Campaign roundup: Week of 07 April

Paragon launches 50th-anniversary campaign

Paragon has launched a new advertising campaign titled ‘Zid, Chalte Rehne Ki’ (Determination to keep walking) to mark its 50th year in the footwear industry. The campaign focuses on the resilience and determination of everyday Indians, showcasing personal stories as a reflection of the brand’s philosophy. The television commercial follows the story of a father working hard to provide a better future for his daughter. The narrative aims to highlight perseverance and responsibility as core values, aligning with Paragon’s positioning as a brand that supports daily progress. The campaign, created by the agency Turmeriq, uses minimal dialogue and relies on visual storytelling. It moves away from conventional advertising focused on features or pricing, instead presenting Paragon as a partner in progress. The film is being distributed across television, digital, cinema, radio, and outdoor platforms to ensure wide visibility in urban and rural markets. It reflects the brand’s attempt to connect emotionally with its customer base as it celebrates five decades in operation.

Moto Edge campaign combines print and digital

Motorola’s new campaign for the Moto Edge 60 Fusion, executed by Only Much Louder (OML), focuses on its curved 1.5K display and has generated over six crore impressions across platforms. The phone was launched exclusively on Flipkart on April 9, 2025. At the centre of the campaign is a print advertisement in The Times of India that uses an optical illusion to create the impression of a curved newspaper page. The ad draws attention to the uniqueness of the phone’s truly all-curved display, contrasting it with other quad-curved devices. The campaign extended across billboards, digital video content, and social media. Outdoor ads carried taglines that highlighted the phone’s display and camera quality. One part of the campaign used a dating-themed narrative to showcase the device’s true-colour camera. The print ad gained traction online, with social media creators and meme pages reposting it. This generated significant buzz, leading to #MotoEdge60FusionOnFlipkart trending at the top on X. The campaign used a mix of humour, pop culture, and interactive design to highlight the smartphone’s features and differentiate it from competitors. It aimed to appeal to tech-savvy users seeking visual innovation. The phone is available at a starting price of ₹20,999 on Flipkart.

Coolberg campaign targets Gen Z

Coolberg has launched a new campaign titled ‘No Rules, Just Cool’ to connect with Gen Z consumers. The initiative is focused on individuality, non-conformity, and expanding the brand’s presence in India’s growing non-alcoholic beverage segment. The campaign is being rolled out across digital-first platforms including Snapchat, Spotify, Meta, and OTT channels. It uses themed content to highlight self-expression, encouraging consumers to reject labels and embrace a laid-back lifestyle. The campaign opens with a film centred on relationship dynamics and emotional independence. Coolberg, a non-alcoholic beer brand, was acquired by Ghodawat Consumer Limited in 2022. Since then, it has expanded to over 50,000 outlets across 150 cities in India and is now exported to more than 15 countries. The product is available through fast food chains like KFC, Barbeque Nation, and WoW Momos, in addition to e-commerce and quick commerce platforms such as Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, and Amazon.

Statiq launches EV campaign

Statiq has launched a hyperlocal marketing campaign in Chandigarh, Kerala, and Bengaluru to drive awareness and app usage among electric vehicle users. The campaign aims to reinforce Statiq’s positioning as India’s most accessible and widely used EV charging network. The initiative combines digital marketing, influencer partnerships, print media, radio, and community outreach to build local relevance. The campaign includes app-based promotions with city-specific codes—KRL200, CHD150, and BLR100—to encourage new downloads and repeat usage. Each city was chosen for its growing EV infrastructure. Kerala and Bengaluru alone have more than 1,000 public chargers combined. The campaign seeks to make EV usage more approachable by targeting common areas such as highways, housing societies, and public venues. Influencers are sharing regional content in local languages, while offline activities such as events and stalls are being used to demonstrate the ease of using Statiq’s services. New users are being incentivised through cashback offers and wallet credits. The company previously launched a national campaign aimed at bringing multiple charging networks under a single app. With over 8,000 charging stations, Statiq continues to focus on increasing trust and visibility in India's emerging EV ecosystem.

