Ogilvy creates AI-driven clarity campaign for Tata Play
Ogilvy India has launched Samajhdar Bano, Tata Play Lagao, an integrated campaign simplifying DTH pricing through AI-generated characters—a wise owl and witty donkey. The campaign highlights the brand’s “clarity over clutter” positioning. Krishnendu Dasgupta, head – marketing communications, said it uses Gen-AI tools for storytelling and engagement. The campaign runs nationally across TV and digital platforms, with high visibility in Hindi-speaking and southern markets. Designed for recall and regional adaptation, it aims to simplify consumer choices in a crowded entertainment category.
Without turns waste into value with ‘Made Without’ campaign
Impact material science enterprise Without has launched Made Without, a campaign addressing the realities of recycling and waste management. The film highlights its Pune demonstration plant, which processes difficult waste—such as chip packets and textiles—into products like sunglasses and coasters using patented technology. Sixteen former informal waste workers now operate the facility with better pay and benefits. With less than 1% of flexible plastics recycled in India, the initiative confronts greenwashing and promotes circular production. Without plans to collaborate with global brands to expand sustainable product development.
FDC Electral executes 11-city OOH flavour campaign
FDC Electral has rolled out a 10-day out-of-home campaign across 11 cities in Uttar Pradesh, Madhya Pradesh, Maharashtra, Rajasthan, Bihar, and Gujarat. Partnering with Wrap2Earn, five branded cabs in each city showcased Electral’s new flavours, including Fresh Mango and Lychee Burst. The campaign aimed to enhance visibility and engagement through moving brand activations. Wrap2Earn’s execution ensured consistency and on-ground coordination. A campaign video captured the activity, highlighting Electral’s effort to connect with urban commuters through creative OOH experiences.
Bioderma introduces AI-led ‘Glow with Science’ campaign
Bioderma has launched Glow with Science, a digital-first campaign promoting its Pigmentbio Foaming Cream. The campaign positions radiance as a result of scientific skincare rather than filters or trends. Aimed at Gen Z and millennials, it simplifies dermatological science through accessible storytelling. It also introduces Bioderma’s refreshed global packaging under the Care first vision, combining science, skin, and sustainability. The brand integrates AI-led creative innovation while maintaining dermatological credibility, reinforcing its focus on authentic, long-term skincare results.
Equitas SFB releases film on cancer care access
Equitas Small Finance Bank has launched Making Cancer Care Accessible, a film promoting awareness of affordable treatment through the Sringeri Sharada Equitas Cancer & Multi-Specialty Hospital. Released during Breast Cancer Awareness Month, the film depicts a woman’s cancer journey, highlighting the importance of early screening and access to care. The hospital accepts government health schemes to ensure affordability. According to ICMR data, one in nine Indians faces cancer risk, with cases expected to rise 25–30% by 2025.
Samsung and Cheil India unveil e-waste awareness film ‘E-Mutant’
Cheil India and Samsung have released a digital film titled E-Mutant for International E-waste Day. The short film personifies discarded gadgets to highlight the dangers of e-waste accumulation in homes and encourages responsible disposal. The initiative aligns with Samsung’s sustainability awareness efforts.
Comet and Monopoly give India a local twist
Comet has collaborated with Monopoly to launch an India-themed edition of the board game. The collaboration replaces traditional global properties with Indian landmarks such as Linking Road and Connaught Place. It aims to capture the country’s cultural identity through design and nostalgia, combining local storytelling with streetwear sensibilities. The initiative follows Comet’s earlier collaboration with Naru, which merged Indian art with sneaker design, marking another creative step for the brand in connecting design, memory and contemporary culture through locally inspired expressions.
Medanta launches breast cancer awareness film ‘Banno Ki Rasm’
Medanta Hospital Gurgaon has launched an awareness film titled Banno Ki Rasm as part of its “Jaanta Hai Medanta” initiative. The two-and-a-half-minute film reimagines the self-breast exam as a ritual of self-care and strength, encouraging women to make it a monthly practice. The video has received over eight million views on social media. The initiative aims to raise awareness, normalise conversations around breast health, and promote early detection of breast cancer among women in India.
