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Category: News Headline

  • Kyunki Saas Bhi Kabhi Bahu Thi records over 1.6 billion minutes watch time in launch week

    Kyunki Saas Bhi Kabhi Bahu Thi records over 1.6 billion minutes watch time in launch week

    MUMBAI: Kyunki Saas Bhi Kabhi Bahu Thi made a historic return to Indian television on 29 July and the response was nothing short of phenomenal. The show clocked 1.659 billion minutes of watch time on Star Plus and JioHotstar in its launch week, an extraordinary testament to its enduring appeal, reasserting its iconic status in India’s entertainment landscape. Drawing 31.1 million viewers on TV in just the first four days, and reaching millions more on streaming, the show has shattered records to become the biggest-ever GEC fiction launch on TV & digital streaming.

    The launch episode alone drew 15.4 million viewers on Star Plus, making it the highest-rated fiction premiere in recent history. The returning season’s massive opening on JioHotstar,  underscores the growing appetite for daily storytelling on streaming platforms and marks a pivotal moment for the evolution of fiction content in India’s digital entertainment landscape. This is the new high in the fiction journey, proving that daily drama, when reimagined along with streaming, can drive both cultural resonance and massive reach.

    “The return of Kyunki Saas Bhi Kabhi Bahu Thi has proven that great storytelling never loses its power. We approached this launch with a two-fold vision: to reignite the deep nostalgia associated with one of India’s most iconic shows, while also crafting a contemporary storyline and viewing experience that resonates with today’s audiences. The record-breaking numbers across Star Plus and JioHotstar reaffirm our belief in the timeless appeal of compelling narratives. This launch is a cultural moment that bridges generations, and we are proud to have delivered it to millions of homes across platforms,” said Sumanta Bose, head of cluster, entertainment (Star Plus and Bharat, Bengali, Marathi and Gujarati), JioStar.

    The premiere also drove large-scale organic conversations online, with 17,300 mentions and 86 per cent positive sentiment, underscoring the deep emotional connection and multi-generational pull of the show. The conversations were driven by nostalgia, connection with the star cast and fan anticipation, positioning Kyunki as both a cultural and content milestone.

    With its commanding return across TV and streaming platforms, Kyunki Saas Bhi Kabhi Bahu Thi has not only revived a beloved legacy but also set the stage for a new era of appointment viewing, combining the mass reach of television with the deep engagement of digital streaming.

    The return has revitalized the fiction landscape, drawing significant attention from viewers and advertisers alike. The show had captured the interest of advertisers early on with Tide+, Kalyan Jewellers, and Maruti Suzuki India serving as co-presenting sponsors, with Fortune Soyabean Oil, Colgate, and Smart Bazaar joining as co-powered sponsors along with White Tone Face Cream and Good Knight as Special Partners on television. The digital platform JioHotstar features Kalyan Jewellers and Maruti Suzuki in co-presenting roles, Colgate, Fortune Chakki Fresh Atta, Uti Mutual Fund, Tata Consumer Products, and SMART Bazaar as co-powered by sponsors alongside Mankind Pharma – Prega News as a Special Partner.

    Source:

    * BARC, India U+R, 2+, SD+HD, Cume Reach Mn* Time Spent, W30’25

    **BARC, India U+R, 2+, SD+HD, Cume Reach Mn, W30’25

    ***BARC, India U+R, 2+, SD+HD, Cume Reach Mn, Original Programming, 29th July 2025 – W30’25

    JHS Viewers, JHS Data, Distillery

  • Johnnie Walker Luxe Blended Water debuts ‘The Walkers List’

    Johnnie Walker Luxe Blended Water debuts ‘The Walkers List’

    MUMBAI: For over 25 years, Keep Walking has been a rallying cry for bold progress and purposeful action. In its latest expression of this enduring philosophy, Johnnie Walker Luxe Blended Water presents The Walkers List — an avant garde cultural platform bringing together changemakers, creators and innovators all toward creating a movement that embraces the spirit of progress.