Lay’s campaign promotes global flavours

Lay’s has launched a campaign called ‘Flavours of the World’, introducing limited-edition snacks inspired by Korean, Mexican, and Mediterranean cuisines. The product range is available in packs priced at ₹10, ₹20, and ₹30. The campaign features packaging designed with visual elements representing each region. It is being promoted through digital content, influencer activations, and in-store displays. The marketing strategy also includes brand partnerships and cross-promotional content. Collaborations with brands like IKEA, Nykaa, MakeMyTrip, Blinkit, and Pepsi have helped extend the campaign’s reach. These collaborations include social media posts linking global flavours with each brand’s category—such as storage, skincare, travel, delivery, and beverages. An on-ground experience was also hosted for influencers and consumers, featuring interactive tasting zones themed around the featured regions. In addition, Lay’s ambassadors MS Dhoni and Ranbir Kapoor appear in promotional videos debating their flavour preferences, encouraging fan engagement through social media.

Arvind Store launches free tailoring campaign

The Arvind Store has launched a new nationwide campaign titled #LinenByArvind: ‘Made for You, Stitched for Free’, offering free tailoring on suits and sherwanis for men across India. The campaign is available at all Arvind Store outlets and is part of the brand’s effort to provide greater value and convenience to customers. The initiative is supported by the launch of Arvind’s new linen collection, which features over 300 styles, including wrinkle-resistant and performance fabrics. Alongside this, customers can explore the Primante and Ethnic collections. The Ethnic range includes lightweight natural fabrics, while the Primante range features luxury textiles like Egyptian Giza Cotton and Australian Merino Wool, crafted in the brand’s Italian Studio. The campaign highlights Arvind’s push to make custom tailoring more accessible, removing stitching hassles and offering a personalised shopping experience. It comes at a time when made-to-measure fashion is increasingly seen as an expression of individuality. The campaign video is available on the brand’s YouTube channel.

HDFC MF campaign promotes SIP among first-time investors

HDFC Mutual Fund has launched an investor awareness campaign to encourage first-time investors to consider systematic investment plans (SIPs) as a simple and effective way to begin their financial journey. Titled ‘Hum Sab Investors Hain’ (We are all investors), the film is part of the fund house’s ongoing ‘Zindagi Ke Liye SIP’ (SIP for life) initiative. The campaign positions SIPs as a natural extension of everyday investment behaviours and choices, aiming to demystify mutual fund investing for new entrants. It uses the metaphor of a family raising a child to draw a parallel with long-term, disciplined investing. The story follows the child’s journey as the family makes consistent efforts to nurture her future—illustrating that the same approach applies to financial planning. The film is designed to resonate with hesitant and first-time investors by showing that investment is not limited to money, but is a value already embedded in daily life. It reinforces the core message of starting early, investing regularly, and staying committed over time. Conceptualised and produced by Publicis India, the campaign film is the latest in a series aimed at promoting financial literacy and behavioural change around mutual fund investing. The ad film is available on HDFC Mutual Fund’s official YouTube channel.

Medicaps University unveils new brand identity

Medicaps University has launched a new brand film to mark its refreshed visual identity and new logo. The film reflects the university’s evolution and its focus on preparing future-ready graduates through a combination of tradition and innovation. The film opens with scenes from a student’s first day at university and follows their journey through academics, cultural participation, and personal development. It portrays how foundational experiences contribute to long-term professional and personal success. The rebranding includes a new geometric shield logo representing qualities such as intellectual curiosity, integrity, and interconnectedness. The symbol is designed to reflect the institution’s emphasis on character-building and leadership within a global context. The new brand film is available on the university’s YouTube channel.

