Tag: Close-up

Zepto ties the knot with Britannia for a shaadi that wasn’t real

MUMBAI: Who says you need a bride and groom to have a big fat Indian wedding? Zepto just proved otherwise with its Great Indian Fake Shaadi, a no-nuptials bash that turned Chattarpur’s Ira Luxe into the wildest wedding that never was. In partnership with Britannia, the event saw 300 plus guests, top creators and brand partners show up for a night where nothing was real, but everything was reel.

Britannia, the title sponsor, quite literally led the baraat kicking off the evening with the Britannia Pure Magic Baraat and a flash mob to Bingo!’s viral Tedhe Medhe Bhojpuri anthem. The result? A spectacle that felt like a cross between a shaadi, a music video, and a meme come to life.

Shaadi.com joined the fun with a digital roast by founder Anupam Mittal, taking a hilariously self-aware dig at India’s dating scene, while Manforce Epic Condoms added some cheeky sparkle with a vibrating bed installation that had guests blushing and grinning in equal measure.

The celebration was co-powered by a who’s who of brands Nivea, Haldiram’s, Bingo Tedhe Medhe, Manforce Epic Condoms, Shaadi.com, Close-Up, ITC Fabelle, and Minimalist making it less of a wedding and more of a brand baaraat. Rebound – Detox Shot, Hershey’s, Sugar, and Wildstone joined in as supporting partners, ensuring the party stayed powered through the night.

The creative chaos was choreographed by Meragi, a real wedding planning startup that turned Zepto’s tongue-in-cheek concept into a content goldmine. With sangeet performances, spoof rituals, and brand-led installations, the venue became a playground for creators with over 100 influencers flooding social feeds in real time.

“The fake shaadi trend isn’t just a meme anymore, it’s a cultural moment,” said Zepto chief brand officer Chandan Mendiratta. “We wanted to kick off the wedding season by owning that moment and turning it into something bigger. The fake shaadi reflects how Gen Z celebrates with irony, energy and endless content.”

For Britannia general manager for marketing Siddharth Gupta the evening was a perfect fit for their indulgent new range. “The Great Indian Fake Shaadi was such a fun and unexpected way to start the wedding season. It was full of laughter, energy, and indulgence, much like Britannia Pure Magic. Guests experienced our new choco creations that turn every bite into an irresistible delight.”

At the end of the night, there were no pheras, no tears, and definitely no bidaai but there was plenty of laughter, content and chaos. Zepto’s Fake Shaadi wasn’t just a stunt; it was a sly mirror to how India’s wedding season has gone from ceremonial to cinematic. Because who needs “I do” when you’ve got “I post”?

November 4, 2025
eCommerce, jewellery brands among most advertised on television

BENGALURU: The annual ‘Big Billion Day’ and ‘Great Indian Festival sale’ will be back soon – and the respective players are quite noisy about them on television. Innovative creatives, rehashes of previous creatives are back to announce the big great deals that will be on offer. Flipkart’s annual Big Billion Day television communication has newer stories from kids acting as adults while Amazon.in speaks of getting big discounts without the effort of having to check out the best deals in the market to promote its Great Indian Festival sale.

The festival season in India is approaching, and, along with it offers from eCommerce players and jewellers. As decibels increase for attracting eyeballs and consumers, brands from these two genres are amongst the most advertised on television during the recent weeks according to Broadcast Audience Research Council of India (BARC) weekly data.

In week 35 of 2017, (Saturday, 26th August 2017 to Friday, 1 September 2017), Amazon.in was the most advertised brand on television with 14,985 insertions and LalithaJewelly was the second most advertised brand with 13,856 insertions according to BARC’s weekly list ofTop 10 Brands Across Genre: All India (U+R) : 2+ Individuals. In week 36 (Saturday, 2 September 2017 to Friday, 8 September 2017), Lalitha Jewellery was the most advertised brand on television with a jaw-dropping 16,301 insertions followed by Amazon.in with 11,329 insertions at second place. Not far behind these two at rank 3 was Indian eCommerce player Flipkart.com with 11,900 and 10,130 insertions in weeks 35 and 36 respectively.