    The Walkers List brings together a collective of celebrated individuals who challenge norms, reimagine possibilities, and leave a lasting imprint on their communities and the culture at large. At its heart, The Walkers List seeks to inspire purposeful action through collaboration, providing a stage for those who represent the virtue of never standing still.

    The platform, in its inaugural edition, is supporting a collective of creative disruptors and collaborators that redefine boundaries and progress in the fields of art, dance, music, and fashion. So, get ready to experience:

    . The Walkers Jersey by Virat Kohli x Saina Nehwal – A transformative collaboration that transcends sports to champion equality and progress. Co-created by two of India’s most celebrated sporting icons, this exclusive jersey embodies a powerful commitment to elevating women’s sports and creating equal opportunities. Designed not just for athletes but for every advocate who believes in gender equality in sports, The Walkers Jersey invites supporters to wear their values and walk alongside the change they wish to see.

    . Paizār-e-Pashm by Babar Afzal × Aprajita Toor– A bold reimagining of artisanal heritage, where traditional cashmere pashmina craftsmanship meets culturally inspired yet modern footwear designs, to create a timeless impact. Proceeds from the sale of the footwear will go towards the upliftment of the sustainable cashmere pashmina shepherding and artisanal community by Pashmina Goat Project and an NGO supporting handicraft artists in keeping alive traditional arts of India.

    . Dhwani by Shilo Shiv Suleman × Colleena Shakti – An immersive art installation that brings together handcrafted metalwork and responsive movement to create a living expression of “keep walking”. This installation was successfully showcased on 27th July, 2025, at Snowball Studios, Worli. This collaboration celebrates community and craft, featuring master Lohar artisans from Jaipur and local Odissi dancers who worked closely to blend traditional Indian metalworking and dance techniques with contemporary vision. The 250-kilogram golden spiral installation transcends static art through movement, light, and human connection, while creating sustainable opportunities for craftsmen and preserving cultural heritage.

    . The Planet Song by Ricky Kej × Rashmeet Kaur – A powerful sonic exploration advocating for sustainability and social change through genre-defying track by a Grammy award winning artist and an innovator on traditional folk music forms from India.

    With these bold new creations, The Walkers List ignites a powerful cultural shift — inviting audiences to discover how purpose-driven collaborations and fearless creativity are shaping the future, one boundary-breaking idea at a time.

    “Johnnie Walker Blended Luxe Water believes progress is never a solo journey. The Walkers List was created to champion individuals who are challenging conventions and shaping the future through creativity and community impact,” said Diageo India CMO Ruchira Jaitly (USL). “With this initiative, we bring the Keep Walking narrative to life — not just through words, but through impactful, positive action.”

  • Navi UPI’s unbelievable growth takes centre stage in new brand campaign

    Navi UPI’s unbelievable growth takes centre stage in new brand campaign

    MUMBAI: Navi Technologies Limited, one of India’s fastest-growing financial services companies, unveiled its new brand campaign spotlighting the rapid growth of its flagship payments product Navi UPI.

    Titled “Some things grow unbelievably fast”, the campaign highlights Navi UPI’s swift climb to become India’s fastest growing UPI app* in just two years since launch.

    The campaign aims to build strong consumer recall and reinforce Navi UPI’s position as a high-performing, home-grown disruptor in the country’s digital payments landscape.

    Conceptualised by Sideways, the campaign launched with two tongue-in-cheek TVCs that use surreal, humorous analogies to depict unexpected, rapid transformation – a nod to the pace of Navi UPI’s growth.

    Rajiv Naresh, CEO, Navi Technologies, said, “We’ve let Navi UPI’s growth speak for itself until now. This campaign puts a spotlight on that journey and captures our momentum in a way that’s simple and memorable. Navi UPI has reached millions in two years, but what we’re building is bigger – a sustained, fast-scaling payments destination for Indians.”

