MUMBAI: Looks like Atul Projects just got a solid foundation for its next big story. The Mumbai-based real estate developer has appointed Piyush Niljikar as its head of marketing, signalling a brand reboot built on creativity, strategy, and legacy.
With over 15 years of experience across advertising and real estate, Piyush brings a blend of creative and commercial flair. He’s led campaigns at Creativeland Asia and WYP Worldwide, shaping brands such as Mercedes-Benz India, Godrej Cinthol, United Colors of Benetton, Zee5, Arrow and TAJ Group. In real estate, his standout achievement was driving a sell-out in just 18 months at CCI Projects, followed by an award-winning stint at Ashwin Sheth Group, where he led the buzzworthy Spot The Orange Dot campaign.
“Piyush’s deep understanding of brand building and integrated marketing aligns perfectly with our vision of redefining luxury living through innovation and quality,” said Atul Projects managing director Aakash Patel. “His leadership will be key in amplifying our brand presence and delivering impactful, customer-centric campaigns.”
On his new role, Piyush said, “Atul Projects has a proud legacy built on trust and transparency. I’m thrilled to shape a brand narrative that resonates deeply with homebuyers while driving real business growth.”
As Atul Projects expands its residential footprint across the MMR region, Piyush’s appointment marks the start of a new chapter, one where legacy meets modern marketing muscle, and every campaign is built to last.
MUMBAI: Some memories never buffer. Waves OTT, India’s national freemium streaming platform powered by Prasar Bharti, is taking viewers down memory lane this festive season with its heartwarming campaign, “Diwali ki Yaadein”. Conceptualised by Creativeland Asia, the film rekindles India’s shared nostalgia through the glow of old screens and the warmth of family bonds.
The campaign tells a tender story of a daughter and her mother separated by distance but united by memory who rediscover their emotional connection through the superhit classics they once watched together. Now streaming on Waves OTT, those timeless shows Fauji, Byomkesh Bakshi, Malgudi Days, and more return as the heartbeat of an era, inviting both long-time fans and first-time viewers to experience their charm anew.
Through this campaign, Waves OTT captures the emotional essence of Diwali as more than a festival of lights, it’s a season of belonging, of sitting together, of laughter echoing through living rooms. The film’s warm, nostalgic tone taps into the collective memory of an India that grew up around a single TV set, waiting eagerly for its favourite evening show to begin.
Crafted with an old-world charm, “Diwali ki Yaadein” shows that while technology has changed how we connect, the emotions remain timeless. Whether it’s Fauji’s youthful energy or Byomkesh Bakshi’s cerebral intrigue, Waves OTT brings back the spirit of Indian storytelling that once defined national evenings.
The campaign extends across social media, with the film streaming on Instagram, Facebook, X, and Youtube, allowing audiences everywhere to join in the collective celebration of India’s television heritage.
By bridging the old with the new, Waves OTT is not just reviving nostalgia, lighting up memories, one classic at a time. Because this Diwali, it’s not just about lights, camera, action, it’s about lights, connection, affection.
MUMBAI: Godrej is out to scrub away an invisible laundry menace – leftover detergent. Its latest ad campaign for the brand’s AI-powered front load washing machines takes a bubbly problem and turns it into a cheeky, watchable spin.
The campaign zeroes in on something most of us don’t notice but often feel: detergent residue clinging stubbornly to freshly washed clothes. Over time, it can dull colours, roughen fabrics and even irritate skin. Enter Godrej’s new AI-powered turbidity sensing technology, which can detect detergent traces in the wash cycle and rinse out up to 50 per cent more of the harsh stuff.
To get the message across, Godrej has rolled out a series of 20-second films that exaggerate the problem to comic effect. In each film, detergent makes a foamy, surprise appearance playful, over-the-top and impossible to ignore before the smart washing machine swoops in with its fix.
Godrej Enterprises Group head of marketing- appliances business Swati Rathi, explained. “Detergent residue is a real but often overlooked issue. Our AI-powered turbidity sensing tech ensures smarter washes, gentler fabric care and skin-friendlier laundry.”
