Campaign roundup: Week of 24 March

Bajaj's summer campaign focuses on appliance durability

Bajaj has launched a multi-media summer campaign for its fans and air coolers, emphasising durability and performance. The campaign includes a series of films depicting how Bajaj appliances retain their ‘day-one-like feeling’ over time. The films, featuring relatable life moments, are being aired on digital platforms and connected TV to maximise reach ahead of the summer season.

To enhance visibility, Bajaj is also advertising during India’s premier T20 cricket league, leveraging the event’s massive viewership to reinforce its brand presence. The campaign comprises four films, three of which focus on fans—specifically the BLDC, induction, and TPW categories—while the fourth showcases the reliability of Bajaj air coolers.

Using a ‘how it started vs. how it’s going’ narrative, the films illustrate the appliances’ long-term toughness through contrasting phases of the protagonists’ lives. The campaign also promotes Bajaj’s new range of BLDC fans, designed for improved energy efficiency, and its air coolers, which come with a three-year warranty (one-year standard plus two-year extended warranty). The campaign was conceptualised by Tilt Brand Solutions. Consumers can purchase Bajaj’s summer appliances online and at retail stores.

PayNearby promotes face authentication for cash withdrawals

PayNearby has launched a digital campaign to promote secure cash withdrawals at retail outlets using face authentication technology. The campaign highlights the simplicity and security of Aadhaar-enabled payment system (AePS) transactions, allowing users to withdraw cash with just facial recognition, and eliminating the need for PINs or additional devices.

The initiative aims to build trust and drive adoption, particularly in rural and semi-urban areas where traditional banking access is limited. By showcasing the convenience and security of face authentication, PayNearby seeks to educate last-mile customers and strengthen confidence in assisted financial services.

PayNearby’s app is used at retail outlets such as kirana (grocery) stores, mobile recharge shops, medical stores, customer service points (CSPs), and travel agencies. Through its extensive network, it offers services, including cash withdrawals, deposits, money transfers, bill payments, and insurance, effectively acting as a ‘branchless bank’ for underserved communities.

Kamiliant ad highlights luggage durability

Kamiliant has launched its first-ever TV campaign showcasing the toughness of its luggage. Featuring Bollywood actors Tiger Shroff and Tamannaah Bhatia, the campaign uses action-packed scenarios to demonstrate the brand’s durability.

In the first TV commercial, Tamannaah enters a moving train, declaring ‘Naam hai Tamannaah, kaam hai tabahi’ (The name is Tamannaah, my job is destruction), before tossing a Kamiliant bag to Tiger. The bag, containing a remote-activated explosive, withstands the blast and lands intact, highlighting Kamiliant’s resilience. Tiger then delivers the tagline: ‘Naam hai Kamiliant, kaam hai toughness’ (The name is Kamiliant, the job is toughness).

Created by Lowe Lintas and produced by Thinkpot, the campaign will be promoted across television, digital, outdoor, and social media platforms. Kamiliant, a sub-brand of American Tourister owned by Samsonite, aims to position itself as a trusted companion for modern travellers. The luggage offers international warranty coverage and is designed to endure rugged travel conditions.

Gleneagles Hospitals ad highlights the human touch

Gleneagles Hospitals has launched a new campaign, ‘Where Good People Make You Feel Better,’ highlighting the importance of human care in healthcare services. The campaign shifts the focus from medical technology to compassionate, patient-centred care.

As part of the IHH Healthcare network, Gleneagles operates hospitals in Bengaluru, Chennai, Mumbai, and Hyderabad. The campaign emphasises that behind advanced treatments and protocols are healthcare professionals committed to empathy and understanding.

At the centre of the campaign is a film that depicts the recovery journey of an elderly couple, illustrating how compassion and follow-up care contribute to better health outcomes. By featuring such personal stories, Gleneagles aims to break the stereotype of impersonal hospital environments.

The campaign underscores the hospital’s effort to redefine healthcare communication by focusing on emotional connections rather than clinical processes. Gleneagles hopes the initiative will strengthen its positioning as a patient-centric healthcare provider.

Tata Motors campaign headlines Vicky Kaushal

Tata Motors has launched the 'Take the Curvv' campaign for its new mid-SUV segment vehicle, the Tata Curvv. The campaign features Bollywood actor Vicky Kaushal and aims to celebrate individuals who break free from expectations and forge their own path.

