ITV

Category: MAM

  • Shubman Gill turns up the heat with Beats’ fiery ‘Burn Bright’ campaign

    Shubman Gill turns up the heat with Beats’ fiery ‘Burn Bright’ campaign

    MUMBAI: Gill’s got game, and now, he’s got Beats to match. Beats has unveiled its latest campaign, ‘Burn Bright’, starring Indian cricket sensation and brand ambassador Shubman Gill, alongside the brand’s flagship workout earbuds, Powerbeats pro 2.

    For Gill, training isn’t just routine, it’s ritual. “Training is where I build my game. It’s quiet, focused, and personal. Having the right sound with Beats helps me lock in and zone out the noise,” he said. “Beats isn’t just about music, it’s about bold energy and staying true to yourself. I’m proud to bring that spirit to this campaign.”

    The Powerbeats pro 2 are built with athletes in mind, boasting heart rate monitoring, active noise cancellation, transparency mode, adaptive EQ, and up to 45 hours of battery life with the case. They also support Qi wireless charging and come in four bold shades, jet black, quick sand, hyper purple, and electric orange, retailing at Rs 29,900 on apple.com/in.

    Beats, chief marketing officer, Chris Thorne said Gill embodies more than cricketing skill. “Shubman is more than just a cricket star. He represents a new generation of athletes who bring style, substance, and individuality to everything they do. This campaign is a celebration of his precision, passion, and the powerful role music plays in his mindset both on and off the pitch.”

    ‘Burn Bright’ is the latest in a series of global campaigns featuring sporting icons, joining a roster that already includes Lionel Messi, LeBron James, Erling Haaland, Kobbie Mainoo, Qinwen Zheng, and Lamine Yamal.

    With Gill fronting the campaign, Beats is betting that cricket’s rising flame will keep glowing, and burning bright.

  • TBWA India names Rohit Mukherjee executive creative director in Gurgaon

    TBWA India names Rohit Mukherjee executive creative director in Gurgaon

    MUMBAI: TBWA India has hired Rohit Mukherjee as executive creative director at its Gurgaon office, tasking him with sharpening the agency’s disruption philosophy and raising the creative bar for clients.

    Mukherjee, who brings close to 20 years in advertising, joins from Dentsu Creative Isobar where he rose to group executive creative director, leading integrated, digital-first campaigns for major Indian brands. He began his career with an internship at Rediffusion Y&R and went on to stints at Publicis, Mccann, DDB Mudra and Bates, shaping campaigns for Airtel, Nestlé, Colgate-Palmolive, Dabur, Diageo and Kia Motors. Among his best-known works is Colgate’s “Kya aapke toothpaste mein namak hai?” platform.

    TBWA India, chief creative experience officer, Russell Barrett called Mukherjee “an accomplished creative individual with a great pedigree of ideas and executions,” adding that he was “just the right kind of pirate to lead and inspire the office forward.”

    For his part, Mukherjee said he relished the agency’s disruption credo. “To create in any field, you need to disrupt. The very fact that for tbwa, disruption is its raison d’être is provocation enough for any creative,” he noted.

    Mukherjee’s work has earned recognition at Cannes Lions, Spikes, Kyoorius, Abbys, Effies, New York Festival, Adfest and the Clios. Off duty, he is a collector of stories, whether through photography, trivia or conversations with strangers.
     

  • Hero Motocorp and VML launch ‘Naye Indian ki deluxe bike’ campaign

    Hero Motocorp and VML launch ‘Naye Indian ki deluxe bike’ campaign

    MUMBAI:  Hero Motocorp, the world’s largest two-wheeler manufacturer, has unveiled a new campaign for its ‘HF deluxe pro’ motorcycle in partnership with VML, the global brand and digital transformation agency. Titled ‘Naye Indian ki deluxe bike’, the campaign pays tribute to the resilience, optimism, and quiet heroism of everyday Indians who move the nation forward.

