MUMBAI: Cleartrip is giving travellers a reason to pack their bags and their worries away this festive season. The Flipkart-owned travel platform has launched its new campaign, “Prices jo karde sabki chhutti,” just in time for The Big Billion Days (TBBD) 2025, making five-star stays start at just Rs 2,999 and international flights from as low as Rs 5,999.
The idea is simple: everyone dreams of a break, and Cleartrip’s prices make it almost too easy to say yes. Along with unbelievable value, the brand has rolled out a ‘Visa Denial Cover’ for extra peace of mind and expanded its hotel listings fourfold, from 20,000 to over 80,000 properties.
The campaign’s light-hearted films playfully show how Cleartrip’s prices don’t just unlock destinations, but also moments of relief and joy. A digital-first push, the content spans short, snappy Youtube and Instagram videos, along with influencer tie-ups designed to resonate with Gen Z and families in Tier II and III cities where festive demand is surging.
“Through Cleartrip, people aren’t just booking hotels or flights; they’re buying into an experience, a memory, a pause,” said Cleartrip, head of brand marketing, Govind Bansal. “It’s not just about discounts but making travel anxiety-free and within everyone’s reach.”
Tilt Brand Solutions, chief creative officer, Adarsh Atal added, “We wanted to break the clutter just as Cleartrip has done with its offers. The thought was simple: when deals are this good, everyday hassles can go on a trip of their own.”
GOA: Day two of Goafest 2025 witnessed Enormous absolutely bulldozing the digital specialist category with the sort of performance that makes other agencies wonder if they’ve been doing this whole digital thing wrong all along.
The aptly named agency lived up to its billing by hoovering up 64 points through one gold, five silvers, six bronzes and a merit—a haul so comprehensive it left competitors reaching for their calculators and then quietly weeping into their keyboards.
Leo India managed a respectable second place with 26 points courtesy of two silvers, three bronzes and a merit, though one suspects they might have preferred a few more zeros on that scoreboard. Meanwhile, ^a t o m network and Mudra Max found themselves locked in a dead heat at 22 points each—^a t o m network with one silver, three bronzes and two merits, whilst Mudra Max opted for one silver and four bronzes.
The gold rush wasn’t entirely monopolised by the winner. Tilt Brand Solutions snagged 18 points with one gold, one silver and one bronze, whilst Schbang grabbed 16 points with one gold and two bronzes. Swiggy Ltd proved that food delivery companies can serve up awards too, bagging 14 points with one gold and one silver.
The middle order was packed tighter than a Mumbai local train. Digitas, Maitri Advertising Works, The New Thing by Talented, and VML India all managed 12 points each—though their routes varied wildly. FCB India scraped together 10 points with one bronze and three merits.
Those trailing weren’t entirely forgotten. Grey Group, Krafton India, and Restless – a division of Magic Circle Communications each managed six points, whilst the stragglers—BelieveTrinity, Havas Life Mumbai, Havas Worldwide India , Interactive Avenues , and Rapidue Technologies —all pocketed two points each.
The Abby Creative Awards 2025, powered by The One Show, continued their systematic dismantling of every conceivable advertising category, with broadcaster, design specialist, mobile specialist, technology specialist, and direct specialist awards ensuring no stone remains unturned in the quest for creative excellence.
MUMBAI: One of Indian advertising’s sharpest advertising minds is switching gears. After a 16-year career spanning heavyweights like JWT, Contract, Taproot Dentsu, and Tilt Brand Solutions, Ambalika Sen has hung up her agency boots to launch into the entrepreneurial fast lane.
Now managing partner at Fundamental, the newly minted venture based in Mumbai, she is eyeing a future built on sharper strategic partnerships, brand management excellence, and a strong dose of independent thinking. At the same time, she’s staying firmly rooted in nurturing talent — moonlighting as a guest faculty at the prestigious Xavier’s Institute of Communication, where she teaches Business Management in Advertising to the next wave of ad mavens.
