ITV

Category: MAM

  • Fevikwik glues laughter to everyday life with new humorous ad campaign

    Fevikwik glues laughter to everyday life with new humorous ad campaign

    MUMBAI: They say love sticks, but Fevikwik takes it literally. The instant adhesive brand from Pidilite Industries has rolled out a new ad campaign that fuses quick fixes with quick laughs, proving that even sticky situations can be hilarious.

    The TVC centres on a middle-aged couple whose playful quarrel over a forgotten anniversary turns into a memorable moment, sealed with Fevikwik’s signature speed and flair. True to its legacy, the campaign blends everyday relatability with humour, reminding viewers that Fevikwik isn’t just for objects, it’s a companion in life’s little sticky moments.

    “Fevikwik’s latest campaign is a reminder that strong bonds can come with a smile,” said Pidilite Industries, chief marketing officer, Sandeep Tanwani. “We’ve woven humour into relatable situations to make Fevikwik more than an adhesive, it’s a brand that connects emotionally too.”

    Ogilvy India, chief creative officer west, Anurag Agnihotri added, “The ‘Anniversary’ film illustrates how Fevikwik stays true to its legacy, offering quick fixes not just for objects, but for life’s tiny, precious moments. Ingenuity, wit, and heart continue to define the brand.”

    The campaign is now live across television, digital, and social media platforms, sticking its signature humour firmly in the minds of viewers, one laugh at a time.

  • Flipkart and Marriott cart loyalty to new highs

    Flipkart and Marriott cart loyalty to new highs

    MUMBAI: From Bali earrings to Bali getaways, Flipkart is now making your cart a passport. In a first-of-its-kind move, Flipkart and Marriott Bonvoy have launched India’s first dual loyalty tie-up, blending everyday shopping with aspirational travel. The playful campaign, Your cart takes you places, by 22 Feet Tribal Worldwide, builds on a quirky insight, many popular Flipkart search terms, like ‘Korean skincare’ or ‘Bali,’ double up as travel destinations.

    For two weeks, the Flipkart app turned this coincidence into serendipity, showing Marriott Bonvoy stay options alongside product searches. Users were nudged to link accounts, turning Super coins into travel rewards and routine shopping into unforgettable journeys.

    Humorous ad films carried the message, showing how casual browsing could lead shoppers closer to their dream destinations. The campaign also trended on X and across social platforms through influencer pushes and witty conversations about these “happy accidents.”

    Flipkart says the tie-up strengthens its vision of a unified rewards ecosystem, while Marriott Bonvoy calls it a way of making travel more local, accessible and relevant to Indian audiences.

    Looks like retail therapy just found its ultimate upgrade, straight from your basket to a beach resort.

  • Inka rewrites the rulebook with witty insurance pitch

    Inka rewrites the rulebook with witty insurance pitch

    MUMBAI: Inbox meets Inka, and suddenly, insurance looks a lot less dull. Inka, the new-age insurance platform, has launched a cheeky campaign that turns a routine internal email into a public message with purpose. Designed as an email screenshot, the campaign pokes fun at the industry’s stiff image while boldly promising clarity, transparency and customer-first service.

    The playful ad reminds audiences that while “insurance is a serious business,” it doesn’t need to be confusing. With a free personalised insurance report and instant access via QR code, Inka makes the fine print feel more friendly than frightening.

    “At Inka, we believe insurance shouldn’t be intimidating. It should be clear, helpful and accessible,” said Inka Insurance founder Vaibhav Kathju “This campaign reflects our commitment to transparency and lifelong support for our customers.”

    By mixing wit with value, Inka is showing how financial services can be approachable without losing credibility. The brand’s digital-first approach and focus on long-term relationships are part of its bigger goal, to humanise insurance for a generation that expects both honesty and ease.

    In a world of jargon-heavy paperwork, Inka is betting on humour and heart, making insurance not just a safety net, but a conversation starter.

  • Shin chan and Yakult team up for gut health drive

    Shin chan and Yakult team up for gut health drive

    MUMBAI: Belly laughs meet belly health. Shin chan is now on a mission to care for kids’ tummies.Yakult Danone India has roped in the mischievous Japanese cartoon character for a nationwide campaign to promote children’s gut health, timed perfectly with the India release of Shin chan: the spicy kasukabe dancers on 26 September.

    The drive blends fun with facts, highlighting how poor digestion affects nearly 30 per cent of Indian children, often lowering immunity, energy and nutrient absorption. Using Shin chan’s cheeky charm, the campaign explains why a healthy gut can help youngsters stay energetic, strong and happy.

    “Our association with Shin chan gives us an incredible opportunity to highlight Yakult’s core message on gut health in a fun, relatable way,” said Yakult Danone India  managing director Eiji Amano. “By starting these conversations early, we can inspire healthy habits that last.”

