Campaign roundup: Week of 24 Feb

Mamaearth baby care campaign features Shilpa Shetty

Mamaearth has launched the 'Hai Proof Tabhi Mama Approved' (Only If There's Proof, Then Mama Approves) campaign for its Milky Soft Head-to-Toe Wash, featuring brand ambassador Shilpa Shetty. The campaign highlights the importance of safe, toxin-free baby care products. 

Conceptualised by Steve Priya, the ad presents Shetty rejecting unsafe items before approving Mamaearth’s wash for its gentle, natural formulation. The brand emphasises its Made Safe certification and commitment to toxin-free baby care. 

Mamaearth, part of Honasa Consumer Ltd, offers a range of dermatologically tested baby care products and continues its sustainability efforts through its 'Plant Goodness' initiative.

Society Tea’s Kadak Dust Tea campaign headlines Riteish Deshmukh

Society Tea has launched a campaign for its Kadak Dust Tea, targeting Maharashtra’s heartland cities and towns. Competing with established local brands, Society Tea has developed region-specific blends while leveraging the widespread appeal of strong tea.

The campaign introduces a character, Kadak Surve, designed to embody the brand’s bold identity. To enhance its reach, Society Tea enlisted actor Riteish Deshmukh, citing his popularity among Hindi and Marathi audiences. The campaign includes a main film and social media teasers, shot in Marathi to connect with regional consumers. A separate Hindi version was created for metro audiences.

The campaign was developed by Black Swan Life, with TWISM Productions handling the shoot. The initiative aims to strengthen Society Tea’s market presence in cities like Kolhapur, Sangli, Satara, Sholapur, Aurangabad, Nashik, Nagpur, and Pune by promoting its distinct tea blend.

Surya Roshni launches Surya Platina campaign

Surya Roshni has launched the ‘Surya Platina #RoshanKarenHarPal’ campaign to promote its LED lighting range. Running on YouTube until March 2025, the initiative aims to enhance brand awareness and consumer consideration.

The campaign highlights how lighting transforms everyday moments and celebrations. Surya Platina LED bulbs, available in wattages from 7W to 45W, promise energy efficiency, durability, and superior brightness. The initiative aligns with Surya Roshni’s commitment to quality and innovation in lighting solutions.

Surya Roshni, established in 1973, has expanded from steel tube manufacturing to lighting, PVC pipes, and consumer durables. The company is among India’s leading manufacturers of GI and ERW pipes and a major player in the LED lighting sector. With a pan-India dealer network, it continues to strengthen its market position across industries.

Sunfeast Dark Fantasy’s ‘spaceship’ arrives in Mumbai

Sunfeast Dark Fantasy’s ‘Big Fantasies Spaceship’ has arrived in Mumbai to mark National Science Day. The initiative, in collaboration with Nehru Science Centre, aims to inspire children by merging creativity with technology.

Following its journey through Bengaluru, Chennai, and Hyderabad, the spaceship allows children to transform their hand-drawn artwork into interactive 3D digital creations displayed on large touchscreens. The event, running until 2nd March, encourages young minds to explore the intersection of science and imagination.

The campaign aligns with ITC Sunfeast Dark Fantasy’s goal of fostering creativity. Selected participants will receive an opportunity to visit NASA, further expanding their engagement with space exploration.

Gap's Spring 2025 campaign headlines Parker Posey

Gap has launched its Spring 2025 campaign, ‘Feels Like Gap,’ featuring actor Parker Posey. The campaign highlights comfort and confidence, showcasing relaxed silhouettes and soft fabric essentials such as UltraSoft denim and VintageSoft sweats.

The 90-second campaign film, created by industry-leading female creatives, features Posey dancing alongside a diverse group of dancers. It is set to the track “Mama’s Eyes” by pop artist Mette.

The campaign will run across digital media, social platforms, and in-store experiences. Customers can engage with the campaign through an interactive lookbook, an in-store playlist curated by Posey, and creator-led content on social media.

