visitors can explore a handpicked selection of prestigious fragrances from both international luxury houses and celebrated Indian brands. The store features interactive scent profiling stations where patrons can discover their olfactory preferences, from fresh citrus notes to rich orientals and woody accords. Fragrance experts glide between displays, offering personalised consultations and helping customers uncover their signature scent through sampling stations that allow for an immersive experience.

    Shoppers Stop CEO of Beauty & customer care associate Biju Kassim explained the strategic vision behind the launch: “The Bengaluru market is dynamic, fashion-forward, and passionate about beauty. This boutique is designed to be a true fragrance destination where customers can immerse themselves in the art of perfumery.”
    He added: “Having established a legacy for curating the finest fragrance assortments, we plan to open many more fragrance-exclusive stores in the coming years.”

    The new store boasts an impressive array of prestigious perfume houses including Givenchy, Guerlain, Tom Ford, Armani, Gucci, Hermes, Prada, Valentino, and Creed, alongside artisanal and niche fragrance brands. The collection spans everything from timeless classics to contemporary blends.

    This opening marks a significant step in SSBeauty’s strategic expansion, with the brand positioning itself as Bengaluru’s premier destination for fragrance enthusiasts and novices alike. Beyond the new fragrance boutique, SSBeauty continues its commitment to “inspiring elegance” through its broader portfolio of beauty stores, which include dedicated treatment rooms offering indulgent facials and spa services.

  • McDonald’s shakes things up with shakashaka fries and a musical twist

    McDonald’s shakes things up with shakashaka fries and a musical twist

    MUMBAI: McDonald’s India – north and east is striking a crispy, crunchy, and catchy chord with food lovers through its latest campaign, Shakashaka. This quirky, mockumentary-style campaign reimagines shakeshake fries as more than just a snack, it’s now a musical instrument, thanks to the eccentric and musically enlightened Papaji.

    The campaign follows Papaji, who discovers that the rhythmic shaking of the shakeshake fries bag produces the vibrations of the cosmos, leading to the birth of Shakashaka, a movement that teaches fans the art of Shak-ing, Shuk-ing, and Shik-ing their way to flavour-filled enlightenment. “Fries may be French, but the sounds they produce are universal,” declares Papaji, as he recruits a cult of Shakashakers, even hosting live classes at select McDonald’s locations to spread the joy of shaking.

    McDonald’s India – north and east has tapped into the insight that fans love the ritual of shaking the fries as much as eating them. With music playing a crucial role in gen z’s identity, the Shakashaka campaign transforms this simple act into an immersive and shareable experience.

    McDonald’s India managing director for north and east Rajeev Ranjan said, “At McDonald’s, we believe every meal should be more than just delicious! Our Shakashaka campaign is designed to turn dining into an interactive, fun-filled moment where great taste meets excitement. With every sprinkle, shake, and bite, customers become part of the flavour adventure, making each meal uniquely theirs.”

    To make the celebration even more appetising, the campaign also introduces McDeal meals—an affordable way for customers to enjoy their favourite McDonald’s flavours without breaking the bank. Starting at just Rs 69, the new offers include Mcchicken patty with piri piri seasoning for Rs 69, Mcaloo tikki burger with piri piri fries for Rs 79, and veg surprise or chicken surprise with piri piri fries for Rs 89, ensuring a deliciously pocket-friendly indulgence. 
     

  • MR Group appoints Divya Johari as head of marketing & brand development

    MR Group appoints Divya Johari as head of marketing & brand development

    MUMBAI: Sweety brand mouth freshener maker MR group has appointed Divya Johari as head of marketing & brand development, effective February 2025. In this on-site role, she will lead the company’s strategic brand development, marketing communications, and digital marketing initiatives.

    Johari brings extensive experience in marketing leadership, having previously served as head of marketing, branding, business development, sales, and client relations at SparkFuse. During her tenure there, she led the company’s rebranding from NexGenX Solutions, which boosted brand awareness by 20 per cent and helped the firm achieve its first crore revenue milestone.

    Prior to SparkFuse, Ms Johari was head of content at Nirva Health, where she developed content and branding strategies for holistic healthcare and wellness services. Her work on the 21-Day Natural Skin and Hair Care Bootcamp contributed to a 25 per cent increase in course registrations via referrals.

