Colors by Rupa launches Dry Fit campaign
COLORS by Rupa has launched its new campaign 'Wear Your Energy' for the DRY FIT collection, part of the PLAYSURE range. The collection is designed to offer comfort, performance, and style, catering to individuals with an active lifestyle. Made from advanced polyester and elastane-based materials, it incorporates strategically placed mesh panels to ensure stretchability, breathability, and a light feel.
The collection, featuring ergonomic fabrics, offers a perfect fit that adapts to the body’s movements. It includes a variety of apparel for both men and women, such as t-shirts, tank tops, leggings, and joggers. The pieces, available in vibrant colours, aim to offer a seamless fusion of playfulness and leisure. The DRY FIT Collection is available at retail outlets and online platforms like Amazon, Live Colors, and the Rupa Online store.
Catch Spices launches TVCs with Akshay Kumar, Rajpal Yadav
Catch Spices has launched two new television commercials featuring Bollywood stars Akshay Kumar and Rajpal Yadav. The commercials highlight the role of Catch Turmeric and Catch Garam Masala in enhancing the culinary experience. They focus on humour and family bonding, with Akshay Kumar in the turmeric commercial and Rajpal Yadav in the garam masala ad.
The campaigns promote the brand’s slogan, 'Kyunki Khana Sirf Khana Nahi Hota' ('Because food is not only for eating'). They aim to connect with viewers by showcasing the joy and togetherness food can bring. The new ads will air across major TV channels and digital platforms.
BlueStone campaign presents AI-driven love story
BlueStone has launched a Valentine’s Day campaign featuring an AI-driven love story. The campaign blends humour with creativity to explore how artificial intelligence perceives romance. It invites customers to engage in a conversation about AI's understanding of love.
The campaign highlights BlueStone’s ‘Heart So Full’ collection, which includes bracelets, necklaces, and rings. The collection combines modern design with a sense of classic romance. The campaign encourages customers to reflect on how technology and love intersect in today’s world, inviting them to share their thoughts on the AI-driven story.
India Gate Basmati Rice unveils new packaging with QR codes
KRBL Limited, the parent company of India Gate Basmati Rice, has unveiled new packaging to help consumers make informed choices. The revamped packaging includes product information, consumer-friendly illustrations, and interactive features like QR codes to help shoppers access more details.
The new design aims to address gaps in consumer knowledge and provide transparency in the basmati rice category. The packaging also segments the product range based on consumer mindsets, such as the Perfectionist and the Smart Shopper. The campaign was launched on January 29, 2025, with a high-profile premiere event.
Hyundai CRETA Electric ad highlights the electric future
Hyundai Motor India launched its CRETA Electric with a campaign focusing on the vehicle’s power, performance, and electric capabilities. The campaign, created by Innocean India, was released in two phases—pre-launch and launch.
The pre-launch film stressed India’s rise and the need for modern infrastructure to support the electric SUV. The launch film used a child’s perspective to depict the future of electric vehicles as a fantastical experience. Hyundai’s approach highlights the CRETA Electric as an SUV built for the future, offering performance and style that appeals to Indian consumers seeking an electric option.
JSW One TMT campaign focuses on material quality
JSW One TMT has launched a new campaign titled '100% certified nahi toh TMT nahi' (It's not TMT if not 100% certified) to highlight the importance of quality in construction materials. The campaign, featuring a humorous narrative set in a construction store, stresses the need for BIS-certified TMT bars.
The video connects this message with the popular sport of cricket, emphasising trust and certification. JSW One TMT’s employees led the campaign launch through social media, creating a buzz across platforms. The campaign aims to reinforce the brand’s commitment to quality and reliability in the construction sector.
DECATHLON promotes individuality in the movement
DECATHLON India has launched the ‘Move Your Way’ campaign to celebrate individuality in sports and active living. The campaign encourages people to embrace movement in their own unique way, whether through cycling, dancing, or other forms of fitness.
The campaign film features a variety of fitness activities, showcasing how individuals can carve out time for sports in their daily routines. DECATHLON’s in-house marketing team conceptualized the campaign, which is designed to inspire people to find joy in movement and lead an active lifestyle. The campaign will be available across digital platforms.
Sunfeast Wowzers launches with crispy, cheesy new biscuit
ITC’s Sunfeast has launched a new biscuit brand, Sunfeast Wowzers, aimed at redefining the cracker segment with 14 crispy layers and two new flavours—cheese crème and lemon crème. The biscuits combine a multi-textural experience with a touch of sweetness, targeting homemakers and young adults alike.
Sunfeast Wowzers is currently available in Tamil Nadu and Maharashtra and will be made available nationwide soon. The brand has also launched a TV commercial to promote the new product, highlighting the unique crunchiness and indulgent flavours of the biscuits.
Amazon India launches #DikhogeTohBikoge campaign
Amazon India has launched the #DikhogeTohBikoge campaign to highlight the benefits of e-commerce for sellers in India. The campaign aims to strengthen awareness about the simplicity and effectiveness of selling on Amazon's digital marketplaces. It features three commercials showcasing different scenarios where sellers use unconventional methods to promote their products. These videos highlight the benefits of Amazon’s marketplaces, such as a wide customer base, access to all of India's serviceable pin codes, and 18+ global marketplaces.