Gap, owned by Gap Inc, operates retail stores and online platforms globally. In India, it is managed by Reliance Retail Limited, which operates a vast omnichannel retail network across multiple categories.

Myntra unveils Birthday Blast campaign

Myntra has launched its 'Birthday Blast' campaign, featuring two ad films starring celebrities such as Anu Malik, Maheep Kapoor, Abbas-Mastan, Usha Uthup, Kusha Kapila, and Chunky Panday. The campaign highlights the shopping event starting 1st March, offering over four million styles from 7,000+ brands, along with assured return gifts, including iPhones and AirPods.

The first ad film humorously depicts Maheep Kapoor’s birthday party being overshadowed by Myntra’s event, while Anu Malik adds a musical twist. The second film, hosted by Kusha Kapila, presents fashion makeovers for well-known personalities, including Usha Uthup and Rupal Patel.

The campaign will run across digital, video, and social platforms. Myntra, a leading fashion and lifestyle platform in India, is part of the Flipkart Group and offers brands such as H and M, Levi’s, Tommy Hilfiger, and MAC.

Honasa, Zepto partner for sunscreen delivery

Honasa Consumer Ltd has partnered with Zepto to promote daily sunscreen use with instant delivery. The campaign highlights the importance of sun protection and the convenience of ordering Honasa’s sunscreen brands—Mamaearth, The Derma Co, Aqualogica, and Dr Sheth’s—through Zepto’s quick commerce platform. 

The campaign film, styled as a thriller, depicts a woman struggling to block sunlight before a friend orders sunscreen via Zepto, showcasing different formulations for various skin needs. The film ends with the message that sunscreen is now available within 10 minutes. 

Zepto’s data indicates increasing demand for sunscreen, with over 8,000 daily searches on its platform. With 2025 expected to be one of the hottest summers on record, the partnership aims to make sun protection more accessible. 

Honasa operates a portfolio of digital-first beauty and personal care brands with an extensive retail and online distribution network across India. Zepto, a Bengaluru-based quick commerce platform, delivers over 45,000 products in multiple categories through a network of local hubs.

Arvind Ltd introduces summer campaign

Arvind Ltd has launched its summer campaign, 'Linen by Arvind, For All Kinds of Cool', alongside an expanded linen range featuring over 300 new styles. The collection introduces Intelli-Fabric technology, offering wrinkle-resistant linen, breathable blends, and wool-blended fabrics. The suiting range has also been updated with formal and occasion wear options.

The new collection is available at 160+ Arvind Ltd stores and multi-brand outlets nationwide. The campaign aims to highlight linen's versatility beyond summer wear. The campaign film showcases three themes—Lazy Cool, Digital Cool, and Traditional Cool—reflecting various lifestyle preferences.

Ballantine’s ‘Stay True’ targets professionals

Ballantine’s has launched its 'Stay True' campaign, celebrating India’s corporate professionals, including startup founders, gig workers, and multinational employees. The campaign highlights individuals shaping the evolving workplace while staying true to their aspirations.

The campaign film showcases professionals across various settings, from boardrooms to co-working spaces, emphasising their commitment to success. It aligns with Ballantine’s messaging of self-belief and resilience, drawing from the brand’s heritage.

Through this campaign, Ballantine’s, part of Pernod Ricard India, plans to position itself as a brand that supports modern professionals navigating their career paths. The campaign is live across digital platforms.

Optimum Nutrition unveils 'Project Protein Thali'

Optimum Nutrition has launched 'Project Protein Thali' (Project Protein Plate) on World Protein Day (February 27, 2025) to promote protein-rich meals among Indian consumers. The initiative addresses protein deficiency, with 73% of the population lacking adequate intake.

The campaign introduces a 'Swap the Serve' approach, encouraging consumers to replace a portion of carbohydrates with protein. The initiative was activated at the Inspire Institute of Sport, where athletes incorporated protein-rich meals, including Optimum Nutrition’s Gold Standard 100% Whey.

