Category: TVC

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.

October 21, 2025
Nutrica lights up Diwali with a dash of joy, love, and everyday magic

MUMBAI: Diwali may be about lights, but Nutrica’s new festive film proves it’s the laughter that truly sparkles. With a blend of nostalgia, warmth, and playful mischief, Nutrica by BN Group has rolled out a campaign that celebrates the festival not through grandeur, but through those perfectly imperfect, joy-filled moments that define an Indian home during the holidays.

The video captures the heartbeat of modern Indian celebrations, kids running barefoot with sparklers, parents sharing a laugh while tackling festive chores, and grandparents passing down treasured traditions. It’s the kind of film that smells faintly of home-cooked sweets and echoes with the laughter of generations coming together.

What makes the campaign stand out is its gentle reminder that Diwali doesn’t have to be a balancing act between duty and delight. From prepping the kitchen to setting the table, Nutrica turns everyday moments into emotional fireworks showing how the smallest gestures of care can light up the biggest celebrations.

“Diwali is about preserving traditions for future generations while allowing for enjoyable and carefree times,” said Nutrica by BN group director and business head for FMCG Sparsh Sachar. “Our goal with Nutrica is to honour both tradition and contemporary family life while making these festivities simpler and joyful.”

In essence, the film celebrates the choreography of a modern Indian Diwali where everyone has a role to play, and the magic lies in the mess, the multitasking, and the shared laughter. Whether it’s the father teaching his child to light a diya or a mother sneaking a bite of mithai before guests arrive, Nutrica’s lens finds beauty in the everyday.

The campaign now live across Nutrica’s social media handles, including Instagram and LinkedIn encourages viewers to relive the festival’s golden moments and share their own stories of joy and togetherness.

Because in Nutrica’s world, Diwali isn’t just about shining bright, it’s about glowing together.

October 17, 2025
Goodness Glows Brighter in Khetika’s Heart-Warming Diwali Tale

MUMBAI: Who says sparkle only comes from diyas and fairy lights? This Diwali, Khetika, the clean label food brand known for its preservative-free goodness, reminds us that the purest glow comes from the heart. In its new digital film, ‘Acchai Se Farak Padta Hai’, the brand swaps glamour for grace showing how small acts of kindness can make festivals shine brighter than ever.

Set in a modern Indian home buzzing with pre-Diwali excitement, the film unfolds like a slice of life. Children run about rehearsing the Ramayan toy bows in hand, paper crowns slightly askew, and faces painted with mischievous moustaches. In the kitchen, Shabari, the house help, stirs a pot of creamy kheer, rich with Khetika dry fruits, a symbol of prosperity, purity, and the quiet care that anchors every home.

The story takes an unexpected turn when the little boy playing Ram innocently asks, “Diwali to aapke ghar mein bhi hai na?,” a line that lands softer than a diya flame, yet lights up the room with realisation. His words stop everyone in their tracks, including his mother, who pauses amid the festive bustle to reflect on what truly matters.

In that simple moment, the scene shifts from routine festivity to emotional awakening. The mother offers Shabari a bowl of kheer, garnished with the same Khetika dry fruits she had been cooking with, and hands her a Khetika gift box not as a token, but as an act of gratitude.

The message lands beautifully: rituals may brighten homes, but it’s goodness acchai that lights up lives.

Explaining the thought behind the campaign Khetika CEO Prithwi Singh shared, “This digital film is deeply personal to us because it mirrors what Khetika stands for purity, honesty, and inclusivity. With ‘Acchai Se Farak Padta Hai’, we wanted to remind people that true celebrations go beyond rituals and decorations.”

He adds, “Just as our preservative-free dry fruits add natural goodness to something as simple as kheer, kindness and gratitude bring depth to our relationships and traditions. We hope the campaign inspires people to celebrate with authenticity and goodness this festive season.”

Conceptually simple yet emotionally rich, the campaign weaves nostalgia and modernity together much like its setting. It’s a Diwali film that doesn’t preach or posture; it simply reflects what many households overlook in the festive rush.

Directed and executed by The Luminant Media, the film’s tone is warm, inclusive, and refreshingly real. Instead of glossy perfection, it leans on the familiar, the aroma of kheer, the laughter of children, and the unspoken bonds that tie families and helpers together.

The campaign doubles as a reflection of Khetika’s clean label promise purity not just in ingredients, but in intent. By rooting its festive message in emotional honesty rather than marketing sheen, Khetika positions itself as more than just a brand, it becomes a reminder that goodness, when chosen consciously, multiplies.

This year, as homes shimmer with fairy lights and silver trays overflow with sweets, Khetika invites families to make acchai part of their rituals. To pause, reflect, and share not just gifts, but genuine gratitude.