    Her career also includes leadership positions at BCPL India, Mocemsa, and Bella Vita, where she managed marketing, brand engagement, and corporate communications. Additionally, she has maintained a personal project since March 2020 as founder and host of Coffee Candids With Divya, an Instagram chat show featuring conversations with celebrities. She is also an award-winning published author of Little Do We Know.

    Her expertise spans content marketing, digital marketing, direct marketing, brand strategy, brand management, brand development, and marketing communications—skills that will be instrumental in her new role at MR group.

  • Bata India & Geisha Designs become a shoe fit for luxe wedding collection

    Bata India & Geisha Designs become a shoe fit for luxe wedding collection

    MUMBAI: Who says you can’t dance all night in heels? Bata India and Geisha Designs are proving otherwise with a dazzling new collaboration, just in time for wedding season. Bringing together Bata’s signature comfort and contemporary style with Geisha’s exquisite craftsmanship, the partnership delivers a seamless fusion of fashion and function. The result? A collection that lets you sparkle at the cocktail party while keeping you effortlessly on your feet through the last wedding toast.

    With Bata’s celebration collection and Geisha’s ‘Marquise – Evening Occasion Wear 2025’, this collaboration redefines wedding fashion by offering sophisticated silhouettes and metallic heels designed for maximum glamour with zero discomfort. Whether you’re twirling at the Sangeet, marching with the Baraat, or juggling bridesmaid duties with finesse, this collection is crafted for every high-energy wedding moment.

    Bata India head of marketing Deepika Deepti shared, “Our collaboration with Designer label Geisha for ‘Marquise – Evening Occasion Wear 2025’ is a natural synergy—bringing together their expertise in couture craftsmanship with our legacy of stylish comfort. Weddings today are about celebrating in style while staying on your feet from the first dance to the last toast. The Bata celebration collection is designed precisely for maximalist dressing for those cocktail parties during the wedding saga, where you want to shine brighter while having high-quality comfort.”

    Geisha Designs by Paras & Shalini, director & co-founder Shalini Jaikaria added, “This collection is a celebration of our commitment to detail and craftsmanship. We are excited to collaborate with Bata to present ‘Marquise,’ an evening occasion wear line, for the modern woman who seeks not just to make a statement but to tell her story—her every gesture a reminder of the beauty in authenticity and the magic of being unapologetically herself.”

    With prices starting at Rs 999, the footwear range is now available across 1,900+ Bata stores, Bata.com, and leading e-commerce platforms. Designed to elevate wedding wardrobes without compromising on comfort, the collection cements Bata’s reputation as a brand that seamlessly blends heritage with modern innovation.

    So, whether you’re planning to dance till dawn or own the room with effortless poise, this collaboration ensures that you do it in style—and without any foot pain regrets the morning after.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Bata India (@bata.india)

     

  • Airtel Payments Bank empowers 100,000 women to lead banking revolution

    Airtel Payments Bank empowers 100,000 women to lead banking revolution

    MUMBAI: Money talks, but not everyone gets to hear it. Airtel Payments Bank is changing that, one woman at a time. On this International Women’s Day, the bank is making a bold statement—financial empowerment isn’t just for the boardrooms; it starts at the grassroots. With an army of 100,000 women business correspondents (BCs) now in action, Airtel Payments Bank is rewriting the rules of banking accessibility in India.

    Airtel Payments Bank has long been at the forefront of bringing banking to the unbanked. With a sprawling network of 500,000+ banking points, the bank has reached the deepest corners of India, making financial services as accessible as the local kirana store. But the real game-changer? Women. These BCs are more than just intermediaries; they are financial lifelines, helping communities access essential services like account opening, fund transfers, bill payments, and micro-loans.

    “Women have always been at the heart of our mission to bring financial services to every corner of the country,” said Airtel Payments Bank COO Ganesh Ananthanarayanan. “Through our women BC network, we are not only promoting financial inclusion but also empowering women to become change makers in their communities. This International Women’s Day, we celebrate their incredible contributions to advancing banking access, especially in remote areas. We are committed to growing this network even further and bringing more women into the financial mainstream.”

