Campaign roundup: Week of 05 May

Evocus launches CGI ad film to promote black water

Evocus has launched a CGI video aimed at explaining how its black alkaline water works. The video highlights the scientific mechanisms of the product, which has gained attention as celebrities increasingly use it. The video demonstrates how black alkaline water is absorbed into the bloodstream, reduces acidity, alleviates acid reflux, improves pH balance, and offers four times better hydration than regular water. It also highlights its detoxification capabilities. Actor Jason Shah features in the campaign, consuming the water as the video illustrates its effects. Through the CGI campaign’s use of visual storytelling, Evocus aims to educate consumers about the benefits of black alkaline water. Evocus markets itself as India’s first black alkaline bottled water brand. The product, available nationwide, contains essential minerals and has a pH level above 8. The campaign video is available on YouTube and Instagram.

CaratLane campaign promotes engagement rings collection

CaratLane has released the second instalment of its proposal-themed campaign with a film titled 'The Nudge'. The campaign promotes the jewellery brand's collection of over 400 engagement rings, including the 73-faceted CaratLane Gulnaara. The film addresses men's tendency to delay commitment decisions, suggesting they sometimes require encouragement to take action. It reframes proposals as authentic expressions rather than imported Western concepts, focusing on timing and genuine intent. The campaign will be distributed through television, digital platforms, and social media, supported by influencer partnerships and in-store promotions. It builds on CaratLane's position that commitment deserves celebration with appropriate symbolism. CaratLane, a Tata Group company established in 2008, operates as an omnichannel jewellery brand with over 320 physical stores across India and one international location in New Jersey. The company offers live online shopping and at-home trial services. The brand positions itself as making jewellery accessible, affordable, and wearable, with designs targeting contemporary preferences.

SMART Bazaar mixed reality campaign features Madhuri Dixit

SMART Bazaar has launched a mixed reality experience for its Full Paisa Vasool SALE, running from 30 April to 4 May, across print, mobile, and in-store channels. The campaign features a life-sized 3D avatar of brand ambassador Madhuri Dixit guiding shoppers through top deals. In-store visitors can scan a QR code to activate the avatar, which appears in real-time through smartphone cameras and delivers promotional messages. The brand has extended this technology to its print ads, where scanning QR codes reveals hidden offers through augmented visuals. The campaign includes a Click-to-WhatsApp ad format where the avatar interacts with users directly on mobile screens. This initiative marks a shift from static advertising to immersive retail storytelling, designed to increase shopper engagement and participation. SMART Bazaar collaborated with Flam, a no-app mixed reality platform powered by AI, to deliver the activation. The hypermarket chain operates in more than 100 cities and offers a wide range of products across categories including groceries, home needs, and fashion. By combining celebrity presence, mixed reality, and multichannel access, SMART Bazaar aims to create memorable retail moments that go beyond conventional in-store promotions.

Anchor Oral Care’s dual campaign features Subhashree Ganguly

Anchor Oral Care has launched two campaigns in West Bengal—‘Laal. Kamaal. Bemisaal.’ (Red. Wonder. Unmatched) and ‘Naye Zamane Ki Nayi Suraksha’ (New Era’s New Protection)—to drive the regional rollout of Anchor Red toothpaste. The ‘Laal. Kamaal. Bemisaal.’ ad spotlights the toothpaste’s ten-ingredient Ayurvedic formula for cavity protection and gum health, illustrating its family-friendly appeal in everyday shopping contexts. The ‘Naye Zamane Ki Nayi Suraksha’ ad emphasises the CalFlo science behind enamel strengthening and whitening in a 100 per cent vegetarian product. The campaigns feature the brand’s newly appointed ambassador Subhashree Ganguly. The ad films will run across television, digital platforms and in-store promotions. Anchor Oral Care aims to boost market share by responding to local demand for herbal and natural formulations. Anchor will track campaign performance via household penetration metrics and digital engagement rates, adjusting media spends accordingly.

Denver launches ‘From AM To PM’ campaign

Denver has launched its 'From AM to PM' campaign to promote its power grooming range, emphasising 24-hour freshness for men. The campaign highlights the range’s long-lasting fragrance and sweat protection, positioning Denver products as suitable for morning meetings, workouts and evening outings. Creative assets depict a man’s daily routine from 9 am to 9 pm to underscore continuous efficacy. The rollout spans television, digital platforms and retail displays, supported by in-store activations to drive product trials. Marketing materials focus on key SKUs across deodorants, body sprays and grooming essentials, aligning with summer demand for sustained odour control. Distribution channels have been expanded to metro and tier-II cities to meet anticipated volume growth. Denver’s promoter company has adjusted supply chains and retailer partnerships to ensure stock availability through peak season. The brand will monitor campaign performance via sales uplift and digital engagement metrics, reallocating media spending based on real-time data.

Society Tea unveils ‘Kadak Surve’ installations

Society Tea has launched ‘Kadak Surve – Chai Bhari’ (Strong Surve – Stronger Tea), an ad film starring Riteish Deshmukh, to promote its dust tea offering in Maharashtra. The campaign, released on Meta and YouTube, portrays Deshmukh as a resilient police officer emblematic of the state’s affinity for strong tea. The film’s bilingual format, in Marathi and Hindi, connects with regional audiences. Alongside the ad, Society Tea deployed large 'Kadak Surve' cutouts in malls and cinema halls across key cities including Chhatrapati Sambhajinagar, Kolhapur, Sangli, and Ratnagiri. These installations aim to create interactive touchpoints for consumers to photograph and share on social media, amplifying brand visibility through user-generated content. The multimedia initiative integrates on-ground activation with digital outreach. Retail partners and cinema chains have been engaged to feature the installations and facilitate consumer engagement events. Social-media campaigns have been scheduled to coincide with marquee film releases to maximise audience reach. Society Tea’s marketing team will track footfall at activation sites, social-media mentions, and sales data to assess the campaign’s impact.

Uppercase releases ‘Batana Bhool Gaya’ campaign

Uppercase and Jasprit Bumrah have launched 'Batana Bhool Gaya' (Forgot to tell), a five-film series announcing Bumrah’s investment in the sustainable travel gear brand. The tongue-in-cheek campaign depicts Bumrah revealing his stake indirectly, with each film showcasing product attributes such as durable construction, considerate design and India-based manufacturing. The series premiered across YouTube and social channels, supported by paid media to drive viewership. Each film highlights a distinct product benefit, ranging from recycled-material fabrication to carbon-footprint reduction. The narrative twist reveals Bumrah’s wife was fully aware of the investment, reinforcing brand values through storytelling. Uppercase has integrated the campaign with website features and email marketing to guide viewers to product pages. Retail partners will display in-store signage referencing the films and promote related merchandise. The brand expects to track engagement via view counts, click-through rates and sales conversion data.