The campaign emphasises Amazon’s focus of making online selling accessible and impactful for sellers of all sizes. It has been designed, conceptualised, and produced by Enormous Brands LLP. The #DikhogeTohBikoge campaign is now live across multiple media platforms, including television, digital, and social media channels. Through this campaign, Amazon India reinforces its commitment to digitising millions of small businesses across India, making the journey of selling online simple and impactful. Small businesses interested in starting their e-commerce journey with Amazon can visit the Amazon India website to learn more and register as sellers.
PINQ Polka launches 'I O Me' campaign
PINQ Polka has launched the 'I O Me' campaign, celebrating authenticity and self-expression. The campaign encourages women to shed societal expectations and reclaim their narratives. The TVC features a bold and rhythmic script, emphasising individuality and confidence. The visuals represent women from diverse backgrounds, united in their self-love and confidence.
PINQ Polka aims to redefine intimate care for Indian women by crafting products that prioritise comfort and functionality. The campaign tagline, 'Own Your Vibe', resonates as a call to celebrate individuality and confidence. The 'I O Me' campaign will feature on digital and social media channels, promoting self-expression and self-love. PINQ Polka is committed to empowering women to live authentically and take charge of their narratives.
Taneira launches first brand film
Taneira has launched its first-ever brand campaign, featuring Usha Uthup and Mrunal Thakur. The campaign aims to reinforce Taneira's core promises of trust, authenticity, purity, craftsmanship, and diverse Indian weaves. The film showcases the timeless elegance of handwoven sarees and the stories they carry, reaffirming Taneira as the ultimate destination for sarees rich in tradition and trend.
The film unfolds within a Taneira store, where Mrunal Thakur drapes a pure silk saree and seeks the opinion of Usha Uthup. Their interaction addresses common consumer concerns, such as choosing the right fabric and gauging the authenticity of a saree. The film highlights the unique qualities of Taneira sarees, including pure silk credentials and intricately handwoven designs. The campaign underscores Taneira's commitment to transparency, authenticity, and craftsmanship. The 'Mor design' Banarasi saree, adorned with over a hundred intricately woven peacocks, spotlights Taneira’s ability to bring unique designs to life through unmatched craftsmanship.
Tic Tac unveils new ad film
Tic Tac, part of the Ferrero Group, has launched its latest brand film with the tagline "Tic Tac Fresh, Vibe Refresh". The film addresses the universal desire to escape from the monotony and chaos of everyday life. It opens with a person stuck in a noisy traffic jam, who, after consuming a Tic Tac, is transported to a serene forest. The film highlights the refreshing experience of Tic Tac and will be promoted across social and digital platforms in multiple regional languages.
Rajdhani Foods campaign headlines Karan Johar, Ananya Panday
Rajdhani Foods has launched a new campaign featuring Bollywood stars Karan Johar and Ananya Panday to promote Rajdhani Besan. The campaign showcases the stars enjoying crispy pakode made with Rajdhani Besan, emphasising the joy of good food. Rajdhani Foods, established in 1966, aims to highlight the importance of tradition and quality in its products. The campaign positions Rajdhani Besan as a household name and a lifestyle choice.
Sadak Suraksha Abhiyan 2025 campaign
The Ministry of Road Transport and Highways (MoRTH) is leading the third edition of Sadak Suraksha Abhiyan 2025, a public service awareness campaign to improve road safety in India. The campaign will host a 4-hour telethon on 25th January 2025 in Mumbai, featuring celebrities and experts. According to MoRTH, India witnessed 55 road crashes and 20 fatalities every hour in 2023. The campaign focuses on children and youth, reinforcing its core message through the pillars of Care, Initiative, Effort, and Change. The telethon will be broadcast live on CNN News18 and streamed across digital platforms.
MTV launches road safety campaign
MTV has introduced a campaign featuring Chikmangloo, a character designed to highlight road safety issues during Road Safety Month. The initiative includes three television commercials (TVCs) depicting Chikmangloo’s reckless behaviour, such as ignoring traffic rules and engaging in dangerous activities for social media attention. The campaign uses these scenarios to deliver messages about safe road practices.
The TVCs, developed entirely in-house by MTV, utilise advanced animation techniques to create engaging content that appeals to youth. The campaign also includes a collaboration with MTV Roadies, leveraging its popularity to amplify the message. In one segment, Chikmangloo appears on the Roadies set, where the show’s host emphasises the importance of responsible behaviour.
MTV has partnered with the NGO ArriveSAFE to extend the campaign’s impact. ArriveSAFE works on road safety awareness and aligns its efforts with the UN Sustainable Development Goals. The partnership aims to promote safer roads and encourage young people to adopt responsible behaviours. India’s road safety statistics reveal significant losses, particularly among youth, due to preventable accidents.
Aisle launches meme-driven campaign
Dating app Aisle has launched #FindAnkit, a meme-driven marketing campaign that has captured attention online and in Bengaluru. The campaign began with a lighthearted incident where a user accidentally skipped a potential match named Ankit. Friends of the user took to Church Street with placards appealing to the public to help locate Ankit, described as a 5’11' techie from Bengaluru.
The story gained momentum after a social media influencer shared the appeal, prompting widespread participation under the hashtag #FindAnkit. Aisle amplified the campaign with witty responses and active engagement on social platforms. The initiative reached 8.6 million people and garnered 9.8 million views.
The campaign’s focus on 'old-school romance' highlights Aisle’s emphasis on meaningful connections. It uses humour and nostalgia to promote the idea of putting effort into finding and building relationships. The initiative reflects Aisle’s approach to modern matchmaking while celebrating traditional values of persistence and genuine effort.
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