Because as the brand so gently puts it, they’ll always have something to say, but what truly matters is what you do with purity, honesty, and heart.

October 9, 2025
Star Plus puts dads in the parenting picture

MUMBAI: Who says only mums can multitask? Star Plus has just served a reality check on that stereotype with its new brand film Not Just Moms, launched at FICCI Frames 2025.

The film champions equal parenting, reminding viewers that raising a child isn’t a one-woman show but a team effort involving fathers, families, and society.

At the heart of the campaign is a familiar face, Tulsi, the beloved matriarch from Kyunki Saas Bhi Kabhi Bahu Thi. Her return in a refreshed avatar adds a nostalgic twist to a modern message, underscoring that shared responsibility at home is the ultimate family value.

A Star Plus spokesperson said, “With Not Just Moms, we want to challenge the age-old idea that mothers alone carry the burden of parenting. Stories have the power to change mindsets, and Tulsi’s comeback embodies that change.”

The campaign’s unveiling set the tone for a lively discussion between Ekta Kapoor and Smriti Irani at FICCI Frames on Revolutionising Content: Women, Television, and 25 Years of Kyunki…

Known for blending cultural resonance with mass entertainment, Star Plus continues to use storytelling as a mirror to society. With Not Just Moms, the channel reminds India that when it comes to parenting, teamwork truly makes the dream work.

October 9, 2025
Mouni shines bright as Ivana Jewels’ new face in sparkling TVC debut

MUMBAI: When it comes to diamonds, the script often writes itself sparkle, shine, forever. But Ivana Jewels has decided to flip the script, quite literally. In its first-ever television commercial, the fast-growing lab-grown diamond brand has roped in actress-entrepreneur Mouni Roy as brand ambassador, asking audiences to “See it. Wear it. Believe it.”

The ad takes a behind-the-scenes route, with Mouni ditching scripted lines to simply invite viewers to “see for yourself.” The focus is refreshingly unorthodox not on the science of lab-grown diamonds, but on what today’s buyers really crave: design, individuality, and the sheer joy of jewellery that feels personal.

“Mouni Roy represents the modern woman who values authenticity and individuality, which are also the values at the heart of Ivana Jewels,” said Ivana Jewels co-founder Ayushi Jindal. “Her journey from television to films reflects the confidence and style our brand stands for, making her the right choice as we expand across India.”

For Mouni, the association feels just as personal. “I’m truly excited to join hands with Ivana Jewels as their brand ambassador,” she said. “What I love about Ivana is how their jewellery is designed to feel personal and real, not just for special occasions but as part of everyday style. This campaign is all about celebrating confidence, authenticity, and the joy of wearing jewellery that truly belongs to you.”

The Surat-based brand, known for its lab-grown diamond and Polki jewellery, is in expansion mode, aiming to connect with a new generation of buyers who value sustainable luxury as much as individuality. With customisation, personalisation and accessibility at the heart of its offering, Ivana is betting big on the future of diamonds that sparkle with both glamour and conscience.

By marrying star power with sustainability, Ivana Jewels isn’t just polishing gems, it’s polishing a new way of looking at jewellery.

October 3, 2025
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.

September 26, 2025
Berger wipes the slate clean with playful new easy clean TVC

MUMBAI: When crayons meet walls, most parents see red but Berger Paints wants them to see only smiles. India’s second-largest paint and coatings company has launched a new television and digital campaign for Berger Easy Clean Interior Paint, championing the promise: “No Daag. No Tension. Only Beautiful Walls.”

Conceptualised by Lowe Lintas, the heart-warming film dives into a scene familiar to every household: a child’s crayon doodles covering the living room wall. The family dog takes the blame, but instead of frayed tempers, the moment turns light-hearted as easy clean wipes away the mess in seconds restoring walls and moods alike.

Berger Paints India managing director & CEO Abhijit Roy explained the insight: “Walls often become a child’s first canvas. Our new TVC encourages parents to embrace those moments, knowing that stains are no longer a concern. Easy Clean has led India’s washable paint category for nearly two decades, offering homes both beauty and peace of mind.”

With its advanced stain resistance, Easy Clean targets the everyday mess of modern Indian homes, making upkeep stress-free while keeping walls looking brand-new.

Lowe Lintas executive director and head of creative for copy (South) Arpan Bhattacharya added: “Every parent has lived this story. Instead of portraying wall doodles as a problem, we chose to celebrate the innocence, because with Easy Clean, families can cherish the joy without compromise.”

Berger, the pioneer of washable interior emulsions in India, has long positioned itself at the intersection of innovation and everyday living. With Easy Clean, the brand is painting a future where childhood imagination leaves memories not permanent marks on the walls.

