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  • Complan hits the right note with Zepto through iconic jingle comeback

    Complan hits the right note with Zepto through iconic jingle comeback

    MUMBAI: Who knew adding a nutrition drink to your online cart could spark a singalong? Zydus Wellness has brought back the legendary ‘I am a Complan Boy / Complan Girl’ jingle, turning it into a sonic surprise for Zepto users. Now, every time shoppers add Complan to their basket, they’re greeted with the nostalgic audio cue, blending childhood memory with modern-day quick commerce.

    But this isn’t just a sentimental throwback. In today’s scroll-fast, tap-quick economy, brands have barely seconds to grab attention. By weaving its jingle into the very moment of purchase, Complan is making sure it’s not just another product on a crowded app shelf,  it’s a tune you can’t shake off.

    Zydus Wellness CEO & w holetime director Tarun Arora explained: “As digital habits evolve, brands must embed themselves in more intuitive ways. This is not just about reviving a jingle, but restoring identity and emotional connection in a transactional space. Complan has always stood for care and trust now we’re carrying that into Q-commerce with meaning that lasts beyond the tap.”

    Globally, sonic branding has found success among digital-first brands, but Complan is among the first legacy nutritional drink powders in India to embed an audio cue directly into Q-commerce platforms. The strategy strengthens recall in environments where traditional ads are invisible.

    Zepto chief brand and cultural officer Chandan Mendiratta called it a natural fit: “Every Complan order now becomes a moment of recognition, not just convenience. By embedding an iconic sonic signature, we’ve added a sensory layer to digital shopping making nourishment memorable.”

    Early signals suggest the experiment is striking the right chord. In a retail space dominated by speed and efficiency, Complan’s nostalgic notes could well prove its most powerful differentiator, ensuring the brand owns not just the shelf, but the soundtrack of shopping.

  • JioStar’s ‘jersey wahi toh jazba wahi’ breaks gender norms, champions ‘Women in Blue’

    JioStar’s ‘jersey wahi toh jazba wahi’ breaks gender norms, champions ‘Women in Blue’

    MUMBAI: JioStar’s new women’s WC ’25 campaign film opens with the protagonist asking his partner a slightly awkward question, “But is it necessary to wear the women’s jersey?” after she suggests he put one on for a match screening at a friend’s place. His partner, exasperated by the lingering stigma, looks on in dismay, pitying the shame that still surrounds supporting women in cricket. Undeterred, he steps out the door wearing the jersey, hiding it beneath a jacket.

    On his way, he notices fellow Indians proudly donning women cricketers’ jerseys, from colleagues to even the office lift operator, who delivers the knockout line, “Virat khelein ya Smriti, jeetega toh India hi na” (whether it’s Virat or Smriti, India will win anyway). The moment sparks pride as the protagonist ditches the jacket and walks into the office with his Smriti Mandhana jersey proudly on display.

    With the ICC women’s cricket world cup India 2025 just around the corner, JioStar’s “Jersey Wahi Toh Jazba Wahi” (conceptualised by Bubblewrap Films) celebrates the unifying power of the India jersey. It sends a clear message: no gender norms can diminish the pride of wearing blue, and the joy of support far outweighs the question, “Who watches women’s cricket anyway?”  

    JioStar, head of viewership and monetisation initiative – sports, Siddharth Sharma said, “This tournament is more than cricket. It is about rewriting history and inspiring a generation. Our endeavour is to channel this moment into a campaign that unites the country, reminding fans to take equal pride in every Indian jersey.”

    The ICC women’s cricket world cup 2025, hosted across India and Sri Lanka, kicks off on 30 September in Guwahati with India facing co-host Sri Lanka. With matches lined up against Pakistan, Australia, England and others, the women in blue are chasing a trophy that has long eluded them.

    With the roar of home crowds and the momentum of this campaign, JioStar aims to capture a cultural shift: cricket pride is not about gender, it is about the jersey and every fan who wears it.

  • Prime Video doubles the fun with Kajol and Twinkle in new talk show

    Prime Video doubles the fun with Kajol and Twinkle in new talk show

    MUMBAI: Double the sparkle, double the sass Prime Video is bringing Kajol and Twinkle Khanna together as co-hosts for the very first time in its latest unscripted Original, Oppo presents Two Much with Kajol and Twinkle, co-presented by Kohler and Kalyan Jewellers. The global premiere is set for 25 September, with new episodes dropping every Thursday.