    The all-new ‘HF deluxe pro’ brings bolder styling, smarter features like an LED headlamp, and enhanced fuel efficiency to India’s leading 100cc motorcycle. The campaign takes a significant creative leap from conventional category advertising, anchoring the bike’s reliability in a heartfelt narrative of courage and compassion.

    At the centre of the film is the story of a rider who embarks on a daring mission through dense forests to reunite a lost baby elephant with its mother. The ‘HF deluxe pro’ becomes his trusted ally: strong, dependable, and built to endure every challenge. Through this powerful metaphor, the campaign celebrates the new-age Indian who doesn’t just aspire for change but actively builds it.

    “At Hero Motocorp, our journey has always been intertwined with the spirit of real India: the quiet force that propels our nation forward,” said Hero Motocorp, head of marketing, Aashish Midha. “With the HF deluxe pro, we proudly present a motorcycle that mirrors the very essence of every Indian rider: resilience, innovation, and unwavering trust. VML has masterfully translated this vision into a campaign that is both deeply emotional and powerfully purposeful.”

    VML India, ceo, Babita Baruah added, “Great brands don’t just sell products; they inspire culture and spark emotion. With Hero MotoCorp, we found the perfect synergy to tell a story that celebrates the resilience and quiet heroism of everyday Indians. This campaign reflects our belief in purposeful creativity, where every frame leaves a lasting impact.”

    VML, group chief creative officer, Kalpesh Patankar said, “The most successful work is always rooted in truth. This film was created to resonate with millions of Indians in the country’s heartlands, using emotion as the strongest connector between brand and people.”

    With refreshed graphics, chrome accents, a segment-first LED headlamp, and a horizon digital console, the ‘HF deluxe pro’ is built for both style and everyday practicality. Its 97.2cc engine with i3s technology delivers smooth performance and superior mileage, making it a reliable partner for millions of families.

    The campaign is now live across television, digital, print, and outdoor platforms.

  • JBL, VDO.AI and Havas Media tune into festive storytelling on CTV

    JBL, VDO.AI and Havas Media tune into festive storytelling on CTV

    MUMBAI: This Diwali, JBL is giving festive advertising a new sound. The premium audio brand has joined hands with advertising technology leader VDO.AI and Havas Media India to launch an interactive connected TV campaign for its latest wireless earbuds, JBL live beam 3.

    Timed to the Diwali shopping rush, the campaign blends discovery with purchase in a single screen experience. At its heart is VDO.AI’s ad suite, featuring a scannable QR Code wrapper that let’s viewers shift seamlessly from watching to buying. A quick scan unlocks the JBL live beam 3 product page, turning the television into both showcase and store. The campaign will reach households in Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, Pune, Ahmedabad, Cochin and other fast-growing cities.VDO.AI

    “At JBL, innovation has always been at the core of our brand. With the JBL live beam 3 earbuds, we’re turning sound into a truly immersive experience,” said Harman India consumer audio, head of digital marketing, Akhil Sethi. “This festive season we’re reimagining how product campaigns come alive on CTV. Partnering with Havas Media India and VDO.AI we are transforming awareness into interaction and curiosity into action.”

    VDO.AI, ceo and co-founder, Amitt Sharma added, “With JBL, we saw an opportunity to take a premium brand and give it an equally premium advertising journey. Our CTV technology makes video interactive, ensuring viewers don’t just watch JBL’s product but engage with it. This is the future of advertising.”

    Havas Media India, chief digital officer, Rohan Chincholi said, “CTV is fast emerging as the new prime time. With JBL and VDO.AI, we have created a festive campaign that brings creativity, technology and storytelling together for maximum impact.”

    The campaign is now live across premium CTV environments, creating a festive push in the run-up to Diwali and setting a new benchmark for connected brand experiences.