Before stepping into the startup world, Ambalika’s career reads like a best-of list of Indian advertising. Across her career, the through-line has been clear: client-first thinking, relentless business-building, and a gift for weaving culture into commerce.
While advertising has been the bedrock, Ambalika’s recent years have also seen her expand into cultural consulting — working as an independent business advisor with youth-driven brand Homegrown since 2020. With Fundamental, Ambalika is betting on a hybrid future — where brand-building meets cultural fluency, and strategic partnership is as important as creative spark.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
MUMBAI: Bajaj, has launched a comprehensive multimedia summer campaign focusing on its fan and air cooler ranges. The initiative emphasises the brand’s commitment to durability, promising consistent performance that evokes a ‘day-one like feeling’ regardless of life’s changes.
The campaign features a series of contemporary films designed to resonate with today’s consumers, employing relatable, everyday scenarios to forge emotional connections. These films are being broadcast across digital platforms and connected television, capitalising on seasonal demand.
Bajaj is also leveraging its presence at the major T20 League cricket tournament, a highly viewed Indian sporting event, to bolster its brand visibility. The company aims to utilise the event’s high-profile nature to reach a wide audience and reinforce its brand message.
The campaign comprises four films focusing on summer essentials BLDC, induction, and TPW fans, and air coolers. Utilising a ‘How It Started vs. How It’s Going’ narrative structure, the films illustrate the longevity of Bajaj appliances, showcasing their continued reliability over extended periods.
Bajaj Electricals head of advertising & brand management Devika Sachdev said, “This campaign brings our promise of durability and toughness to life with a refreshed narrative that aligns with the aspirations of today’s consumers. Through engaging storytelling and a strong digital-first approach, we aim to create meaningful brand conversations, ensuring Bajaj remains the preferred choice for all home appliances needs.”
Tilt Brand Solutions chief creative officer Adarsh Atal, said, “Our goal was to strengthen the Bajaj brands connect with the modern discerning consumer while staying true to its legacy. By tapping into real-life relatable narratives, we’ve created a campaign that feels both fresh and familiar. It’s always exciting to craft work that spark conversations and connects across generations.”
Bajaj’s summer range includes advanced BLDC fans for enhanced energy efficiency and air coolers with an extended three-year warranty. The products are available for purchase online and in retail stores.
MUMBAI: When a brand built on trust, durability, and innovation decides to level up, it calls for a partner that can match its ambitions. Bajaj has brought Mumbai-based Tilt Brand Solutions on board as its official brand and communications agency on record for its consumer appliances and lighting portfolios. With Bajaj’s ongoing premiumisation journey, this partnership aims to sharpen its positioning under the ethos “Built For Life”.
Bajaj Electricals head of advertising & brand management, Devika Sachdev shared her enthusiasm for the collaboration, “We’re happy to have Tilt Brand Solutions onboard as true partners in this pivotal phase of brand growth. Their passion for the brand and innovative approach will help us craft meaningful solutions and experiences that not only resonate with today’s discerning consumers but also strengthen Bajaj’s position as a modern, premium brand in a dynamic marketplace.”
Tilt Brand Solutions will drive go-to-market strategies, integrated brand communication planning, and positioning initiatives to reinforce Bajaj as a contemporary and aspirational choice in an evolving market.
Tilt Brand Solutions group chief business officer, Hari Krishnan highlighted the agency’s commitment to the brand’s evolution, “We are excited to partner with Bajaj at this pivotal point in the brand’s journey. As an industry leader for long, we are grateful for the trust they’ve placed in us to enable their ongoing transformation and support the expansion and consolidation of their reach across the nation and wider consumer segments. Our partnership will focus on through-the-line brand positioning, communication, and management across touchpoints.”
With Tilt Brand Solutions at the helm of Bajaj’s brand strategy, the future looks bright—and built to last.