September 12, 2025
Milind Soman gets a healthy slice of fun in The Health Factory’s new film

MUMBAI: Even the fittest man in India can get schooled especially when it comes to bread. In its latest campaign, The Health Factory (THF), makers of India’s first zero maida and protein bread, ropes in fitness icon Milind Soman for a witty twist that puts health on the daily menu. The brand film flips the script with humour at its core: a bemused Milind finds himself playfully corrected by health-obsessed youngsters who introduce him to “the fittest bread in town.” The irony is deliberate positioning THF as the everyday essential that champions exactly what Milind embodies: authenticity, simplicity, and consistency in health.

The campaign is part of THF’s rebranding push under its philosophy All for Health. Health for All. With refreshed packaging, clean-label promises, and a sharper brand voice, THF wants to shift focus from being “just the zero maida bread brand” back to being a lifestyle choice for better eating.

“We wanted to bring the spotlight back to The Health Factory as the brand, not just the product,” said The Health Factory senior brand manager Meghraj Bangera, noting that Milind’s cross-generational appeal made him the perfect fit. The Health Factory CEO Vinay Maheshwari added, “Health shouldn’t be complicated, it’s about simple, right choices every day.”

For Milind, the fit was natural: “Bread is a staple in so many diets. Making it healthier without losing taste is such a powerful idea,” he said.

With a presence in 16 cities and retail, q-commerce, and e-commerce channels, THF has already entered over 2 million households across India. Now, with Milind in its corner and a playful slice of humour, the brand is hoping to make every bite count in its mission to turn bread into a symbol of cleaner eating.

August 28, 2025
Milkmaid launches new TVC

MUMBAI: Nestlé Milkmaid, a name that has defined sweetness in Indian homes now for 113 years, has launched its latest TVC celebrating the joy of preparing desserts at home, with loved ones. The film highlights the rich, creamy and heartwarming experience that Milkmaid brings to every sweet creation. Conceptualised by BBH India, the TVC has been directed by acclaimed filmmaker Ram Madhvani.

The film also showcases Milkmaid’s new reusable pack, designed for everyday convenience. It allows consumers to use, store and reuse the product easily, encouraging effortless dessert-making at home.

Manav Sahni, Head, Dairy Business, Nestlé India, said, “Milkmaid enjoys a timeless legacy that lives on in kitchens across India. With every generation, it has reinvented itself while staying true to the promise of great taste. With this film, we celebrate the joy of homemade desserts and inform the consumers how Milkmaid, with its signature taste elevates their flavour.”

BBH India CCO Parikshit Bhattaccharya added, “It is always a delight to tell a new story for Milkmaid – the window to a world of desserts for Indian families for over a century. To add Yummazing next to the much-revered brand has been our privilege and we hope it adds to the shared vocabulary of mothers and kids while describing every dessert made with Milkmaid.”

For over a century, Milkmaid has inspired both traditional and contemporary dessert-making. With its creamy consistency and versatile usage, Milkmaid continues to help Indian families turn sweet moments into something truly Yummazing.

August 14, 2025
TAM Adex: Indian TV advertising takes a breather as brands tighten purse strings in H1 2025

MUMBAI: India’s television advertising market has hit the brakes. Ad volumes per channel tumbled 10 per cent in the first half of 2025 compared with the same period last year, signalling what industry watchers call a “strategic recalibration” in advertiser spending.
The pullback comes as brands reassess their media strategies amid economic uncertainty. Yet some categories are thriving. Food and beverages maintained their dominance with a 22 per cent share of total ad volumes, followed by personal care and hygiene products at 16 per cent.

The real winners were toilet and floor cleaners, which saw ad spending surge 16 per cent—the highest growth among major categories. E-commerce firms splashed out too, with online shopping platforms boosting their television presence by 48 per cent. Vocational training institutes went on the biggest spree, nearly quadrupling their ad volumes.

Hindustan Unilever retained its crown as India’s biggest television advertiser, with Reckitt Benckiser close behind. Together, the top 10 advertisers—dominated by fast-moving consumer goods companies—accounted for 47 per cent of all ad volumes.

Reckitt’s aggressive push was evident in the brand rankings. Six of the 10 most-advertised brands belonged to the British consumer goods giant, led by Harpic Power Plus toilet cleaner. Dettol soap and antiseptic liquid also featured prominently.

General entertainment channels edged past news networks to capture 31 per cent of ad volumes, reversing last year’s trend. The top five channel genres hoovered up more than 95 per cent of total advertising, underscoring the continued dominance of mainstream television over niche programming.

The data, compiled by TAM AdEx from over 600 television channels, suggests Indian advertisers are becoming more selective about their television investments. With more than 6,600 brands vying for viewer attention, only the biggest spenders are breaking through the clutter.

(The picture featuring the family watching the Surf Excel ad on TV is representational only. No brand infringement is intended)

August 8, 2025