    Backed by Banijay Asia, the series promises unfiltered conversations, candid confessions, and laughter-laced mischief with some of Indian cinema’s biggest names. The format thrives on the contrasting-yet-complementary styles of its hosts: Kajol’s effervescent charm meets Twinkle’s razor-sharp wit, making for conversations that veer well beyond the usual celebrity chatter.

    “A star-studded guest lineup and conversations that are fresh, spontaneous, and entertaining Two Much goes beyond the usual celebrity chatter,” said Prime Video India director and head of originals Nikhil Madhok adding that the duo’s “humour and candour” will keep audiences hooked.

    Banijay Asia and Endemol Shine India group chief development officer Mrinalini Jain called it a show about “what Kajol and Twinkle want to ask, what they care about, and how they choose to show up funny, unfiltered, and deeply honest.”

    The partners behind the show are equally upbeat. Oppo India head of PR and communications Goldee Patnaik linked the association to Oppo’s ethos of inspiring youth to “live in the moment,” while Kohler MD for K&B South Asia Ranjeet Oak highlighted its celebration of originality and bold voices. Kalyan Jewellers executive director Ramesh Kalyanaraman added that the show mirrors the brand’s values of “warmth, humour, and genuine conversation.”

    With Kajol’s infectious energy, Twinkle’s trademark sass, and a guest list primed for fireworks, Two Much sets itself up as a talk show with a difference, an entertainment cocktail that’s equal parts glamour, candour, and chaos.

  • IndIAA Awards toast 10 years of creativity with grand Mumbai celebration

    IndIAA Awards toast 10 years of creativity with grand Mumbai celebration

    MUMBAI: Advertising rarely gets a standing ovation outside boardrooms, but the Indiaa Awards have spent a decade proving that creativity deserves the spotlight. On 7 October in Mumbai, the International Advertising Association (IAA) will host the 10th edition of its flagship celebration of creative excellence.

    The milestone year brings together a distinguished jury, chaired by Meta managing director & country head Arun Srinivas and featuring heavyweights including Mohit Malhotra (CEO, Dabur India Limited), Kalpen Parekh (MD & CEO, DSP Mutual Fund), Anindita Veluri (director of marketing, Adobe India), Neil George (former MD, Nivea India / Abbott Nutrition India), and Promeet Ghosh (MD & CEO, Crompton Greaves Consumer Electricals Ltd). Their task: to evaluate work that has already proven its mettle in the marketplace.

    That’s the IndIAA difference. As IndIAA Awards vice president IAA and chairperson Jaydeep Gandhi explains, entries aren’t submitted by agencies or brands at all. Instead, a panel of senior editors from the marcom trade media handpicks the campaigns that have stood out in the clutter, ensuring that only the most impactful work makes it before the jury. From there, deliberations identify the winners campaigns that didn’t just win awards, but won over consumers first.

    “This year marks a significant milestone as we celebrate the 10th edition of the awards for creative excellence,” said IAA president Abhishek Karnani, underscoring the spirit of the event.

    Winners will be unveiled at the grand IndIAA Awards Nite, where not just agencies and brands, but all co-creators of the winning campaigns will be felicitated. It’s a nod to the industry’s collaborative DNA, where strategists, storytellers, directors, and designers together craft work that resonates.

    With ten years behind it and countless campaigns celebrated, the IndIAA Awards remain a rare show where the applause is as authentic as the advertising it honours.

  • Kit Global dials into Telegram Ads as official partner in India

    Kit Global dials into Telegram Ads as official partner in India

    MUMBAI: Talk about sending the right message. Kit Global has become the official partner for Telegram Ads in India, giving advertisers direct access to the fast-growing platform’s unique ad solutions.

    The international 360 degree marketing player is promising brands a smoother ride into Telegram territory with perks like local onboarding, multilingual support and real-time market insights. For marketers weary of crowded feeds and banner fatigue, Telegram’s opt-in channels are pitched as a fresher, cleaner way to reach audiences who actually want to hear from them.

    “At Kit Global, we’ve always been proud to be at the forefront of market change. We embrace innovation rather than relying on what’s already known,” said chief executive, Olga Dulinskaya. She added that the tie-up gives clients confidence that every campaign rides on opportunities designed for today’s fast-changing digital world.

    For Telegram, the move could broaden its appeal among Indian advertisers eager to cut through the noise. Instead of chasing disengaged scrollers, brands can speak directly to niche, interest-led communities. For Kit Global, which already runs high-performing campaigns across fintech, gaming, e-commerce and entertainment, the partnership reinforces its positioning as a future-ready marketing outfit.

    As India and Southeast Asia power the next wave of internet growth, Kit Global is betting that Telegram Ads will be a channel worth watching. After all, when it comes to winning engagement, sometimes it pays to be on the same wavelength.