Both Amazon.in and Lalitha Jewellery have been present 15 times each during the first 36 weeks of 2017 in BARC’s weekly top 10 brands list. Of these, Amazon.in has been the most advertised brand for eight weeks, including during the first three weeks of 2017. Lalitha Jewellers has been the most advertised brand on television in terms of insertions for five of the first 36 weeks of 2017. Flipkart.com found itself in BARC’s weekly top 10 brands list for the first time in week 35 of 2017 and again in week 36 of 2017, as the third most advertised brand in terms of insertions during both the weeks.

Please refer to the chart below for the BARC’s list of most advertised brands in week 35 and 36 of 2017

While FMCG brands are the most advertised brands in general, as September 20 approaches viewers are likely to be bombarded with more and more eCommere ads.The period of Navratra’s and Diwali are considered as auspicious days for buying gold, automobiles, apparel, consumer durables, etc., by many Indians. Data for the most advertised brands over the next few weeksshould be quite interesting.

September 19, 2017
Patanjali most advertised brand on television in week 33

BENGALURU: Baba Ramdev’s Patanajali Ayurved Limited has generally been among the top 10 television advertisers according to Broadcast Audience Research Council of India (BARC) weekly list of Top 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals during the first 33 weeks of 2017. It’s brand of products were the most advertised brands on television in week 33 (Saturday, 12 August 2017 to Friday, 18 August 2017) of 2013 as per Top 10 Brands *Across Genre: All India (U+R) : 2+ Individuals. The Patanjali range of products were present on television 13,626 times (insertions) in week 33 of 2017.

It must be noted that FMCG giant Hindustan Unilever Limited (HUL) is by far the biggest advertiser on television in India– period. Its television ad insertions far exceed ad insertions by any other company. Four of its brands were present in BARC’s weekly list of top 10 most advertised brands in week 33 with combined ad insertions of 37,846.

HUL’s beauty care brand Dove’s Dove Cream Bathing Bar was the second most advertised brand on television in week 33 with 10,324 insertions, followed by GlaxoSmithKline’s malted milk drink brand Horlicks with 10,248 insertions at third place. HUL’s toiletry and personal care brand Lux’s Lux Toilet Soap was the fourth most advertised brand in week 33 with 9,569 insertions followed by another HUL brand – toothpaste brand Closeup Ever Fresh with 9,431 insertions at fifth place.

Bharti Airtel has been pushing its Airtel Postpoid Promise a lot over the few weeks on television. This Airtel product had the second highest insertions in the previous week (week 32) – 11,364 insertions. In week 33, Airtel Postpoid Promise was the sixth most advertised product with 9,187 followed by a product from banking and financial services – the Axis Bank Credit/Debit Card with 8,993 ad insertions at seventh place.

HUL’s detergent brand Surf Excel Easy Wash was the eight most advertised brand in on television week 33 of 2017 with 8,522 insertions followed by television DTH brand Videocon D2h with 8,146 insertions. Reckitt Benckiser’s toilet cleaner brand Harpic 10X completed the list of top 10 brands on television with 8,092 insertions.

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August 26, 2017
TBWAIndia names Subho Sengupta as EVP & head – Delhi

MUMBAI: TBWAIndia has appointed Subho Sengupta as executive vice president and head of the New Delhi-Gurgaon operations.

TBWAIndia‘s MD Nirmalya Sen said, “It is a pleasure to bring on board someone who has the great combination of a sharp advertising mind and the ability to be a strong leader. With Kunal Gill already on board as the executive creative director, TBWADelhi now has formidable leadership and I am confident this duo will soon make their presence felt in the market.”

Sengupta added, “TBWA is an institution with a unique and differentiated philosophy (Disruption and Media Arts) that is proven to deliver outstanding strategies and breathtaking creative for clients in India and around the world. I look forward to working with a team that is young, talented and hungry.”

Sengupta has over 16 years of experience in the advertising industry. He had joined TBWA from Law & Kenneth where he was the head of their Kolkata operation. He has spent a large part of his career working with JWT where he was responsible for the GSK business.

Sengupta has also worked with Saatchi & Saatchi and Bates and with brands like Horlicks, Fair & Lovely, Airtel, Tata Steel, Close up, Vivel, Gold Flake, Carlsberg, Lafarge and Ananda Bazar Patrika.

August 22, 2012