Campaign roundup: Week of 02 June

Tata Salt brings back iconic jingle

Tata Salt has revived its iconic ‘Namak ho Tata ka…Tata Namak’ jingle in a new television campaign as it marks 36 years since the brand’s launch. The jingle, composed by A R Rahman in the 1980s, returns with a fresh interpretation by music composer Shantanu Moitra and lyricist Swanand Kirkire. The campaign celebrates the emotional connection Indian families have with Tata Salt, linking the brand’s legacy to trust, purity and generational continuity. The ad film opens with the original jingle playing on a radio, before transitioning into an updated version sung by a new voice, symbolising the shift from one generation to the next. Tata Salt, often dubbed ‘Desh Ka Namak’, holds a significant share in the branded salt market in India. The campaign reinforces this positioning by depicting the salt as a quiet but central presence in Indian households. Conceptualised by Ogilvy India, the campaign seeks to blend nostalgia with modern appeal, aiming to build relevance among younger consumers while reinforcing trust among existing ones. The campaign will run across television and digital platforms. Launched in 1988, Tata Salt was India’s first national branded iodised salt and continues to be a category leader under Tata Consumer Products’ foods portfolio.

Myntra activates Mumbai OOH for EORS

Myntra has launched an out-of-home (OOH) campaign across Mumbai to promote the 22nd edition of its End of Reason Sale (EORS), which runs from 1–7 June. The activation uses a mix of physical and digital formats including hoardings, bus wraps, metro panels and digital screens. The campaign highlights the scale of the sale and features over 23 top brand ambassadors—such as Kiara Advani, Anushka Sharma, and Ranbir Kapoor—shown in multi-brand creatives that communicate discounts of 50–90%. The OOH creatives are visible across 170+ high-traffic sites including metro routes, arterial roads and key urban junctions. Locations include Western and Central line metro stations, arterial points like Dadar, Andheri, and Bandra, as well as digital panels in malls and food courts. Myntra aims to create high visual recall through frequency and placement, with the messaging focusing on limited-time offers and the wide range of categories available. The execution aligns with the scale of EORS, one of the largest fashion sales in the country. The 22nd EORS edition features over 23 lakh styles from more than 6,000 brands. The OOH campaign forms part of a broader media mix that includes influencer outreach, digital videos and in-app promotions.

Jockey launches Gen Z Groove collection

Jockey has launched its new JKY Groove collection, aimed at the Gen Z demographic aged 18 to 24. The athleisure range is now available in 52 exclusive Jockey stores across India and on the company’s website. The collection focuses on combining style and comfort for socially active, fashion-conscious consumers. The Groove collection introduces oversized t-shirts, crop tops, hoodies, cargos, and tank tops, reflecting youthful styling and functional design. Each piece features trend-driven details with an emphasis on comfort, freedom of movement, and creative expression. The new line aligns with Jockey’s broader strategy to appeal to modern tastes while maintaining its reputation for quality and comfort. This launch marks another step in Jockey’s evolution from an innerwear brand to a lifestyle label with a growing portfolio. Groove enhances the brand’s presence in the athleisure segment by connecting with younger audiences through contemporary cuts and silhouettes. Page Industries, the exclusive licensee of the Jockey brand in India and other regions, continues to expand its footprint across 2,730 cities and towns with over 1,380 exclusive outlets and online presence. The Groove campaign includes promotional films and content targeting digital platforms and social media to reach the Gen Z audience effectively.

Crunchyroll ad promotes anime dubs in India

Crunchyroll has launched the second phase of its brand campaign in India featuring actors Rashmika Mandanna and Tiger Shroff. The campaign promotes anime dubbed in Hindi, Tamil, and Telugu, aiming to expand local accessibility and engagement. The subscription platform offers same-day releases as Japan and an ad-free experience for INR 79 per month. The campaign features ad films where both actors are animated into fantastical anime sequences, with Rashmika riding a flying cat and Tiger facing off with samurai opponents. In each case, a language switch transforms the experience into a locally dubbed version, showcasing the platform's regionalisation strategy. Crunchyroll’s new campaign also includes four digital shorts highlighting platform features, including a catalogue of over 800 titles, local dubs, and seamless streaming. The content is created by Japanese studios Drive Inc. and ARECT Inc., and the campaign has been developed by Tilt Brand Solutions. The campaign will be distributed nationally across digital, outdoor, cinema, and social media platforms. It follows the brand’s previous efforts to expand anime fandom in India and supports its goal to deliver localised, immersive anime experiences. Crunchyroll operates as a joint venture between Sony Pictures Entertainment and Japan’s Aniplex, and continues to focus on delivering premium anime content globally.