The campaign aims to raise awareness about protein’s role in muscle recovery and overall health. Optimum Nutrition invites consumers to share their own protein thali creations on social media using #SwapTheServe.

Tata Tea unveils herbal tea variant

Tata Consumer Products has introduced Tata Tea Premium Care, a new variant of Tata Tea Premium, blending black tea with tulsi, ginger, brahmi, elaichi, and mulethi. The product aims to cater to consumers seeking both strong tea and natural ingredients in their daily beverages.

Tata Tea Premium is introducing this variant in the premium and wellness tea categories. To promote Tata Tea Premium Care, the company has launched a print campaign in leading publications across key markets. The promotional material features an innovative design shaped like the product pack, aiming to enhance consumer engagement and awareness.

MedGenome promotes rare disease awareness

MedGenome has launched the #CarefortheRare campaign to highlight the role of genetic testing in diagnosing and managing rare diseases. The campaign, timed ahead of Rare Disease Day, features a documentary showcasing the impact of undiagnosed inherited conditions and the benefits of genomic testing.

The video highlights the case of a child diagnosed with mitochondrial disease at six months of age. It underscores the importance of genetic testing in providing accurate diagnoses, reducing diagnostic delays, and improving disease management. Experts featured in the documentary emphasise the role of emerging research, such as the ketogenic diet, in managing such conditions.

MedGenome states that early detection, carrier screening, and genetic counselling are essential in addressing rare diseases and alleviating the financial burden on affected families. The campaign also draws attention to advancements in next-generation sequencing and AI-driven healthcare analytics, which are improving diagnostic speed and accuracy.

Redcliffe Labs hosts 220+ women’s health camps

Redcliffe Labs has launched the 'For the Women, By the Women' campaign, conducting over 220 health camps across 21 states and 110 cities during February and March 2025. The initiative, managed entirely by women healthcare professionals, aims to raise awareness and encourage preventive healthcare among women in India.

With 52% of Indian women at risk of lifestyle disorders, the campaign focuses on early detection and timely intervention. The health camps offer full-body checkups and free hormonal evaluations, addressing concerns such as thyroid imbalances, PCOS, diabetes, and cardiovascular diseases.

In addition to health camps, Redcliffe Labs has introduced special health test packages at discounted rates, catering to different age groups. The 'Essential Package' covers 93 parameters, including hormone screening, thyroid profile, and glucose levels. The 'Advanced Package' expands to 98 parameters with additional tests for blood sugar, nerve health, and bone strength. The 'Comprehensive Package' includes 100 parameters, adding inflammation and arthritis markers. Test reports are provided within 15 hours.

Asian Paints introduces sonic brand identity

Asian Paints has unveiled a new sonic identity developed by BrandMusiq to enhance brand recall and deepen consumer engagement. The musical signature, integrating piano, chimes, and strings is meant to reflect transformation, warmth, and inclusivity.

The sonic identity is embedded across Asian Paints’ digital, social media, and advertising content. It features prominently in advertising films, brand campaigns, and digital experiences, reinforcing its connection with consumers.

The initiative also extends to Asian Paints’ storytelling series, ‘Where the Heart Is’. The MOGO (Musical logo) is designed for consistent brand recognition across platforms. The sonic brand launch campaign was amplified through collaboration with Norwegian dance group Quick Style, bringing global appeal and high engagement, exceeding 40 lakh views. The move aligns with Asian Paints' strategy of integrating multisensory brand elements to strengthen consumer interactions.

ITC Bingo! Tedhe Medhe launches Bhojpuri music video

ITC’s Bingo! Tedhe Medhe has launched a Bhojpuri music video featuring superstar Khesari Lal Yadav, Shilpi Raj, and Shweta Sharda. The campaign aims to deepen regional engagement in Bihar and Uttar Pradesh by celebrating the region’s cultural vibrancy.