    Abhijit Avasthi, Founder of Sideways, added, “The objective was to stand out with our ads from the other UPI players in the market. The fact that Navi is unlike any other UPI app is the reason why it has grown so fast. After that, it was just a matter of sprinkling some quirk and making something memorable. Having a client that placed their trust in us was the cherry on the cake.”

    The campaign launched with high-impact placements on leading OTT platforms JioHotstar and Sony LIV during the India vs. England test match. This is followed by a rich mix across YouTube, digital platforms, print and connected TV properties.

    The films serve as the foundation for a broader, multi-phase storytelling rollout over the coming quarter, with a variety of additional assets – including static, video, and contextual formats – to be introduced across digital, offline and ATL channels.

  • Tata Tea Premium leverages AI to celebrate ‘Desh Ka Garv- Pradesh Ki Kala’ campaign

    Tata Tea Premium leverages AI to celebrate ‘Desh Ka Garv- Pradesh Ki Kala’ campaign

    MUMBAI: Tata Tea Premium continues its unwavering commitment to honoring India’s vibrant cultural heritage with the launch of the 2025 edition of its acclaimed ‘Desh Ka Garv’ campaign. Tata Tea Premium has been celebrating Independence Day over the years by blending everyday tea rituals with regional art -forms—this time through the Desh Ka Garv Collection of hand-painted artisanal kettles inspired by some of India’s iconic artforms.

    Tata Tea Premium has consistently spotlighted India’s rich folk and regional art through objects deeply woven into everyday chai rituals—be it the humble kulhad, the classic tea cup, or this year, the iconic kettle. Each edition going beyond aesthetics; carries a deeper mission to preserve, promote, and pass on India’s artistic legacy in ways that are both modern and meaningful. While the world is only beginning to rediscover the beauty of Indian craftsmanship, Tata Tea Premium—Desh Ki Chai—has long celebrated its place in everyday life. This year, in collaboration with Kaushalam—an organization dedicated to preserving Indian folk art—the Desh Ka Garv Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra. Each kettle is a cultural artefact, showcasing motifs of regional pride from across India—from the energetic Dhol of Punjab to the timeless Ghats of Uttar Pradesh. These are depicted through art forms that are uniquely regional and deeply woven into the cultural identity of the region.

    Bringing a contemporary edge to this year’s campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today’s generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film.

    “At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, president – packaged beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology, that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day”

    Arnab Chatterjee, Design Head, Tree Design,  adds “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”

    Creativeland Asia CCO Azazul Haque further states, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi , in a never seen before ,visually stunning format , using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”

    Mrinalika Jain Bhardwaj, Founder of Kaushalam, further adds, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories.  We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”

    This year’s Desh Ka Garv Collection will be available for purchase exclusively on www.IndiakiChai.com, with 100% of the proceeds directed to train and empower women through Indian Army Skill Development Centers.

  • Dreamsetgo nets FIFA deal as India agent for World Cup 26 hospitality

    Dreamsetgo nets FIFA deal as India agent for World Cup 26 hospitality

    MUMBAI: Game on, India! Fans eyeing the FIFA World Cup 26 can now book their dream matchday in style without risking an offside foul on fake tickets. On Location, the official hospitality provider of FIFA World Cup 26, has appointed Dreamsetgo as its non-exclusive sales agent for India. This move marks a significant play in bringing the thrill of the tournament to Indian fans with VIP treatment, travel perks, and premium access all through legitimate channels.

    With this partnership, Dreamsetgo becomes the official point of contact in India for those looking to score premium hospitality packages to the world’s biggest football spectacle, which is set to kick off across the United States, Mexico, and Canada in 2026.

    FIFA World Cup 26 business general manager of on location Alicia Falken said, “We are thrilled to partner with our new international sales agent, Dreamsetgo, on the FIFA World Cup 26. Their expertise in hospitality sales in India and deep understanding of their market will be instrumental in ensuring that our clients receive unparalleled service.”

