Campaign roundup: Week of 09 June

Pocket FM launches ear-cleaning influencer campaign

Pocket FM has enlisted international content creators in a street-side activation for its ‘India, Kuch Acha Suno!’ (India, Listen to Something Good!) campaign. Influencers experienced traditional ear-cleaning services in Indian cities to illustrate the value of blocking digital noise and resetting one’s mind. Brown Wanderers, Kyle Paul, Andy Evans (The Aussie Bhai), Joshua Barnes and Praveen participated in on-camera sessions with professional ear cleaners, reflecting the campaign’s metaphor of clearing mental clutter. Each video concludes with the influencers using Pocket FM to tune into curated audio content. The activation formed part of a broader phygital campaign combining street engagements with online video releases. According to Pocket FM, the initiative generated over 10 lakh interactions and a 37% increase in app engagement within one week of launch. The audio OTT player which offers over 75,000 audio series to a global audience of 20 crore listeners reported a rise of nine lakh video views across platforms.

Freedom Groundnut Oil ad promotes food, family bonds

Freedom Healthy Cooking Oils has launched a campaign promoting Freedom Groundnut Oil as a link between taste, tradition, and relationships. The campaign centres on the Telugu phrase ‘Freedom verushanegatho chesina vantalu mee notiki isthayi asaluu sisalina Telugu ruchulu’ (Dishes cooked with Freedom oil bring the true, original Telugu flavours to your taste). Through short films, the campaign depicts family and workplace connections built around traditional meals cooked with Freedom Groundnut Oil. One narrative shows a mother-in-law bonding with her daughter-in-law over mirchi bajji. Another shows a grandmother and grandson sharing vankaya curry. A third shows colleagues connecting over gongura pachadi. The messaging emphasises food as a cultural and emotional bridge and highlights the oil’s role in preserving traditional flavours while meeting modern taste preferences. The campaign supports the brand’s stance on health, purity, and emotional well-being through food. Freedom Groundnut Oil is produced by Gemini Edibles & Fats India Ltd. According to the company, the product plays a pivotal role in promoting healthy, home-cooked meals that strengthen interpersonal connections. The campaign has been launched across digital platforms and is aimed at consumers who value family, tradition, and authenticity in everyday cooking.

Enchanteur’s fragrance ad highlights feminine strength

Enchanteur has launched a new campaign for its perfumed body lotion in the Gulf Cooperation Council (GCC) region. Created by AHA, a creative agency based in India and Dubai, the film features a woman embodying strength and composure as she transitions from a lift to an MMA arena, where she defeats her opponent. The film uses a scarf motif to represent the lingering presence of her fragrance. The campaign was launched during Eid and introduces a lotion formulated for warm weather—light, non-sticky, and hydrating. Shot in Bangkok, the production involved a global team including a French director, a Canadian assistant director, and a Bangkok-based Director of Photography. The cast featured an Italian-Brazilian lead trained in MMA choreography. The campaign is being aired across television, streaming platforms, digital media, cinema halls, and outdoor displays in the GCC. It aims to communicate the message of understated power and lasting presence through scent, aligning with the brand’s positioning of bold femininity. AHA selected the lead actor from over 40 auditions and worked with an international crew to realise the vision.

Rush campaign promotes skill-based gaming

Rush, the skill-based gaming platform from Hike, has launched its first brand campaign, #ChaloJeetKiChaal (Let’s Make Winning Moves), featuring actor Krushna Abhishek. The campaign targets casual gamers in Hindi-speaking markets and will run for five weeks across television, radio, and digital platforms. The campaign centres on players who use quick thinking and strategy in everyday life and gaming. It highlights Rush Ludo, the platform’s main game, as a symbol of skill-based entertainment. Rush is positioning itself as an alternative to chance-based gaming, promoting smart play through skill and decision-making. The campaign also includes a flagship tournament, Leedo Champions League, offering cash, gadgets, and other rewards. The platform is deploying a full 360-degree marketing push including influencer-led regional promotions, digital performance campaigns, and in-app contests. It aims to reach over 20 million users, particularly in tier-2 and tier-3 cities. Rush is also focusing on user education by promoting transparent matchmaking and skill-based gameplay. The campaign marks a shift in India’s online gaming narrative towards legitimacy and inclusion.

Freshwrapp launches hygiene campaign with chef Vikas Khanna

Freshwrapp, the aluminium foil brand from Hindalco, has launched a new food safety campaign titled ‘Bacteria ki Entry ko Rokey’ (Stop Bacteria from Entering), featuring chef Vikas Khanna. The initiative promotes the foil’s Freshlock Shield, which helps block bacterial contamination and preserve food freshness. The campaign highlights the shortcomings of traditional storage methods like cloth and paper, which retain moisture and may encourage bacterial growth. Laboratory tests confirmed that Freshwrapp foil resists bacterial penetration for up to 36 hours (11 micron) and 48 hours (18 micron), including against pathogens such as E. coli and Salmonella. The campaign film uses humour to show bacteria as unwanted dinner guests blocked by the foil’s protective shield. It aims to raise awareness of hygiene practices and encourage safer food storage habits. Consumer trials found that non-users responded positively to the foil’s ease of use and hygiene benefits, especially mothers concerned with children’s health. Freshwrapp is ISI-certified and is suited for wrapping, cooking, storing, freezing, and serving. It is used in over 12 lakh households monthly and has been recognised as a Superbrand for three consecutive years.