    The campaign is live across television and digital platforms including Youtube, Jio Cinema, MX Player, Zee5 and Airtel Xstream, alongside outdoor branding, hoardings and on-ground activations in cities from Delhi NCR and Mumbai to Hyderabad, Indore and Guwahati.

    Yakult Danone director – sales, pr & marketing Taku Otsuka added, “Gut health is vital for lifelong wellness. With Shin chan’s storytelling and Yakult’s science-backed probiotic, we’re making digestive health simple and fun.”

    By combining science, entertainment and a dose of Shin chan’s humour, Yakult hopes to make gut health a household conversation, proving that strong tummies really can lead to stronger kids.

  • Spykar unveils ‘Daur Apna Hai’ campaign with rap anthem celebrating India’s youth spirit

    Spykar unveils ‘Daur Apna Hai’ campaign with rap anthem celebrating India’s youth spirit

    MUMBAI: Spykar Lifestyle, one of India’s most loved and trusted homegrown denim brands, has announced the launch of its latest campaign, Daur Apna Hai. The campaign reflects the belief that this is India’s moment, a celebration of the country’s youthful, vibrant spirit at heart, mind and soul.

    Daur Apna Hai champions the confidence, self-expression and pride of today’s generation, echoing Spykar’s own journey as India’s finest denim brand, renowned for authenticity and the perfect fit for Indian bodies. The campaign kicks off with a high-energy rap anthem created in collaboration with Wicked Sunny, Dharmik and the Vixens Crew. With its addictive rhythm and hard-hitting lyrics, the track celebrates the grit, ambition and talent of India’s youth, underscoring Spykar’s conviction that it is India’s time to shine on the global stage.

    Commenting on the campaign, Spykar Lifestyle Pvt. Ltd, co-founder and CEO, Sanjay Vakharia said, “Spykar has always stood for the young and restless Indian spirit : self-made, unapologetic and ambitious. ‘Daur Apna Hai’ stems from the same philosophy. The rap anthem is just the first step of this larger campaign, which marks the beginning of an exciting new chapter. As India’s youth push boundaries and redefine success, we are ready to walk alongside them, empowering them with style and confidence that is proudly Indian. We will soon unveil more initiatives, collaborations and stories that celebrate Indian creativity.”

    From pioneering denim in India to emerging as a full-fledged lifestyle brand with apparel and accessories, Spykar has consistently delivered products that combine global design sensibilities with Indian authenticity. Known for high-quality fabrics, cutting-edge styles and fits crafted for Indian bodies, Spykar enjoys a strong presence across stores, e-commerce platforms and a loyal customer base nationwide.

    With Daur Apna Hai, Spykar reinforces its position as India’s leading denim brand and a champion of originality, individuality and youth-led creativity. The campaign goes beyond fashion to spark conversations around confidence, self-expression and the celebration of Indian talent.

  • Lakshya brings bold attitude to Tyaani Jewellery in ‘forces of Tyaani’

    Lakshya brings bold attitude to Tyaani Jewellery in ‘forces of Tyaani’

    MUMBAI: Tyaani Jewellery by Karan Johar, one of India’s leading fine jewellery brands, has unveiled a powerful new campaign look from its ongoing ‘forces of Tyaani’ series, featuring Ba***ds of Bollywood fame Lakshya Lalwani. Known for his meteoric rise in Hindi cinema, Lakshya represents a new wave of unapologetic self-expression and bold individuality.

    Lakshya has been an integral face of ‘Forces of Tyaani,’ a campaign that redefines fine jewellery as natural, aspirational, and commanding for both women and men. This latest chapter captures him in a youthful yet striking avatar, blending the raw edge of his Bads of Bollywood persona with the sophistication of fine jewellery. The styling channels both rebellion and regality, showing that jewellery is not just an accessory but an attitude.

    The growing conversation around men’s jewellery reflects more than just a fashion movement, it signals a cultural shift towards confidence, individuality, and authenticity. From understated essentials to unapologetic statements, jewellery is emerging as a language of self-expression, with Tyaani leading the narrative.

    In the campaign visuals, Lakshya is styled in layered necklaces, cocktail rings, and bangles from Tyaani’s men’s collection. Each piece is crafted in 18 karat yellow gold, set with natural uncut diamonds, cut diamonds, and striking gemstones, brought to life through a modern setting technique that bridges tradition with contemporary design.

    Tyaani Jewellery, founder, Karan Johar said, “Lakshya is not just a face in our campaign, he is a force. His presence, charisma, and journey align perfectly with what we celebrate at Tyaani: individuality and fearlessness. This new look in ‘Forces of Tyaani’ pushes the boundaries of men’s style and celebrates fine jewellery as a bold, personal expression of self.”

