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The AI-led rural activation in Uttar Pradesh enables homemakers to feature in personalised video stories celebrating their everyday ‘Josh’.
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The collaboration connects Pexpo’s focus on sustainable steel bottle manufacturing with the film’s narrative of strength, discipline and conscious choices.
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The campaign translates holiday movie-inspired looks into an OTT-style shopping experience on its website.
The India campaign features Ananya Panday and Lakshya as new global ambassadors.
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