    FIFA has cautioned fans against purchasing tickets or packages from unauthorised sellers, reminding everyone that only On Location and its officially appointed agents are authorised to provide hospitality experiences. Any tickets bought through unofficial platforms risk cancellation without refund.

    In addition to its India play with Dreamsetgo, On Location is also teaming up with Major League Soccer and various clubs across the U.S. and Canada to ensure seamless access for global fans. The full list of authorised global agents will be published on FIFAWorldCup.com/hospitality.

    As the countdown to 2026 begins, Indian football enthusiasts can now plan their FIFA World Cup experience without fear of scams and with all the glamour of an unforgettable global sporting event.
     

  • IBC2025 conference lines up global media heavyweights and bold ideas

    IBC2025 conference lines up global media heavyweights and bold ideas

    LONDON: IBC 2025 has pulled back the curtain on a turbocharged conference programme packed with power players from across the global media, entertainment and tech ecosystem. From 12 to 14 September at RAI Amsterdam, the three-day summit promises to tackle media’s defining challenges—AI disruption, fragmentation, collapsing business models, and the war for attention.

    Top brass from Netflix, Walt Disney Studios, Paramount Global, Snap, TikTok, YouTube, Roku, TelevisaUnivision, PGA Tour, kweliTV and India’s JioStar are among the featured speakers. Industry provocateur Evan Shapiro will headline with a data-fuelled keynote, while seasoned commentator Mike Darcey closes the show with a sharp take on rights, economics and the shape of future broadcasting.

    “This year’s agenda is urgent, imaginative and provocative,” said IBC head of content Sally Watts. “We’re bringing together disruptors and legacy leaders to map the media universe as it shifts beneath our feet.”

    The conference kicks off with a heavyweight CTO roundtable featuring Avi Saxena (Warner Bros. Discovery), Simon Farnsworth (ITV) and Phil Wiser (Paramount). Big tech meets broadcast in sessions like YouTube’s Pedro Pina in conversation with Channel 4’s Grace Boswood, and Snap’s Jorrit Eringa alongside execs from Yahoo, Sky, Sling TV and A1 Group dissecting the future of content collaboration.

    TikTok’s Rollo Goldstaub will explore how short-form video is rewriting the rules of sports engagement, while Netflix’s Victor Marti and Vancouver Media’s Migue Amoedo offer a behind-the-scenes look at storytelling innovation.

    In a major AI-focused session, ABC’s Damian Cronin unpacks how the broadcaster is embedding machine learning into its core workflows. Meanwhile, DeShuna Spencer (kweliTV), Brad Danks (OUTtv), Rajat Nigam (JioStar India) and others weigh in on what’s next for the streaming wars.

    ‘MovieLabs – Leading the Vision’ sees Disney, Sony, Warner Bros. and Paramount map the road to 2030 for content creation, moderated by MovieLabs president Richard Berger. Sunday’s schedule spotlights Fremantle’s Jens Richter on global distribution in a post-peak TV world, while PGA Tour execs reveal how they deployed live AR shot-tracking across all 18 holes — winning a Sports Emmy in the process.

    In the closing session, Mike Darcey, now managing director at Tide End Consulting and former News UK boss, breaks down how rights, economics and regulation must evolve to fit the new media order.

    Beyond the main stage, the IBC Technical Papers Programme offers 10 peer-reviewed sessions delving deep into bleeding-edge R&D across 5G, 6G, AI, immersive formats and content authentication. Topics include:
    * AI in speech, postproduction and curation
    * Provenance, privacy and content trust
    * Wireless tech advances from 5G to 6G
    * IP Studio 2.0 and live production
    * Sport tech, AR, avatars and AI-enhanced streaming

    Registration is now open at show.ibc.org.