    Reflecting the campaign’s philosophy, Lakshya added, “For me, presence is power. When you hold your ground, the world learns to wait. You remember the face? Good. Now remember the voice. This is what power sounds like, in Tyaani.”

    Tyaani Jewellery by Karan Johar is currently present in eight cities: Delhi, Mumbai, Bangalore, Hyderabad, Pune, Lucknow, Chandigarh, and Ahmedabad and is also available online at tyaani.com.

  • Nielsen tunes in as Podscribe maps podcast ads with DMA precision

    Nielsen tunes in as Podscribe maps podcast ads with DMA precision

    MUMBAI: When it comes to podcasts, location isn’t just about where you hit play, it’s about where the ads land. In a move set to fine-tune the fast-growing digital audio space, Nielsen has struck a deal with Podscribe, an independent measurement and verification platform for podcast and audio advertising, to integrate its proprietary Designated Market Area (DMA) data into Podscribe’s reporting suite.

    The partnership gives Podscribe access to Nielsen’s standardised DMA® information spanning 210 media markets across the US, arming advertisers and publishers with sharper geographical audience insights. For buyers, it means laser-focused geo-targeted ads; for sellers, it translates into proving the true reach and value of their inventory with trusted, industry-wide benchmarks.

    Long considered the gold standard for audience geography, Nielsen’s DMA data is already widely embedded in media planning and buying. Its application in podcasting promises to bring the same consistency and comparability enjoyed in television and radio to the digital audio frontier.

    With the integration, Podscribe users will be able to:

    ●    Access localized ad targeting and reporting at the media market level.

    ●    Segment data internally or with third-party partners by geographic market.

    ●    Standardize audience mapping across campaigns for more transparency.

    Calling it “a significant step forward,” Podscribe CEO/founder Pete Birsinger said the move would strengthen trust and accuracy: “This partnership ensures that our buyers and sellers have access to standardized and trusted geographic market definitions, enabling more effective localized ad targeting and streamlined reporting across the board.”

    Nielsen managing audio director Rich Tunkel stressed the importance of a common language for measurement: “Podscribe’s collaboration with Nielsen emphasizes the importance of industry-wide standardization across all digital audio impressions. Using the most up-to-date Nielsen local market data will allow for consistent evaluation and comparability across all media platforms, with effective and efficient results.”

    Podcast advertising is booming but without consistent definitions of who’s listening and where, the industry has risked fragmentation. By baking in Nielsen’s DMA insights, Podscribe positions itself at the intersection of innovation and standardisation, offering buyers confidence in reach and sellers a stronger pitch for their ad slots.

    In other words, in the battle for ears and ad dollars, geography just found its groove.

  • Rhea Kapoor shines at Pantaloons’ festive edit launch

    Rhea Kapoor shines at Pantaloons’ festive edit launch

    MUMBAI: Lights, camera, fashion! Rhea Kapoor just gave Mumbai a masterclass in festive style. Pantaloons, the fashion and lifestyle brand from Aditya Birla Fashion and Retail Ltd., unveiled its festive edit collection at the newly revamped R City mall store in Ghatkopar. The launch sparkled brighter with Hindi cinema style icon Rhea Kapoor curating statement-worthy looks and hosting an exclusive styling session for shoppers.

    Known for her bold and eclectic sensibilities, Rhea showed how Pantaloons’ versatile range could seamlessly move from chic workwear to ethnic finery and casual party-ready fits. “I’ve always believed style is about self-expression, and Pantaloons’ new identity celebrates that beautifully,” she said, encouraging guests to mix, match and experiment.

    The festive edit brings together jewel tones, luxe textures and playful silhouettes for every mood, from family gatherings to evening outings. The newly designed 30,000 square feet store itself has been reimagined as a fashion-first destination, with airy white interiors and over 20 brands on display, making style discovery both effortless and immersive.

    Pantaloons CEO Sangeeta Tanwani called the relaunch “a fresh, elevated shopping experience that reflects our fashion-first philosophy,” adding that Rhea Kapoor’s involvement was the perfect fit for inspiring shoppers.

    With 27 years of shaping India’s style journey, Pantaloons is marking a new chapter, one where festive fashion meets fresh retail experiences, and individuality takes centre stage.

  • Loc8 by Osmo shifts OOH from counting impressions to capturing attention

    Loc8 by Osmo shifts OOH from counting impressions to capturing attention

    MUMBAI:  Having shaped impactful campaigns for brands like Renault, HP, Daikin and Max Estates, OSMO, one of India’s fastest-growing OOH agencies, has unveiled the power behind its success: Loc8, its proprietary planning platform.

