Yas Island reunites 'Zindagi Na Milegi Dobara' trio
Yas Island in Abu Dhabi has launched its new campaign, 'Zindagi Ko Yas Bol' (Say 'Yes' to life), bringing back the cast of the iconic Bollywood film Zindagi Na Milegi Dobara (You won’t get this life again). The campaign features Hrithik Roshan, Farhan Akhtar, and Abhay Deol embarking on a fresh adventure across the island, taking on various challenges and activities that highlight the spirit of friendship and living life to the fullest.
A trailer for the campaign kicks off a five-episode series, where each character embraces thrilling experiences and explores Yas Island’s attractions. The series is set to evoke nostalgia for fans of the 2011 film while celebrating the bond between the trio.
A new jingle has been released to complement the campaign, aiming to amplify the excitement and energy of Yas Island. Fans can follow the trio’s journey on Yas Island’s social media channels, with each episode unlocking new adventures and experiences.
Mahindra Lifespaces DVC promotes positive energy homes
Mahindra Lifespace Developers Ltd has unveiled a new brand campaign, 'Home of Positive Energy'. It highlights the idea of creating homes that promote well-being through thoughtful design and green spaces. The company has introduced a digital video commercial (DVC) and a 'mobile experience centre' (a van), which will travel across Mumbai to showcase the philosophy of harmonious living in Mahindra homes.
The campaign features the Mahindra Vista Caravan as a symbol of curiosity, drawing people into a space that assures warmth and comfort. The initiative aims to redefine urban living by offering homes that nurture both aspirations and daily lives.
TBOF campaign focuses on farm-to-fork traceability
Two Brothers Organic Farms (TBOF) has launched a new initiative to ensure full transparency in food sourcing with its Farm-to-Fork Traceability Technology. Using blockchain-backed traceability, the technology allows consumers to track the journey of their food from farm to table, ensuring authenticity and integrity at every stage.
TBOF’s farmer relationship managers document the entire process, from sowing to packaging, which can be accessed via QR codes on products. This initiative, which currently includes 29 products, aims to revolutionise food sourcing transparency.
TBOF plans to extend this technology to all of its offerings, giving consumers confidence in the food they consume while holding the brand to a higher standard of accountability.
MSU launches ‘Generations of Love’ campaign
Mysore Saree Udyog (MSU) has launched ‘Generations of Love,’ a digital campaign highlighting long-standing customer relationships. The initiative, created by marketing agency Bold & Beyond, features couples married for over 30 years.
The campaign, released as a three-part video series on social media, showcases customer stories through the lens of traditional attire. Each video focuses on themes of enduring relationships, serendipitous love stories, and passion-driven commitments.
MSU, known for its ethnic wear, has a longstanding presence in the Indian textile industry. The campaign aims to reinforce the brand’s connection with its customers by celebrating their personal milestones.
Bold & Beyond, the agency behind the campaign, specialises in strategic storytelling and brand engagement. The agency operates across India and international markets, offering PR, digital marketing, and influencer collaborations.
Britannia Good Day’s Chai campaign removes product imagery
Britannia Good Day has launched ‘Headlines’, a marketing campaign positioning its biscuit as the preferred companion to tea. The campaign, created by Talented.Agency, omits product imagery, relying on consumer association with the brand.
The campaign builds on existing consumer habits of pairing Britannia Good Day biscuits with tea. It follows earlier marketing efforts, including TV commercials and an association with Chai Point at the Maha Kumbh festival, where the brand was promoted alongside mass tea consumption.
The multimedia campaign is being rolled out across modern trade outlets, corporate food courts, and general stores. Plans include expansion into quick commerce platforms and branded collaborations.
Britannia Good Day, a leading biscuit brand in India, continues to reinforce its market positioning through cultural and behavioural insights. The campaign focuses on strengthening brand recall without direct product placement.
Talented.Agency, which developed the campaign, is leveraging consumer psychology and minimalist advertising techniques to drive engagement. The campaign is being implemented across major consumption points to maximise visibility.
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