Sung by Khesari Lal Yadav and Shilpi Raj, the song reflects the fun and energetic persona of the local youth. The video blends traditional and contemporary themes, with Khesari Lal Yadav as the lead, capturing the carefree spirit of the brand.

To boost engagement, the brand has introduced a 'Hookstep Challenge', encouraging fans to participate and share their dance moves. The campaign extends beyond music streaming platforms to digital and social media channels.

The video was conceptualised by Mumbai-based music-tech platform Hoopr Brand Solutions. The track is now available on leading music platforms, including Spotify, JioSaavn, and YouTube.

boAt launches Nirvana X TWS with music campaign

boAt has introduced its flagship Nirvana X (TWS) earbuds, featuring Knowles Dual Armature drivers, LDAC, and hi-res audio certification. The brand has collaborated with folk metal band Bloodywood and indie artist Rashmeet Kaur for the campaign.

The Nirvana X campaign showcases immersive films starring the two artists, highlighting the product’s audio precision. The visuals aim to demonstrate how Nirvana X enhances sound quality, from powerful bass to delicate treble notes.

The campaign integrates across digital platforms and social media, highlighting boAt’s focus on innovation and sound quality. Nirvana X is now available on leading e-commerce platforms and boAt’s official website.

 

 

 

 

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Plum BodyLovin’ unveils India’s first scented billboard

Plum BodyLovin’ has introduced India’s first scented billboard at Gurugram’s Cyber Hub, featuring the brand’s Vanilla Caramello lotion. The scented billboard is an innovative marketing initiative that allows passersby to experience the product’s signature fragrance, which includes notes of vanilla, salted caramel, pistachios, and almonds.

The fragrance, part of Plum’s Vanilla Caramello body lotion, was awarded "Best Body Moisturiser" at the Elle Beauty Awards 2024. This activation marks a milestone in experiential marketing, offering an immersive brand experience. Plum BodyLovin’ has also expanded this fragrance into a full body care range, including an Eau de Parfum.

Ludic returns with new Sliders campaign

Ludic has released a new advertisement for its Slider collection, following the response it received for its initial campaign. The latest ad features a comedic exchange between a doctor, a father, and his son. When the doctor informs the family that the son may need his legs amputated, the son remains unfazed. His father, however, excitedly points out that the son could now wear his Ludic Sliders on his hands, highlighting the comfort of the footwear.

Ludic informs that the new Slider collection, which took over eight months to develop, aims to offer comfort and style. Made with CloudFrame material and recovery EVA footbeds, the sliders are built for durability and ease. Available in six vibrant colours, the collection is priced accessibly and available through Ludic’s website and e-commerce platforms.

LoveChild Masaba ties up with Mumbai Indians women’s team

LoveChild Masaba has teamed up with the Mumbai Indians women’s team for the second year in a row, this time through a playful campaign titled, ‘Ghuss Ghuss Ke’ (to indicate that Masaba gets involved in everything). The campaign highlights the creative collaboration between Masaba Gupta’s beauty brand and the Mumbai Indians players, featuring a humorous twist on cricket strategies.

In the campaign, Masaba enthusiastically involves herself into the team’s planning sessions, suggesting bold tactics. In return, the players—Harmanpreet Kaur, Yastika Bhatia, and Akshita Maheshwari—give Masaba a taste of her own approach by critiquing LoveChild’s beauty products with their own hands-on, detail-oriented methods.

LoveChild by Masaba, launched in 2022, offers a wide range of hybrid beauty products catering to all Indian skin tones. The brand’s expansion from online to offline retail has increased its presence, and the collaboration with Mumbai Indians is expected to further strengthen its retail footprint.

