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  • Axis Bank invites kids to paint their dreams

    Axis Bank invites kids to paint their dreams

    MUMBAI: Axis Bank is giving young dreamers a canvas to imagine, create and express. The bank has launched Splash 2025, the 13th edition of its nationwide art, craft and literature competition for children aged 7 to 14 years, inviting entries on the theme “Dreams.”

    The annual contest, inspired by Axis Bank’s philosophy of being Dil se open, aims to reach over 11 lakh participants through both online and offline formats. Kids can submit their entries on axisbanksplash.in till 31 December 2025, or join on-ground events at select Axis Bank branches, schools and residential societies.

    This year’s sub-themes, A day in my dream life (ages 7–10) and The future as I dream it (ages 11–14,) encourage children to turn imagination into expression. A panel of more than 100 experts, including Amar Chitra Katha’s Savio Mascarenhas, Ryan International Group’s  Snehal Pinto, and The Art Society of India’s Deepak Patil, will evaluate the entries.

    Winners won’t just take home medals and memories. The six winners and six runners-up will receive Rs 1 lakh and Rs 50,000 respectively, plus an invitation to an exclusive art and craft workshop at Tashkeel, Dubai. Their artworks will also be showcased at Bengaluru’s Museum of Art and Photography (MAP).

    Adding a futuristic twist, Axis Bank has also unveiled an ‘AI Dream Generator’, a playful tool that turns children’s dream descriptions, from flying cars to talking animals, into visuals inspired by their chosen medium: art, craft or literature.

    “We believe every dream deserves a voice,” said Axis Bank president & chief marketing officer Anoop Manohar. “Splash is more than a competition; it’s a celebration of creativity, courage and possibility.”

    Last year’s edition drew over 9 lakh entries from 3,300 plus schools and bagged honours including Best Integrated Media Campaign at the E4M Indian Digital Marketing Awards.

    From crayons to keyboards, Splash 2025 is all about turning little dreams into big inspirations, one masterpiece at a time.

  • Food Pharmer brings protein power to Instamart

    Food Pharmer brings protein power to Instamart

    MUMBAI: Health-conscious shoppers can now get their protein fix faster than ever. Revant Himatsingka, popularly known as “Food Pharmer”, has launched his protein brand Only What’s Needed (OWN) on Instamart, marking the brand’s first appearance on a quick commerce platform.

    The move coincides with Instamart’s launch of a dedicated “Protein” section on its app, making it easier for consumers to discover high-protein foods without wading through confusing nutrition labels. The section features trusted brands, including OWN, with affordable packs for everyday users and larger value formats for regular gym-goers.

    Revant shared on Instagram that the collaboration began rather organically. “It all started with a comment from Instamart saying, ‘Humare app pe aa jao’, and a few DMs later, we made it happen,” he said. “Our mission is to make protein a daily habit for India, not just sell whey. With 70 per cent of the country still protein-deficient, this is a step towards changing how India consumes protein.”

    Only What’s Needed Whey Protein is built on Revant’s promise of clean, transparent, and tested nutrition. Made with just four ingredients, each batch undergoes seven safety and quality checks. The brand, which quickly gained a cult following since its launch earlier this year, is now set to reach homes across major Indian cities in minutes.

    Swiggy co-founder and CGO Phani Kishan Addepalli, highlighted the shared values behind the partnership. “Anyone who follows Revant knows how fiercely he protects consumer trust. Convenience got us here. Trust will take us further,” he wrote on LinkedIn.

    With Instamart’s new protein aisle and Food Pharmer’s signature honesty, India’s journey toward smarter, faster nutrition just got a powerful new boost, quite literally, in 10 minutes flat.

     

  • Asian Paints hues India in India Wala Blue

    Asian Paints hues India in India Wala Blue

    MUMBAI: For millions of Indians, blue isn’t just a colour, it’s a feeling that runs deep. As team India’s women in blue brought home a historic victory, Asian Paints captured the nation’s emotion with a heartfelt print campaign titled “1.4 Billion Hearts. One India Wala Blue.”

    The campaign celebrates how the team’s grit, grace, and glory have painted every home with pride, from bustling stadiums to family living rooms. The message “Ab har ghar jeetega” perfectly ties this sporting triumph to the brand’s philosophy of colour, emotion, and connection.

