To mark 25 years in India’s general insurance landscape, TATA AIG General Insurance has unveiled a new brand campaign that places evolving life needs at its core. Moving away from product-led messaging, the film uses a deeply familiar relationship-a father and son-to reflect how insurance remains relevant across changing phases of life. Conceptualized by TBWA, … Read more
Bengaluru-based integrated brand and creative agency Peoplecom has won the integrated creative mandate for Curated Living Solutions (CLS), a managed living and student housing platform backed by the DivyaSree Group. The partnership comes as CLS continues to scale its presence across key urban markets in India. Under the mandate, Peoplecom will lead CLS’s brand and … Read more
Footwear brand Red Chief has appointed actor Ayushmann Khurrana as its new brand ambassador, marking a strategic move to deepen consumer engagement across metros as well as tier 1, 2, and 3 cities. The association aligns with the brand’s ambition to evolve into a more contemporary, lifestyle-led footwear player while retaining its strong Indian roots. … Read more
Instamart’s latest advertising film marks a noticeable departure from the category’s long-standing obsession with speed. Instead of countdown timers and delivery-minute promises, the brand opts for a quieter, situational story rooted in everyday convenience-and the choice feels intentional. The film opens inside a jewellery store where a sales assistant casually asks a couple if they … Read more
As UPI cements its position as India’s most widely used digital payment method, content platforms catering to mobile-first audiences are rethinking how subscriptions are managed. ChanaJor OTT, a platform focused on short and mid-length Indian-language content, is among those leveraging UPI AutoPay to make recurring payments simpler and more accessible for users. Serving a largely … Read more
Zepto Limited marked its entry into the wellness space with the launch of Zepto Fitverse, a community-driven fitness experience held at Hyfit, Bengaluru, in association with Angel One. Designed as a four-hour, no-frills workout event, Fitverse moved away from the idea of short-lived New Year fitness resolutions and instead focused on building consistency, participation, and … Read more
ITC’s Sunfeast Wowzers has launched its latest campaign, Wowzers Cheesy Nahi Cheesier, focusing on indulgence-led snacking for younger audiences. The campaign highlights texture, sound, and visual appeal, reflecting evolving preferences where snacking is as much about the sensory experience as taste. Conceptualized by Ogilvy, the film captures friends enjoying casual snack breaks in fast-paced, informal … Read more
Standard Chartered has rolled out the second phase of its global wealth campaign, Now’s Your Time for Wealth, extending its focus in India to deliver timely investment insights to affluent, globally connected investors. Building on the success of the first phase in January 2025, this iteration leverages perspectives from the bank’s Chief Investment Office (CIO), … Read more
Uppal Brewers & Distillers’ brand Soorahi concluded its wedding-season campaign, Love, Laughter and Shaadi ka Chapter, on January 17, after a six-week digital rollout that generated 7.3 million impressions. The campaign creatively tapped into shared wedding experiences using observational comedy and cocktail-led storytelling, resonating strongly with its target audience. The campaign featured stand-up comedian Appurv … Read more
Snabbit’s latest campaign smartly resurrects the character Bandya, played by Rajpal Yadav, not merely as a nostalgic throwback but as a strategic tool to build trust and cultural relevance. The decision to bring back this instantly recognizable figure speaks to the campaign’s deeper understanding of audience psychology and the power of familiarity in storytelling – … Read more
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