  • Makemytrip and Zomato serve hot meals right to train passengers’ seats

    Makemytrip and Zomato serve hot meals right to train passengers’ seats

    MUMBAI: No more soggy samosas in foil packets, train travel in India just got a gourmet upgrade. Makemytrip has teamed up with Zomato to bring meals from 40,000 plus restaurant partners across 130 plus stations straight to passengers’ seats.

    The move rides a wave of appetite: in FY 2024–25, more than 90,000 rail passengers used Indian Railways’ e-catering services daily, a 66 per cent year-on-year growth. With its new ‘Food on Train’ service, MakeMyTrip is banking on its Live Train Status tool to nudge travellers into ordering at just the right moment, ensuring breakfast, lunch, dinner, or snacks arrive piping hot.

    The partnership has already been soft-launched with encouraging results, showing travellers lean towards travel-friendly meals. To add festive flavour, passengers booking rail journeys on MakeMyTrip this Diwali will also get a complimentary coupon redeemable on Zomato orders.

    “Over the past few years, we have been growing faster than the industry in train bookings, driven by customer-centric innovations. Food on Train is another step to enhance the journey,” said Makemytrip CBO & CMO Raj Rishi Singh.

    Zomato, which has already served 4.6 million plus orders across 130 plus stations as an IRCTC-authorised food partner, sees this as a natural extension. “This collaboration makes meals seamless and enjoyable, delivered directly to your seat,” said Zomato VP for Product Rahul Gupta.

    Beyond food, Makemytrip is also reshaping every stage of the train journey with tools like route extension assistance, seat availability forecasts, seat lock, trip guarantee, free cancellation, live PNR updates, and real-time tracking.

    From steaming biryanis to paneer rolls, rail journeys may never taste the same again because now, your favourite restaurant is only a station away.
     

  • Lucira shines bright with 5.5m dollars seed round led by Blume Ventures

    Lucira shines bright with 5.5m dollars seed round led by Blume Ventures

    MUMBAI: Lucira Jewelry is proving that lightning and sparkle can strike twice. The fine jewellery startup, founded by ex-Candere creator Rupesh Jain alongside Vandana Jain, has raised a dazzling 5.5 million dollars in seed funding, the largest seed round ever for a jewellery startup in India.

    The round was led by Blume Ventures, with participation from Spring Marketing Capital, Siriusone Capital Fund, and marquee individual investors including the founders of Dot & Key, Livspace, Snitch, and Bewakoof. The raise marks a strong show of faith in Jain’s ‘second innings’ after successfully building Candere, later acquired by Kalyan Jewellers.

    Lucira is positioning itself as a design-first, sustainable luxury brand aimed at India’s new-age jewellery buyers who want more than just investment value. They want authenticity, craftsmanship, and emotional connection. Since its launch, Lucira has built a portfolio of 1,000 plus customisable lab-grown diamond designs, all IGI/GIA/SGL/BIS certified and backed with lifetime exchange and buyback guarantees.

    The brand is also stepping into physical retail, with its first Mumbai store opening this month and plans to add four flagship outlets by the end of FY 2026. The fresh funds will fuel this omni-channel expansion while strengthening digital-first buying experiences and technology-driven personalisation.

    “Indian consumers are moving beyond jewellery as mere investment,” said Lucira, co-founder, Rupesh Jain. “They want design, trust, and a brand they can emotionally connect with. With this backing, we’re ready to make Lucira India’s most trusted design-first fine jewellery brand.”

    For Blume Ventures, it’s a chance to back a category they see ripe for disruption. “Rupesh has already proven his ability to build and scale with Candere,” said Blume, managing partner, Karthik Reddy. “What excites us most is Lucira’s omni-channel vision, blending cutting-edge digital with physical retail to create a category-defining brand.”

    With capital in hand, Lucira is doubling down on design leadership, scaling its studio, hiring top talent, and embedding consumer trust at every step. As Jain puts it, “We’re not just selling jewellery, we’re shifting mindsets.”

