Campaign roundup: Week of 12 May

Axis My India rolls out app film using AI tools

Toaster India Content Studio, in collaboration with Mothership Productions, has released a film to promote the launch of the ‘A’ app by Axis My India. The app is designed to offer access to government schemes, employment listings, and health services. It was developed in partnership with Google and launched at the WAVES Summit in Mumbai. Directed by Ira G, the film integrates artificial intelligence tools to streamline production. The campaign features Olympic shooter Manu Bhaker and marks the beginning of the app’s national communication effort.

Simba Beer launches YouTube series to mark nine years

Simba Beer has introduced a new YouTube series titled First Time with Simba to mark its ninth anniversary. The show features everyday individuals trying out new experiences, aiming to capture unscripted moments of personal growth. The series premieres on 10 May 2025 and aligns with Simba’s content shift towards user-led storytelling. Episodes will revolve around themes of vulnerability and new beginnings, rather than influencer-led narratives. The initiative reflects the brand’s push to connect with its community through a more grounded, experience-first content strategy.

Sugar Free appoints Janhvi Kapoor in fitness campaign

Sugar Free has appointed actor Janhvi Kapoor as brand ambassador for its latest campaign, ‘Fitness ka pehla kadam’ (The first step towards fitness), created by VML India. The campaign targets health-conscious consumers and is being rolled out during the IPL season across TV, digital, and outdoor platforms. With growing interest in sugar alternatives, the brand aims to reinforce its position in the wellness space. Kapoor’s association is intended to highlight lifestyle changes linked to fitness and dietary choices. The campaign is part of Sugar Free’s efforts to reach younger demographics in a growing category.

CashKaro mocks coin rewards in new ad campaign spoof

CashKaro has released a new ad film titled GOATies, as part of its ongoing #CoinsVSCashback campaign. The film parodies a reality show audition, featuring a goat character symbolising users collecting coin-based rewards. It contrasts this with CashKaro’s direct-to-bank cashback model, criticising coins for offering minimal real-world value. The campaign aims to encourage users to change their online shopping behaviour by prioritising platforms with actual cashback. Created by CashKaro’s in-house team, the ad continues the brand’s use of humour and pop culture references to push its value proposition.

Parachute Advansed Baby launches sleep-themed campaign

Marico’s Parachute Advansed Baby launched a Mother’s Day campaign titled #GiftOfSleep. The campaign features a lullaby made from baby sounds, intended to offer emotional comfort to new mothers during the postpartum period. The initiative highlights the lack of rest mothers often experience, and aims to acknowledge their efforts by providing a calming audio experience. Conceptualised by Tonic Worldwide, the campaign was released on YouTube and Instagram. It is part of the brand's wider strategy to support mothers and address emotional needs during early parenthood.

Baskin Robbins India’s new campaign promotes Italian gelato range

Baskin Robbins India has introduced a new Italian gelato range supported by a digital campaign comprising three short films. The brand has over 1,000 parlours in 290 cities and has announced plans to increase marketing investment by 20% this year. The campaign highlights everyday moments and features characters enjoying gelato in different scenarios. It aims to reinforce the brand’s international appeal and drive consumer engagement. The initiative is part of Baskin Robbins’ ongoing efforts to expand its product offerings and maintain relevance in the competitive dessert category.

KFC India promotes INR 299 chicken deal with new campaign

KFC India has launched a promotional offer called Epic Savers, which includes nine pieces of chicken for INR 299. The limited-time deal is available for dine-in customers and consists of seven boneless strips and two pieces of hot and crispy chicken. The campaign features actors Mrunal Thakur and Danish Sait in a series of high-energy ads centred around reactions to the offer. The brand describes this as one of its most aggressive value propositions to date and is using digital channels to amplify the campaign.

JioMart launches campaign with Deepika and Ranveer Singh

JioMart has rolled out a new brand campaign titled ‘Time aur paise dono bachaye’ (Save time and money both) featuring actors Deepika Padukone and Ranveer Singh. The campaign highlights the platform’s core proposition—free delivery, low prices, and no hidden charges—across both small and large grocery orders. The campaign includes four short films based on everyday grocery scenarios and aims to communicate convenience and cost efficiency. The creative approach leans on the use of celebrity presence and relatable domestic moments to convey the brand’s functional message. The campaign reflects JioMart’s positioning in the competitive online grocery space, with a focus on simplicity and utility.