The campaign features Vicky Kaushal in a series of 20-second commercials, showcasing his unconventional career choices and fearless pursuit of excellence. The Tata Curvv is a vehicle with bold design, perfect proportions, and innovative features.

The campaign will run during the IPL season and is designed to highlight the Curvv's unique appeal. Vicky Kaushal's partnership with Tata Motors underscores their shared commitment to innovation and progress.

Chloë Sevigny stars in ECCO campaign

ECCO has released its latest campaign Icons That Last, featuring Chloë Sevigny. The campaign promotes its Spring/Summer 2025 collection. Sevigny, known for her style and influence across fashion, film, and culture, brings a bold presence to the footwear brand’s latest designs, which focus on longevity and style.

The campaign, photographed by Brianna Capozzi at a Los Angeles villa, features Sevigny showcasing several key pieces, including the ECCO BIOM C-TRAIL sneakers, ECCO SCULPTED ALBA sandals, and the ECCO POT bag. She debuts a new version of the ECCO BIOM C-TRAIL ballerinas, developed in collaboration with Natacha Ramsay-Levi.

The collection also includes ECCO SCULPTED ALBA 65 block-heeled sandals made with ECCO’s Fluidform Direct PU injection technology. Other items include ECCO MARGOT ballet pumps and bags like the ECCO PINCH crossbody and HOBO bag in black and pink.

UltraTech Cement launches 'Ek Ghar Banaunga' campaign

UltraTech Cement has unveiled its latest campaign, 'Ek Ghar Banaunga', aimed at inspiring and empowering individual home builders (IHBs) to turn their dream homes into reality. The campaign strikes an emotional chord by highlighting the pride, determination, and personal fulfillment associated with building one’s own home.

At the heart of the campaign is an evocative anthem, also titled 'Ek Ghar Banaunga'. Composed by Apratim Tripathi, written by Geet Sagar, and sung by Aasa Singh, it depicts the struggles and determination of those working away from their families to construct a home that symbolises their identity and pride. The anthem’s lyrics and visuals capture the aspirations of IHBs.

Crafted by Hoopr Brand Solutions, the campaign leverages digital and traditional media to reach its target audience effectively. Through this initiative, UltraTech Cement aims to strengthen its brand connect with home builders by positioning itself as a trusted partner in their home-building journey.

Godrej campaign promotes smart AC features

Godrej & Boyce, part of the Godrej Enterprises Group, has launched new television campaigns showcasing the features of its Smart Air Conditioners. The ads, released ahead of summer, highlight the ACs' automated filter cleaning notifications and smart scheduler function.

One campaign film depicts a couple receiving a filter cleaning reminder on their phone, preventing potential cooling disruptions caused by clogged filters. The other film portrays a mother and daughter using the smart scheduler, which automatically turns the AC on or off and adjusts the temperature based on preset instructions, removing the need for remote or phone access.

Both films promote the message ‘Unlock Smart Cooling with Godrej Smart ACs’ and highlight the company’s five-year comprehensive warranty with no hidden costs.

Conceptualised by Lowe Lintas, the ads are airing on linear and connected TV channels, including during IPL broadcasts. The campaign is part of a broader visibility initiative by Godrej Enterprises Group, aimed at reinforcing its brand promise of ‘Moving your world forward’ across multiple business segments.

Su-Kam unveils ‘feel the power’ campaign

Su-Kam Power Systems Limited has introduced its new campaign, ‘Feel The Power’, which will serve as the company's marketing theme and tagline moving forward. The power solutions provider will use the slogan across all marketing campaigns, social media, and promotional materials.

The company showcased the campaign at its Distributors Meet 2025, held at Ramada by Encore in Bhiwadi. The three-day event gathered distributors and dealers from across India to discuss Su-Kam's future growth strategies. The meet featured knowledge-sharing sessions and strategy discussions on expanding into renewable energy, e-mobility, and solar power solutions.

Su-Kam also used the event to recognise top-performing distributors and dealers with awards. The leadership team, including sales, marketing, and service heads, presented the company’s roadmap for business expansion and product innovation.

With over 37 years in the industry and a government-sanctioned R&D centre, Su-Kam aims to strengthen its presence in the green energy sector while enhancing its market leadership in power solutions.

