Campaign roundup: Week of 11 Aug

BirlaNu launches ‘Infinite peace of mind’ campaign for leakproof pipes

BirlaNu, part of the CKA Birla Group, has unveiled its latest brand campaign ‘Infinite Peace Of Mind With BirlaNu Leakproof Pipes’, addressing the consumer pain point of leakage while reinforcing its leadership in secure, long-lasting plumbing solutions. Centred on the brand’s TruFiT Technology—which ensures perfect pipe-to-fitting alignment for leakproof joints—the light-hearted film, conceptualised by DDB Mudra, uses two children sharing secrets through a pipe to symbolise flawless integrity. With over 20 product categories and sustainability measures like Organic Based Stabilizers in uPVC pipes, the campaign positions BirlaNu as a reliable, future-ready brand. It will run across television, OTT, digital, OOH, and BTL activations, with Madison managing media.

Cult marks National Lazy Day with ‘Do nothing class’ campaign

Cult, India’s fitness and wellness platform, has launched the ‘cult Do Nothing Class’ campaign on National Lazy Day to highlight the role of rest in fitness. The phygital initiative replaced regular workouts in 30 centres across Bengaluru, Delhi, Mumbai, and Hyderabad with guided relaxation, light movement, and lounging spaces, engaging around 1,000 members. Supported by playful signages and a brand film, the campaign aimed to challenge the “always-on” fitness mindset, sparking social conversations on the importance of recovery as a crucial part of progress.

 

 

 

 

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Crunchyroll launches multi-city campaign for ‘Gachiakuta’ in India

Crunchyroll has rolled out a large-scale, multi-city campaign in India to promote its new action series ‘Gachiakuta’. The initiative features a 3D OOH installation at Bengaluru’s Garuda Mall, bringing the series’ gritty, trash-laden world to life. Transit branding across Mumbai, Delhi, Hyderabad, and Chennai includes bus and metro wraps as well as station takeovers, aiming to immerse millions of commuters in the anime’s aesthetic. The campaign seeks to expand anime’s visibility beyond screens, with ‘Gachiakuta’ episodes streaming weekly on Crunchyroll in Hindi, Tamil, and Telugu.

The Wealth Company launches ‘Miliye aapke financial advisor se’ campaign to promote advice-led investing

The Wealth Company, the asset management arm of Pantomath Group, has launched a six-month campaign titled ‘Miliye Aapke Financial Advisor Se’ to highlight the role of financial advisors, mutual fund distributors, and planners in guiding investors. Targeting new-age investors, especially in Tier II and III cities, the initiative underscores the benefits of advice-led investing over DIY approaches, citing industry data showing higher average returns for advised clients. The campaign includes a short film portraying advisors as educators and financial caregivers and is being promoted through a digital-first strategy across social media and regional platforms.

JSW MG Motor India launches ‘EV sahi hai’ campaign to promote electric mobility

JSW MG Motor India has launched its nationwide awareness initiative ‘EV sahi hai’ to dispel myths and boost confidence in electric mobility. The campaign, inspired by AMFI’s ‘Mutual Fund Sahi Hai’, is divided into two phases — a customer-led series of 10 testimonial films featuring real EV owners, promoted digitally and on television, and a celebrity-led phase with actors Varun Sharma and Pulkit Samrat using creative storytelling to highlight EV benefits. Launching alongside the campaign is a dedicated website, offering educational resources on EV ownership.

SEBI and BSE launch #Sebivsscam campaign to combat financial frauds

The Securities Exchange Board of India (SEBI), in collaboration with market infrastructure institutions, has launched a nationwide campaign, ‘Prevention Against Scams and Frauds in Securities Markets’, under the hashtag #SEBIvsSCAM. The initiative, supported by BSE, seeks to raise awareness on safe investing, good digital hygiene, and the dangers of fraudulent activities such as fake trading apps, unauthorised advice, and morphed identities. Using a multi-pronged approach spanning social, digital, print, television, OTT, and radio, the campaign targets 30 crore people across India, featuring reels, videos, and analogy-based content in local languages. Highlights include the “Scams and Ladders” print ad, an educational twist on snakes and ladders. The effort also promotes SEBI’s upcoming October 1, 2025, guidelines on UPI handles, warns against high-return promises, and urges engagement only with registered intermediaries.