Forces of Tyaani campaign headlines Shefali Shah

Tyaani Jewellery by Karan Johar has launched a new campaign titled ‘Forces of Tyaani’, featuring Shefali Shah as the first in a series of over ten ambassadors. The campaign aims to reposition fine jewellery by focusing on individuality and self-expression rather than traditional festive or bridal narratives. The campaign will introduce new ambassadors weekly, with each representing a different facet of personal strength. It features storytelling that aligns jewellery with identity and experience. The first campaign visual showcases Shefali Shah wearing handcrafted pieces in gold, gemstones, and uncut diamonds. Tyaani plans to expand its reach with stores already established in seven cities and a new store opening in Ahmedabad on June 8. Customers can also shop online via tyaani.com.

Godrej Pet Care launches Ninja gut health campaign

Godrej Pet Care has launched a new television campaign in Tamil Nadu to promote its pet food brand Godrej Ninja, focused on improving gut health in dogs. The campaign aims to raise awareness about the link between gut health and immunity, emphasising that 70% of a dog’s immunity lies in its digestive system. The TVC was conceptualised by the Godrej Creative Lab and marks Ninja’s official rollout in Tamil Nadu. The campaign uses emotional storytelling and vernacular language to build trust and engagement, featuring the tagline ‘More gut Power, Less Sick Days’. Ninja contains a mix of probiotics, prebiotics and polyphenols, developed in collaboration with veterinary specialists. The formulation includes 37 nutrients and meets Indian, US, and EU nutritional standards. According to the company, poor nutrition is a major cause of gastrointestinal issues in dogs, accounting for nearly 30% of vet visits. Ninja is made in India and has been tested across a wide variety of dog breeds. It supports healthy digestion and overall wellness, aiming to reduce vet visits and improve the quality of life for pets. With the Indian pet food market estimated at INR 5,000 crores, Godrej Pet Care is targeting growing demand in urban and semi-urban areas.

New Balance releases Grey Days 2025 campaign

New Balance celebrated its annual Grey Days 2025 campaign at its Delhi store in Ambience Mall, showcasing a wide range of grey-toned footwear and apparel. Grey Days, which originated in the 1980s, honours the brand’s long-standing association with the colour grey as a symbol of craftsmanship, independence and urban performance. The event featured a fashion show spotlighting both classic and modern silhouettes from New Balance’s collection. The brand stated that the colour grey became iconic in contrast to the bright and synthetic materials that dominated the running shoe market in earlier decades. The campaign drew attention to the versatility of grey across styles and speed, and its compatibility with the concrete landscape of road running. Grey Days 2025 aims to reinforce the enduring relevance of this colour in contemporary fashion and athletics. Attendees at the launch included artists, stylists, sneaker enthusiasts and influencers. New Balance has recently doubled its retail footprint in India, highlighting growing consumer interest in its product range.

PUMA India launches RCB Shotline campaign

PUMA India has launched its new campaign, ‘RCB Shotline’, featuring cricketer Virat Kohli and global athletes including Usain Bolt, PV Sindhu, Jack Grealish, and others. The digital campaign is set in a fictional universe where athletes from different sports call into a hotline managed by Royal Challengers Bengaluru (RCB) players. In the campaign, Kohli fields a call from Bolt, while Sindhu and Grealish also engage in humorous exchanges. The creative aims to blend sport and entertainment, showcasing off-field personalities of top athletes. The campaign has been released on Instagram, YouTube Shorts, and X (formerly Twitter), drawing widespread digital engagement. ‘RCB Shotline’ is part of PUMA’s strategy to merge sportswear with pop culture and social media. The brand has positioned the campaign as a light-hearted glimpse into athlete camaraderie and fan culture, with themes of fun, banter, and relatability. The inclusion of global and Indian athletes is intended to reinforce its cross-category reach and boost its visibility ahead of the cricketing season. The campaign is designed to appeal to younger audiences.

