Campaign roundup: Week of 14 April

Halder Venture marks centenary with ad film

Halder Venture Limited has released a campaign film titled 'The Mill' as part of its centenary reflections, chronicling 100 years of operations in the parboiled rice and edible oil manufacturing industry. The film traces the company’s growth from a small mill founded in 1924 to its present global presence across 17 countries. Directed by Arindam Dey and Debangshu Mitter, 'The Mill' uses archival footage, reenactments, and personal narratives to document the company’s development and its role in supporting local communities. The film highlights the expansion of operations to processing 400 metric tonnes of rice daily and exporting 100,000 metric tonnes annually. Headquartered in West Bengal, Halder Venture operates in West Africa, Southeast Asia, and Russia. Its products include parboiled rice, white rice, and edible oils under brands such as Bhojmoti, Bhoj, Hira, Tumi, Diva, Odaana, and Omaana. The campaign film is available on YouTube.

Paisabazaar promotes credit awareness via matrimonial ad 

Paisabazaar has launched a new credit awareness campaign by placing an ad in the matrimonial section of a national newspaper. The ad encourages couples to consider each other’s credit scores before marriage, highlighting the importance of financial compatibility in long-term relationships. The campaign aligns with Paisabazaar’s brand purpose, ‘Har Sapna Hoga Sach’, and uses a familiar cultural context to initiate discussions around credit health. The message advocates for transparency and financial planning as essential components of modern relationships. Over the years, Paisabazaar has used humour and unconventional formats to spread financial literacy. From viral videos to satirical content, the brand has aimed to simplify personal finance topics and reach a broader audience across India. Paisabazaar operates a marketplace for consumer credit and free credit scores. It receives nearly 20 lakh monthly enquiries from over 1,000 cities and has served over five crore users to date. Its has partnered with over 60 banks, NBFCs, and fintech companies.

Imfresh launches summer campaign

Imfresh has launched its summer campaign, #StayFreshAllOver, to promote its whole-body deodorant cream and build community engagement around personal freshness. The brand is encouraging users to share their freshness experiences on social media platforms including Instagram and Facebook. The campaign includes a user-generated content challenge, where customers can post stories, reels, or images showcasing how they use the product and where they carry it. Selected entries will be reposted by the brand, and two winners will receive product hampers. As part of the promotional effort, Imfresh is offering discounts of up to 50% on selected products and a free ice roller upon the purchase of its deodorant cream. The product is designed for full-body use, including areas like feet, thighs, underarms, and other sweat-prone zones, promising over eight hours of odour control. Founded in 2024, Imfresh focuses on science-backed hygiene and inclusive personal care for Indian consumers.

Wellbeing Nutrition campaign headlines Sharvari

Wellbeing Nutrition has launched a new campaign titled 'Beauty from Within' featuring Bollywood actor Sharvari as its brand ambassador. The campaign underscores the link between internal wellness and external beauty, responding to a broader shift in consumer interest toward authenticity and self-care in personal care brands. The campaign film promotes the idea that beauty begins with core wellness practices and scientifically formulated supplements. It comes at a time when the India Collagen Market is projected to grow at a compound annual rate of 7.62% from 2025 to 2030, indicating rising consumer demand for clinically backed, high-quality wellness products. Wellbeing Nutrition’s offerings include Pure Korean Marine Collagen Peptides, which feature low molecular weight for increased absorption. Each serving includes 8 grams of Type 1 and 3 collagen and is fortified with hyaluronic acid, biotin, zinc, and vitamins C and E. The product line aims to support skin, hair, and nail health from within. Founded in 2019, Wellbeing Nutrition's products include melt-in-your-mouth strips for sleep, hair, and eye health, and slow-release capsules for magnesium and multivitamins. The company raised $10 million in a Series B round led by Hindustan Unilever Ltd and Fireside Ventures.

Union Mutual Fund marks India's equity markets as attractive

Union Mutual Fund has upgraded Indian equity markets to the 'Attractive Zone' in its latest *State of the Market* report, moving them out of the Fair and Moderately Expensive zones where they were for much of 2024. The upgrade is part of the firm’s Fair Value Spectrum framework, which guides investor positioning. The fund house cites healthy corporate and banking balance sheets, the potential for demand revival through tax relief and welfare schemes, and an anticipated new private capex cycle as key drivers of this improved outlook. While short-term geopolitical and trade-related risks remain, Union Mutual Fund sees India’s long-term economic fundamentals as strong. In parallel with the upgraded outlook, Union Mutual Fund has launched a new SIP campaign titled 'Badhna Hai Toh Lagey Raho, SIP Karo' (If you want to grow, invest in SIP). The campaign encourages long-term, disciplined investment amid market volatility and aims to build investor awareness around consistent wealth creation. The revised income tax regime effective from April 1, 2025, exempts individuals earning up to INR 12 lakhs annually from tax liability. This development is expected to boost disposable incomes and encourage investment through Systematic Investment Plans. Union Mutual Fund projects that monthly SIP inflows across the industry may rise to INR 40,000 crore over the next 18 to 24 months, driven by higher savings potential and growing awareness of long-term financial planning.