  • Hero revs up Q1 with a profit bump and an EV jolt to the system

    Hero revs up Q1 with a profit bump and an EV jolt to the system

    MUMBAI: EVs, exports, and earnings, Hero MotoCorp’s first quarter of FY26 was anything but idle. The world’s largest two-wheeler maker posted a consolidated net profit of Rs 1,706 crore for the April–June 2025 quarter, a staggering 65 per cent jump from Rs 1,032 crore a year ago. A significant portion Rs 722 crore of that windfall came from a one-time gain following the partial dilution of Hero’s stake in Ather Energy, which went public this quarter.

    On a consolidated basis, Hero Motocorp clocked revenue from operations at Rs 9,728 crore, while standalone revenue stood at Rs 9,579 crore. Profit after tax (PAT) on a standalone basis was Rs 1,126 crore, flat compared to Rs 1,123 crore in Q1 FY25.

    Despite a slight drop in volumes 13.67 lakh units sold this quarter versus 15.35 lakh last year, the bottom line remained buoyant thanks to a steady 14.4 per cent EBITDA margin (Rs 1,382 crore), mirroring last year’s performance. The consolidated EBITDA margin nudged slightly higher at 14.5 per cent.

    Hero’s electric vehicle (EV) arm, VIDA, continues to plug into new opportunities. It launched a subscription-based Battery-as-a-Service (BaaS) model and introduced the Evooter VX2. A campaign titled ‘Charging Simple Hai’, timed with the IPL, spotlighted VIDA’s swappable battery tech.

    On the global front, Hero pushed four new products into the Sri Lankan market in collaboration with long-time distributor Abans Auto: the Xoom 110, Hunk 160R 4V, Xtreme 125R and HF Deluxe.

    The 125cc scooter segment, led by Destini 125 and Xoom 125, and the newly launched HF Deluxe Pro in the 100cc segment helped maintain retail traction. VAHAN registrations remained healthy, and the upcoming festive season could accelerate demand.

    Premium positioning also got a boost with the Harley-Davidson 2025 line-up rollout, including the return of Street Bob and new Road Glide and Street Glide variants. Hero also opened new Premia stores across the country, reaching the 100-store milestone.

    Hero is also tackling regulatory curves. While the company awaits clarity on obligations under the End-of-Life Vehicle (ELV) Rules 2025, it has not yet accounted for any financial impact, citing lack of a defined pricing or certification framework.

    Meanwhile, Hero continues to invest in brand visibility on and off the road. It signed golfers Akshay Bhatia and Sahith Theegala as global ambassadors and added young Austrian rider Tobias Ebster to the Hero Motosports Rally team.

    Hero’s leadership sounds confident. Hero Motocorp chief financial officer Vivek Anand noted strong performance across electric, global and premium categories and flagged a “robust pipeline of new launches” for the coming quarters.

    Investors also got good news earlier this year, with the Board approving a final dividend of Rs 65 per share, taking the FY25 total to Rs 165 per share (8,250 per cent).

    Despite a temporary production pause that impacted dispatches, Hero appears ready to hit the throttle as it enters the festive season. With electric mobility gaining traction, international markets humming, and Ather’s IPO money in the bank, Hero seems geared for a smooth ride into the rest of FY26.

  • Warner Bros. Discovery announces new original docu-series ‘Ek Tha Raja with Akul Tripathi’

    Warner Bros. Discovery announces new original docu-series ‘Ek Tha Raja with Akul Tripathi’

    MUMBAI: Warner Bros. Discovery is all set to launch a new Indian original docu-series, ‘Ek Tha Raja with Akul Tripathi’, premiering exclusively on Discovery channel and discovery+ starting 7 August 2025, at 9:00 PM. Blending immersive storytelling with rich historical narratives, the show revisits the courage and resilience of India’s well-known as well as unsung kings and queens, including incredible guerrilla war strategists, naval warriors and empire builders.