    Over 80 per cent of these correspondents operate in tier three towns and beyond, proving that financial inclusion isn’t just a corporate buzzword—it’s a movement. By focusing on training and upskilling women entrepreneurs, Airtel Payments Bank is not just creating jobs; it’s unlocking financial independence for thousands of women who, in turn, empower millions.

    Looking ahead, Airtel Payments Bank plans to continue scaling this initiative, bringing even more women into the fold. Because when women hold the purse strings, entire communities thrive.

  • Shilpa Shetty and Palak Tiwari shine in Mamaearth’s ubtan glow campaign

    Shilpa Shetty and Palak Tiwari shine in Mamaearth’s ubtan glow campaign

    MUMBAI: The movie glow squad just got stronger! Mamaearth, India’s leading toxin-free personal care brand, has roped in Palak Tiwari as its newest brand ambassador, joining the ever-radiant Shilpa Shetty Kundra. The mother-daughter energy (well, almost!) shines through in the brand’s latest campaign, celebrating the age-old goodness of Ubtan for a sun-kissed glow minus the sun damage.

    The campaign, conceptualised by Havas Creative India, features a fun and relatable TVC where Palak realises her once-radiant skin has dulled due to pollution and tanning. Enter Shilpa Shetty Kundra, glowing (as always) and ready with a solution—Mamaearth’s Ubtan Face Wash. Infused with turmeric and saffron, the product taps into traditional skincare wisdom to bring back lost radiance. With the tagline ‘Tan Hataye, Glow Lautaye’, the campaign reinforces Mamaearth’s promise of blending nature’s goodness with science-backed skincare.

    Honasa Consumer Ltd EVP & chief marketing officer Anuja Mishra stated, “Ubtan has been an integral part of Indian skincare for generations, and our Ubtan Face Wash has become a favourite among consumers. Palak’s youthful energy and strong connect with Gen Z make her the perfect addition to the Mamaearth family alongside Shilpa, who has been a trusted face of the brand. Together, they create the ideal mix of experience and fresh appeal to reinforce our commitment to natural and effective skincare.”

    Palak Tiwari shared, “Mamaearth stands for Goodness Inside, not just in its products but also in its sustainability efforts. As someone who swears by natural skincare, being part of this journey is incredibly special especially alongside Shilpa Shetty Kundra, whose timeless glow is proof that nature always wins.”

    Shilpa Shetty Kundra added, “Mamaearth has been close to my heart for years. Their commitment to safe, natural, and effective skincare is why I love being a part of this journey. With Palak joining the family, we are making sure the power of Ubtan reaches every generation!”

    The campaign is now live across TV, digital, social media, and OOH platforms, ensuring Mamaearth’s glow goals reach audiences across the country.

  • Kohler’s new brand film pours luxury and innovation into every shower

    Kohler’s new brand film pours luxury and innovation into every shower

    MUMBAI: Nothing quite washes away the stress of the day like the perfect shower—unless, of course, it’s a Kohler shower. With its latest brand film, Kohler isn’t just turning on the tap; it’s turning up the luxury, redefining what it means to refresh, recharge, and reclaim the day. Because if high-powered CEOs can conquer boardrooms, why shouldn’t their showers be just as powerful?

    Kohler has launched a cinematic tribute to the art of showering. Conceptualised by Tilt Brand Solutions and directed by Belief Films, the film follows a high-powered female CEO as she navigates the fast-paced world of corporate leadership. From tense meetings to split-second decisions, she tackles it all—until it’s time to step into her personal retreat: an immersive, technology-driven Kohler shower.

    “The bathroom is no longer just a functional space—it’s a sanctuary,” said Kohler MD-south Asia Ranjeet Oak. “At Kohler, we’re revolutionising the way people experience their showers. We believe a shower is not just a mundane routine, but a sanctuary—an opportunity for renewal and restoration. This film showcases how our innovative solutions transform showering into an unmatched sensory experience, shaping the future of what it means to indulge in true wellness.”