Rappers promote Indian sign language awareness

VerSe Innovation, in partnership with Signing Hands Foundation, Wondrlab, and Lucifer Music, has launched ‘The Right Sign’, a campaign designed to promote Indian Sign Language (ISL) through popular music culture. The initiative features Indian rappers Indeep Bakshi, V-Town Chronicles, Enkore, and Y-ASH 1HUNNED, who have replaced gang signs in their music videos with ISL expressions. The campaign includes music video re-releases for ‘Alone’, ‘Flex’, ‘Dhalta Chand’ (Waning Moon), and ‘Jo Dekha Wo Likha’ (Wrote What Was Seen), incorporating meaningful ISL signs. A tutorial video featuring the artists teaches 40 essential phrases in ISL, encouraging wider use of the language. The initiative also calls on artists and creators to include ISL in their performances. ‘The Right Sign’ is positioned as a cultural movement rather than a promotional campaign. It aims to bridge communication gaps between hearing and deaf communities and make ISL a visible and normalised form of expression in popular culture. The campaign was executed creatively by Wondrlab, with musical collaboration from Lucifer Music. VerSe Innovation, which owns content platforms Dailyhunt and Josh, is using its digital reach to amplify the initiative and foster social inclusion. The campaign advocates for establishing ISL as an everyday part of Indian communication, leveraging music and digital storytelling to drive long-term change.

De Beers launches ‘Love, From Dad’ campaign

De Beers Group has launched a new national campaign, ‘Love, From Dad’, to drive demand for natural diamonds by linking them to the culturally significant second ear piercing ritual in India. The initiative aims to position natural diamonds as symbolic gifts from fathers to daughters, marking a rite of passage into self-expression and independence. The campaign introduces a dedicated collection under the same name, encouraging fathers to gift natural diamond studs to their daughters during this milestone. The Second Ear Piercing Ritual program integrates into De Beers’ alliance with the Gem & Jewellery Export Promotion Council (GJEPC) through the Indian Natural Diamond Retailer Alliance (INDRA), enabling retailers to access and customise campaign materials and receive training on natural diamonds. A dedicated website, www.adiamondisforever.in, has been launched for Indian consumers, featuring information about natural diamonds, a curated catalogue of second-piercing earrings, and a store locator for participating retailers. The campaign rollout includes television, print, OOH, radio, influencer marketing, and digital platforms, designed to maximise reach and engagement during the festive season. Retailers can register through INDRA’s platform and access WhatsApp-based support for campaign personalisation.

LAMINAR Tiles brand film crosses 6 crore views

LAMINAR Tiles, a vitrified tile brand by Lumbini Ceramics, has recorded over 6 crore views for its digital brand film ‘The Waltz’, conceptualised and executed by BeanstalkAsia. The campaign has also crossed 7.5 crore impressions across online platforms since its launch. ‘The Waltz’ features actors Aayushman Deshraj Joshi and Niti Shah and centres on a young couple interacting in a modern home, using dance to subtly highlight product attributes such as shine, durability, anti-skid surfaces, scratch resistance, and ease of maintenance. The campaign promotes LAMINAR's positioning under the #LiveBetter tagline, focusing on functional and lifestyle integration. The digital-first rollout began on platforms such as Instagram, leveraging collaborations with lead actors and over ten Nepali influencers. Early engagement online was followed by expansion into cinemas, outdoor advertising, and television to broaden reach.

Habuild campaign urges Indians to focus on wellness

Wellness platform Habuild launched its #KarkeTohDekho (Try it and see) initiative on World Health Day to encourage Indians to take the first step towards better health. The campaign is designed to counter hesitation and overthinking, which the company identifies as the primary barrier to adopting healthy habits. Aligned with the World Health Organization’s 2025 theme ‘My health, my right’, the initiative invites individuals to begin their wellness journey with small, simple actions. As part of this effort, Habuild hosted a free 10-minute live yoga session open to all on April 7. Habuild promotes the idea that action leads to motivation, not the other way around. The platform, which conducts daily live yoga sessions through WhatsApp and YouTube, has reached over 95 lakh individuals globally. Many users begin with short daily sessions lasting five to ten minutes. The campaign encourages individuals to focus on consistency rather than perfection and aims to inspire a broader shift in attitudes towards personal health. The live session also included community-driven outreach, with participants inviting friends and family to join. Founded on the principle of habit formation, Habuild provides tools and routines designed to support long-term wellness through yoga and meditation.

