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Tag: VML India

  • Generali Central embraces ‘Here now’ to celebrate new beginnings

    Generali Central embraces ‘Here now’ to celebrate new beginnings

    MUMBAI: In a heartfelt nod to life’s fresh starts, Generali Central Insurance (GCI) and Generali Central Life Insurance (GCLI) have launched “Here now,” their first joint brand campaign since rebranding earlier this year. The campaign marks a milestone moment after the Central Bank of India became a joint venture partner with the Generali Group, uniting both life and non-life businesses under one strong identity.

    Built on the belief that the future begins in the present, “Here now” celebrates everyday courage, from a family unlocking the door to their first home, to an entrepreneur reigniting an old dream. It’s a campaign that reminds people to embrace new beginnings with confidence, knowing their lifetime partner stands beside them.

    “‘Here now’ is a celebration of new beginnings: those brave, hopeful moments when people choose to move forward with intention,” said GCI chief marketing customer & impact officer Ruchika Malhan Varma.“Every new chapter deserves a partner who’s truly present.”

    Echoing the sentiment, Geetanjali Chugh Kothari, Chief Marketing Officer at GCLI, added, “Life insurance is deeply personal — it’s about the people you love and the life you’re building. With ‘Here Now,’ we wanted to connect with people on a human level and celebrate the everyday moments that make life meaningful.”

    Created by VML India with media duties handled by Dentsu Media India, the campaign draws on Generali’s global design language: the iconic red wings and bold ‘Here now’ lock-up, to symbolise presence, partnership, and protection.

    The nationwide rollout spans nine languages across TV, digital, print, outdoor, and social media, with clever integrations across Uber, Swiggy, and the Mumbai Metro. To reach millions of viewers, the campaign will also feature during India’s t20 ODI cricket matches, alongside prime-time favourites like Kaun Banega Crorepati.

     

  • Insured in the moment Generali’s here now backs life’s bold new beginnings

    Insured in the moment Generali’s here now backs life’s bold new beginnings

    MUMBAI: There are moments when life changes in a heartbeat, a new home, a long drive, a daring dream dusted off and revived. In those in-between moments, Generali Central Insurance and Generali Central Life Insurance want to be right there not watching from the sidelines but here now.

    With the launch of its first-ever joint brand campaign, aptly titled ‘Here Now’, Generali Central has brewed together its life and non-life arms under one vivid red umbrella. The campaign marks a new chapter for the brand after the Central Bank of India joined the Generali Group as a joint venture partner earlier this year, a union that marries European legacy with Indian trust.

    And it’s not just another glossy corporate film. From a father teaching his son to drive to a woman chasing fitness goals, the campaign celebrates ordinary people doing extraordinary things choosing hope, courage, and a future shaped by intention.

    “‘Here Now’ is a celebration of new beginnings, those brave, hopeful moments when people choose to move forward,” said Generali Central Insurance chief marketing, customer & impact officer Ruchika Malhan Varma. “Our promise of being a Lifetime Partner means standing beside our customers with empathy, protection, and unwavering support.”

    The idea is as simple as it is emotional that the future isn’t something distant and abstract, it’s built right here, in the choices we make now. “Life insurance is deeply personal, it’s about the people you love and the life you’re building,” added Generali Central Life Insurance chief marketing officer Geetanjali Chugh Kothari. “With Here Now, we wanted to speak to people on a human level, celebrating the everyday moments that make life meaningful.”

    The creative baton for this cross-category campaign was passed to VML India, while Dentsu Media India handled media duties. The result? A sleek, emotionally grounded film that trades boardroom jargon for genuine connection. Visually, it carries Generali’s global signature red wings, now framing life’s pivotal moments, a symbol of presence, partnership, and protection.