Being Human unveils SS25 conscious fashion campaign

Being Human Clothing has launched its Spring/Summer 2025 (SS25) campaign centred on conscious living and ethical fashion. The campaign promotes the use of Fairtrade-certified, organic, and recycled materials in its latest collection, focusing on transparency and sustainable practices. The SS25 line includes denim made from recycled PET bottles and cotton sourced through Fairtrade networks. The brand continues its support for cotton farmers through fair pricing and working conditions. The campaign also reaffirms Being Human’s long-standing social initiatives in healthcare and education. As part of its environmental efforts, the brand actively participates in coastal clean-up initiatives in partnership with Beach Warriors. It also supports animal welfare through collaborations with organisations such as the Youth Organisation in Defence of Animals (YODA). The campaign aims to highlight the brand’s dual focus on fashion and community impact. It encourages consumers to make informed purchasing decisions by choosing garments that reflect responsible manufacturing and social goods. The collection is available across stores and online, with messaging that invites customers to wear clothing that aligns with ethical values.

Akasa Air marks International Cabin Crew Day

Akasa Air has marked International Cabin Crew Day by spotlighting its crew training, welfare, and sustainability efforts. The airline highlighted the role of its cabin crew in shaping the passenger experience through consistent service, safety and empathy. More than 1,200 crew members have trained at the Akasa Air Learning Academy, which includes India’s only next-generation emergency door simulator. The facility supports comprehensive training in safety, service and leadership. Akasa Air also became the first Indian airline to introduce gender-neutral uniforms paired with custom-designed sneakers. These are made from recycled marine plastics, reflecting the airline’s commitment to sustainability and crew comfort. Crew schedules are designed for flexibility to ensure adequate rest and work-life balance. Akasa said its employee-first policies are aimed at empowering crew members, which in turn enhances the flying experience for passengers. The airline has flown over 18 million passengers since its 2022 launch and currently connects 28 destinations, including five international cities. It operates 28 Boeing 737 MAX aircraft and has ordered 226 more.

Narayana Health launches emergency hotline campaign

Narayana Health has launched a national campaign titled ‘One Number for All Your Medical Needs’ to raise awareness about emergency medical response. The campaign promotes a dedicated 24x7 toll-free emergency helpline—1800 309 0309—across its hospital network in India. The initiative introduces NEAR (Narayana Emergency Ambulance Response), aimed at closing the gap in timely access to emergency services. The campaign responds to rising cases of heart attacks, strokes, accidents and other critical conditions that often catch patients and families off guard. Narayana Health said the campaign seeks to build public awareness about the importance of acting quickly during medical emergencies. It highlights the fact that many people freeze in crises due to uncertainty about what action to take. The campaign includes media outreach across digital, radio, outdoor and ground-level activations to embed the helpline number into public memory. Narayana Health’s emergency care services include rapid trauma response, supported by trained teams and infrastructure. The campaign addresses the need for behavioural change, encouraging citizens to memorise and use the emergency number in a crisis. Narayana Health operates hospitals and clinics across India and the Caribbean and has over 18,800 medical professionals in its network.

StockGro launches Red Envelope campaign

StockGro has launched the 'Red Envelope' campaign across India, sparking public curiosity through the placement of mysterious red envelopes in locations such as airline seat pockets, hotels and lounges. Each envelope contained QR codes with prompts to rethink how money works during moments of rest or travel. The campaign is part of StockGro’s mission to democratise access to financial markets. Over 12 lakh people engaged with the campaign online, and more than 400,000 users registered through a hidden landing page. StockGro aims to dispel the myth that investing is only for insiders. The platform now offers curated trade suggestions from over 100 SEBI-registered advisors, a strategy builder, and a stock scoring tool using AI-driven parameters. A verified community network also supports collaboration and reduces misinformation. With over 3.5 crore users in India and partnerships with over 1,500 educational institutions, StockGro said the Red Envelope campaign is helping transform how Indians engage with investing. The company is now expanding to the UAE, bringing its tools and platform to a new audience across the Middle East. The campaign marks a shift in StockGro’s brand positioning—from mystery to mission—aimed at making investing simpler, more transparent, and accessible.

Gromax launches #SabseSahiChunaav campaign

Gromax Agri Equipment has launched its first digital video campaign under the banner #SabseSahiChunaav to promote its tractor brand Trakstar. The campaign, titled 'Pragati Ka Rishta', (Relation of progress) uses a matrimonial scenario to highlight the difficulty of meeting everyone’s expectations—except when it comes to Trakstar. The short film follows a family’s search for a suitable match, only to be surprised by a character who satisfies everyone’s requirements. The twist reveals the metaphor: while it’s hard to please everyone, Trakstar tractors deliver across all parameters. The campaign aims to demonstrate Trakstar’s value proposition—powerful performance, low maintenance, and fuel efficiency—without directly focusing on product features. Instead, it uses relatable storytelling to connect with farmers and rural consumers. #SabseSahiChunaav reflects the everyday challenges of decision-making and positions Trakstar as a solution that offers consensus. Gromax is a joint venture between Mahindra & Mahindra and the Government of Gujarat, focused on affordable mechanisation for Indian farmers. The campaign will be distributed via social media platforms and aims to build long-term emotional resonance among rural audiences.