TVS Ronin's helmets feature folk art

TVS Ronin has partnered with TBWA\India to launch a World Art Day campaign called ‘The Art of Protection’, which introduces a limited-edition helmet collection that combines Indian folk art with road safety awareness. The helmets feature designs inspired by traditional styles such as Warli, Gond, Madhubani, and Pattachitra. The initiative addresses two issues: declining helmet usage among Indian riders and the fading presence of indigenous art forms. TVS Ronin aims to promote both cultural preservation and rider safety through this dual-purpose campaign. The helmets are designed as wearable pieces of folk art, encouraging users to express their individuality while promoting safe riding habits. Each helmet acts as a canvas for India’s cultural heritage, merging the brand’s positioning of unscripted travel with a larger message on protection. The campaign gained over 3.6% engagement on Instagram, led to an 8% increase in followers, and attracted more than 75,000 visits to the campaign page within a week. Following public interest, the brand plans to release a second phase.

ZEE5 unveils a new brand identity and strategic direction

ZEE5 has unveiled a new brand identity and strategic direction, focusing on hyper-personalised and language-first content delivery. Under the campaign tagline ‘Apni Bhasha, Apni Kahaniyan’ (Multiple Languages, Infinite Stories), the platform now offers subscription plans starting from INR 120 per month across seven Indian languages. The revamp introduces a redesigned logo, updated user interface, and AI-driven personalisation features. Hindi packs, which include Punjabi and Bhojpuri content, are priced at INR 220 per month, while an All-Access plan is available for INR 320. Annual options are also offered. ZEE5’s updated content strategy includes over 130 new titles in FY26, spanning genres and languages. Upcoming titles include Detective Sherdil (Hindi), Sattamum Neethiyum (Tamil), Mothubaru Love Story (Telugu), and Vibhishan (Bengali). Each language is managed as a dedicated vertical to ensure localised storytelling and production scale. The platform aims to increase user engagement by offering curated recommendations, leveraging data insights, and ensuring accessibility across all regions and devices. ZEE5’s evolution aligns with Zee Entertainment’s broader brand proposition, ‘Yours Truly, Z’. ZEE5 is available across mobile, web, and smart devices. Further details, including campaign films, are available on ZEE5’s official platforms.

Motherhood Hospitals' campaign promotes AI-led pregnancy app

Motherhood Hospitals has launched an AI-generated advertisement to introduce Motherhood ONE, India’s first subscription-based pregnancy care app offering personalised support for expectant mothers. The ad, created using AI characters and environments, satirises unsolicited pregnancy advice commonly heard in Indian society. The ad highlights myths like drinking saffron milk to ensure fair skin or certain exercises for natural birth. It promotes scientific, expert-driven care via the app, which offers real-time medical guidance, symptom tracking, pregnancy journaling, and medication reminders. Claymation techniques were used to animate everyday characters such as maids and milkmen, adding a humorous touch to a serious message about maternal health. The campaign has generated over 30,000 organic views and will be promoted further through digital influencers and parenting platforms. The Motherhood ONE app is now available for download on Android and iOS. It positions itself as a credible alternative to non-scientific sources, reinforcing the importance of professional healthcare during pregnancy. Motherhood Hospitals operates 25 facilities in 12 cities and has over 1,000 associated specialists. It also manages India’s largest network of Neonatal Intensive Care Unit beds. The ad film is available to view on YouTube and via the hospital’s social media channels.

Danone uses AI for its Protinex campaign

Danone has launched a digital campaign, titled Protinex Anthem: Sip, Sing, and Power Up with 34% Protein! for its flagship brand Protinex using a fully AI-generated film, in collaboration with Rediffusion and RAIDS. The film addresses India’s high rate of protein deficiency by promoting better dietary choices through protein-rich nutrition. The film was conceptualised by Rediffusion’s creative team and produced entirely with AI. The campaign aims to create nationwide awareness on protein consumption and its benefits to health, strength, and immunity. The AI-generated film incorporates emotive storytelling and data-based insights to connect with audiences in India. The narrative was developed to resemble real-life visuals, enhancing its relatability. The campaign has been launched across social media, video platforms, and online health communities to maximise reach and engagement.

Fortune Oil campaign celebrates pickle-making tradition

AWL Agri-Business Ltd, the maker of Fortune brand, has launched the third season of its campaign Achaar Ka Perfect Jodidaar (The perfect companion for pickles) for Fortune Kachi Ghani Mustard Oil. The new campaign features a mascot called ‘Achaar Maker Naani’ (Pickle-making grandma), celebrating India's traditional homemade pickle-making culture. The mascot will appear on the 1-litre pouch of the mustard oil product, to celebrate generational food wisdom. A new television commercial has been released in key markets of Uttar Pradesh and Bihar. The launch is also being supported by mall activations in Lucknow and Patna. AWL Agri-Business Ltd, formerly Adani Wilmar Limited has 24 manufacturing facilities and operates a retail and distribution network.