    In true Generali style, the campaign doesn’t just live on television screens. It rolls out nationwide in nine languages, spanning TV, print, digital, outdoor, and social platforms. To take it closer to consumers, the insurer has forged smart tie-ups with Uber in Mumbai and Delhi, the Mumbai Metro’s Ghatkopar–Versova Line 1, and even Swiggy’s Food and Instamart apps, a clever blend of mobility, daily life, and digital discovery.

    The brand is also going full throttle on sports and entertainment. Expect to spot Here Now during ad breaks in the India–Australia T20s and India–South Africa ODIs, as well as within Kaun Banega Crorepati and popular news shows tapping into audiences where emotion and engagement run high.

    With a national rollout strategy spanning premium OTT platforms like Youtube and Meta, Generali Central is betting big on both reach and recall.

    But beneath the red wings and media muscle lies something more timeless, a brand philosophy that began centuries ago in Trieste and now beats steadily in India’s heartland. “A Lifetime Partner who is always Here Now” isn’t just a tagline; it’s a promise stitched through the campaign’s storytelling, a reminder that protection isn’t about policies, but about presence.

    So as Generali Central steps into its rebranded avatar, its message lands softly but surely: life doesn’t wait, and neither should your insurance.

    Because the best time to be there for your dreams, your people, your tomorrow is here now.

     

  • Hero Motocorp and VML launch ‘Naye Indian ki deluxe bike’ campaign

    Hero Motocorp and VML launch ‘Naye Indian ki deluxe bike’ campaign

    MUMBAI:  Hero Motocorp, the world’s largest two-wheeler manufacturer, has unveiled a new campaign for its ‘HF deluxe pro’ motorcycle in partnership with VML, the global brand and digital transformation agency. Titled ‘Naye Indian ki deluxe bike’, the campaign pays tribute to the resilience, optimism, and quiet heroism of everyday Indians who move the nation forward.

    The all-new ‘HF deluxe pro’ brings bolder styling, smarter features like an LED headlamp, and enhanced fuel efficiency to India’s leading 100cc motorcycle. The campaign takes a significant creative leap from conventional category advertising, anchoring the bike’s reliability in a heartfelt narrative of courage and compassion.

    At the centre of the film is the story of a rider who embarks on a daring mission through dense forests to reunite a lost baby elephant with its mother. The ‘HF deluxe pro’ becomes his trusted ally: strong, dependable, and built to endure every challenge. Through this powerful metaphor, the campaign celebrates the new-age Indian who doesn’t just aspire for change but actively builds it.

    “At Hero Motocorp, our journey has always been intertwined with the spirit of real India: the quiet force that propels our nation forward,” said Hero Motocorp, head of marketing, Aashish Midha. “With the HF deluxe pro, we proudly present a motorcycle that mirrors the very essence of every Indian rider: resilience, innovation, and unwavering trust. VML has masterfully translated this vision into a campaign that is both deeply emotional and powerfully purposeful.”

    VML India, ceo, Babita Baruah added, “Great brands don’t just sell products; they inspire culture and spark emotion. With Hero MotoCorp, we found the perfect synergy to tell a story that celebrates the resilience and quiet heroism of everyday Indians. This campaign reflects our belief in purposeful creativity, where every frame leaves a lasting impact.”

    VML, group chief creative officer, Kalpesh Patankar said, “The most successful work is always rooted in truth. This film was created to resonate with millions of Indians in the country’s heartlands, using emotion as the strongest connector between brand and people.”

    With refreshed graphics, chrome accents, a segment-first LED headlamp, and a horizon digital console, the ‘HF deluxe pro’ is built for both style and everyday practicality. Its 97.2cc engine with i3s technology delivers smooth performance and superior mileage, making it a reliable partner for millions of families.

    The campaign is now live across television, digital, print, and outdoor platforms.

  • Interio by Godrej gets brand-new coral glow-up for modern India

    Interio by Godrej gets brand-new coral glow-up for modern India

    MUMBAI: Designing a new chapter! Interio by Godrej has rolled out a vibrant new identity, giving the brand a fresh new makeover.