The campaign, conceptualised by Creativeland Asia, leans on humour to drive home the point. “We took an invisible problem and dramatized it until it couldn’t be ignored,” said co-founder & creative vice-chairman Anu Joseph.
The films are live across digital video platforms and give laundry care, quite literally, a whole new spin.
MUMBAI: Tata Tea Premium continues its unwavering commitment to honoring India’s vibrant cultural heritage with the launch of the 2025 edition of its acclaimed ‘Desh Ka Garv’ campaign. Tata Tea Premium has been celebrating Independence Day over the years by blending everyday tea rituals with regional art -forms—this time through the Desh Ka Garv Collection of hand-painted artisanal kettles inspired by some of India’s iconic artforms.
Tata Tea Premium has consistently spotlighted India’s rich folk and regional art through objects deeply woven into everyday chai rituals—be it the humble kulhad, the classic tea cup, or this year, the iconic kettle. Each edition going beyond aesthetics; carries a deeper mission to preserve, promote, and pass on India’s artistic legacy in ways that are both modern and meaningful. While the world is only beginning to rediscover the beauty of Indian craftsmanship, Tata Tea Premium—Desh Ki Chai—has long celebrated its place in everyday life. This year, in collaboration with Kaushalam—an organization dedicated to preserving Indian folk art—the Desh Ka Garv Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra. Each kettle is a cultural artefact, showcasing motifs of regional pride from across India—from the energetic Dhol of Punjab to the timeless Ghats of Uttar Pradesh. These are depicted through art forms that are uniquely regional and deeply woven into the cultural identity of the region.
Bringing a contemporary edge to this year’s campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today’s generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film.
“At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, president – packaged beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology, that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day”
Arnab Chatterjee, Design Head, Tree Design, adds “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”
Creativeland Asia CCO Azazul Haque further states, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi , in a never seen before ,visually stunning format , using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”
Mrinalika Jain Bhardwaj, Founder of Kaushalam, further adds, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories. We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”
This year’s Desh Ka Garv Collection will be available for purchase exclusively on www.IndiakiChai.com, with 100% of the proceeds directed to train and empower women through Indian Army Skill Development Centers.
MUMBAI: If your fridge knew your midnight munchies were coming, would you still call it an appliance or a companion? Godrej & Boyce, the flagship of the Godrej Enterprises Group, is turning up the cool factor with the launch of its AI-powered Side-by-Side Eon Velvet refrigerators, a premium offering that’s as intuitive as it is stunning. The campaign, crafted by Creativeland Asia, isn’t just showing off another fridge, it’s showcasing a smart sidekick for your snacks, leftovers and late-night cravings.
Running across TV, digital, social media, OOH and retail, the campaign taps into the modern Indian’s holy trinity of consumer expectations: convenience, technology, and sleek design. At the heart of the narrative is the fridge’s AI tech, which learns how often the doors are opened, adapts cooling based on what you stuff inside, and even saves energy while doing it.
Speaking on this campaign Godrej Enterprises Group head of marketing at appliances business Swati Rathi said, “The modern Indian consumers evaluate all their purchases through the lens of convenience, technology and aesthetics and our new launch more than meets the consumer expectations on each of these fronts. With outstanding looks, inbuilt intelligence and convenience, the new Eon Velvet series is already winning consumer hearts at the stores and with the new video campaign, we are unveiling it to a wider audience.”
The premium series is available in three eye-catching shades Opera Rose, Opera Black and Opera Blue and promises to double as both kitchen showstopper and silent workhorse. A digital touch panel, inverter compressor, and whisper-quiet cooling round out the list of features.
From eye-level hoardings in top metros to influencer-led peeks inside these luxury coolers, the campaign aims to make a household appliance feel like a lifestyle upgrade.
So if your fridge can now outsmart your snack habits and still match your kitchen aesthetics maybe it’s time to stop calling it “just a refrigerator.” The Eon Velvet is here, and it’s cool in every sense.
