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Tag: creative storytelling

  • Ad reels and recall: Senthil Kumar reveals what set the jury screens ablaze at Goafest 2025

    Ad reels and recall: Senthil Kumar reveals what set the jury screens ablaze at Goafest 2025

    MUMBAI: In a session that played out like a director’s cut of India’s most memorable commercials, VML India CCO Senthil Kumar took the Goafest 2025 audience inside the jury room for a deep dive into what makes an ad truly work. The verdict? If you’d willingly watch it again, it’s doing something right.

    Speaking under the session banner ‘What Ignited the Jury Room?’, Kumar opened with a simple litmus test: “The best ad films aren’t just one-watch wonders. A great film has repeat value”.

    Kumar walked attendees through a curated list of top-performing ad films that had not just caught the jury’s eye, but had also burned themselves into the audience’s collective memory.

    One of the top contenders was the Lahori Zeera commercial. “Every frame had the brand. That’s rare today”, Kumar said, noting how strong visual branding contributed to high recall.

    Another winner was the Veeba Desi Chinese spot, which cleverly flipped expectations. “Chinese characters behaving like Indians—it’s fresh, culturally playful, and paired with a sticky soundtrack. That’s what lands”, he said.

    He also tipped his hat to the Snickers ad directed by Rohit Shetty. While Kumar admitted it wasn’t a novel idea globally, its execution was unmistakably local and creatively bold. “’Grab a Snickers’ may not be new, but how you grab attention is”, he said.

    In the Dream11 campaign, Kumar praised its sharp scripting and cast synergy. “It’s not easy to pull off dialogue-led storytelling with both actors and cricketers, but this one had audiences asking, ‘Aapki team mein kaun hai?’ on loop”.

    He rounded off with the Adani campaign highlighting rural electrification. “’Pehle pankha aayega, phir bijli aayegi’ wasn’t just a line, it was a layered narrative of transformation”. Kumar added.

    Throughout the session, Kumar emphasised one consistent metric: resonance. “An idea may be clever, but if it doesn’t move you—or make you laugh, pause, or hum—it’s just noise”, he concluded.

    Goafest’s jury, he noted, rewarded ads that nailed both craft and clarity, but above all, evoked genuine emotion or reaction. In the scroll-and-skip era, Kumar reminded creatives that the real test of storytelling lies in its staying power.

  • Ideas took the stand as Goafest jury Anupama Ramaswamy championed storytelling that stirred minds and movements

    Ideas took the stand as Goafest jury Anupama Ramaswamy championed storytelling that stirred minds and movements

    MUMBAI: Havas Creative India CCO & JMD Anupama Ramaswamy took the Goafest 2025 day three stage with a fiery address that tore through apathy and spotlighted the ideas that truly set the jury room ablaze. Speaking at the session titled ‘What Ignited the Jury Room?’ under the theme ‘Ignite Your Mind’, Ramaswamy walked the audience through a curated list of campaigns that, in her words, “didn’t just tick boxes but flipped the narrative”.

    The Jury leaned into creativity not as an embellishment but as a battering ram against social inertia. Among the campaigns highlighted was the Lays x UNA collaboration – ‘Farm Equal’, which reframed the lens on gender equality by spotlighting female farmers. The storytelling was more than empathetic; it was revolutionary in the way it reclaimed space for women in India’s agricultural narrative.

    Reliance’s ‘Pink Star Rating’ received a nod as the world’s first global safety app dedicated to women travellers, turning safety from a concern into a creative proposition. The app served both function and form, giving users the tools to stay informed while providing marketers with an inspiring brief: build tech that protects.

    Football found a new pitch in Mahindra’s ‘Nanhi Kali’ campaign, which shattered traditional ideas about girlhood by encouraging girls to embrace ambition through sport. The ad steered away from stereotypical portrayals and celebrated freedom, focus, and the fierce footwork of aspiration.

    In the same breath, Navneet’s Colour Blindness Book tackled the overlooked needs of children with colour vision deficiency. The campaign aimed to help one crore Indian students, merging design thinking with inclusive education policy.

    Sabhyata’s Diwali ad, made in collaboration with Motherhood Hospitals, shifted the spotlight to working mothers, balancing duty and desire with poise. Meanwhile, Vaseline’s initiative for the transgender community offered skincare designed specifically for their needs—a product-led campaign built on the foundation of visibility and respect.

    Beyond India, a Japanese campaign supporting surname reform for women questioned why marriage should erase identity. By giving voice to choice, the work opened a broader conversation on equality through culture.

    Wrapping up, Ramaswamy reminded the room that it wasn’t causes but creativity that clinched the win. “Big ideas lead—causes follow”, she asserted, adding, “Creativity is the catalyst, not the charity”.

     

  • Liqvd Asia gets tech-savvy boost with Mahima Kukreja as new creative technologist

    Liqvd Asia gets tech-savvy boost with Mahima Kukreja as new creative technologist

    MUMBAI: Liqvd Asia just added more spark to its creative engine, appointing Mahima Kukreja as its new creative technologist. Famous for her prowess at blending tech with storytelling, Kukreja steps into a key role designed to turn smart digital ideas into memorable brand experiences.

    Following the agency’s recent acquisition of Adlift, a move aimed at providing all-encompassing digital solutions, Kukreja’s arrival further enhances Liqvd Asia’s ability to merge technological depth with creative flair.