Porter Packers & Movers' ad promises damage-free shifting

Porter Packers & Movers has launched its latest campaign, ‘Safety ki Shart Lagi’ (A Bet on Safety), promoting a damage-free house shifting service. The company guarantees compensation of up to ₹5 lakh for any damages, aiming to build trust in a sector often plagued by reliability issues.

The campaign addresses common challenges in the moving industry and highlights Porter’s commitment to accountability. It emphasises the company’s customer-first approach, contrasting with competitors who rely on discounts or experience claims.

Since its launch in 2020, Porter Packers & Movers has completed over 950,000 damage-free house shifts across 14 cities, supported by a network of 1,300 verified partners. The company maintains an industry-leading customer rating of 4.8+.

The campaign, co-created with Pomalos and produced by Live a Little Production House, is being promoted through digital platforms and key outdoor locations. It aims to assure customers of a smooth and stress-free moving experience.

Chandak Sarvam campaign promotes luxury homes

Chandak Group has launched its ‘Jewel Box on Wheels’ campaign in Mumbai to promote its Chandak Sarvam residential project in JB Nagar, Andheri East. The campaign features a fleet of cabs carrying oversized jewel box installations, symbolising the project’s luxury positioning.

The mobile billboards travelled through high-traffic areas, including offices, malls, and cafes, generating visibility and sparking curiosity among potential homebuyers. The campaign was executed by BrandOnWheelz using real-time location insights to maximise exposure.

Chandak Sarvam offers 2, 3, and 4 BHK homes across 3.5 acres and is marketed as a luxury residential development. The campaign generated over 2 million impressions within weeks, significantly boosting brand visibility.

Philips ad promotes sleep health

Philips India has launched the ‘Sleep Saviour’ campaign to promote better sleep health and expand access to obstructive sleep apnea (OSA) therapy across India. The initiative aims to make sleep therapy products more accessible in Tier 2 and Tier 3 cities through partnerships with pharmacy chains and retail outlets.

The campaign responds to the growing prevalence of OSA in India. According to a study by the All India Institute of Medical Sciences (AIIMS), around 104 million Indians suffer from the condition, with many lacking access to adequate care.

Philips is promoting FDA-approved wearable devices for OSA screening, making it easier for patients to obtain therapy through local chemists and physicians. The campaign reflects Philips’ focus on preventive healthcare and its commitment to improving sleep health across the country.

Fun flips campaign promotes ‘Ghost Puffs’ with ghost pepper

JK Foods’ snack brand Fun Flips has launched ‘Ghost Puffs’, a new snack infused with Bhut Jolokia (ghost pepper), one of the world's spiciest chillies. The product targets consumers seeking bold, extreme flavours.

Ghost Puffs combine the heat of Bhut Jolokia with a crunchy corn base, offering an intense taste experience. The product will be available in retail stores and on quick commerce platforms across Chandigarh, Delhi NCR, Bengaluru, Amritsar, Jalandhar, Ludhiana, Chennai, Lucknow, and Hyderabad during the first phase of the launch.

Fun Flips, known for its Signature Puffs, aims to appeal to spice enthusiasts with this fiery addition to its snack range. The company is positioning Ghost Puffs as a daring, shareable snack designed to challenge seasoned spice lovers.

Big Bowl campaign unveils cricket season deals and contests

Big Bowl, India’s cloud kitchen brand, has launched a cricket-themed campaign offering special deals and interactive contests during the cricket season. The company is running a 20-second ad promoting its signature bowls, priced from ₹129, targeting cricket fans seeking affordable meal options.

The campaign includes contests on Big Bowl’s Instagram page (@official_bigbowl), encouraging users to share experiences and engage with the brand. The company is also collaborating with influencers and celebrities to increase its reach.

Big Bowl, part of Lenexis Foodworks, offers Indian and Chinese bowls through its cloud kitchens. It recently crossed ₹100 crore in annual recurring revenue (ARR) within four years of its launch. The cricket campaign aims to boost brand visibility and drive customer engagement during the season.

Zomato launches 'Ek Do Teen...Dus!' campaign

Zomato has launched a new campaign for its 10-minute food delivery service, Zomato Quick, which is now available in 15 cities across India. The campaign includes four films that reinterpret the iconic Bollywood song 'Ek Do Teen... Dus!' (One, two, three... Ten!) to highlight the speed of delivery, conveying that meals reach customers within 10 minutes.