Sobha Realty promotes digital features of ONE Sobha App

Sobha Realty has launched a brand film to showcase the ONE Sobha App, designed to support homeowners and prospective buyers. The app allows users to manage property-related tasks, book amenities, request services, monitor guest access, and track project updates. It also enables secure online transactions and provides customer support in multiple languages, including English and Arabic. The film, created with ANC Advertising and directed by Tejal Patni, aims to illustrate the app’s utility across the buyer journey. The initiative is part of Sobha Realty’s efforts to extend its digital offerings for customers and improve overall service accessibility.

Tata Coffee Grand Cold Coffee rolls out launch campaign

Tata Coffee Grand Cold Coffee has launched a digital campaign titled’Too cool to have it solo’. The film depicts a brief interaction between two strangers in a city setting, using the drink as a trigger for connection. The campaign positions the product as a ready-to-drink coffee suitable for urban consumers seeking refreshment and spontaneity. The brand’s messaging focuses on shared experiences and the idea of cold coffee as a conversation starter. The campaign aims to appeal to younger audiences and situate the product within casual, social moments typical of fast-paced urban life.

Pedigree promotes gravy range with Kriti Sanon

Pedigree India has launched a new campaign featuring actor Kriti Sanon to promote its gravy-based pet food range. The campaign aims to increase awareness among pet owners about the brand’s wet food offering, positioned as a balanced and nutritious meal option. Targeted at both adult dogs and puppies, the product includes protein, vitamins, and moisture for hydration. The campaign reflects Pedigree’s focus on addressing evolving pet care preferences in urban India. The pet food market in India, valued at $0.5 billion, is expected to grow significantly by 2035 due to rising pet adoption and interest in packaged nutrition.

Sneaker LAB partners with AB de Villiers in India

Sneaker LAB has announced cricketer AB de Villiers as its brand partner for India, unveiling a campaign that promotes its eco-friendly sneaker care products. The brand, known for its probiotic cleaning solutions, is expanding into the Indian market amid rising interest in sneaker culture. A consumer engagement initiative, "The Golden Wipe," will run from May to October 2025, offering select winners a chance to meet de Villiers. The campaign integrates sustainability with sneaker care, showcasing products designed to clean footwear using good bacteria. Sneaker LAB is positioning itself as a science-backed, environmentally responsible option for footwear maintenance.

Muthoot FinCorp launches gold loan campaign with Shah Rukh Khan

Muthoot FinCorp has released a three-film campaign featuring actor Shah Rukh Khan to highlight the simplicity and accessibility of its gold loan services. The ads portray typical loan-related challenges resolved through Muthoot FinCorp’s offerings, including digital access and quick approvals via a missed call. The films aim to show the ease of availing gold loans without paperwork or delays. The campaign is produced by Moonshot and will be promoted across TV, digital, and regional platforms in six Indian languages. With over 3,700 branches, Muthoot FinCorp continues to focus on expanding its reach and offering technology-enabled financial solutions.

Harpic launches drain cleaner for kitchen clogs

Reckitt has introduced Harpic DrainXpert, a kitchen drain cleaner claimed to clear clogs in 15 minutes. The product is aimed at offering a quicker, cleaner alternative to traditional methods like plungers or home remedies. Conceptualised by Havas Creative India, the campaign highlights how DrainXpert simplifies drain maintenance with an advanced formulation. It is positioned as a fast and effective solution for consumers facing common kitchen drainage issues. The campaign film focuses on educating consumers about the product’s benefits and how it compares with conventional solutions.