    Extending its much-loved Har Ghar Blue campaign, Asian Paints salutes the women in blue for uniting the country through sheer determination and teamwork. The initiative builds on the brand’s deep-rooted association with cricket, from its Smartcare damp proof integrations during the India-England series to its Asia Cup countdown campaign and the empowering “Meri Wali Blue” film celebrating women’s cricket.

    “Cricket in India goes far beyond the field, it lives in every home, every conversation, every emotion,” said Asian Paints Ltd. MD & CEO Amit Syngle. “Blue has always been the colour of this shared sentiment, and we’re proud to celebrate this bond through our campaigns. Har Ghar Blue is more than an idea, it’s a feeling that unites the country.”

    With “India Wala Blue,” Asian Paints transforms national pride into a hue of unity and joy, a shade that will forever colour India’s heart with victory.

  • Strategy meets soul as Mudramax brings Atrayee on board

    Strategy meets soul as Mudramax brings Atrayee on board

     MUMBAI: At Mudramax, strategy just got a spiritual upgrade. The agency has appointed Atrayee Chakraborty as senior vice president of Strategy, tasking her with shaping human-centred media strategies built on insight, data, and innovation. She will report to Navin Kathuria, executive vice president of Mudramax.

    Armed with over 20 years of experience across India and global markets, Atrayee brings an enviable mix of creativity, analytics, and cultural intuition. Her career has spanned leadership roles at Lodestar UM, Essence Mediacom, and Red Fuse Communications, where she guided brands like Colgate-Palmolive and several D2C disruptors through transformative media journeys.

    Speaking on her appointment, Navin Kathuria said, “We are thrilled to have Atrayee join us. Her expertise will bring immense value as we strengthen our strategic media capabilities, focusing on data- and tech-driven next-gen media solutions. Her international experience will help unlock new growth avenues by creating experiences that don’t just reach audiences but engage deeply, inspire action, and deliver results.”

    For Atrayee, the move feels serendipitous. “This role feels almost tailor-made for what I love doing, blending creativity with strategy to unlock client growth,” she shared. “Mudramax’s agility, collaborative spirit, and integrated creative-media structure give us a unique edge in the market and I’m looking forward to amplifying that advantage.”

    A strategist by day and a certified Spiritual Life Coach by calling, Atrayee’s creative compass extends beyond media decks, she’s also the author of ‘Soul Compass’ and a painter of cosmic landscapes. Her multidimensional background hints at the kind of holistic storytelling she’s likely to champion at Mudramax where data and design meet heart and human insight.

    As the agency sharpens its strategic muscle for the next growth phase, Atrayee’s blend of intuition and intellect might just be the north star guiding Mudramax’s next big leap.

     

  • Birla Opus unveils “One Aero” spray paint range

    Birla Opus unveils “One Aero” spray paint range

    MUMBAI: Birla Opus Paints, part of the Aditya Birla Group’s Grasim Industries, has launched its newest innovation, One Aero, a high-performance aerosol paint range designed to make painting faster, smoother, and easier for both professionals and DIY enthusiasts.

    The new range promises a 15-minute fast-dry formula, delivering a premium finish, excellent coverage, and a smooth spray pattern that ensures even application every time. Each can is tested at 8 bar pressure to guarantee leak-free performance, underscoring Birla Opus Paints’ commitment to safety, quality, and its colourful vision of “Duniya ko rang do.”

    Available in 11 versatile shades, including white, black, phirozi, golden yellow, bus green, deep orange, po red, signal red, golden brown, gold, and silver, the 400 ml cans come with a one-year warranty, a first in the Indian aerosol paint market.

    “At Birla Opus Paints, our goal is to deliver solutions that evolve with our customers’ needs,” said Birla Opus Paints CEO Rakshit Hargave. “With One Aero, we’re giving users the ability to achieve professional-grade results effortlessly.”

    In a move to improve retail accessibility, the brand has also introduced a new six-can packaging format, replacing the standard 12-pack to enhance convenience for retailers and consumers alike.

    One Aero is now available across Birla Opus Paints’ expanding network of franchise stores and paint studios, complete with shade cards and brochures to help customers find their perfect hue.

    With its sleek performance, reliability, and design-first approach, Birla Opus Paints’ One Aero range is set to give India’s paint aisles a vibrant new lift, one spray at a time.