Macha Tea campaign features Madhuri Dixit

Macha Tea has launched a new campaign film featuring brand ambassador Madhuri Dixit, highlighting the emotional resonance of ‘Maa Ke Haath Ki Chai’ (Tea made by the mother). The film aligns with the company’s positioning of its Tulsi Adrak Elaichi blend as a symbol of home and tradition. The campaign showcases everyday scenes expressing a mother’s care, connecting these gestures with the warmth associated with homemade tea. The tea blend, which contains tulsi, ginger, and cardamom, is marketed as free from artificial flavours or fragrances. Founded in 2016 by brothers Shekhar and Shubham Sharma, Macha Tea began as a small venture in Gurugram. It has since grown into a national brand with a manufacturing unit in Manesar and a presence in over one lakh retail outlets across India. Macha Tea is also one of ten companies authorised to supply tea to Army canteens nationwide, serving Indian Army personnel. The company’s product portfolio includes Gold, Classic, Elaichi, Super Strong, Urja, and Premium Box blends.

LPU's admissions campaign targets Gen-Z students

Lovely Professional University (LPU) has partnered with integrated marketing agency Hashtag Orange to launch a three-film admissions campaign aimed at Gen-Z students. The films, structured around a ‘Pros and Cons’ theme, highlight LPU alumni’s success after top placement offers through humorous storytelling. Filmed in one day on LPU’s campus, the series features authentic representation of today's students. The content has achieved over 20 million organic views per film. Forming part of LPU’s larger Edu-Rev (Educational Revolution) initiative, the campaign focuses on integrating experiential learning and a student-first approach into the curriculum.

Magnum introduces new pistachio flavour

Ice cream brand Magnum has launched a new flavour, Magnum Pistachio, marking its first product addition in eight years. The release is supported by a nationwide campaign featuring actor Kareena Kapoor Khan and aims to strengthen the brand’s presence in the premium ice cream segment. The new product combines pistachio ice cream with Belgian chocolate and roasted pistachios. The campaign seeks to align the flavour with current consumer trends and international dessert preferences. It is intended to appeal to consumers who associate ice cream with indulgence and premium experiences. The campaign features Kapoor Khan in a promotional film, highlighting the brand’s long-standing partnership with the actor. The campaign positions Magnum Pistachio as a luxury offering and aligns it with themes of style, sophistication, and sensory enjoyment. The marketing effort is led by Hindustan Unilever’s ice cream division and includes digital and traditional media outreach. The rollout includes influencer content and placements across OTT platforms. It also references the ‘Dubai Chocolate’ trend, using its popularity to increase product appeal. The campaign, developed by Lowe Lintas, focuses on storytelling to drive awareness and reinforce Magnum’s image as a premium dessert brand.

Narayana repositions insurance with Arya plan

Narayana One Health has launched a campaign to reposition health insurance through its Arya Health Plans. The initiative seeks to redefine insurance as a proactive health partner rather than a reactive financial instrument. Arya Health Plans integrates healthcare and insurance in one offering. It includes outpatient consultations, diagnostic and medicine discounts, hospitalisation coverage, health tracking, and home delivery of medicines. The service is currently available in Bengaluru, with plans to expand. The campaign features a character called The Troubadour, who uses music and storytelling to convey the benefits of Arya Health Plans. This approach moves away from traditional fear-based insurance messaging and aims to make the concept more accessible and engaging for urban and younger consumers. Campaign films depict everyday scenarios where Arya’s offerings simplify health management. By showing insurance as a supportive service in day-to-day health needs, the brand seeks to improve perception and drive adoption.

V-Guard launches summer-themed product campaign

V-Guard Industries has introduced a summer campaign titled ‘Hum, Tum Aur V-Guard’ (We, You, and V-Guard) to promote its range of seasonal products. The campaign uses relationship storytelling to showcase how products like fans, coolers, inverters, and stabilisers can provide comfort and continuity in daily life during peak heat. Four short films depict a couple navigating summer scenarios where V-Guard products play a role in maintaining ease and connection. The campaign moves beyond functional advertising, aiming to create an emotional association with the brand’s summer product line. The promotion follows a 360-degree rollout strategy. It includes digital platforms, out-of-home (OOH) media, connected TV, over-the-top (OTT) platforms, and influencer-driven content. The campaign features regional adaptations to reach a wider demographic. With India’s summer being a critical season for sales of cooling and power backup appliances, V-Guard’s approach targets urban and young consumers looking for more than transactional product benefits. The brand’s messaging encourages users to embrace summer without discomfort. The films were conceptualised and executed by the creative agency Ralph&Das. The narrative positions V-Guard products as enablers of small moments and everyday resilience.

