Campaign roundup: Week of 09 June

TVS Ronin's helmets feature folk art

TVS Ronin has partnered with TBWA\India to launch a World Art Day campaign called ‘The Art of Protection’, which introduces a limited-edition helmet collection that combines Indian folk art with road safety awareness. The helmets feature designs inspired by traditional styles such as Warli, Gond, Madhubani, and Pattachitra. The initiative addresses two issues: declining helmet usage among Indian riders and the fading presence of indigenous art forms. TVS Ronin aims to promote both cultural preservation and rider safety through this dual-purpose campaign. The helmets are designed as wearable pieces of folk art, encouraging users to express their individuality while promoting safe riding habits. Each helmet acts as a canvas for India’s cultural heritage, merging the brand’s positioning of unscripted travel with a larger message on protection. The campaign gained over 3.6% engagement on Instagram, led to an 8% increase in followers, and attracted more than 75,000 visits to the campaign page within a week. Following public interest, the brand plans to release a second phase.

ZEE5 unveils a new brand identity and strategic direction

ZEE5 has unveiled a new brand identity and strategic direction, focusing on hyper-personalised and language-first content delivery. Under the campaign tagline ‘Apni Bhasha, Apni Kahaniyan’ (Multiple Languages, Infinite Stories), the platform now offers subscription plans starting from INR 120 per month across seven Indian languages. The revamp introduces a redesigned logo, updated user interface, and AI-driven personalisation features. Hindi packs, which include Punjabi and Bhojpuri content, are priced at INR 220 per month, while an All-Access plan is available for INR 320. Annual options are also offered. ZEE5’s updated content strategy includes over 130 new titles in FY26, spanning genres and languages. Upcoming titles include Detective Sherdil (Hindi), Sattamum Neethiyum (Tamil), Mothubaru Love Story (Telugu), and Vibhishan (Bengali). Each language is managed as a dedicated vertical to ensure localised storytelling and production scale. The platform aims to increase user engagement by offering curated recommendations, leveraging data insights, and ensuring accessibility across all regions and devices. ZEE5’s evolution aligns with Zee Entertainment’s broader brand proposition, ‘Yours Truly, Z’. ZEE5 is available across mobile, web, and smart devices. Further details, including campaign films, are available on ZEE5’s official platforms.

Motherhood Hospitals' campaign promotes AI-led pregnancy app

Motherhood Hospitals has launched an AI-generated advertisement to introduce Motherhood ONE, India’s first subscription-based pregnancy care app offering personalised support for expectant mothers. The ad, created using AI characters and environments, satirises unsolicited pregnancy advice commonly heard in Indian society. The ad highlights myths like drinking saffron milk to ensure fair skin or certain exercises for natural birth. It promotes scientific, expert-driven care via the app, which offers real-time medical guidance, symptom tracking, pregnancy journaling, and medication reminders. Claymation techniques were used to animate everyday characters such as maids and milkmen, adding a humorous touch to a serious message about maternal health. The campaign has generated over 30,000 organic views and will be promoted further through digital influencers and parenting platforms. The Motherhood ONE app is now available for download on Android and iOS. It positions itself as a credible alternative to non-scientific sources, reinforcing the importance of professional healthcare during pregnancy. Motherhood Hospitals operates 25 facilities in 12 cities and has over 1,000 associated specialists. It also manages India’s largest network of Neonatal Intensive Care Unit beds. The ad film is available to view on YouTube and via the hospital’s social media channels.

Danone uses AI for its Protinex campaign

Danone has launched a digital campaign, titled Protinex Anthem: Sip, Sing, and Power Up with 34% Protein! for its flagship brand Protinex using a fully AI-generated film, in collaboration with Rediffusion and RAIDS. The film addresses India’s high rate of protein deficiency by promoting better dietary choices through protein-rich nutrition. The film was conceptualised by Rediffusion’s creative team and produced entirely with AI. The campaign aims to create nationwide awareness on protein consumption and its benefits to health, strength, and immunity. The AI-generated film incorporates emotive storytelling and data-based insights to connect with audiences in India. The narrative was developed to resemble real-life visuals, enhancing its relatability. The campaign has been launched across social media, video platforms, and online health communities to maximise reach and engagement.

Fortune Oil campaign celebrates pickle-making tradition

AWL Agri-Business Ltd, the maker of Fortune brand, has launched the third season of its campaign Achaar Ka Perfect Jodidaar (The perfect companion for pickles) for Fortune Kachi Ghani Mustard Oil. The new campaign features a mascot called ‘Achaar Maker Naani’ (Pickle-making grandma), celebrating India's traditional homemade pickle-making culture. The mascot will appear on the 1-litre pouch of the mustard oil product, to celebrate generational food wisdom. A new television commercial has been released in key markets of Uttar Pradesh and Bihar. The launch is also being supported by mall activations in Lucknow and Patna. AWL Agri-Business Ltd, formerly Adani Wilmar Limited has 24 manufacturing facilities and operates a retail and distribution network.