 

 

 

 

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Kotak Mahindra Bank unveils ‘Hausla Hai Toh Ho Jayega’ campaign

Kotak Mahindra Bank has launched its new group brand philosophy, ‘Hausla Hai Toh Ho Jayega’ (If you have determination, it will happen), to reinforce its position as the go-to financial services provider for India's aspirational individuals. The campaign, which spans multiple channels, including television, digital, print, and outdoor media, seeks to inspire Indians to take bold steps toward realizing their aspirations.

This philosophy embodies Kotak's belief in the power of ambition, paired with the right financial support, to achieve extraordinary outcomes. The campaign signals a transformation at Kotak, uniting its various services under a common vision. The bank aims to resonate with those who dare to dream big and act confidently.

MasterChow campaign headlines Ranveer Brar

MasterChow has launched a new advertising campaign featuring chef Ranveer Brar to promote its ready-to-cook Chinese sauces. The campaign airs on MasterChef India and highlights the brand’s focus on convenience and authenticity in home-cooked Chinese food. 

The campaign promotes the ‘Asli Chinese’ concept, which blends authentic Chinese flavours with the Indian-Chinese taste profile. MasterChow aims to simplify home cooking by offering sauces that eliminate the need for multiple ingredients. The featured product, Chowmein Sauce, is designed for quick preparation of stir-fry noodles. The product lineup also includes Chilli Garlic Sauce and Manchurian Sauce. 

MasterChow is expanding its presence in the ready-to-cook market with digital-first activations, including social media content and recipe inspirations. The campaign is expected to strengthen its visibility and position in Indian kitchens.

 

 

 

 

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ACKO launches AI-generated OOH campaign 

ACKO has introduced India's first AI-generated out-of-home (OOH) campaign across Bangalore, Mumbai, Delhi, and Hyderabad. The campaign aims to highlight key insurance benefits using AI-driven visuals and messaging. 

The campaign features AI-generated creatives with messages such as 'Save up to INR 36,000 on car insurance' and '100% hospital bill payment', designed to engage commuters in high-traffic areas. ACKO collaborated with FCB Group India to integrate AI into its marketing strategy, leveraging technology to create dynamic and location-specific advertisements. 

The initiative marks a shift in outdoor advertising, demonstrating the use of AI in large-scale campaigns. ACKO continues to explore digital-first marketing approaches to enhance consumer awareness and engagement.

The third edition of Absolut Creative Commune launched in Mumbai

The third edition of Absolut Creative Commune has been unveiled at Mumbai’s Famous Studios. Absolut Creative Commune is a campaign by the vodka brand Absolut that aims to promote positive change through art by collaborating with diverse Indian artists. The brand has unveiled its campaign for the third year in a row in collaboration with Famous Studios.

Celebrating Andy Warhol’s legacy through contemporary Indian art, the event showcases Absolut’s ‘Born Colourless’ vision, promoting artistic freedom and self-expression.

Curated by Spryk, the showcase features works by Kunel Gaur, Amritpal Singh, Neethi, Ruining Magazines, and Chewd Perfect. Interactive installations and performances by Kiss Nuka, Dynamite Disco Club, Mali, St Cyril, and Myles enhance the experience.

Oben Electric launches EV awareness campaign

Oben Electric has launched ‘Rorr on Campus’ campaign to promote electric mobility among students across 10 colleges in Delhi and Jaipur. The campaign introduces students to the Rorr EZ electric motorcycle through test rides and expert interactions.

The initiative aims to engage over one lakh students, offering insights into EV performance, range, and charging infrastructure. Oben Electric has also introduced a INR 10,000 discount on the Rorr EZ, making electric mobility more accessible to students. The motorcycle starts at INR 89,999 and is designed for urban riders.

Dedicated EV experience zones at participating colleges provide hands-on exposure to electric mobility. A student ambassador at each institution serves as a resource for peers interested in EV technology and sustainable transport.

The Rorr EZ is available in three battery variants with a certified range of up to 175 km. Oben Electric plans to expand ‘Rorr on Campus’ to colleges in other cities, continuing efforts to drive EV adoption among India’s youth.