Madhavbaug campaign headlines Sonu Sood

Ayurvedic healthcare provider Madhavbaug has launched a new television commercial titled ‘Health Ki Ghar Wapsi’ (Homecoming of Health), featuring actor Sonu Sood. The campaign aims to raise awareness about using non-invasive Ayurvedic approaches to manage lifestyle diseases, particularly heart conditions. The campaign focuses on encouraging early intervention and preventive care instead of relying on treatment during late-stage illness. Madhavbaug combines traditional Ayurvedic medicine with modern diagnostic tools, offering treatment for heart disease, diabetes, obesity, and hypertension. Leveraging Sonu Sood's public image of health consciousness and social engagement to broaden the appeal of Ayurveda-led cardiac care, the commercial intends to address India’s rising lifestyle disease burden. It aims to make holistic healthcare mainstream. According to government statistics, cardiovascular diseases account for nearly 30 percent of all deaths in the country. Madhavbaug positions itself as a solution that bridges traditional and modern practices for sustainable outcomes.

Airtel launches RuPay On-The-Go campaign

Airtel Payments Bank has launched a campaign titled ‘One Card for Everything’ to promote its RuPay On-The-Go card enabled with the National Common Mobility Card (NCMC) feature. The initiative aims to position the card as a single solution for various digital payment needs including metro and bus travel, in-store purchases, and online transactions. The RuPay On-The-Go Card is designed to consolidate multiple payment modes into one platform, offering users the ability to conduct contactless payments across different services. Initially rolled out in the Delhi NCR region, the campaign will be promoted across print, digital, cinema, and out-of-home media. It will also appear on quick-commerce platforms, news and entertainment websites, and social media channels. The campaign has been developed in collaboration with Leo Burnett and Korra Worldwide Advertising. It focuses on promoting the card’s utility in everyday financial transactions by highlighting its integration with the NCMC framework. Airtel Payments Bank has issued over 2.5 million RuPay On-The-Go cards so far.

ILine completes BTL campaign in Noida

Logistics firm ILine has concluded a below-the-line (BTL) marketing campaign in Noida to promote its AI-powered delivery applications, ILine Customer and ILine Pilot. The campaign aimed to drive app awareness and increase engagement from local businesses, delivery personnel, and end-users. The activation involved direct interactions at street level through canopy setups, standees, gazebo tents, and branded electric vehicles. ILine’s staff guided participants through app downloads and registration, contributing to greater user adoption. Over two thousand electric vehicles in Delhi NCR were branded as part of the campaign to improve visibility and support ILine’s focus on green logistics. This campaign formed part of ILine’s strategy to integrate artificial intelligence (AI) with sustainable delivery solutions. Its applications are targeted at improving last-mile logistics through route optimisation and real-time tracking, reducing environmental impact by relying on electric vehicles. Following this campaign, ILine plans to expand its outreach to other metropolitan regions.

Mentos installs ice tunnel at Social Nation 2025

Mentos has launched an immersive installation called the Mentos Ice Tunnel at the recently concluded Social Nation 2025 event in New Delhi. The activation was part of the brand’s role as the official freshness partner for the festival held at Jawaharlal Nehru Stadium. The installation formed a large walk-through tunnel featuring icy visuals, cool air effects, and soundscapes designed to simulate the sensation of chewing Mentos Gum. The setup offered a sensory escape from the busy urban schedule to enhance the overall attendee experience at the festival. The Mentos Ice Tunnel activation aimed to provide visitors with a physical representation of the product’s cooling effect. Social Nation brought together digital creators and fans. By launching this attraction, Mentos aimed to leverage the festival’s popularity to connect with a younger, digital-savvy audience. The installation was positioned centrally within the festival campus and was accessible throughout the event duration.