Spykar hosts live music event for youth campaign
Spykar transformed its Palladium store into a live event space as part of its Daur Apna Hai campaign. The evening featured rapper Wicked Sunny and performances by Kaam Bhaari and Sammohit, alongside appearances from actors and digital creators. The campaign celebrates youth identity, individuality, and creative expression through music and fashion. It launched with a rap anthem featuring Wicked Sunny, Dharmik and the Vixens Crew, positioning Spykar as a youth-focused lifestyle brand. Contest winners from Spykar’s social media promotions also attended the event.
Lotte introduces Korean-inspired ice candies in India
Lotte India Corporation has launched Subak and Shark, Korean-inspired ice candies adapted for Indian consumers. Subak combines watermelon and strawberry flavours with chocolate-coated peanut “seeds,” while Shark offers a dual orange–strawberry mix in a shark-shaped design. The products mark Lotte’s latest innovation after Lotte Krunch and aim to expand its presence in India’s ice-cream market. The launch is supported by a digital campaign themed Refreshingly K-Cool, blending K-pop and anime-inspired storytelling to connect with young audiences.
The Indian Garage Co. launches Outlawed streetwear line
The Indian Garage Co. (TIGC) has launched Outlawed, a new streetwear collection positioned as an alternative to logo-heavy fashion. Centred on individuality, the collection blends global silhouettes with local influences such as grunge patchwork and graffiti-inspired designs. The accompanying campaign film, also titled Outlawed, depicts a protagonist breaking free from conformity through self-expression, using cinematic visuals to reflect the spirit of rebellion. The campaign will run on Instagram, YouTube and in-store screens. With this launch, TIGC aims to strengthen its presence in India’s evolving streetwear market by offering accessible yet premium styles.
Beardo film with Bobby Deol redefines modern masculinity
Beardo has released a new brand film featuring actor Bobby Deol, challenging conventional ideas of masculinity. The campaign encourages men to embrace authenticity and self-expression, positioning Deol as the face of Beardo’s message of being ‘unfiltered, untamed and unstoppable’. The film explores the conflicting expectations faced by men and aims to open conversations around self-identity and emotional strength. Siddharth Vaya, CBO of Beardo, said Deol’s persona aligns with the brand’s ethos of real, confident masculinity. The film is available on YouTube.
McDonald’s India responds to feedback with ‘Big Yummy Burgers’
McDonald’s India (West & South) has launched its campaign ‘You Said It. We Made It.’ for its new Big Yummy Burgers. Conceptualised by DDB Mudra, the campaign turns customer feedback into creative storytelling. Two commercials feature corporate chef Swarup Solgaonkar responding directly to real consumer comments. The campaign includes large 3D installations in Mumbai and Bangalore and social activations around “comment burgers.” McDonald’s also ran a pre-launch promotion featuring empty burger boxes with printed feedback and pre-order invites. The Big Yummy Burgers feature double patties and chipotle sauce inspired by consumer insights.
Hellmann’s launches ‘Tastebuds Approved’ campaign with Edelman India
Hellmann’s has launched its new integrated campaign, Dry Bread Gone, Creaminess On, conceptualised by Ogilvy India with PR by Edelman India. The campaign introduces the ‘Taste Buds’—characters brought to life by Anshula Kapoor and comedian Aaditya Kulshreshth—highlighting Hellmann’s signature creaminess in sandwiches. The initiative combines influencer engagement, social media content, and experiential events. It aims to position Hellmann’s as the preferred choice for sandwich lovers through relatable humour and visual storytelling across multiple digital and on-ground touchpoints.
John Jacobs’ ‘Coastline’ campaign features actor Abhay Deol
Eyewear brand John Jacobs has launched its Coastline campaign featuring actor Abhay Deol. Shot at a Goan estate, the campaign explores the idea of unhurried travel and personal discovery. The visuals draw inspiration from coastal architecture and landscapes, using earthy tones and minimalist detailing. The collection reflects a blend of functionality and style, with designs influenced by seaside hues and textures. The campaign aims to connect with audiences seeking refined, relaxed, and contemporary eyewear aesthetics.