Mumbai: Fantasy sports platform – Dream11 has launched a new advertising campaign, ‘Poora Fan Bano’, ahead of the women’s cricket world cup 2024. The campaign encourages cricket fans to support the Indian women’s cricket team, emphasising that true fans of the sport support all versions of the game, regardless of who’s playing.
In a tongue-in-cheek series of ads, Rohit Sharma, the Indian men’s cricket team’s Captain, is seen along with Harmanpreet Kaur, captain of the Indian women’s cricket team, and star batters Smriti Mandhana and Jemimah Rodrigues. The ads humorously highlight how aadha (half) fans focus only on men’s cricket, while a true blue cricket (poora) fan also supports the women’s team. The fans in the campaign are played by digital content creators Aakash Gupta, Ravi Gupta & RJ Kisna, Rohit Sharma provides the clarion call for viewers to cheer for the Indian women’s team in the upcoming T20 World Cup.
Speaking about the campaign, Dream Sports & Dream11 CMO Vikrant Mudaliar said, “With Poora Fan Bano, we’re encouraging fans to embrace the full spectrum of Indian cricket. As the world’s premier fantasy sports platform, Dream11 is committed to growing multiple sports across men’s and women’s competitions. We strongly believe that the talent and dedication of both our men’s and women’s teams deserve equal support. We hope this campaign inspires cricket lovers nationwide to cheer for the Women’s Cricket Team, reinforcing our belief that sports truly is for everyone.”
Dream11 remains a key player in the cricket ecosystem, serving as a co-presenting sponsor on Star Sports and an associate sponsor on Disney+Hotstar for the T20 World Cup live broadcast.
Since 2023, Dream11 has been the Team India lead sponsor for both the women’s and men’s national cricket teams, maintaining a long-standing association with the BCCI.
The campaign film has been conceptualised and produced by Tilt Brand Solutions & Studio Q.
Mumbai: As the anticipation builds for India’s most awaited cricket spectacle, Star Sports, the official television broadcaster of the TATA IPL 2024, has launched an “ode to IPL fandom and its various expressions” in its campaign for season 17 of the tournament. Inspired by real-life fan stories, moments seen on social media and true events of fandom, the campaign brings alive moments of togetherness that unleash a plethora of diverse emotions. It celebrates the idea of “better together” by representing diverse groups of fans whose experience of TATA IPL 2024 and emotions attached with players, matches and match situations are elevated when they watch together.
The film features four IPL captains and Star Sports ‘Believe’ ambassadors – Rishabh Pant, Hardik Pandya, KL Rahul, and Shreyas Iyer – representing diverse fans in different situations, each representing different emotions which take over when one experiences key moments of the games in groups.
The momentary transformations of fans’ personalities are a true representation of the emotional roller-coasters that IPL 2024 promises to be. Rishabh ‘Gabroo’ Pant’s gang sheds its “macho personality” and tears up with emotions, Hardik ‘Corporate’ Pandya and his team forget they are in a boardroom with foreign clients and break into a dance to celebrate, KL ‘Padhakoo’ Rahul and his study circle drop their books and let their passions fly when an umpiring decision goes against them, Shreyas ‘Good boy’ Iyer drops his submissiveness around his family and rebels against his father-in-law. The teasers and BTS clips surrounding the campaign have been making waves on social media and have added to the anticipation. It will be released in multiple languages, including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali, and Malayalam to resonate with fans across India.
Disney Star head-sports Sanjog Gupta said, “TATA IPL 2023 was the biggest IPL in TV history and reiterated the belief that ritualism, community and togetherness are essential facets of the live cricket viewing experience. This year, our campaign is an ode to the plethora of emotions that fans around the country will experience over the next couple of months. Unlike Indian cricket, where pride is the pervasive fan sentiment across the nation, IPL allows different fans to take sides and experience distinct emotions in the same moment. And these emotions are elevated when they are experienced in the company of friends, families and/or community. The goal of the campaign is to elevate the stature of TATA IPL, drive fan tribes to support their teams even more passionately and excite viewers for an unparalleled experience on Star Sports.”