    Cumulative Ventures advised the transaction, with Novolex serving as legal counsel.

     

  • Plum Benefits picks The Mavericks India as communications partner

    Plum Benefits picks The Mavericks India as communications partner

    MUMBAI: Plum India’s leading employee health benefits platform, has awarded its strategic communications mandate to The Mavericks India, an integrated marketing communications agency known for its brand storytelling and thought leadership expertise.

    Operating at the crossroads of technology, healthcare, and benefits innovation, Plum has steadily evolved from providing modern health benefits to startups and enterprises into a holistic healthcare ecosystem. Its offerings now span insurance, wellness, and preventive care, with recent forays into personal and business insurance, ensuring seamless protection for organisations and individuals alike.

    Under the new mandate, The Mavericks India will strengthen Plum’s communications across key touchpoints, building corporate reputation, stakeholder visibility, and a compelling brand narrative. The partnership will focus on amplifying Plum’s mission of making quality health protection, ranging from preventive healthcare and group benefits to individual coverage, a fundamental workplace right.

    Commenting on the collaboration, Plum Benefits, senior vice president, marketing, Shreyas Achar said, “At Plum, we are deeply invested in changing the way India views employee wellbeing. With The Mavericks India as our strategic communications partner, we are excited to craft a narrative that aligns with our purpose, resonates with our audience, and champions the role of health security in today’s workplaces.”

    The Mavericks India, co-founder and ceo, Chetan Mahajan added, “Plum is a trailblazer in the insurtech and employee benefits ecosystem, disrupting traditional models with empathy, technology, and innovation at its core. We are honoured to partner with a brand creating systemic change for millions of employees and employers. Our goal will be to shape authentic, insight-led communications that strengthen Plum’s leadership and connect deeply with stakeholders.”

    With the tie-up, Plum aims to sharpen its industry voice as it accelerates its expansion into business and personal insurance, setting the pace for a new era of employee wellbeing in India.

  • Mille shakes up kitchens with protein-packed dal to coffee innovation

    Mille shakes up kitchens with protein-packed dal to coffee innovation

    MUMBAI: If dal could lift weights, it would probably taste like Mille. The supergrain brand from Wholsum Foods (of Slurrp Farm fame) has just dropped a kitchen-friendly fix to India’s biggest dietary gap, protein.

    According to Indian Market Research Bureau (IMRB) data, a staggering 73 per cent of Indian diets are protein-deficient, thanks to plates piled high with rice, roti and dal but little else. And while gym rats sip their heavy shakes and chew dense bars, the everyday eater has been left scrambling for easier answers.

    Enter Mille Protein Powder designed not for bodybuilders but for the rest of us. Available in two versatile formats, it sneaks protein into familiar meals without turning the kitchen upside down. The coffee-flavoured shake offers a comforting hit of caffeine with a whopping 31 grams of protein per serving, while the neutral, heat-stable booster can disappear into dosas, rotis, khichdi, pasta, dal, or even soup without changing taste or texture.

    “Our goal was simple: to bring protein back into the Indian kitchen,” said Wholsum Foods co-founders Meghana Narayan and Shauravi Malik. “Most people aren’t counting macros, they just want food that’s tasty and good for them. Mille makes it easy to add protein to what you’re already eating from your morning coffee to your evening roti without fuss.”

    Retailing at Rs 1,999 for 500 grams, Mille Protein hits shelves this month, with availability on millesupergrain.com, Amazon, and Swiggy Instamart.

    For a nation that loves its dal and dosa, Mille’s pitch is simple: no crash diets, no complicated routines, just protein made familiar, delicious, and everyday. After all, why should fitness buffs have all the shakes?

  • Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal

    Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal

    MUMBAI: If Bengal’s Durga Puja is a painting in motion, then Tata Tea Gold has just framed it in gold. This festive season, the brand has launched a dazzling campaign Banglar Shilpi Shojjito Pujo featuring 10 limited-edition tea packs designed by celebrated Bengali artists, each capturing a different ritual of the five-day celebration.