    The film seamlessly translates Kohler’s philosophy into visuals, highlighting its performance showering range, including the anthem + digital valve system, which boasts 12 customisable outlets and precision control, and the statement showering collection, designed with bold architectural forms and premium finishes. With multiple water spray modes and state-of-the-art digital controls, Kohler doesn’t just cleanse—it delivers an ‘Exceptional in Every Drop’ experience that is equal parts power, immersion, and rejuvenation.

    Adding another jewel to its crown, Kohler is set to introduce the radiance shoulder shower, a game-changing innovation designed especially for women ahead of Women’s Day. Engineered for ultimate relaxation, it features an adjustable height to keep hair dry when needed, a customisable fascia for enhanced comfort, and a luxurious shoulder-to-shoulder drenching experience. Available in premium finishes, this thoughtful addition reinforces Kohler’s commitment to making every shower a moment of indulgence.

    This brand film doesn’t just sell a product; it delivers a promise: that every drop should feel like an escape, a reset, and a moment of pure, unadulterated luxury.

    So, next time you step into the shower, ask yourself: is it just water—or is it an experience? Kohler already knows the answer.

  • T-Hub appoints ex-OYO executive as new CEO

    T-Hub appoints ex-OYO executive as new CEO

    HYDERABAD — Hyderabad-based start up incubator T-Hub has appointed Kavikrut as its new chief executive officer, the Telangana government  announced today.

    Kavikrut, who previously served as chief growth officer at OYO for 10 years, will take up his new role on 10 March. During his tenure at OYO, he was instrumental in expanding the company’s operations across more than 100 cities in India and spearheaded its expansion into Japan in 2018 through partnerships with Yahoo! Japan and SoftBank.

    The appointment reinforces Telangana’s commitment to strengthening its position as a hub for entrepreneurship and innovation. T-Hub has supported over 2,000 startups to date through its programmes, providing global market access and industry collaborations.

    Telangana government special chief secretary for information technology, electronics & communications and industries & commerce departments Jayesh Ranjan said: “Kavikrut’s passion for startups, global experience, and hands-on operational skills make him the ideal leader for T-Hub.”

    Before his role at OYO, Kavikrut began his career as a healthcare startup founder and held positions at Amazon and Piramal Group. He holds an MBA from Harvard Business School and an MSc in Finance from the Birla Institute of Technology and Science, Pilani.

    Upon his appointment, Kavikrut, who hails from Hyderabad, expressed enthusiasm about returning to his hometown: “I am excited by the potential of Hyderabad as it steadily grows into a hub for startups building products and services from India for the world.”

    T-Hub aims to continue fostering entrepreneurship through mentorship, funding opportunities, and strategic support under its new leadership.

  • Ad:tech Honours recognises trailblazers in marketing technology

    Ad:tech Honours recognises trailblazers in marketing technology

    MUMBAI: The marketing industry is undergoing a major transformation, driven by rapid technological advancements. Recognising this evolution, ad:tech New Delhi introduced the inaugural ad:tech Honours, an awards initiative celebrating innovation and excellence in marketing technology.

    The prestigious event, held on 6 March at Yashobhoomi, New Delhi, in partnership with the International Advertising Association (IAA) India Chapter, brought together key industry figures to honour those shaping the future of tech-driven marketing.

    For over 14 years, ad:tech New Delhi has been a key forum for digital transformation discussions. With the launch of ad:tech Honours, it now acknowledges pioneers revolutionising brand engagement, customer experience, and business growth through cutting-edge technology. This collaboration with the IAA India Chapter adds further credibility, ensuring the awards set an industry benchmark for recognising technological excellence in marketing.

    Ad:tech India country managing director Jaswant Singh, “Technology is no longer just a tool it is the driving force behind modern marketing. These awards recognise the visionaries shaping the future of our industry,” he stated, expressing hope that the ad:tech Honours would inspire further innovation and higher industry standards in the years ahead.

    The Salt Inc. CEO & founder and IAA Mancom Member, Neena Dasgupta, “We have always celebrated campaigns, creativity, and talent, but now it’s time to honour the platforms and technologies that make it all possible.”

    IAA India Chapter president Abhishek Karnani, “We are proud to partner with ad:tech for these awards, recognising innovation in advertising and marketing. Congratulations to the winners, and heartfelt thanks to our supporters, jury, and the dedicated ad:tech team.”