MUMBAI: Creativeland Asia (CLA) has appointed Aman Rawat as its new executive creative director. Based in the Delhi office, Rawat brings extensive experience in brand storytelling, technology, and new-age media.
“Rawat’s expertise in blending brand narratives with cutting-edge tech aligns perfectly with CLA’s vision,” said CLA group chief creative officer Azazul Haque. “His work at Mediamonks and beyond makes him a valuable addition to our leadership.”
Rawat has worked with top agencies, including Grasshoppers, Digitas LBi, Cheil, Wunderman, and Repindia, and has led successful campaigns for brands like Booking.com, MTV, Tata Tea Gold, and Maruti. His portfolio spans major names such as Poco, Canon, Durex, Pringles, Tinder, and Amazon.
Rawat said, “For me, creativity is more than a process it’s a way of being. I look forward to pushing boundaries and contributing to CLA’s legacy of excellence.”
This appointment comes as CLA expands its presence in Delhi, focusing on AI, data analytics, and digital transformation to craft high-impact, result-driven campaigns.
Mumbai: Indian pizza brand – Pizza Hut has launched a new promotional campaign for its Momo Mia pizza, a pizza that’s topped with juicy momos. The Momo Mia pizza brings together two fan favourites, resulting in a product that is both unconventional and intriguing. While some might find its appearance unusual, Pizza Hut invites customers to troll its look but urges them to give it a try, assuring them that the delicious taste will win them over.
As part of the campaign, Pizza Hut has released a humorous TV ad that playfully pokes fun at the Momo Mia pizza. In the ad, the protagonist compares the pizza’s appearance to six sumo wrestlers sitting around a table. In a funny twist, six actual sumo wrestlers appear, taste the pizza, and give it their approval, delivering the message: ‘Troll karo, but Try Karo’. The ad concludes by highlighting that despite its unconventional look, the Momo Mia pizza is undeniably delicious.
Commenting on the campaign, Pizza Hut India CMO Aanandita Datta said, “Momo Mia pizza is truly a disruptive product which was a huge hit with consumers and infact went viral on the internet when we earlier introduced it for a limited period. Taking the troll route is certainly a very bold decision for us but we wanted an approach that captured candid customer reactions in a humorous way and yet gives the core message that Momo Mia pizza is worth trying and drooling over. We are confident of the product’s taste and certain that this campaign will fuel not just massive chatter, but also high product trials.”
The campaign has been conceptualised and shot by CreativeLand Asia and will be promoted through digital films in major Indian languages. The campaign includes a 360-degree marketing strategy with PR, influencer partnerships, outdoor ads, and in-store branding.
The Momo Mia pizza combines Pizza Hut’s signature cheesy pan pizza with spicy Schezwan sauce and street-style momo in its crust. The vegetarian version includes capsicum, onion, sweet corn, and vegetable momo, while the non-vegetarian option has Schezwan chicken meatballs, capsicum, onion, and chicken momo. Available at 890-plus Pizza Hut outlets across India for dine-in, delivery, and takeaway, the brand offers deals like the Momo Mia meal for one starting at Rs 299, including a pizza and a Pepsi PET bottle.
Mumbai: Battlegrounds Mobile India (BGMI), the popular online multiplayer game, is celebrating Father’s Day uniquely and unforgettably. Known for its intense battles and competitive spirit, BGMI is now turning the tables by immortalizing fathers’ favourite roasts and insults.
For BGMI players, in-game music sets the mood, but this Father’s Day, the ultimate motivation comes from transforming dad’s desi taunts into an epic gaming anthem as players battle it out on the virtual battlegrounds. Imagine hearing your dad’s witty lines as you engage in virtual combat!
“Father’s Day is about celebrating the quirks and idiosyncrasies that make our Indian dads special,” said Krafton senior marketing manager Prateek Kole. “Our ‘BaapGMI Anthem’ is a heartfelt tribute to the dads who add flavour to our gaming experience. It’s a gift to celebrate the humour and love that dads bring to our lives, virtual and otherwise.”