Aashirvaad Masalas campaign features Telugu star Nani

ITC Ltd’s Aashirvaad Masalas has appointed Telugu actor Nani as its brand ambassador for Andhra Pradesh and Telangana. The move is part of a regional campaign to strengthen the brand’s presence in the masala category. To support this partnership, the company has released a new television commercial titled 'Dammu Meede, Star Meere' (If you have the strength, you are the star). The campaign focuses on Telugu homemakers and their role in preparing flavour-rich meals using traditional spices. Aashirvaad Masalas include basic, blended, and whole spices. The brand campaign highlights the use of regional ingredients such as Guntur chillies and promotes authenticity in Telugu cuisine. The TVC and campaign materials are being broadcast on regional TV channels and digital platforms including YouTube and Instagram.

GITAM brand film captures alumni achievements

GITAM has released a brand film highlighting the work of alumni making an impact in India and abroad. The film features alumni engaged in public service, entrepreneurship, and sustainability. The alumni featured in the film include Kassey Suhita Anupam, an IPS officer in Bihar; Satish Natti, founder of Gridaxon in the United States; and Goutam Surana, head of ECO 365, which focuses on water conservation solutions. The film presents their journeys as the result of consistent effort shaped during their time at GITAM. The project was conceptualised by Manja Brandworks and is available on GITAM’s official digital channels. It underscores the role of education in preparing individuals to address societal challenges. Established in 1980, GITAM has campuses in Bengaluru, Hyderabad, and Visakhapatnam. The university offers more than 120 undergraduate and postgraduate programmes, with a student body exceeding 26,000 and an alumni network across 105 countries.

BigCity Promotions launches 'Fun Points' programme

BigCity Promotions has introduced ‘Fun Points’, a loyalty programme designed for brands targeting children aged 5 to 17. The initiative allows brands in FMCG, retail, apparel, electronics, and other sectors to drive repeat purchases by offering activity-based rewards for families. Parents can collect Fun Points by purchasing everyday products such as stationery, water bottles, clothing, and electronics. These points can be redeemed for experiences that promote physical activity and learning, including pickleball, horse riding, robotics, folk dance, and swimming. The platform aims to shift brand engagement strategies from digital interaction to real-world activity and experiential learning. Fun Points addresses concerns over rising screen time among children by creating an ecosystem that connects product consumption with offline rewards. The programme enables brands to build stronger relationships with families while promoting healthy, active lifestyles. BigCity Promotions, a sales promotion and loyalty rewards agency, has worked with over 300 brands across India. The launch of Fun Points marks the company’s entry into long-term engagement models tailored for school-going children. The programme is accessible via a dedicated platform and allows participating brands to position themselves as contributors to children's well-being and development.

Apollo Tyres' Apterra SUV ad features Sachin Tendulkar

Apollo Tyres has partnered with creative agency VML India to launch a national campaign promoting its Apterra range of SUV tyres. The campaign, titled ‘Bring out the SUV in your SUV’, highlights the need for performance tyres capable of handling diverse terrains across India. The campaign features a television commercial with long-time Apollo brand ambassador Sachin Tendulkar. The ad uses dynamic visuals to showcase SUVs navigating through city roads, mountains, and rugged terrains, aiming to demonstrate the Apterra tyre’s performance and versatility. Apollo positions the Apterra range as a solution for SUV owners seeking tyres that balance city driving with off-road capability. The tyres feature proprietary 2X stronger technology designed to handle various Indian terrains. VML India led the creative development of the campaign, which aims to appeal to urban drivers and off-road enthusiasts alike. The campaign is being rolled out across television, digital, and social media platforms to target a wide consumer base. Apollo Tyres is a key player in India’s tyre manufacturing sector and has previously focused on performance-led campaigns to strengthen its brand image. This latest initiative seeks to reinforce its positioning in the SUV segment by focusing on consumer expectations of durability, reliability, and performance.