    This eight-part series transports viewers across centuries and geographies. From Garhwal (Uttarakhand) and Malwa (western Madhya Pradesh) to Rajputana (Rajasthan), the Deccan (Maharashtra and Telangana), Karnataka, and Kashmir, each brings to life a ruler whose courage shaped history. To make it accessible to audiences across India and the South Asian diaspora, the series will be available in seven languages: English, Hindi, Tamil, Telugu, Malayalam, Kannada and Bengali.

    Ek Tha Raja is hosted by Akul Tripathi, a passionate storyteller, cultural expert, and one of India’s most respected voices in historical narratives. With a deep love for the subcontinent’s heritage, Akul brings history to life through compelling storytelling that blends fact, folklore, and modern-day relevance. His unique approach adds both gravitas and accessibility to the series, inviting audiences to experience India’s past as unforgettable and memorable stories.

    The show profiles remarkable rulers and leaders whose legacies live beyond the mainstream historical spotlight such as Rani Durgavati of Gondwana, who died defending her kingdom against the Mughals; Abbakka Chowta, the fiery queen of coastal Karnataka who defied Portuguese colonisers; and Lalitaditya Muktapida of Kashmir, known for building one of the region’s most formidable empires. Also featured are icons such as Maharana Pratap and Rana Sanga (Rajasthan), Peshwa Bajirao I (Maharashtra), Raja Chhatrasal (Bundelkhand), and Rani Karnavati of Garhwal, all of whom defended their land, people, and culture with unmatched courage and strategic brilliance.

    Commenting on the launch, Sai Abishek, head of factual entertainment, lifestyle & kids, South Asia, Warner Bros. Discovery said, “As a brand, we’ve always believed in championing powerful narratives, and Ek Tha Raja builds on that belief.  Through this series, we’re proud to bring the stories of leadership, sacrifice, and resilience, through a fresh, cinematic lens. It’s great to have a masterful storyteller like Akul Tripathi narrate these stories. His narration gives viewers a truly immersive experience into the lives of some of India’s greatest defenders.”

    As Discovery marks 30 years of storytelling in India and 40 years globally this August, Ek Tha Raja with Akul Tripathi reflects this continued commitment to spotlighting stories that celebrate the country’s rich and diverse regional histories.

    Host, Akul Tripathi added, “History is often remembered by its victors. India’s past is filled with remarkable figures who stood their ground against invaders and adversity. Ek Tha Raja is our attempt to honour these leaders and to remind viewers that the roots of India’s freedom run far deeper than we’re often told. It’s also a way to pass these stories on to a younger generation, to help them see India’s legacy as a reminder that courage and leadership have always been part of our DNA.”

    Each episode dives into epic tales of conquest, valour, lost kingdoms, and overlooked warriors who shaped the subcontinent’s legacy of resistance. Expert interviews with royal descendants, historians, and cultural voices further deepen the storytelling, providing lived context and invaluable insights into these enduring legacies.

    Ek Tha Raja with Akul Tripathi will be premiering exclusively on Discovery channel and discovery+ starting 7 August 2025, at 9 PM. The series will also stream on HBO Max in Southeast Asia.

  • How Maitri’s South-first strategy is shaking up Indian advertising

    How Maitri’s South-first strategy is shaking up Indian advertising

    MUMBAI: Nearly three decades ago, in the laid-back lanes of Kochi, three ex-Mudra execs took a punt on building an ad agency rooted in the South—but with national ambitions. Fast forward to 2025, and Maitri isn’t just holding its ground—it’s quietly becoming one of the most disruptive indie agencies in Indian advertising.

    With offices now spanning South India, the Maldives and Seychelles, Maitri has turned its bootstrapped beginnings into a ₹75-crore creative juggernaut. Its client list reads like an FMCG-Culture-Tech dream team: Netflix, Krafton, Wipro, Saffola, Disney+ Hotstar, and longtime loyals like Muthoot Finance and Mathrubhumi.

    So what’s their killer app? Not AI. Not jargon. But cultural intimacy.
    While the big Delhi-Mumbai shops took a north-to-south approach, Maitri did the opposite—leaning into its home-turf understanding of southern India. It didn’t just talk local; it thought local.