Arrow unveils ‘Tailored for the Good Life’ campaign
Arrow has introduced its latest campaign, Tailored for the Good Life, featuring actors Vedang Raina and Khushi Kapoor. Set in New York City, the campaign reinterprets Arrow’s American heritage for a new generation. The visuals depict urban sophistication and the brand’s focus on timeless style. Raina and Kapoor represent Arrow’s modern approach to fashion, blending comfort and elegance. The campaign reinforces Arrow’s positioning as a menswear label that celebrates a well-rounded, confident lifestyle.
Campus launches ‘You Go, Girl!’ campaign featuring Kriti Sanon
Campus Activewear has unveiled the second edition of its You Go, Girl! campaign featuring actor Kriti Sanon. The film challenges gender stereotypes and encourages women to move confidently, free from labels. Through symbolic visuals of floating tags and Sanon’s unbothered stride, the campaign conveys individuality and self-assurance. It reinforces Campus’ positioning in the athleisure segment, celebrating women who define their own paths. The film closes with the brand’s tagline, 'They’ll always have something to say. You Go, Girl'.
Duroflex promotes Duropedic mattress in new OOH campaign with Virat Kohli
Duroflex has launched an outdoor campaign featuring Virat Kohli to promote its doctor-certified Duropedic mattress. The campaign compares consumer expectations of quality certifications in products like jewellery and electronics with the often-overlooked need for certified sleep products. Displayed across key Bengaluru locations, the campaign emphasises the importance of restful sleep during the festive season. Complemented by a brand film and influencer content, it reinforces Duropedic’s positioning as an orthopaedic mattress recommended by doctors and certified by the National Health Academy.
Specta Quartz features Sudarsan Pattnaik in ‘Stories Cast in Stone’
Specta Quartz Surfaces has launched a new chapter of its Stories Cast in Stone campaign featuring sand artist and Padma Shri awardee Sudarsan Pattnaik. The film traces Pattnaik’s artistic journey from the beaches of Puri to international recognition. The campaign draws parallels between his evolution as an artist and Specta’s transformation of raw quartz into refined surfaces. Previous editions have showcased creators like Masaba Gupta, Ranveer Brar, and Joseph Radhik, highlighting creativity across different fields.
Bowlers partners with Shubman Gill in new pet care campaign
Bowlers, the dog nutrition brand from Allana Pet Solutions, has launched a campaign featuring cricketer Shubman Gill. The film uses cricket as a metaphor to highlight the relationship between pets and their owners. By positioning Gill as a bowler rather than a batsman, the campaign conveys the idea that pets rely on their caregivers for nutrition and companionship. The initiative aims to build awareness around responsible pet parenting and proper nutrition for dogs.
Anna Chandy & Associates launches ‘UnFine’ mental health campaign
Anna Chandy & Associates has launched UnFine, a campaign marking Mental Health Awareness Day, to address the gap between appearance and emotional reality. The initiative includes a main film and a four-part Instagram video series encouraging open conversations about mental health. It is supported by the UnFine Toolkit, which offers practical guidance for individuals and workplaces to recognise signs of distress and support well-being. The campaign promotes the message that it is acceptable to not be fine and to seek help.
Papa Johns opens in Bengaluru with Danish Sait campaign
Papa Johns has officially opened its first outlet in Bengaluru, marking the culmination of the #BoycottMediocrePizza movement initiated by Danish Sait. The launch film shows Sait revisiting his earlier criticism before approving the brand’s new offerings. The event featured live pizza counters, ingredient showcases, and interactive activities with food creators and consumers. Papa Johns highlighted its use of 72-hour proofed dough, real mozzarella and fresh vegetables. The brand aims to strengthen its India presence, positioning itself on freshness and quality as it expands operations in key metro markets.