“Game music is a big deal for BGMI players—it sets the mood and gets them pumped while gaming. But let’s be real, there’s nothing quite like your dad’s shudh desi taane to get you going. This Father’s Day, we asked our fans to share their actual tanaas from their dads as voice notes, and we turned them into an epic anthem. Talk about motivation!”, added Creativeland Asia executive creative director Shyam Nair.
Mumbai: As the world commemorates International Women’s Day, Godrej Industries proudly launches the #InvestInWomen campaign, showcasing the transformative impact of investing in women across its diverse portfolio of businesses.
Aligned with the global theme, Godrej Industries highlights its commitment to empowering women within its offices, factories, and laboratories. The campaign unveils inspiring stories of success, both big and small, as a result of the company’s unwavering dedication to gender inclusivity.
From witnessing a rise in farm yields to maximising production on factory floors, Godrej Industries acknowledges the pivotal role women play in driving success. The laboratories are depicted as buzzing hubs of innovation, thanks to the contributions of women, while the sales force has become an unstoppable force, thanks to the company’s investment in female talent.
In crafting homes for everyday joys, creating hair colors with gentle poise, and keeping vector-borne diseases at bay, Godrej Industries emphasizes that investing in women has a profound impact on various aspects of its business. Moreover, the company proudly declares its role in fostering the growth of Indian SMEs through its commitment to women empowerment.
Commenting on this occasion, Godrej Industries executive director and chief brand officer Tanya Dubash said, “As we commemorate International Women’s Day, let us affirm that investing in women isn’t merely a commitment; it’s the very cornerstone of our success. Empowering women across our organization ignites innovation, fuels growth, and sparks positive transformation. We staunchly believe that when the potential of every individual is unleashed, a better world is not just possible, but inevitable. The #InvestInWomen campaign stands as a jubilant celebration of the remarkable contributions of women within Godrej.”
Creativeland Asia co-founder and creative vice chairman Anu Joseph added, “With the UN’s theme for Women’s Day this year being about investing in women, we realised that at Godrej, they have been doing this for decades now. Little steps they took years ago, across the board, have already started bearing fruit. We wanted to showcase this, and at the same time, also highlight Godrej’s promise of not stopping in their efforts to bring about an equal future.”
This women’s day, join Godrej Industries in recognizing the vital role of women in every aspect of business, and foster a more inclusive and equitable future.
Mumbai: ArcelorMittal Nippon Steel India (AM/NS India) – a joint venture between ArcelorMittal and Nippon Steel, two of the world’s leading steelmakers – has announced the launch of a new television commercial titled ‘Banaunga Main, Banega Bharat’. The campaign aims to evoke collective enthusiasm for and pride in India’s progress and its diverse skilled workforce, who are powering the country’s development.
With a focus on engaging and motivating young people, the advertising film showcases recent national triumphs that underscore India’s advancement in areas such as high value-added manufacturing, science, and technology.
Building on AM/NS India’s growing brand value, underpinned by the ‘Smarter Steels, Brighter Futures’ brand promise, this initiative serves as a platform to strengthen AM/NS India’s position as a leading player in the sector. It also reflects the company’s dedication to manufacturing steel which plays a fundamental role in driving the overall development of the country.
Arcelormittal Nippon Steel India (AM/NS INDIA) CEO Dilip Oommen said, “Building on our last year’s ‘Reimagineering’ campaign success, the latest endeavour reflects our unwavering commitment to contributing to a New India. In its journey towards the goal of Amrit Kaal, India is embracing steel-intensive growth through the Make in India program to ascend to new heights of prosperity. We are proud to be part of the country’s progress – a bright spot in the world economy – with our brand promise ‘Smarter Steels, Brighter Futures.”
The advertising film has been created by Creativeland Asia, and will be rolled out by iProspect – a unit of Dentsu India – in the television and digital media space.
