MUMBAI: This Diwali, sweet meets chill. Hocco Ice Cream and Haldiram’s have joined forces for Cooler, Together, a festive collaboration that turns classic Indian mithai into dreamy ice cream flavours, including orange barfi and milk cake. Folk legend Mame Khan adds a soulful rhythm, making tradition taste refreshingly modern.
Created by Collective Creative Labs, the campaign centres on a music-led film celebrating togetherness. Families, friends, and couples share candid festive moments, as folk-fusion beats and vibrant visuals bring the joy of Diwali to life. The palette mixes marigold warmth with soft pastels, letting the new Hocco x Haldiram packs shine as the stars of every frame.
A Hocco spokesperson said, “We wanted something fun this Diwali, bringing people together over a sweet treat. Working with Haldiram’s felt like the perfect match.” Collective Creative Labs CEO Sanjana Jain added, “With ‘Cooler, Together’, we celebrate the harmony of nostalgia and novelty through sound, visuals, and rhythm.”
By merging heritage flavours with contemporary flair, Hocco and Haldiram’s campaign makes Diwali cooler, sweeter, and a little more unforgettable. With a treat in every bite and music in every frame, this festive fusion promises to turn celebrations into a flavourful affair.
MUMBAI: In an unprecedented collaboration, Krafton India has partnered with Collective Creative Labs, the creative division of Collective Artists Network, and Bake A Film to launch Wow Wakao, a six-episode gaming content series exclusively for Battlegrounds Mobile India (BGMI). This initiative marks a significant milestone in India’s gaming culture, blending immersive storytelling with influencer-driven content.
As gaming cements its place in India’s entertainment industry, Wow Wakao introduces a fresh, engaging approach to content creation. The series stars rising content creator Naman Arora, represented by Collective Artists Network, who navigates BGMI’s new ‘Wow Mode’ in an entertaining and dynamic style. The initiative aims to set a new benchmark for gaming content in India.
Speaking on the collaboration, Naman Arora said, “Gaming has always been my passion, and Wow Wakao is a dream come true. This series brings a new level of excitement, allowing me to showcase BGMI’s Wow Mode in a fun and engaging way for fans. I can’t wait for everyone to experience it!”
Krafton India associate director of marketing Srinjoy Das added, “BGMI has always led the way in innovative gameplay experiences, and Wow Wakao aligns perfectly with our vision of engaging and entertaining our community. By collaborating with Naman Arora and our talented content partners, we aim to make gaming content more immersive and accessible.”
Collective Creative Labs chief creative officer Dhruv Sheth noted, “BGMI consistently pushes the boundaries of gameplay innovation. We are thrilled to collaborate on Wow Wakao, which leverages trending content, influencer engagement, and the diversity of WOW Mode to connect with audiences in a relatable and entertaining manner.”
Bake A Film co-founder Mrinal Chawla highlighted, “By tapping into current trends, Naman Arora’s popularity, and the diverse offerings of WOW Mode, we have crafted Wow Wakao! This series places BGMI’s Wow Mode front and centre, reaching audiences through trending social media personalities and engaging storytelling.”
Creative director Parikshit Singh added, ‘We set out to create an engaging series that captures the madness of WOW Mode. Thanks to the combined efforts of all teams and Naman Arora’s hilarious performance, the final product matches the vision we had when it was just a concept.’
With digital entertainment evolving rapidly, gaming has emerged as a dominant force. Wow Wakao aims to captivate a new generation of gamers and content enthusiasts, reinforcing Krafton’s commitment to innovative storytelling. The series will be available for streaming on YouTube and Instagram from 11th February 2025, delivering a thrilling mix of action, entertainment, and influencer-driven narratives.
Mumbai: Embracing the true spirit of World Brandy Day, Mansion House Flandy launches its brand proposition, titled ‘Welcome The Now’ on Digital today through an exciting music video campaign that is a celebration of the distinctive and disruptive flavors of its latest offering.
Launched in collaboration with Big Bang Music and Collective Creative Labs, the music video is a testament to the power of intergenerational friendships. The music anthem sparks conversations, openness and celebrates the richness of connections made when people from different age-groups become friends.
Spread across key South Indian target markets, the campaign celebrates World Brandy Day in an interesting way by converging generations through a vibrant musical anthem.
Crafted by the acclaimed music director Yashwanth Nag, the anthem features the dynamic vocals of Vedala Hemachandra & Damini Bhatia as the lead music duo complimented with Suparna Vontair, renowned for her role in ‘Modern Love Hyderabad.’
Elevating the tempo further, the song boasts an animated rap segment by AsurA and Nawab Gang, luminaries of Hyderabad’s hip-hop scene.
Complementing the vibrant musical composition is an invigorating 3.18 mins music video, directed by the acclaimed Dibya Chatterjee. This visual feast skillfully captures the campaign’s essence—spontaneity and simplicity that foster cross-generational friendships. Chatterjee’s lens brings to life a rich tapestry of visual storytelling with Flandy’s exuberance.
Apart from a robust performance marketing campaign as part of the campaign marketing efforts, the brand has collaborated with top Telugu influencers, including actor cum professional basketball player Arvind Krishna, accomplished actress-model Tejaswi Madivada, and charismatic comedian Gully Boy Riyaz who feature in the video & add a dynamic touch to the campaign’s narrative.
Through the brand proposition, the brand manages to redefine the norms of spirits marketing by using the power of music to drive home key messages of shared wisdom, breaking societal stereotypes, bridging generational divides, and celebrating key moments of life to the fullest
Tilaknagar Industries chief marketing officer Ahmed Rahimtoola shared his excitement, stating, “We are delighted to launch our latest brand proposition “Welcome the Now” featuring an energetic music anthem that creates a captivating experience through a powerful music video. This reinforces Mansion House Flandy’s commitment to living in the present moment. We are dedicated to enriching our customers’ lives, empowering them to create lasting memories, and cherishing meaningful connections spanning across age groups.
Mansion House Flandy exemplifies our commitment to innovation and market expansion, leveraging the Mansion House brand’s recognition and credibility. With Flandy, we’re embarking on a journey to create a captivating new category, offering a range of enticing flavors that will captivate young consumers.”
BGBNG Music CEO Gaurav Wadhwa emphasized the campaign’s unique nature. The “Welcome the Now’ campaign truly embodies the spirit of diverse collaboration and innovation. Bringing together a diverse pool of artists and talents for this anthem has been an inspiring journey and seeing them seamlessly come alive in the music video has been truly rewarding. We aimed for delivering a unique campaign, and I’m proud to say this anthem stands as a testament to that dedication.”
StoryBoats CEO Antony Rajkumar who leads the brand strategy and creative mandate for the Mansion House portfolio, explained, “Flandy isn’t just a drink; it’s a disruptive flavor innovation in the Brandy category. We envisioned more than a conventional campaign; we conceived a movement that celebrates life, friendships, and the vibrant spirit of now. Beyond a beverage, Flandy is a catalyst for a cultural shift. This campaign is a meticulous fusion of insights, strategy, and creative direction—aimed not just at selling a product but at redefining the entire conversation in the spirits industry.”