     
     
  • Swiss beauty says “We Got You, Girl!” with Taapsee

    Swiss beauty says “We Got You, Girl!” with Taapsee

    MUMBAI: India’s wedding season hits full sparkle, Swiss Beauty has rolled out its latest campaign, “We Got You, Girl!”, a bold, feel-good ode to the many moods of today’s woman. The homegrown beauty brand, among India’s fastest-growing, teams up with Hindi cinema star and brand ambassador Taapsee Pannu to deliver a message of confidence, colour and care.

    In the campaign film, Taapsee embodies the spirit of the modern Indian woman, playful at brunch, powerful at work, emotional with family and dazzling on the dance floor. Whether she’s the bridesmaid, the best friend, or the showstopper of the shaadi season, Swiss Beauty’s promise stays the same, “We got you, girl!”

    “‘We Got You, Girl!’ isn’t just a line, it’s our brand promise,” said Swiss Beauty chief marketing officer Vidushi Goyal. “We’re celebrating women who express themselves fearlessly, with beauty that feels effortless, expressive, and empowering.”

    Created by Famous Innovations, the campaign stands out for its authentic tone, one that refuses to dictate what beauty should look like. “Swiss Beauty doesn’t tell you how to look,” said Famous Innovations founding partner and creative head Sumit Chaurasia. “It simply says, ‘We got you, exactly as you are.’ That’s rare, and that’s real.”

    From glossy lips and soft-focus bases to longwear statement eyes, the campaign captures this season’s biggest beauty trends, designed for the whirlwind of haldi mornings, sangeet nights, and never-ending dance floors.

    Backed by digital buzz, influencer collaborations, and snackable social content starring Taapsee, Swiss Beauty’s “We Got You, Girl!” campaign sparkles with the kind of everyday confidence that’s made for every woman, and every moment she owns.

     
     
  • Raunac goes viral as News18 India mixes humour and headlines

    Raunac goes viral as News18 India mixes humour and headlines

    MUMBAI: When news meets views and memes meet meaning, it’s time for Viral Baat Raunac ke Saath. News18 India, the country’s No. 1 Hindi news channel, is plugging into Gen Z’s frequency with its latest show featuring India’s favourite radio prankster-turned-digital dynamo, RJ Raunac.

    Airing every Thursday and Friday at 8:35 pm starting next week, the show promises a punchy mix of trending talk, digital explainers, and laugh-out-loud insights on everything that’s making India scroll. Think AI-powered video explainers, viral social trends, national headlines with a meme-worthy spin and of course, Raunac’s trademark wit that turns even serious news into shareable moments.

    The format is tailor-made for today’s short-attention-span audience: snackable clips will roll out across News18 India’s social handles, ensuring the show lives far beyond television screens. With humour, speed and digital savvy baked into its DNA, Viral Baat Raunac ke Saath aims to bridge the great divide between primetime anchors and your favourite reel-makers.

    News18 India (PH & JKLH) managing editor Jyoti Kamal said, “RJ Raunac is one of India’s most loved radio personalities and enjoys immense popularity among the youth. This show reflects our continuous efforts to adapt to new formats, collaborate with influencers, and engage audiences where they are. With Viral Baat Raunac ke Saath, we aim to blend news in a refreshing and relatable style, trending topics, humour and insights together in one engaging experience.”

    For Raunac, the idea is simple, if the world can go viral, why not the news? “These days, everything goes viral, memes, reels, even people! So why not news? That’s exactly what we’re doing with Viral Baat Raunac ke Saath, where news meets views in the most entertaining way. With News18 India, we’re creating a show that makes you think, smile and share all at once!” he quipped.

    The collaboration marks a clever turn in how mainstream media is courting digital creators to capture younger audiences. By bringing influencers into the news fold, News18 India is blurring the lines between newsroom rigour and online spontaneity turning current affairs into current fun.

    From the mic to the meme, Raunac’s viral voice is all set to make prime time scroll-worthy again. So, when the clock hits 8:35, don’t just watch the news vibe with it. Show airs every Thursday and Friday, 8:35 pm on News18 India, and streams across its digital platforms.

  • Citroën shifts gears with alterType’s fresh spin

    Citroën shifts gears with alterType’s fresh spin

    MUMBAI: Citroën India is shifting gears, and this time, the ride feels unmistakably homegrown. The French automaker’s latest brand campaign, Shift Into The New, crafted by independent creative agency alterType, infuses a refreshing Indian flavour into Citroën’s signature design-led sophistication.

