Campaign roundup: Week of 16 June

The Good Bowl launches voice-powered contest campaign

Rebel Foods brand The Good Bowl has launched a voice-powered contest campaign, Bowl-O-Cheese, centred around Mac & Cheese bowls. The campaign invites participants to send Instagram voice notes saying ‘CHEESE’ in creative ways to win free Mac & Cheese. The name is a play on the Hindi phrase ‘Bolo Cheese’ (Say Cheese). Five winners are selected each day, each receiving one bowl of Mac & Cheese for free. The Mac & Cheese collection is priced between INR 299 and INR 369, with a limited-time offer of INR 199 per bowl on Zomato, Swiggy and EatSure from 20 to 22 June. The campaign integrates meme culture and social engagement, encouraging participation via voice notes, with phrases like ‘Sirf cheese bolke mujhe ye mac and cheese free mil gaya!’ (All I did was say cheese and I got free mac and cheese) being promoted by content creators. As part of the campaign, The Good Bowl will also collaborate with Zaynul Jiwani to produce what it claims will be India’s first crowd-sourced ‘Cheese Anthem’. Rebel Foods, the parent company, operates brands including Faasos, Behrouz Biryani, Oven Story Pizza, SLAY Coffee and Wendy’s, and has over 450 kitchens across more than 70 cities in India and abroad.

Mars Wrigley India’s Boomer ad features Jasprit Bumrah

Mars Wrigley India has launched a new campaign for its gum brand Boomer, featuring Indian cricketer Jasprit Bumrah. The television commercial (TVC) aims to reposition bubble-blowing as a symbol of confidence and individuality. The ad, set during a cricket match, shows Bumrah responding to boos from the crowd by chewing Boomer gum and blowing a bubble. The boos shift into cheers, with spectators chanting ‘BOOOOOOO-MRAHH... BUMRAH!’, reframing the narrative through the power of bubble gum. The campaign is designed to appeal to a younger audience and capitalise on nostalgia for the Boomer brand, which has been in the Indian market for over 30 years. It follows the launch of Boomer Lollipops in flavours like strawberry, orange and watermelon, as the brand expands its product line beyond gum. The campaign focuses on blending brand elements with messaging to appeal to Gen Z consumers. The campaign film is available on YouTube.

Rumi promotes storytelling event via transit media

Awadhi cuisine brand Rumi has launched a bus advertising campaign to promote ‘Dastan-e-Aam’ (Tales of the People), a storytelling event featuring Dastango Dr Himanshu Bajpai. The event will be held on June 29, 2025 in Bengaluru. The campaign spans a 60 km route across Electronic City, KR Puram, Hebbal and Yelahanka up to the airport, targeting daily commuters and urban millennials. It aims to revive dastangoi, a 13th-century Urdu oral storytelling tradition, while encouraging audience participation through a contest linked to Rumi vouchers.

Specta campaign headlines celebrity photographer Joseph Radhik

Luxury quartz brand Specta has launched the latest chapter of its ‘Stories Cast in Stone’ campaign, featuring celebrity wedding photographer Joseph Radhik. The short campaign film shows Radhik sharing his journey from corporate professional to photographer. The campaign draws parallels between quartz’s transformation into luxury surfaces and the evolution of creative individuals. Past campaign participants include designer Masaba Gupta and chef Ranveer Brar. The film highlights Radhik’s career, from photographing his first celebrity client Allu Arjun to working with clients including Virat Kohli, Anushka Sharma, Katrina Kaif, and Priyanka Chopra. It also touches upon the aesthetic evolution in wedding photography, which he links to Specta’s ‘Pastel Poise’ collection. The campaign will next feature the saree draping expert, Dolly Jain.