    Reporting to head of creative services Sunil Gangras, Kukreja will lead the charge in tech-driven creativity, designing strategies to elevate brands digitally. With 13 years in top agencies like Ogilvy, DDB, and Monks, her resume boasts campaigns for heavy hitters like Tata, Amazon, Mondelez, KFC, and HBO.

    Gangras shared his enthusiasm about the appointment, “Creativity today needs to be adaptive, immersive, and scalable—and technology helps us get there faster. Mahima is one of those rare creatives who can see the idea through the lens of technology, emotion, and purpose. Her ability to fuse tech with storytelling is exactly what brands need today to stay relevant and resonate with audiences. We’re excited to have her with us, and I truly believe her presence will push our creative boundaries.”

    Globally recognised, Kukreja was recently selected for the Cannes Lions See It Be It programme 2025 from over 1,650 applicants worldwide and serves as a jury member for Spikes Asia 2025 in Digital Craft, Social & Influencer categories. Her past jury duties include prestigious bodies like D&AD, with multiple accolades from One Show Asia, Effies, and Kyoorius.

    Outside advertising, Kukreja advocates inclusive creativity, mentoring young creatives—especially women and queer individuals—and runs FeelFuzzy.in, an affordable, affirmative therapy platform for young adults.

    Speaking on her new role, Kukreja said, “I’ve always believed creativity should reflect the world we live in. Today, we can build real magic at the intersection of tech, culture, and humanity. Joining Liqvd Asia feels like the perfect opportunity to do just that—with people who dream big, build boldly, and are unafraid to play in new spaces. It’s an agency that understands the power of culture, technology, and storytelling. I look forward to crafting work that’s not just seen, but felt—work that moves the needle emotionally, technologically, and culturally.”

    With Kukreja onboard, Liqvd Asia is firmly positioned to deliver compelling, technology-powered creative solutions, setting new standards in digital innovation.

  • The Great Khali wrestles back into spotlight with Netflix’s WrestleMania promo

    The Great Khali wrestles back into spotlight with Netflix’s WrestleMania promo

    MUMBAI: The Great Khali, India’s wrestling giant, swapped bodyslams for selfies, tried his hand at reality TV, and even tested the waters of a mundane 9-to-5 job, but nothing quite packed a punch like his wrestling glory days. In Netflix’s latest WrestleMania promo—crafted by Mumbai agency One Hand Clap—the towering star humorously navigates life’s less-exciting pursuits, only to rediscover his passion when WrestleMania lands on Netflix.

    Mixing warmth with gentle irony, the promo spotlights Khali’s softer, relatable side, cleverly contrasted against his imposing physique. One Hand Clap’s creative storytelling ensures the wrestling legend emerges both endearing and entertaining as he reconnects with his WWE roots.

    One Hand Clap co-founder Naveed Manakkodan expressed his eagerness for future collaborations, “This is the third time we’ve worked with Khali, and all I can say is I can’t wait to work with him for the fourth time.”

    One Hand Clap group creative manager Tarunark Vyas described the project’s intent, “The idea was about showing the human side of Khali — the gentle giant who needed a real spark to come alive again. WrestleMania gave us the perfect canvas to bring that story to life.”

    This Netflix promo adds another vibrant feather to One Hand Clap’s creative cap, known for turning brand messaging into culturally relevant, impactful narratives. The agency’s deep grasp of India’s digital culture consistently delivers content that resonates powerfully with audiences.

    Khali’s return to the ring—at least digitally—proves that while life’s daily grind might have its moments, nothing beats the thrill of the wrestling arena.

  • Amit Sadh shifts gears with Gully Gladiators, revving up storytelling game

    Amit Sadh shifts gears with Gully Gladiators, revving up storytelling game

    MUMBAI: Familiar with the phrase, “Life is like riding a motorcycle-keep moving or you’ll fall?” Well, actor Amit Sadh took it a bit too literally. Hindi cinema’s favourite rugged adventurer has kickstarted his production house, Gully Gladiators Productions LLP, and he’s cruising full throttle into the content-creation fast lane. Yes, folks, storytelling just got a whole lot more exciting (and louder).

    On 18 March 2025, Sadh officially unveiled his latest brainchild-Gully Gladiators Productions, dedicated to delivering compelling, high-octane storytelling. The first project from this creative stable, Motorcycles Saved My Life, has already zoomed ahead in popularity, currently in its gripping second season. But Sadh isn’t stopping there; he’s shifting up gears with several new fiction and non-fiction narratives under development. Fasten your helmets; it’s about to get bumpy!

    “With Gully Gladiators, my vision is to tell stories that resonate deeply and leave a lasting impact. From my early days in television to carving a path in cinema, these two decades have been a journey of passion, growth, and storytelling. As we embark on this new chapter, Motorcycles Saved My Life becomes the perfect catalyst for us to shift gears! Through this journey, we aim to bring narratives to life that inspire, connect, and push creative boundaries,” shares Sadh.

    Motorcycles Saved My Life isn’t your typical Sunday cruise-it’s a powerful non-fiction ride that delves deep into life’s transformative journeys, celebrating freedom, adventure, and the resilience of the human spirit. Its latest episode explores Ladakh’s nomadic tribes, offering raw, unfiltered tales of unconventional living. Available now on Youtube, it’s the perfect escape route from your average, mundane existence.

    Want a taste of freedom? Watch Sadh trade film sets for the open road and uncover extraordinary tales of survival, adventure, and self-discovery in Motorcycles Saved My Life.