     

  • Dangal TV scripts YouTube history with 50 million fans and global No 1 rank

    Dangal TV scripts YouTube history with 50 million fans and global No 1 rank

    MUMBAI: From silver screen to streaming supremacy, Dangal TV has pulled off a blockbuster twist in its digital journey. The channel’s YouTube arm has clinched the No 1 spot globally on the Tubular Leaderboard in both the overall creators and media & entertainment (film & movies) categories for June and July 2025.

    That’s not all, Dangal TV’s subscriber base has now smashed through the 50 million mark, placing it proudly among the Top 100 global Youtube channels. In the process, it has leapfrogged some of the biggest names in entertainment, including Spidey, Zee TV, Sony Sab, YRF, and Set India.

    The milestone crowns a journey that began in 2017, when Dangal TV first tested the waters on YouTube with modest ambitions. Competing in a crowded field of global giants, the channel carved its niche by staying true to its ethos telling authentic stories from India’s heartland while adapting to the habits of digital-first audiences.

    Dangal TV managing director Manish Singhal called the achievement a proud chapter in the network’s digital playbook: “This No 1 ranking across global leaderboards highlights the trust our audiences place in us and strengthens our vision of bringing India’s heartland stories to a global stage.”

    Chartbeat and Tubular director of content marketing Candice Gaudinier hailed the feat as a case study in global resonance: “Dangal TV’s No 1 ranking in both India and globally within the Film and Movies genre on YouTube is remarkable. It shows how stories rooted in India can strike a chord with audiences worldwide.”

    By topping charts for two straight months and building a community of 50 million subscribers, Dangal TV has proved that regional storytelling can go truly global. For a channel that started small, this is not just a digital milestone, it’s a reminder that even in the algorithm age, heartland stories still travel the farthest
     

  • Overdrive shifts gears at 27 with Indian Army’s mighty machines

    Overdrive shifts gears at 27 with Indian Army’s mighty machines

    MUMBAI: When Overdrive hits a milestone, it does so with horsepower and heart. Marking 27 years of pioneering automotive journalism, the magazine has rolled out a special anniversary edition that swaps highways for battlefields celebrating the Indian Army’s formidable automotive strength.

    The spotlight falls on Ahilyanagar, Maharashtra, home to the Armoured Corps Centre and School (ACC&S) and the Mechanised Infantry Centre and School (MIC&S). These elite institutions are where the backbone of India’s mechanised warfare is forged, training soldiers not just in combat, but also in vehicle operation, engineering, and mobility tactics.

    For petrolheads, the issue offers a rare peek at military beasts usually off-limits to civilian eyes. From the main battle tanks T-72, T-90, and indigenous Arjun, to the amphibious BMP infantry vehicle, and the rugged utility fleet of Gypsys, Tata Safari Storme GS800s, and battlefield haulage trucks, it’s a line-up that makes even the flashiest supercar look tame.

    “This anniversary feels especially meaningful,” said Overdrive editor Kranti Sambhav “as we ventured into uncharted territory, bringing to light a fascinating array of military vehicles that have rarely been showcased in mainstream automotive media. It is both a tribute to our armed forces and our commitment to innovation, depth, and storytelling.”

    The magazine doesn’t stop at the barracks. Among its other exclusives are a detailed review of the Range Rover Sport diesel (assembled in India), the Volvo EX30, the Triumph Thruxton, the Aston Martin Vantage V8, and the first Toyota Fortuner Hybrid.

    With cinematic visuals, expert insights, and engaging narration, the anniversary feature serves as a salute to the machines that protect the nation and the soldiers who command them. It underlines Overdrive’s enduring ethos telling stories that matter, whether on the road, on the racetrack, or on the frontline.

  • News18 Lokmat rings in Ganeshotsav with grand 20 day Bappa Morya Re

    News18 Lokmat rings in Ganeshotsav with grand 20 day Bappa Morya Re

    MUMBAI: Ganpati fever swept across Maharashtra, and News18 Lokmat made sure viewers didn’t miss a beat. With its 20-day special line-up ‘Bappa Morya Re’, the state’s No.1 news channel transformed television screens into a window to Maharashtra’s most cherished festival.

    The channel’s coverage spanned it all from the crafting of eco-friendly idols to the arrival of Bappa in every mohalla, from festive markets buzzing with preparations to kitchens where traditional modaks and delicacies were being perfected. Heartfelt stories of devotees sat alongside explorations of Ganesh Chaturthi’s cultural significance, giving audiences a holistic festive experience.