    As Citroën’s lead creative agency, alterType has been tasked with steering the brand into its next chapter, repositioning models like the C3X, Aircross X, and Basalt X as smart, stylish, and family-friendly choices for Indian consumers. The campaign captures the brand’s promise of comfort, intelligence, and modern mobility, retold through the lens of contemporary Indian life, where aspiration meets everyday ease.

    Adding star power to the shift is MS Dhoni, Citroën India’s brand ambassador, whose calm confidence and precision mirror the brand’s philosophy. His presence deepens Citroën’s growing emotional connect with Indian audiences, reinforcing the blend of trust and quiet strength that defines both the cricketer and the carmaker.

    “Shift Into The New isn’t just a campaign; it’s how Citroën communicates who it is today,” said alterType co-founder and managing director Siddharth Loyal. “We wanted to evolve Citroën’s voice from niche and European to confident, contemporary, and distinctly human.”

    The multi-platform campaign, spanning television, digital, and social media, introduces a refreshed brand language across Citroën’s lineup, celebrating motion, energy, and control. Each film brings Citroën’s hallmark comfort and design to life with an unmistakably Indian spirit, showcasing how global sophistication can meet local sensibilities without missing a beat.

    “This campaign captures our commitment to innovation and a modern Indian perspective,” said Automotive Brands, Stellantis India business head and director Kumar Priyesh. “It’s about making every drive more comfortable, more enjoyable, and more Citroën.”

    With Shift Into The New, Citroën and alterType have done more than just launch a campaign, they’ve created a cultural crossover, where French finesse meets Indian flair, and every drive feels like home. 

  • LTIMindtree, IFFI script India’s first AI film fest

    LTIMindtree, IFFI script India’s first AI film fest

    MUMBAI: Cinema is getting a digital rewrite. LTIMindtree has partnered with the International Film Festival of India (IFFI) and the National Film Development Corporation (NFDC) to launch India’s first-ever AI Film Festival and Hackathon, set to take place during IFFI 2025 in Goa from November 20 to 28.

    The initiative, powered by LTIMindtree’s Blueverse Craftstudio, aims to explore how artificial intelligence can reshape the way stories are written, filmed, and experienced. From AI-generated films to creative tech experiments, the festival promises to be a melting pot of imagination and innovation.

    Speaking about the initiative, festival director of IFFI and jury chair of the IFFI AI film festival Shekhar Kapur said, “Cinema has always reflected the power of human imagination. Today, AI gives us a new lens that expands our ability to dream, design, and express.”

    Adding to that, LTIMindtree executive vice president and global head of interactive services Sujay Sen said, “The future of storytelling lies at the confluence of human creativity and AI. We’re proud to help bring that future to life.”

    NFDC managing director Prakash Magdum noted that this partnership extends IFFI’s legacy of celebrating emerging voices and technologies into “the world of AI: responsibly, inclusively, and with global collaboration.”

    The event will feature an AI film showcase, a 48-hour hackathon, and workshops on creative technology, offering filmmakers, developers, and dreamers alike a front-row seat to the next big evolution in storytelling.

    As cinema meets code in Goa, IFFI 2025 might just prove that the next great filmmaker could be part human, part algorithm.

     

  • HMD promotes Abhishek Ranjan to CMO for India, APAC

    HMD promotes Abhishek Ranjan to CMO for India, APAC

    MUMBAI: HMD is ringing in a new chapter of marketing leadership with the elevation of Abhishek Ranjan to chief marketing officer for India and the APAC region.

    A seasoned brand strategist with over 17 years of experience, Abhishek has helped shape the narrative for some of the biggest names in tech, including Samsung, Micromax, Logitech, Philips Mobiles, Celkon, and Tecno Mobile India.

    Since joining HMD in 2022 as head of brand marketing, he has played a pivotal role in transforming the brand’s identity, leading product campaigns, and spearheading launches that have resonated strongly with Gen Z and millennial consumers. His work on unveiling HMD as an independent phone brand and introducing innovative products like Crest and Fusion has further cemented his reputation as a creative powerhouse.

    In his new role, Abhishek will lead marketing, communications, and brand strategy across India and APAC. His focus will be on innovation-led growth, digital-first engagement, and strengthening HMD’s human-centric promise in an increasingly connected world.

    With his track record of marrying creativity and strategy, Abhishek’s promotion signals HMD’s intent to build a future-ready brand that speaks to the new-age consumer, one innovation at a time.