Star Sports ‘Believe’ ambassador, Hardik Pandya, said, “I’m thrilled to have participated in the ‘Ajab Rang Dikhega’ campaign. Playing the role of a fan in the campaign, brought back memories of me being a fan, celebrating happily with friends and family when emotions take over during memorable victories.”
“As a ‘Believe’ Ambassador, it is an honour to be a part of the ‘Ajab Rang Dikhega’ campaign. IPL is an emotion, and we love it as much as the fans do. Through the new campaign, we celebrate the unique community experiences that IPL evokes across the country making it a truly unforgettable experience. I’m grateful for the love showered by fans and I’m looking forward to IPL 2024”, added Rishabh Pant.
The campaign has been conceived and conceptualized by Tilt Brand Solutions, a Mumbai-based brand and communications consultancy that is a part of Quotient Ventures.
The ‘Incredible Premier League’ is best experienced with friends and family, capturing the essence of communal viewing that enhances the thrill of live sports on television. Star Sports has effectively placed fans at the heart of its coverage, fostering a sense of community and highlighting the excitement of watching the marquee tournament on TV. Through a series of on-ground events under the ‘Star Nahi Far’ activations, the broadcaster has successfully engaged audiences from all corners of the country, offering fans and fan communities a unique opportunity to connect with their favourite heroes. The ‘Incredible 16’ initiative featured legends selecting their all-time IPL squads, receiving widespread acclaim. Fans enthusiastically voted to back their favorite all-time stars, and created their versions of the ‘Incredible 16,’ amplifying the excitement surrounding the tournament as the opening day approaches.
Mumbai: In the rapidly evolving payments landscape, ensuring security and trust is paramount. This helps maintain user confidence, provides protection against financial threats, and ensures compliance with regulatory standards. Reiterating its commitment to safety and security, Razorpay omnichannel payments and banking platform for businesses launched its biggest digital ad campaign featuring Gulshan Grover, and Urvashi Dholakia on its social platforms – YouTube, LinkedIn, X (previously Twitter), and Instagram. With 692 million internet users, India has the world’s second-largest Internet user base. This growing digitisation also makes the country a target for fraudulent activities. With this campaign, Razorpay hopes to reiterate the need to drive awareness amongst customers by educating them about risk and safety measures to ensure a secure digital payment transaction.
With a tagline of “For online businesses to win trust, Razorpay payment gateway is a must”, the campaign showcases Razorpay as a “trust marker” for businesses. The 2-part ad series featuring Gulshan Grover and Urvashi Dholakia is curated to showcase that businesses certified by Razorpay comply with the highest standards of safety and security. Furthermore, it aims to empower end-consumers with essential information for making informed decisions when engaging with a business through digital transactions.
The ad films of thirty seconds each, conceptualised and brought to life by Tilt Brand Solutions, a Mumbai-based creative agency, showcase two different scenarios wherein customers who are trying to make online purchases are skeptical of going through with the payments, wondering if their card details would be stolen or if the business was legitimate to engage with at the first place; Gulshan Grover and Urvashi Dholakia play the role of unethical business owners who aggravate the insecurities of these customers. The customers then realise that these businesses are safe and secure with the Razorpay trust marker and are KYC verified, giving them the utmost confidence to make the purchase.
Commenting on the launch, Razorpay senior VP, marketing Apuarv Sethi, said, “We are excited to unveil our most extensive ad campaign yet, highlighting the paramount importance of safety and security in online transactions. In a digital landscape where trust is the currency, Razorpay serves as the definitive ‘trust marker’ for businesses. We believe it’s our responsibility to empower our merchants with the right products and services, enabling them to deliver a reliable and protected customer experience. This campaign aims to cultivate a profound sense of confidence, emphasizing our commitment to providing a dependable and secure digital payment experience. It underscores our dedication to raising awareness about the critical significance of security in online transactions. This initiative goes beyond a mere endorsement; it mirrors our steadfast commitment to shaping a safer and more trustworthy online transaction environment for all.”
