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Mahindra Lifespaces has launched a new campaign for its Mahindra Rainforest project, moving away from conventional real estate messaging to focus on the emotional value of a thoughtfully designed home. Conceptualised by The Womb, the campaign builds on the brand’s “Home of Positive Energy” platform, exploring how living spaces shape everyday wellbeing rather than simply … Read more
Meta is reportedly evaluating an investment in Cred that could value the Bengaluru-based fintech at around $4 billion, according to a Moneycontrol report – a number that tells its own story. It’s an improvement on Cred’s $3.5 billion markdown in 2025, but still a steep climb-down from the $6.4 billion peak it commanded in 2022. … Read more
Omnicom Media’s Lodestar UM has won the integrated media mandate for the Association of Mutual Funds in India (AMFI), emerging victorious in a multi-agency pitch. Under the mandate, Lodestar UM will take charge of AMFI’s media strategy, planning and buying responsibilities, while supporting the next phase of the long-running Mutual Funds Sahi Hai campaign. The … Read more
This Father’s Day, ITC Sunfeast Baked Creations has unveiled “A Briefcase of Love,” a campaign celebrating fathers whose love is expressed not through words, but through everyday responsibility, resilience and quiet presence. The campaign centres on the briefcase as a symbol – an everyday object that came to represent everything a father carries: duties, aspirations, … Read more
Farmley has launched a new digital campaign for its Makha Shaka range, tapping into Tamil Nadu’s youth culture with the tagline “Vibe-a Pudinga Makka” (Catch the Vibe, People), set to a reimagined track originally composed by Padma Bhushan Ilaiyaraaja. Video Link: https://www.instagram.com/reel/DZsAvHov_Qo/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== The film, produced by Mind Your Language! (MYL), follows a young man’s frantic … Read more
e.l.f. Beauty has launched its first-ever haircare line with “What the h.e.l.f.?”, a high-energy campaign starring an unlikely beauty icon: Bigfoot. The premise is simple – the elusive creature has spent decades hiding in the woods not out of mystery, but embarrassment over his frizzy, unmanageable hair. A makeover later, he steps out with a … Read more
Sportswear brand One8 has signed on Masaba Gupta as its first Indian designer collaborator, marking a clear strategic pivot for the Virat Kohli-founded label as it moves beyond cricket and performance wear into culture and lifestyle. The partnership has Masaba fronting a campaign for One8’s new footwear and accessories range, including the cricket-inspired Seam XVIII … Read more
Castrol India has marked 25 years of Activ with “Bike Smooth, Toh Life Smooth,” a campaign for its upgraded Activ Full Synthetic range that trades engine clichés for a zombie-themed metaphor. Conceptualised by Ogilvy, the film shifts away from the category’s usual playbook of engine close-ups and highway shots, opting instead to make viewers feel … Read more
Penske Media Corp. has acquired a sweeping portfolio of Vox Media’s digital brands – The Verge, Eater, SB Nation, PopSugar, The Dodo, Punch and Thrillist – in a move that cements its status as the world’s largest digital publisher. Financial terms remain undisclosed. The deal lands weeks after Vox Media offloaded New York magazine, Vox.com … Read more
Wagh Bakri Tea Group has launched a new integrated campaign, “Itti Si Wagh Bakri, Itti Kadak Swaad-bhari,” built around a consumer insight that challenges a common tea-brewing habit across Indian households. The campaign responds to a growing tendency among consumers to add extra tea leaves or over-boil their tea in pursuit of a stronger cup. … Read more
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