    The refreshed look puts design at the centre of modern Indian living, complete with a striking coral logo that symbolises aspiration, creativity and warmth. Far from just another shade card pick, coral is meant to carve out distinctiveness in a crowded market and signal Interio’s evolution into a design-led, aspirational brand while still leaning on the trust of its parent, Godrej.

    Interio by Godrej, executive vice president and business head, Swapneel Nagarkar said, “Our new identity is a powerful expression of modern India. The ‘Moments That Matter’ campaign shifts the lens from furniture as mere utility to pieces that help forge genuine connections.”

    Created with Contract advertising, the campaign captures slice-of-life humour through a relatable family story, highlighting how furniture quietly shapes memories. Abhinav Kaushik of VML India called it “a delicate balance of modernity and warmth that few brands achieve.”

    Backed by a Rs 50 crore integrated media plan, the campaign will run across TV, print, digital, outdoor and in-store touchpoints, with a prominent presence at the Asia cup 2025 as associate sponsor. 
     

  • VML India Appoints Dhruv Warrior as executive creative director

    VML India Appoints Dhruv Warrior as executive creative director

    MUMBAI: VML India has announced the appointment of Dhruv Warrior as executive creative director. With over 17 years of experience in advertising and brand communication, Warrior brings a strong mix of creativity, strategy, and cultural inclusion.

    An internationally awarded creative leader, Warrior has held various positions with JWT, VMLY&R Dubai, and FoxyMoron. He has consistently delivered bold, award-winning campaigns, integrating technology, emerging trends, and precise craft to bring evocative and culturally inclusive campaigns to life.

    VML India CEO Babita Baruah said, “We are excited to have Dhruv join our team. Dhruv’s commitment to infusing creativity with culture will continue to elevate VML’s ethos. Dhruv will work closely with Kalpesh Patankar and Sachin Dhir to continue driving our best work for our clients.”

    VML India CCO, Kalpesh Patankar said, “Dhruv brings in the creativity that understands both global ambitions and local nuances. He has a keen cultural sensibility and a strong command of modern storytelling. VML is constantly evolving to be creatively bold, strategically relevant, and deeply connected to the audiences we serve. We are excited to have Dhruv join us and we look forward to doing some great work.”

    “I am thrilled to join VML India,” said Warrior. “I firmly believe that creative thinking is the engine of transformation, driving strategy, media, engagement, and innovation. VML has set a benchmark in merging insights, strategy, technology, and innovation in their work, and I look forward to continuing to build the strategic acumen to further strengthen the agency’s creative vision. I would like to thank the leadership for this opportunity, and I am certain we are going to continue to bring out great work for our brands.”

    Warrior will be based out of VML’s Bangalore office and will report into Kalpesh Patankar.

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  • Maddys 2025 goes global, gets glossier

    Maddys 2025 goes global, gets glossier

    MUMBAI: The Advertising Club Madras is bringing the heat with the 43rd edition of Maddys, giving India’s longest-running advertising awards a slick new sheen – and a global passport. This year’s rebooted avatar doesn’t just honour great work, it redefines the very format with new categories, a heavyweight jury, a transparent scoring system, and an international welcome mat.

    Themed ‘AI vs AI – Awesome Ideas vs Awesome Ideas’, Maddys 2025 goes all in on the creative wars in a tech-saturated world – and the stakes are high.

    For starters, it’s going international. The awards will now invite entries from across borders, aligning themselves with global benchmarks. With 155 categories across six streams – Creative, Digital, Media, Design & Print Craft, Film & Audio Craft, and Regional Pride (Tamil) – this isn’t just a celebration, it’s a campaign for creative excellence.

    The 2025 edition also introduces Grand Prix honours, a one-day celebration that starts with breakfast and ends with a cocktail, and a robust, two-tiered judging system scored on Strategy & Insights, Originality & Creativity, and Execution & Impact – minus the fluff of performance metrics.