    The packs are more than packaging, they are canvases. From the thunder of the dhaak on Shashti to the swirling smoke of the dhunuchi dance on Nabami and the sindoor-smeared joy of Dashami, every pack is a stroke of nostalgia. Artists like Goutam Sarkar (acrylic realism), Gopal Naskar (myth-meets-modern pastels), Gourab Kundu (fluid watercolours), Anjan Bhattacharya (rich oils), and Joyeeta Bose (digital magic) have each lent their craft, creating a collectible series that doubles as an ode to Bengal’s artistic soul.

    The campaign extends beyond shelves. A special festive TVC opens with a steaming cup of Tata Tea Gold in a Bengali household before the vapour spirals into colours that paint vibrant pandals, neighbourhoods, and rituals across West Bengal. Every transition becomes art itself with the film ending on the evocative line: “Banglar Pujo Ek Sonar Chhobir Mawto” (Bengal’s Pujo is nothing short of a golden painting).

    “Durga Puja is not just a festival; it is an emotion that binds Bengal,” said Tata Consumer Products president for packaged beverages India & South Asia Puneet Das. “This year, by collaborating with local artists, we’ve brought those emotions alive on every pack, making Pujo feel as personal as it is collective.”

    The initiative builds on Tata Consumer Products’ vast consumer base of 275 million Indian households and its wide portfolio from Tata Tea and Tetley to Tata Salt, Sampann, Soulfull and Ching’s Secret. With a consolidated turnover of Rs. 17,618 crore, the company is betting on art and authenticity to deepen its festive connect.

    This Durga Puja, tea breaks in Bengal may just feel like gallery visits, cups steeped not only in flavour but also in festival, memory, and art.

  • Sreeleela shines in Chicnutrix’s ‘Glow Mode On’ campaign, blending science with beauty

    Sreeleela shines in Chicnutrix’s ‘Glow Mode On’ campaign, blending science with beauty

    MUMBAI: Chicnutrix, India’s leading beauty and wellness nutrition brand, has unveiled its new campaign ‘Glow mode on’ featuring Telugu actor Sreeleela. With her radiant persona, strong youth appeal, and authentic approach to wellness, Sreeleela brings charm and credibility as the face of Chicnutrix, making her the ideal advocate for beauty and nutrition backed by science.

    Today’s skincare consumer is ingredient-conscious and seeks solutions that are effective and clinically validated. ‘Glow mode on’ reflects this demand with Chicnutrix glow, powered by Opitac Glutathione from Japan, the global gold standard in skin health, along with Vitamin C. Together, these ingredients target dullness, pigmentation, and uneven tone, delivering brighter, clearer, and naturally radiant skin from within.

    The campaign blends live action with Japanese anime to create a striking visual narrative. In the film, Sreeleela appears as a radiant force whose Glow transforms into a shield, defeating the villains of pigmentation and dullness, protecting her from external stressors, and amplifying her inner beauty.

    Chicnutrix, ceo, Shilpa Khanna Thakkar said, “Glow Mode On isn’t just a campaign, it’s a movement that speaks to every modern woman who knows true beauty starts from within. With Sreeleela, we have the perfect face to deliver this message with both glamour and credibility. She represents the balance of science and style that Chicnutrix stands for.”

    Speaking about her association, Sreeleela said, “For me, true beauty is about feeling confident in your own skin, inside and out. Chicnutrix glow combines clinically proven ingredients like Opitac glutathione and Vitamin C in a way that is simple, fun, and effective. I am delighted to be part of this campaign that encourages women to switch their Glow Mode On and embrace wellness as a lifestyle.”

    The ‘Glow Mode On’ campaign is now live across social media platforms, carrying the bold message that with Chicnutrix: Glow mode on is equal to skin problems off.