    As managing director Raju Menon puts it, “Nothing can beat consistency. When you deliver creatives to the clients that they love, year after year, you build a relationship. And that relationship builds the brand.”

    That philosophy has brought Maitri not just loyalty, but serious hardware.

    In 2025 alone, the agency walked away with 17 metals at the Indian Marketing Awards South—a haul that included 5 Golds, 8 Silvers and 4 Bronzes for campaigns that blended heart, humour and serious social impact.

    Some of the show-stoppers?

    ●    “How BGMI made a scam ad to expose scam ads” – a digital, social, and influencer-led takedown of online fraud (3 Silvers, 1 Bronze)

    ●    “The suicide note that saved 50+ lives” – a haunting but hopeful campaign for Muktaa Charitable Foundation (1 Gold, 2 Silvers)

    ●    “Let your life shine” for Muthoot Finance – proving finance can feel (1 Gold)

    ●    “Kappa Cultr 2025” – a cultural blast that nabbed a Gold for omnichannel mastery

    Also in their trophy cabinet: campaigns for Asianet, myG, Brahmins, and Mathrubhumi’s International Festival of Letters. Each piece a masterclass in blending storytelling, strategy, and South Indian soul.

    And Maitri’s not just creatively consistent. Their secret sauce is also in the staffing. Employee churn is shockingly low in an industry notorious for its exits. Most of the agency’s top talent—many of whom cut their teeth at global agencies—have chosen to come home, literally and creatively.

    The result? A shop that has the polish of a multinational and the pulse of a neighbourhood storyteller.

    With four consecutive Agency of the Year titles under its belt, Maitri’s next chapter looks like one hell of a ride. Quietly confident, fiercely local, and globally savvy, they’ve proven that a deep understanding of people beats flashy pitches—and that sometimes, the most powerful ads come not from the centre, but from the edge. Or in this case, Kochi.

  • Anmol Industries launches Raksha Bandhan campaign with a new take on sibling bonds

    Anmol Industries launches Raksha Bandhan campaign with a new take on sibling bonds

    MUMBAI: This Raksha Bandhan, Anmol Industries brings a heartfelt narrative to the screen, one that redefines traditional sibling roles and celebrates gratitude in its purest form. Titled “Iss Baar Mera Number Hai,” the brand’s latest campaign under the #HarPalAnmol umbrella is a tribute to the evolving nature of sibling bonds.

    The emotional film showcases a role reversal – where a brother chooses to tie a rakhi to his sister, acknowledging the years she stood by him not just as a sister, but as a parental figure, mentor, and protector. The story serves as a gentle nudge towards breaking free from fixed gender roles and embracing emotional reciprocity in relationships.

    The narrative unfolds through a surprise video message from a brother who reflects on the sacrifices and love he received from his elder sister. Childhood memories blend seamlessly with the present-day Raksha Bandhan celebration, culminating in a powerful, tear-jerking moment, when he ties a rakhi on her wrist instead. The gesture is symbolic and rooted in the belief that protection, love, and gratitude are not defined by tradition but by intent.

    The film ends with a thought-provoking message:

    “Behen bhai ke rishte mein na koi role hai fix, na koi rivaaz. Toh iss Raksha Bandhan, naye rivaazon ki shuruaat karein, aur banaye Har Pal Anmol.”

    Aman Choudhary, executive director – marketing and innovation, Anmol Industries, shared, “With each campaign, we try to reflect deeper emotional truths. ‘Iss Baar Mera Number Hai’ is more than just a Raksha Bandhan film – it’s a conversation starter about emotional equality and the unspoken acts of love in Indian families.”

    The campaign encourages people to share their Raksha Bandhan stories using #HarPalAnmol on social media, helping to create a wave of change. Anmol Industries remains committed to championing impactful narratives that inspire and uplift, ensuring that every festival is a celebration to cherish.