Campaign roundup: Week of 31 March

Recykal campaign promotes responsible waste disposal

Recykal, a clean-tech brand in South Asia, has launched the 'Mera Desh Meri Zimmedari' (My nation, my responsibility) campaign aimed at promoting responsible waste disposal. The campaign’s first video showcases the emotional journey of a young girl, Mannu, who takes on the responsibility of waste management after witnessing her father's struggle as a waste picker. The film highlights the harsh reality faced by millions of waste workers, illustrating that their life expectancy is significantly lower due to poor working conditions and littering.

The campaign encourages individuals to take personal responsibility for cleanliness and waste segregation. The initiative includes an educational handbook on waste segregation, an interactive microsite, and a dedicated school period to teach children about proper waste disposal. The campaign has already garnered significant support across social media platforms, with people sharing their own clean-up stories and pledging to adopt responsible waste disposal practices.

Mankind's HealthOK campaign headlines Archana Puran Singh

Mankind Pharma has unveiled a new campaign promoting its 100% vegetarian HealthOK multivitamin tablets, featuring actress Archana Puran Singh. The campaign, designed to raise awareness about the tablets, highlights their appeal to India’s large vegetarian population.

HealthOK tablets provide essential vitamins and minerals with added Taurine and Ginseng, offering energy and nutritional support. Mankind Pharma specifically targets vegetarians who may unknowingly consume non-vegetarian multivitamins, which are often made with animal-derived ingredients. The campaign features a humorous scenario where Singh uncovers a relative unknowingly using a non-vegetarian multivitamin, positioning HealthOK as the solution.

The campaign coincides with the Navratri festival when many Indians follow strict vegetarian diets. The initiative aims to educate the public about the benefits of vegetarian multivitamins, especially in comparison to commonly available non-vegetarian alternatives. With its dual benefits of Taurine and Ginseng, HealthOK offers a vegetarian-friendly option to help people stay active and healthy.

Colgate’s ‘Indianis Dentris’ ad promotes oral health habits

Colgate’s new campaign, ‘Indianis Dentris’, has generated attention by cleverly addressing oral health habits. The campaign revealed what seemed to be a new flower species at Mumbai’s botanical gardens, only to reveal it was an overused toothbrush—exposing a common habit among Indians.

Nearly 50% of Indian consumers unknowingly use toothbrushes well past their expiration, increasing the risk of oral health issues. The campaign, designed by Ogilvy India, aims to make people reflect on their oral hygiene practices by using a surprising and engaging method. The ad urges individuals to replace old toothbrushes regularly to maintain better oral health.

YES SECURITIES promotes personalised investing

YES SECURITIES has launched a new campaign titled 'Invest Karo Apne Style Se' (Invest your way), aiming to transform how young professionals approach investing. The campaign, developed with Gozoop Creative, focuses on personalising investment strategies based on individual preferences, much like fashion or hairstyle choices. This philosophy is conveyed through two films: one highlighting how hairstyles reflect personality and another comparing investment styles to fashion choices.

The campaign promotes YES SECURITIES’ OMNI app, designed to help users align their investments with personal goals and risk appetites. Launched in March 2025, the app provides a flexible and tailored investment experience, empowering users to take control of their financial futures.

With this campaign, YES SECURITIES seeks to make finance more accessible and relatable, especially to a younger, tech-savvy demographic. The films, set to air on digital platforms and broadcast media, encourage consumers to embrace a personalised approach to investing, reflecting broader cultural shifts towards customisation and individuality in financial decisions.

Nuvoco celebrates Haryana’s wrestling culture

Nuvoco Vistas Corp has launched the 'Sabse Khaas Pehelwan' (Most Special Wrestler) wrestling championship to celebrate Haryana’s rich wrestling culture. The competition aims to discover and showcase the region’s top wrestling talent, with winners being recognised as brand ambassadors for Nuvoco’s Duraguard Cement.

The championship will be held across 22 districts of Haryana, with competitions in multiple weight categories for both men and women. The winners will receive cash prizes, with ₹1,00,000 awarded to the first-place finishers. Nuvoco’s campaign aims to connect the strength and resilience of wrestling with the durability of its Duraguard Cement, a product manufactured in its Haryana plant.

Wizikey’s FutureCast campaign sparks AI debate

Wizikey launched its April Fools’ Day campaign, FutureCast, claiming to predict competitors’ moves using AI. The campaign, positioned as a playful take on AI-driven competitive intelligence, generated over 25,000 impressions and widespread industry discussions.

FutureCast was introduced as a fictional AI-powered tool that could generate detailed reports on competitors’ future strategies. It suggested the ability to predict CEO statements, product timelines, PR narratives, and market strategies using AI simulations, trend analysis, and behavioural modelling. While the feature was a prank, it aligned with Wizikey’s ongoing focus on AI-driven media intelligence.

The campaign sparked engagement among PR professionals, marketers, and industry leaders, prompting discussions on whether AI-driven predictive intelligence could become a reality. Some expressed interest in such a tool, while others debated the ethical implications of AI in competitive analysis.

Through this initiative, Wizikey reinforced its position in AI-driven communications and media intelligence. The campaign highlighted the evolving role of AI in PR and corporate strategy, suggesting that future advancements may bring predictive media insights closer to reality.

Royaloak launches summer 2025 campaign

Furniture brand Royaloak has launched the ‘Jumbo Offer’, its summer campaign offering up to 70% discounts on its products. Running for four months, the campaign aims to provide affordable furniture across India through a multi-channel marketing strategy.

The campaign promotes discounts on living room, bedroom, dining, and outdoor furniture, reinforcing Royaloak’s focus on making international designs accessible to Indian consumers. It will be advertised across television, radio, newspapers, out-of-home (OOH) platforms, OTT services, metro branding, and theatre ads. Additionally, in-store promotions and exclusive online deals will enhance customer engagement.

Royal Challenge enters India’s esports market

Royal Challenge Packaged Drinking Water has entered India’s growing esports market, tapping into a booming industry with over 59 crore gamers. The brand has partnered with gaming personalities Sid Joshi and Animesh Agarwal, also known as 'Thug,' to promote its #ChooseBold initiative, resonating with young gamers in both metro and smaller cities.

Esports is rapidly becoming mainstream in India, with a growing number of regional tournaments and influencers. The gaming economy, valued at $3.8 billion, continues to expand as access to smartphones and better internet drives participation across the country. Royal Challenge aims to inspire resilience, determination, and unconventional thinking, aligning with the values of esports players. Through this collaboration, the brand seeks to engage with a new generation of players and fans.