Campaign roundup: Week of 15 September

Saatchi & Saatchi India reimagines flite’s ‘Sar utha, Kadam badha’ with Sanya Malhotra

Saatchi & Saatchi India has unveiled a fresh campaign for Flite, the family fashion footwear brand from Relaxo Footwears, featuring actor Sanya Malhotra. Reviving the iconic tagline ‘Sar Utha, Kadam Badha’, the film shifts Flite’s positioning from everyday comfort to a symbol of confidence, individuality, and progress. Drawing from Sanya’s own journey of overcoming challenges to achieve her dreams, the campaign reflects the aspirations of millions across India. It presents Flite as a partner in this journey, blending comfort, durability, and style while inspiring consumers to walk ahead with confidence and flair.

ICC launches ‘Will to win’ campaign film ahead of women’s cricket world cup 2025

The International Cricket Council (ICC) has released its flagship campaign film, ‘Will To Win’, ahead of the ICC Women’s Cricket World Cup 2025 in India and Sri Lanka. The film highlights the perseverance and determination that define women’s cricket, featuring stars including Smriti Mandhana, Harmanpreet Kaur, Chamari Athapaththu, Ellyse Perry, Marizanne Kapp, Muneeba Ali, Nigar Sultana Joty, Melie Kerr, and Nat Sciver-Brunt. Coinciding with the film’s launch, the ICC has also opened the general ticket sales window on Tickets.cricketworldcup.com. The 13th edition of the tournament begins on 30 September, with India and Sri Lanka clashing in the opening match across five venues.

ACKO unveils ‘Car ka action hero’ campaign with MS Dhoni and R Madhavan

ACKO has launched its latest brand campaign, ‘Car Ka Action Hero,’ featuring MS Dhoni and R Madhavan together for the first time. Conceptualised by Leo India and directed by Vasan Bala, with digital creator Viraj Ghelani in supporting role, the campaign uses humour and action to showcase ACKO as a seamless car insurance and care partner. Through a series of cinematic films, the brand reimagines everyday driving challenges in a blockbuster style, highlighting ACKO’s role in ensuring stress-free car ownership across insurance, maintenance, claims, and roadside assistance.

Kotak Mutual Fund launches ‘Sip karo, Naya future start karo’ campaign

Kotak Mutual Fund has rolled out its nationwide campaign, ‘SIP Karo, Naya Future Start Karo,’ urging Indians to move away from risky quick-money habits such as gambling, betting, and fake social media tips. Highlighting the emotional and financial damage caused by these practices, the campaign promotes Systematic Investment Plans (SIPs) as a disciplined, long-term path to wealth creation and family security. Through TV, print, digital, social, and on-ground outreach, the initiative encourages working professionals, small business owners, and young investors to embrace SIPs for financial stability and a secure future.

VML and Hero Motocorp unveil ‘Naye Indian ki deluxe bike’ campaign

VML has created a new campaign for Hero MotoCorp’s HF Deluxe Pro, titled ‘Naye Indian ki Deluxe Bike’, celebrating the resilience and quiet heroism of everyday Indians. The film tells the emotional story of a rider helping reunite a lost baby elephant with its mother, positioning the HF Deluxe Pro as a dependable companion for changemakers and go-getters. With refreshed design, LED headlamp, digital console, and improved fuel efficiency, the HF Deluxe Pro reflects the confidence and progressive spirit of new-age India, while reinforcing Hero MotoCorp’s vision to shape the future of mobility.

JBL partners with VDO.AI and Havas media india for interactive CTV festive campaign

JBL has launched an interactive CTV campaign for its new wireless earbuds, JBL Live Beam 3, in partnership with VDO.AI and Havas Media India. Timed with Diwali shopping, the campaign uses VDO.AI’s technology to integrate QR code wrappers that let viewers discover and purchase the earbuds directly from their TV screens. Running across premium CTV platforms in major cities, the initiative aims to transform festive advertising by turning passive viewing into active engagement, combining discovery with seamless purchase journeys.

Oppo India launches ‘Business badhega, Smooth chalega’ campaign with F31 series

OPPO India has rolled out its latest campaign, ‘Business Badhega, Smooth Chalega’, to launch the F31 Series featuring Rajkummar Rao and Triptii Dimri. The three short films, debuting on Bigg Boss and digital platforms, showcase the phone’s features — from its SuperCool VC System and Snapdragon® 7 Gen 3 in desert heat, to India’s first Network Boost Chip in a lift, and a 7000mAh battery with 80W SUPERVOOC™ Flash Charge in a storm. Rao’s witty delivery and Dimri’s charm highlight the F31 as a dependable problem-solver for work and life.