The campaign, which blends traditional and digital media channels, also incorporates in-app promotions, influencer collaborations, and print advertisements. It focuses on Zomato Quick’s promise to provide fast, hot, and fresh meals from nearby restaurants. The campaign seeks to engage customers by offering a fun and nostalgic approach to promote convenience.

Zomato Quick operates by selecting dishes with shorter preparation times, ensuring faster delivery and satisfying time-pressed customers. The service aims to bring the speed of quick commerce to the food delivery sector, catering to consumers who expect instant solutions.

Citykart launches Bollywood-themed summer collection

Citykart has introduced its summer collection with a Bollywood-themed marketing campaign. The campaign, running across 137 stores in India, blends humour, nostalgia, and vibrant colours. It includes offers such as 'BillBuster' deals, which allow customers to purchase items like duffle bags or dinner sets for ₹249, along with cashback on all purchases.

The campaign uses popular Bollywood references and taglines, like 'Ja Simran Ja, Kar le shopping Citykart se' (Go, Simran, go, shop at Citykart), to resonate with a wide audience. The collection features a blend of traditional and trendy fashion, aimed at appealing to the youth, particularly Gen Z.

Citykart also plans to incorporate Bollywood-inspired playlists in its stores and collaborate with influencers to boost visibility. The brand’s approach aims to combine entertainment with shopping, making the experience more engaging and memorable for customers.

Aditya Birla Sun Life campaign promotes SIP

Aditya Birla Sun Life Mutual Fund has launched a new investor education campaign, 'Sabse Important Plan' (Most Important Plan) to highlight the importance of starting a Systematic Investment Plan for financial goals. The campaign features two advertisements: one shows a man dreaming of opening a café chain, while the other follows a woman envisioning world travel. Both characters realise they need a plan to turn their dreams into reality, emphasising the role of SIP in achieving long-term goals.

The campaign, which is running on digital, television, and print platforms, encourages individuals to incorporate systematic investing into their financial planning. By focusing on the simplicity and effectiveness of SIPs, Aditya Birla Sun Life aims to make investing a habit among a broader audience.

Through this campaign, the brand hopes to spark a movement that encourages people to take the first step towards securing their financial futures with a well-planned investment strategy.

Adani Defence’s campaign highlights national security

Adani Defence and Aerospace has launched a new campaign titled, 'Hifaazat Ki Hifazaat Mein' (Protecting the Protectors), focusing on national security and the protection provided by the armed forces.

The campaign tells the story of a young boy whose view on security evolves after hearing from a retired soldier, reinforcing the significance of responsibility and self-reliance in defence. The film underscores Adani Defence's mission to provide India’s armed forces with advanced, indigenous technology to enhance national security.

Reliance Trends' summer collection campaign headlines Mahesh Babu

Reliance Trends has unveiled its new summer-occasion wear collection, showcased in a campaign featuring actor, Mahesh Babu and his daughter Sitara. Titled ‘NEW TIMES. NEW TRENDS’, the campaign highlights a variety of styles, including casual, western, and ethnic wear, designed for the summer and holiday season.

The collection offers a mix of traditional and modern styles, catering to all family members. Reliance Trends aims to provide a unique shopping experience with its diverse clothing range, offering something for every occasion and season, while reinforcing its commitment to quality and fashion innovation.

Infinix India unveils ‘Question the Noise’ campaign
 
Infinix India has launched the '#QuestionTheNoise' campaign to promote its new smartphone, the Note 50x 5G+. The campaign features actor Piyush Khati in a satirical narrative that highlights Infinix's focus on product innovation over traditional marketing.

The film humorously portrays how the company's marketing budget was minimal due to its investment in product development. The campaign promotes Infinix's devices such as the Note 50x 5G+, which feature MediaTek Dimensity 7300 SoC, fast charging, and military-grade certification.

PokerBaazi campaign features Shahid Kapoor

PokerBaazi has revived its popular campaign, ‘Tu Poker Khelta Hai Kya?’ (Do you play, poker?) featuring actor Shahid Kapoor. The new ad series explores how Poker, a mind sport, mirrors real-life skills such as decision-making, risk-taking, and strategy.

Kapoor is shown applying Poker strategies in everyday situations. The campaign, co-powered by JioHotstar, will run during the T20 cricket league, aiming to raise awareness about Poker as a game of skill. PokerBaazi, which advocates for Poker's recognition as a mind sport, seeks to promote strategic thinking and skill development in gaming.