    The dream jury team includes:

    . Karthi Marshan, former Kotak CMO, and Senthil Kumar of VML India co-chairing Creative MADDYS

    .  Ajay Gupte of Wavemaker chairing Media

    .  Dr. Apurva Chamaria of Google helming Digital

    .  Filmmaking duo Gayatri & Pushkar chairing Film & Audio Craft

    .   Santosh Padhi of Into Creative on Design & Print Craft duty

    .   Chocka of OPN taking charge of Regional Pride Maddys

    Process czar Gokul Krishnamoorthy returns as honorary jury convenor and process auditor, ensuring the judging stays squeaky clean and crystal clear.

    Aside from bragging rights, agencies and clients can win titles across streams. Grand Prix winners bag 30 points, with Gold (15), Silver (7), Bronze (3), and Shortlists (1) rounding out the leaderboard — all contributing to the prestigious “Agency of the Year” and “Client of the Year” crowns across categories.

    From art directors to Tamil-language storytellers, from global digital campaigns to handcrafted print ideas — Maddys 2025 isn’t just turning up the volume, it’s tuning into the future. Ready, set, pitch.
     

  • Breathe easy burnout is not your creative destiny

    Breathe easy burnout is not your creative destiny

    MUMBAI: Tired is not a personality trait. And if your big ideas feel more foggy than fiery, wellness expert Luke Coutinho might know why. At the Goa Fest 2025 fireside chat with VML India’s Babita Baruah, he unpacked the anatomy of burnout and why hustle culture is creativity’s worst enemy. “Are you exhausted or just on autopilot?” That was Luke Coutinho’s call to action to a room full of creative professionals who raised their hands at the mere mention of burnout. But Coutinho, integrative medicine expert and long-time advisor to India’s armed forces wasn’t here to peddle another green juice. He was here to challenge the cult of grind and offer a surprisingly simple antidote: adapt.

    Burnout, he explained, isn’t just about being busy. It’s chronic stress that numbs joy, dulls creativity, and disconnects people from the very things that once brought them meaning. “It’s when your favourite song doesn’t hit the same, your child’s smile doesn’t light you up, and your morning coffee is just a prop to survive,” he said.

    Contrary to social media’s rigid checklists, Coutinho advised attendees to stop chasing generic wellness trends and instead tailor health practices to their own lives. “Trying to live like a reel will burn you out faster than your deadlines,” he quipped. The solution? A mindful mix of food, sleep, movement, and emotion.

    Four lifestyle levers for creative spark:

    ●    Nutrition: Ditch junk and stimulants. They tank energy and ideas.

    ●    Sleep: It’s not about waking up early, it’s about completing your sleep cycle.

    ●    Emotional wellness: Channel pain into power, not procrastination.

    ●    Movement: Walk, stretch, breathe—endorphins boost the prefrontal cortex, your creative HQ.

    Coutinho dismantled hustle culture as “glorified exhaustion”. Instead, he urged for a shift from performative busyness to “purposeful urgency”. As proof, he shared a story about the architect of Dubai’s Burj Khalifa who, before his big pitch, didn’t power through but went for a swim to reconnect with himself. “Stillness before action. That’s how true creativity emerges,” said Coutinho.

    He also offered a practical fix: six minutes a day. That’s all you need, he said, to begin rewiring your burnout brain:

    1.    Mind Sweep (Morning) – List 3 things you’re grateful for. Set a daily intention.

    2.    Breath Stacking (Midday) – Take 8–10 deep, slow breaths. Reset.

    3.    Digital Sunset (Evening) – Switch off all screens and reflect on a small win.

    These micro-rituals anchor you in the present, a place creatives rarely linger.

    He concluded with a reality check shaped by his work with terminal patients: “Not one of them talks about their titles or salary. They remember love, laughter, and memories.” The lesson? Life isn’t a sprint, and your legacy won’t be built in unread emails.

    So the next time your creativity stalls, don’t scroll or sprint pause, breathe, and ask: what really makes me feel alive?