TILT Brand Solutions chief creative officer Adarsh Atal said, “We’re proud to partner with Razorpay to champion their commitment to empowering businesses. This commitment encompasses the cultivation of trust, safety, and security for the millions of businesses they serve. In line with this, trust, the cornerstone of all transactions, takes centre stage in the two-part ad series featuring the uncanny and dynamic duo of Gulshan Grover and Urvashi Dholakia. Drawing parallels between the safety measures in online transactions and the confidence Razorpay instills, each ad is a visual and narrative masterpiece with a unique twist, capturing attention, while underscoring the importance of a secure payment experience”,
With almost every transaction happening in the virtual world, businesses must ensure seamless, hassle-free payment experiences for their customers offline and online. This includes real-time reconciliation, reduction in time per transaction, minimal failures while ensuring a risk-free environment. Keeping this and a fast-evolving dynamic regulatory environment in mind, Razorpay effectively and efficiently solves payment complexities that businesses go through daily, making it a one-stop shop for everything payments and banking for businesses.
Mumbai: Following the success of last year’s campaign, which featured brand ambassadors Anushka and Virat, Livspace, one of Asia’s largest omnichannel renovations & interiors platform has launched its 2023 brand campaign, ‘Livspace your space- Season 2.’ The campaign aims to showcase the evolving roles of homes in our lives and how Livspace enables you to maximize the potential of each room within your home.
Livspace CMO Kartikeya Bhandari said, “This year we are bringing back ‘Livspace your space’ for a second innings with our brand ambassadors Virat & Anushka. We added an element of horror coupled with humor to our films this time around, while also reiterating our commitment to redefining living spaces with the best in class materials and designs. The campaign films are poised to strike a chord with a wide-ranging audience, further cementing our standing as the No 1 Home Interiors Brand in the country. We are extremely excited to time these around the cricket world cup fervor that grips our nation and will employ a media mix of digital, social and CTV to engage with our audiences.”
“Livspace your Space”, Season 2 stars Virat and Anushka as an upper-middle-class couple facing surprising interior issues in their supposedly comfortable home. Initially, it appears to be a ghostly horror story, but it soon turns into a humorous tale of their interactions with unconventional ‘spirits’, all trying to fix their interior design problems. The films were conceptualized by TILT and directed by Corcoise Films.
Tilt Brand Solutions chief creative officer Adarsh Atal shared his insights, saying, “On Livspace, we have always attempted to push the envelope every year. The thing with poor quality interiors is that they continue to play on your mind as you have to literally live with them and in the house you have made. This insight gave us the springboard for our creative device, where we see different kinds of ghosts, ghouls and scary entities trying to scare Virat and Anushka at their home, but what’s really haunting them are the poor quality interiors. The first of the series is already live with more to come!.”
The campaign maintains its central focus on quality in both material and design. It delves into the human tendency to seek certainty and routine, demonstrating how unexpected disruptions stemming from subpar home interiors can become a relentless source of distress. The campaign emphasizes the significance of investing in high-quality materials and designs to create a sanctuary of comfort, guarding against potential nightmares caused by inferior interior choices.
With this campaign, Livspace aims to create strong brand recall and deepen its connection with customers across different regions. Launching concurrently with the ICC Men’s Cricket World Cup, the campaign will employ a multi-faceted approach, including a strategic blend of digital and social media, along with connected television, to engage with relevant audiences.
The campaign comprises a series of four videos, including two 10-second clips and two 30-second clips. All four videos will be rolled out with a two-week gap between each launch. The campaign is set to span across eight weeks.