Fibe launches fraud awareness campaign

Fibe has launched a ChatGPT-powered fraud awareness campaign aimed at helping Indian users identify and prevent digital scams. The campaign recorded 2,876 chat interactions and 27,540 clicks across platforms within two weeks. India recorded a 27% rise in bank frauds in 2024, according to RBI data, with cases totalling INR 21,367 crore and cyber fraud losses surpassing INR 1.7 billion. In response, Fibe’s campaign used AI-generated gamified content tailored to user behaviour and risk profiles. Developed in-house, the campaign delivers customised messaging based on AI-driven insights and engagement metrics. The company will also leverage LinkedIn for reach through leadership posts. The campaign has already reached over one-lakh people on YouTube and LinkedIn. Fibe provides lending products such as cash loans, long-term personal loans, and credit cards through partnerships. It has disbursed over INR 26,000 crore in loans and is rated A- by CARE Ratings.

CeraVe rolls out ‘Derm On-The-Go’ consultations

Skincare brand CeraVe has launched a new initiative, ‘Derm On-The-Go’, to offer free dermatologist consultations to over 6,000 Indian consumers in colleges and corporate locations across multiple cities. The programme includes one-on-one sessions with dermatologists, educational kiosks, and interactive activities in Mumbai, Delhi, and Bengaluru. It began with mobile buses and kiosks on college campuses and has so far conducted over 1,500 consultations with a total footfall of more than 15,000. The initiative targets students and young professionals, aiming to provide accessible dermatological advice and debunk misinformation about skincare. The campaign also features digital outreach through Instagram and YouTube, where skincare professionals offer verified information and guidance. CeraVe plans to scale the programme nationwide, expanding into high-traffic public areas and workplaces in additional cities. The brand entered India in 2023 and offers dermatologist-developed products such as cleansers, moisturisers, and treatments.

Crompton launches summer air cooler campaign

Crompton Greaves Consumer Electricals Ltd has launched a summer campaign promoting its air coolers under the tagline ‘Aankh Band Karke Le Lo’ (Buy it with your eyes closed). The campaign highlights product reliability and performance during high-temperature months. With temperatures expected to remain above normal across India, Crompton is positioning its air coolers as durable and efficient solutions. The campaign draws on the brand’s legacy in fans and residential pumps to underline product trustworthiness. A new film shows consumers choosing Crompton products with eyes closed, symbolising blind trust. The narrative emphasises the brand’s history and consistent delivery of cooling products over decades. The campaign will run across television, digital, print, cinema, and outdoor platforms as part of Crompton’s 360-degree summer marketing strategy.

Gargi launches jewellery apology campaign

Gargi by PN Gadgil & Sons has launched a campaign titled, ‘The Ultimate Cheat Code’, positioning its jewellery as a gifting solution for minor personal slip-ups. The campaign targets consumers looking to apologise or make amends with a thoughtful gift. The digital campaign features a series of short films portraying everyday scenarios where jewellery is presented as a resolution for forgotten anniversaries, borrowed belongings, or missed calls. The films are being promoted across YouTube, Instagram, Facebook, and regional television. The campaign is active in multiple cities including Pune, Delhi, Nagpur, Thane, and Indore. The brand is also promoting it in theatres and is expanding its physical retail footprint. Gargi offers accessible fashion jewellery and has expanded distribution to over 4,000 PIN codes in India.

Pepe Jeans summer line campaign features Kriti Sanon

Pepe Jeans London has unveiled its Summer 2025 collection, drawing inspiration from classic British collegiate cities. The campaign, titled ‘Very Summer, Very Pepe’, promotes cream and white denim as key seasonal pieces. The collection features tencel shirts, striped knitwear, and college-inspired casualwear such as linen shirts, lightweight jackets, and polos for both men and women. The aim is to offer versatile pieces suitable for warmer months while maintaining a connection to the brand’s British heritage. The campaign stars global brand ambassador Kriti Sanon alongside Canadian model Simon Nessman. The visuals were shot in settings that reflect the UK’s academic architecture and historical charm. Pepe Jeans positions itself at the intersection of denim fashion and lifestyle, with an emphasis on blending timeless style and seasonal relevance.