    Loc8 is a first-of-its-kind tool built at the intersection of AI and human vision cognition that shifts out-of-home advertising from measuring reach to measuring attention. For the first time, Osmo is detailing how Loc8 delivers actionable insights that answer marketers’ most fundamental question: “Will people notice?” By transforming raw video data into quantifiable visibility and attention metrics, Loc8 provides advertisers with a sharper understanding of audience engagement and placement potential.

    “OOH stands at the brink of a transformation. Advertisers no longer want just eyeballs; they want evidence of attention and ground truth. Loc8 is the breakthrough the OOH industry has been waiting for – a next-generation metric that captures real-time audience attention,” said Osmo, co-founder, Mangesh Shinde.

    He added, “In a world where attention is the most valuable currency, Loc8 equips brands with the power of AI, enabling campaigns that are smarter, measurable and impossible to ignore. At Osmo, we say ‘Attention is the New Oil.’ And with Loc8, we’re helping clients harness it.”

    Loc8 works by combining real-world data collection, machine learning and cognition science into a seamless framework. Real-world site footage captured via IoT devices is analysed by machine learning engines, which generate attention metrics and a visual saliency score refined with live traffic conditions. These insights are then mapped across people, places and placements, measuring commute journeys, traffic speeds, impressions, points of interest, visibility, positioning, obstruction and dwell time. This process helps identify which OOH assets reach the right audience, how many they engage and the depth of attention they command. The results are made instantly accessible through an engagement console that presents clear attention metrics and effectiveness dashboards, enabling advertisers to plan smarter and more attention-led campaigns.

    Already embedded into several landmark campaigns across categories such as automobiles, real estate and consumer goods, Loc8 has been instrumental in unlocking deeper engagement and brand recall in crowded urban landscapes.

    “OOH is at a stage where advertisers increasingly demand accountability. As investments in the medium grow, LOC8 enables decision-makers to conduct a virtual recce with confidence. By combining AI, ML and cognition science, our attention metrics build trust, benchmark asset performance and ensure campaigns are noticed, not just seen,” said Osmo, co-founder, Nipun Arora. 

  • WARC ad forecast: Digital giants to gorge on global bonanza in 2025

    WARC ad forecast: Digital giants to gorge on global bonanza in 2025

    MUMBAI: Global advertising expenditure is set to surge by 7.4 per cent this year to $1.17trn, according to WARC’s latest forecast—the first upward revision in more than a year. The research firm has boosted its projection by 1.2 percentage points since June, driven by what it calls a “social media windfall” and frenetic pre-tariff spending.

    The bonanza is heavily skewed towards a handful of technology titans. Meta, Alphabet and Amazon are forecast to hoover up nearly two-thirds of all advertising growth in 2025, cementing their stranglehold on the global marketing purse strings. Outside China, the trio already commands 55.8 per cent of all advertising spend—a share set to exceed 60 per cent by 2030.

    Digital platforms are cannibalising traditional media with ruthless efficiency. Nine in every ten new advertising dollars are flowing to online-only platforms, leaving legacy media owners—even those with digital arms—to scrap over what WARC likens to “the equivalent of Facebook’s monthly revenue.”

    Social media has emerged as the single largest advertising medium globally, gobbling up 40.6 per cent of new marketing dollars. Spending on the channel is projected to rocket by 14.9 per cent to $306.4bn this year, representing more than a quarter of total global advertising expenditure. Meta remains the chief beneficiary, capturing 60 per cent of all social media advertising spend.

    The spending spree was particularly pronounced in the second quarter, when social media expenditure jumped 20.2 per cent year-on-year—well above WARC’s initial projection of 12.4 per cent growth. The surge was driven by retailers rushing to stockpile inventory and promote value ahead of expected price hikes, with retail now the largest category on both Instagram and TikTok.

    Search advertising is attracting around 22 per cent of new dollars, while retail media platforms are capturing another 21.5 per cent. Amazon is poised to claim over a third of the retail media pie, which is forecast to grow 13.7 per cent to $175bn in 2025.

    The momentum is expected to accelerate further, with global advertising spend projected to rise 8.1 per cent to $1.27trn in 2026 and 7.1 per cent to $1.36trn in 2027. The market is on track to nearly double in value since the pandemic, underscoring advertising’s remarkable resilience despite economic headwinds.

    “This includes disruption to global trade and reduced purchasing power among consumers, brands are doubling down on Meta, Alphabet and Amazon,” said WARC director of data, intelligence and forecasting James Mcdonald. “The global market is set to nearly double in value since the pandemic, underscoring the resilience of advertising in a tougher economic climate.”

    The rosy outlook contrasts sharply with some other industry forecasts. eMarketer recently slashed its projections for American digital advertising spending, citing the impact of trade wars on automotive and retail sectors. But WARC’s global perspective suggests the digital advertising juggernaut shows no signs of slowing.