Surabhi Sauces releases ‘Surabhi Diaries’ ad

In partnership with creative agency SALT Worldwide, Surabhi Sauces has launched a new campaign titled ‘Surabhi Diaries’ to celebrate modern Indian motherhood. The campaign features a series of short films and user-generated Instagram Reels that highlight everyday maternal experiences. The campaign departs from traditional advertising, focusing on real, unfiltered stories. By blending content, community, and commerce, Surabhi aims to build a deeper emotional connection with its core audience—mothers across India. The films portray mothers navigating their daily lives, capturing moments of struggle, resilience and joy. The storytelling approach is designed to position Surabhi Sauces not just as a food brand, but as a trusted household companion. SALT Worldwide plans to scale the campaign through regional language rollouts and hyperlocal content. The long-term goal is to establish ‘Surabhi Diaries’ as a recurring brand property, fostering a sense of community and brand loyalty.

Lakshita launches 24th-anniversary campaign

Women’s apparel brand Lakshita has completed 24 years and launched a special anniversary campaign to mark the occasion. The campaign includes a limited-edition capsule collection, promotional offers, and a renewed brand manifesto-themed ‘The Power Within’. To celebrate, Lakshita has announced LK Day Offers, with discounts of up to 30% in stores and 40% online, along with an additional 24% off. The campaign aims to honour its community of shoppers and reaffirm the brand’s purpose of empowering women through thoughtful design. The centrepiece of the anniversary is a 24-piece capsule collection inspired by six values—Power to Move, Express, Own, Rise, Choose, and Comfort. These themes reflect the stories of women navigating multiple roles and responsibilities, combining statement prints with relaxed silhouettes and smart co-ords. The limited-edition drop is positioned as a tribute to women who blend strength and style in everyday life. The brand’s in-house manufacturing allows for precision fit, responsiveness, and inclusive sizing, with lifetime alterations promised. Lakshita, established in 2001, specialises in modest, contemporary clothing that blends traditional values with modern aesthetics.

Campus Activewear campaign promotes Air Capsule Pro

Campus Activewear has launched a new campaign titled 'For Every Capsule of Life' to promote its newly upgraded Air Capsule Pro footwear collection. Featuring actor Siddhant Chaturvedi, the brand film showcases the transitions of a typical day—moving from gym sessions to work commitments to social engagements. Air Capsule Pro footwear collection is targeted at young consumers who navigate multiple roles in a fast-paced lifestyle. The new variant offers enhanced cushioning, improved aesthetics, and versatile performance across work, play, and leisure. The Air Capsule Pro is positioned as a single solution for all such lifestyle ‘capsules’. The campaign’s anthem, voiced by Chaturvedi, emphasises the shoe’s ability to keep up with shifting energy and intent throughout the day. The footwear is available through Campus stores, e-commerce platforms, and brand outlets nationwide. Campus says the product reflects deep cultural and consumer insight and supports its ambition to lead in the youth-driven sportswear and athleisure segment in India. The digital-first campaign will run across social platforms and influencer networks, aiming to drive product discoverability and reinforce the brand’s positioning as a homegrown innovator. Chaturvedi is featured only for this campaign; Vicky Kaushal continues as the official brand ambassador.

Asian Paints launches regional cricket anthems

Asian Paints, in partnership with BrandMusiq, has launched the #ColoursOfCricket campaign, creating regional anthems that blend music and local pride to engage cricket fans during the tournament season. Each musical track has been tailored to a specific region, incorporating local instruments, languages, and cultural references. For example, the Mumbai anthem features bold beats and tutari, while Bengaluru uses Carnatic riffs, and Punjab draws on dhol-driven energy. The anthems reflect India’s diverse fan base and emotional connection with cricket. By using these ‘musical jerseys’, Asian Paints aims to deepen engagement and enhance recall through sonic branding. The tracks also integrate the brand’s sonic identity, aiming to position music as a powerful brand cue. The campaign was activated online through a digital contest that encouraged fans to create and share content using the regional anthems. This approach aims to turn passive audiences into active participants, amplifying reach and emotional engagement. #ColoursOfCricket showcases how brand identity, regional pride, and sport can converge through sound, creating a more immersive fan experience.