    Adding extra sparkle was the ‘Bappa Morya Re’ Mandal Competition, which saw pandals across Maharashtra compete with creative themes, devotional flair, and socially relevant messages woven into their decorations. The competition captured the innovative spirit of mandals, blending tradition with contemporary relevance.

    The celebrations weren’t confined to the streets. At News18 Lokmat’s own office, the channel created a festive hub where leaders and stars came together to seek Bappa’s blessings. The chief minister of Maharashtra, Devendra Fadnavis, deputy chief minister Eknath Shinde, and ministers including Uday Samant and Girish Mahajan joined the prayers. Adding a touch of glamour, film and TV personalities such as Mahesh Manjrekar, Siddharth Jadhav, Prasad Oak, Adinath Kothare, Sonali Khare, Milind Gunjaji, Lina Bhagwat, and Adesh Bandekar also turned up to celebrate.

    The initiative was supported by a host of partners: Oxyrich (co-presenter), Pitambari Devbhakti, Reliance Industries Ltd, SBI (banking partner), Kirti Oil (celebration partner), Parasnath Speciality Clinic, Younity Energy, Society Tea, Senco Gold (jewellery partner), Brand Banao.AI, Maharashtra Pollution Control Board, and JSW Neo Steel.

    With its extensive statewide coverage, star-studded celebrations, and spirited mandal contests, News18 Lokmat’s ‘Bappa Morya Re’ once again proved why it’s synonymous with Ganeshotsav in Maharashtra blending devotion, festivity, and culture into one vibrant package.

  • Interio by Godrej gets brand-new coral glow-up for modern India

    Interio by Godrej gets brand-new coral glow-up for modern India

    MUMBAI: Designing a new chapter! Interio by Godrej has rolled out a vibrant new identity, giving the brand a fresh new makeover.

    The refreshed look puts design at the centre of modern Indian living, complete with a striking coral logo that symbolises aspiration, creativity and warmth. Far from just another shade card pick, coral is meant to carve out distinctiveness in a crowded market and signal Interio’s evolution into a design-led, aspirational brand while still leaning on the trust of its parent, Godrej.

    Interio by Godrej, executive vice president and business head, Swapneel Nagarkar said, “Our new identity is a powerful expression of modern India. The ‘Moments That Matter’ campaign shifts the lens from furniture as mere utility to pieces that help forge genuine connections.”

    Created with Contract advertising, the campaign captures slice-of-life humour through a relatable family story, highlighting how furniture quietly shapes memories. Abhinav Kaushik of VML India called it “a delicate balance of modernity and warmth that few brands achieve.”

    Backed by a Rs 50 crore integrated media plan, the campaign will run across TV, print, digital, outdoor and in-store touchpoints, with a prominent presence at the Asia cup 2025 as associate sponsor. 
     

  • Birla Tyres hits the road to Asia Cup 2025 as official tyre partner

    Birla Tyres hits the road to Asia Cup 2025 as official tyre partner

    MUMBAI: From tread to triumph, Birla Tyres is gearing up for one of cricket’s grandest stages, the DP World Asia Cup 2025. The company has signed on as the tournament’s official tyre partner, rolling its brand into the spotlight as eight nations chase glory from 9 to 28 September 2025.

    The Asia Cup, played in the T20 International format this year, will feature cricketing powerhouses including India, Pakistan, Sri Lanka, Afghanistan, Bangladesh, Oman, Hong Kong, and hosts UAE. For Birla Tyres, the association is more than branding, it’s about matching cricket’s qualities of performance, endurance, and reliability with the company’s long-standing values.

    “This is a proud moment for all of us at Birla Tyres. Cricket is more than a sport; it is an emotion that unites millions,” said Himadri Speciality Chemical Ltd CMD & CEO Anurag Choudhary. Echoing the sentiment, Dalmia Bharat Refractories Limited whole time director & CEO Dr. Chandra Narain Maheswari added: “Through this partnership, we look forward to deepening our bond with cricket fans across the globe while highlighting our brand’s values of resilience, trust, and performance.”

    For over decades, Birla Tyres has been synonymous with durability, innovation, and trust across categories, from passenger vehicles to heavy-duty transport. Its strong domestic presence and expanding global footprint make this collaboration a natural step in its journey.

    As the 17th edition of the Asia Cup gets underway, this tie-up not only gives Birla Tyres unmatched visibility across stadiums and broadcasts but also cements its positioning as a partner in mobility, progress, and growth. For millions of cricket fans, the roar of the crowd will now echo with the hum of tyres built to last.