Navi Technologies launches ‘Some things grow unbelievably fast’ campaign for Navi UPI

Navi Technologies has unveiled its latest campaign, ‘Some Things Grow Unbelievably Fast’, to showcase the rapid rise of Navi UPI, which has become India’s fastest-growing UPI app in just two years. Conceptualised by Sideways, the campaign features two quirky TVCs using humorous analogies to depict unexpected, swift transformations, underlining Navi UPI’s disruptive growth. Launched during the India vs England test match on JioHotstar and Sony LIV, the campaign will run across YouTube, digital, print, connected TV, and ATL channels, forming part of a multi-phase storytelling rollout over the coming quarter.

Canva India unveils second edition of ‘Dil se, design tak’ campaign

Canva India has launched the second edition of its flagship campaign ‘Dil se, design tak’, celebrating everyday creativity from homes to workplaces. Building on last year’s debut, the refreshed campaign features two hero films and multilingual adaptations highlighting design as simple, joyful, and accessible. The first film, starring Dalip Tahil and Saloni Batra, follows a family reconnecting through a heartfelt design, while the upcoming second film depicts intergenerational workplace collaboration. Supported by short-format ads, regional-language versions, and AI-powered tools from Canva’s Visual Suite 2.0, the campaign is rolling out across television, cinema, digital, and hyperlocal activations.

ILine launches ‘Green reward program’ to promote sustainable deliveries

ILine has introduced its pilot ‘Green Reward Program’ to incentivise customers for choosing electric vehicle deliveries, rewarding them based on carbon savings achieved. Currently rolled out to 4,650 existing customers, the gamified initiative offers ₹150 wallet credits for every 10,000 grams of carbon savings, encouraging regular eco-friendly orders. Launched on 19 July 2025, the programme reflects ILine’s commitment to sustainability by engaging customers in reducing their carbon footprint and promoting environmentally responsible last-mile delivery practices.

Nestlé milkmaid launches new TVC celebrating homemade desserts

Nestlé Milkmaid has released a new TVC, directed by filmmaker Ram Madhvani, celebrating the joy of making desserts at home with loved ones. The film also introduces Milkmaid’s new reusable pack for everyday convenience, encouraging effortless dessert preparation. Highlighting the brand’s 113-year legacy, the campaign captures the emotional connection families share while cooking together, reinforcing Milkmaid’s role in elevating flavours and creating lasting memories.

Foxtale launches ‘No fox given’ show celebrating authentic beauty and women’s stories

Skincare brand Foxtale hosted its first ‘No Fox Given’ Show in Mumbai, blending stand-up comedy with candid conversations on skin, self-image, and self-worth. Led by comedians Swati Sachdeva, Shashi Dhiman, and Apoorva Mukhija alongside everyday women, the sold-out event drew hundreds to a waitlist and sparked over 20 million organic views online. The initiative engaged 7,233 women through submissions and reactions, with 93% positive sentiment, and contributed to a ~50% jump in organic website traffic and 4% growth in new customers. Positioned as a cultural movement rather than a campaign, Foxtale plans to make it an annual platform for fearless, filter-free beauty dialogue.

ALT launches ‘Zugzwang-proof your portfolio’ campaign with world chess champion Gukesh

Alternative investment platform Alt has launched its digital-first campaign ‘Zugzwang-Proof Your Portfolio’ featuring world chess champion Gukesh D. Drawing parallels between chess strategy and investing, the campaign highlights the risks of relying on a single asset class and promotes diversification into alternative assets such as commercial real estate, AIFs, REITs, and private credit for long-term wealth generation.

Tata Punch crosses 6 lakh production milestone and launches ‘India ki SUV’ campaign

Tata Motors’ compact SUV, Punch, has become the fastest SUV in India to cross the 6 lakh production milestone in under four years since its October 2021 launch. Positioned as a sub-compact SUV, Punch has emerged as a top choice for first-time car buyers, with nearly 70% of its ICE owners in this category, and has seen notable adoption among women drivers. Available in petrol, CNG, and EV variants, the model holds a 38% share in the sub-compact SUV segment and contributes 36% to Tata Motors’ passenger vehicle sales. To mark this achievement, Tata Motors has introduced the ‘India Ki SUV’ campaign, celebrating the Punch’s widespread appeal across urban and rural markets and its role in making SUV ownership accessible to a broad spectrum of Indian consumers.

Navi UPI launches campaign highlighting rapid growth

Navi Technologies has rolled out a new brand campaign, ‘Some things grow unbelievably fast’, to spotlight the rapid rise of its payments product, Navi UPI, which has become India’s fastest-growing UPI app in just two years. Conceptualised by Sideways, the campaign features quirky TVCs using humorous analogies to convey the brand’s swift growth. It debuted on JioHotstar and Sony LIV during the India vs England test match and will extend across YouTube, digital platforms, print, connected TV, and other ATL channels as part of a multi-phase rollout.