  • Enormous takes the creative agency Abby crown at GoaFest 2025

    Enormous takes the creative agency Abby crown at GoaFest 2025

    GOA: Mumbai’s glittering advertising elite gathered for the Abby creative awards 2025, powered by One Show, and what a bash it was! The night saw agencies duking it out for supremacy, with some truly enormous wins and a few surprises.

    Enormous clinched the coveted creative agency of the year title, proving their creative muscle is, well, gargantuan. ItFCB  bagged a whopping 67 metals, including 6 gold, 17 silver, 24 bronze, and 20 merits, accumulating a grand total of 286 points. Leo India, not far behind, stacked up 51 metals for a respectable 196 points, while VML India, with a Grand Prix under its belt, tallied 78 points. Clearly, size does matter when it comes to creative firepower.

    In the specialist categories, Leo India showed its strategic genius, being crowned the brand activation & promotions specialist agency of the year with 30 points and also dominating as the health specialist agency of the year, amassing 40 points. Talk about being a well-oiled machine!

    FCB India wasn’t to be outdone, nabbing the branded content & entertainment specialist agency of the year with 30 points. It seems their content is so good, it’s almost too branded. And when it came to the visual feast, Good Morning Films was hailed as the video craft specialist of the year, scoring a dazzling 84 points. Their work, one might say, was simply picture-perfect.

    Individual campaigns that got chatter going  included Famous Innovations’ The Anatomy of Suffering for Henlo Pet Nutrition, which snared a Grand Prix in Still Print – Still Craft – Art Direction. Pet lovers, prepare to be paws-itively moved. In the Audio-Visual category, Enormous bagged two golds for Wok Tok By Veeba’s “Chinese, par apne style se” and Lahori Jeera’s “Har Koi Peera Lahori Zeera“—proving that when it comes to food, Enormous really knows how to cook up a storm.

    Meanwhile, Neeman’s Are Those Neeman’s Shoes Phone Hack campaign by VML India caused quite the stir, landing a Grand Prix for Audio – Voice-Activation. One might even say it spoke volumes! Famous Innovations also scooped up a Grand Prix for The Anatomy of Suffering for Henlo Pet Nutrition in Out of Home (Ambient Media), showing that their suffering has truly paid off.

    From Durex India’s Teaching India to get it wrong by FCB India to MyMuse’s Designed to Find the Right Spot by Famous Innovations, the awards celebrated campaigns that were both bold and brilliant, leaving no creative stone unturned.

     The Abbys once again showcased that in the mad world of advertising, a bit of cheeky creativity and strategic nous are always a winning combination.

  • 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.

  • Enormous rings up mobile victory as Goafest goes portable

    Enormous rings up mobile victory as Goafest goes portable

    GOA: Day two of Goafest 2025 saw Enormous proving that size matters in the mobile specialist category, though ironically their victory came through modest means rather than massive hauls.

    The agency dialled up 12 points to claim the ‘mobile specialist agency of the year’ title with one silver, one bronze and a merit—a performance that was more steady connection than lightning-fast 5G, but apparently quite enough to leave competitors with no signal.

    In a delicious twist, the runners-up actually managed to bag the category’s only gold medals. McCann Worldgroup India and VML India each secured eight points with one gold apiece, proving that sometimes having fewer awards but better quality can still leave you runner-up. 

    BBH Communications India and Mindshare found themselves tied at six points each courtesy of one silver apiece.

    The middle order proved that even in mobile marketing, participation trophies still exist. Havas Life Mumbai managed four points with a bronze, whilst The New Thing by Talented also hit four points but did it the hard way with two merits.

    Those bringing up the rear weren’t entirely left on silent mode. redBus, BC Web Wise, Cheil India, and FCB India all managed two points with a merit each.

    The Abby Creative Awards 2025, powered by The One Show, continued their systematic sweep through advertising’s specialist categories, with broadcaster, PR, digital specialist, design specialist, and direct specialist awards.