Avaada’s campaign links climate crisis to daily life impact

Avaada Group has launched a campaign called #MissionImPossible, reframing the climate crisis as a personal issue rather than a distant global threat. The campaign highlights how environmental degradation—through air pollution, contaminated food, and water scarcity—is already impacting individuals' health and homes. Instead of placing responsibility solely on governments, the initiative calls for individual awareness and action. Avaada positions the campaign as a step toward encouraging climate ownership across personal and professional spaces, aiming to bring environmental conversations into everyday decision-making across homes, schools, and workplaces.

Flipkart launches Motorola Edge’s activation with Mall doodle event

Flipkart partnered with SW Network to promote the Motorola Edge 60 stylus phone through a live doodle event at Nexus Select Citywalk mall in New Delhi. The activation featured a large stylus installation used to create real-time artwork, attracting shoppers and encouraging social media sharing. The campaign extended to print with a newspaper jacket inviting audiences to try the stylus, aiming to drive engagement across both physical and digital platforms.

Xiaomi and Tribes unveil 3D billboard in Chennai

Tribes Communication and Xiaomi India launched a 3D billboard in Alandur, Chennai to showcase the Xiaomi 15 Ultra smartphone. The billboard visually reconstructed the device’s modular photography kit using motion design to create a mid-air effect. Positioned at a high-traffic location, the installation was designed to capture attention and provide an offline visual experience of the product's features.

Interio launches summer furniture campaign with three films

Interio, a Godrej Group furniture brand, has rolled out its ‘Summer Chill Deals’ campaign, consisting of three short films focused on home furnishing solutions for contemporary Indian households. The films highlight various modular furniture and kitchen options tailored to individual needs and style preferences. The campaign emphasises customisation and showcases how the brand addresses everyday lifestyle requirements with a focus on personal space design.

Sun Pharma rolls out national brand awareness campaign

Kingston launches 360° APAC campaign

Kingston Technology has launched a 360-degree campaign titled ‘Built on Commitment’ across the Asia-Pacific region, reinforcing its long-standing focus on performance, quality, reliability, and service. The campaign introduces the ‘Commitment Squad’ to symbolise these four pillars and demonstrate the company’s support for creators, gamers, and innovators. The Commitment Squad features four personas representing Kingston’s core promises. Performance is linked to high-speed, high-efficiency products; quality focuses on precision engineering for seamless workflows; reliability centres on rigorously tested products to ensure stability; and service highlights customer support designed to ensure users are never without assistance. Through this campaign, Kingston aims to engage customers with exclusive promotions and region-wide activations. The campaign encourages users to explore the brand’s memory and storage products while underlining its commitment to helping users overcome digital challenges. The campaign will be visible across social media and digital platforms, including Facebook, YouTube, and Instagram, with promotions running across various markets.

Blum India ads spotlight furniture issues

Blum India, the furniture fittings player, has launched a new advertising campaign that focuses on common furniture problems and how its fittings offer lasting solutions. The campaign uses humour to depict issues such as squeaky doors, sticking drawers, and malfunctioning wall cabinets, aiming to build awareness about the impact of high-quality hardware on furniture performance. The campaign includes three films that highlight Blum’s core products. The Legrabox drawer system is designed to provide smooth, consistent motion for years. The Clip top Blumotion hinges allow doors to open and close quietly. The Aventos lift-up system ensures that wall cabinets stay open at any desired angle without manual support. Blum’s messaging targets end consumers even though its primary business is B2B. The aim is to bridge the gap between technical product specifications and everyday usability by showcasing how its fittings enhance daily life. The films are available on Blum India’s YouTube and Instagram channels. National award-winning filmmaker Bauddhayan Mukherji directed the campaign, which was designed to appeal to a wider audience with relatable humour.

Coca-Cola Day celebrated with video campaign

Hindustan Coca-Cola Beverages (HCCB) marked the 139th ‘Have a Coke Day’ with the release of a campaign video titled ‘On the House’ and a social media initiative encouraging users to share their personal stories about the beverage. The video reflects on nostalgic moments and personal experiences associated with Coca-Cola. The company’s employees distributed free bottles of Coca-Cola at its Bengaluru headquarters to professionals and support staff, highlighting small gestures of kindness and the spirit of sharing. The video, now live on HCCB’s digital platforms, shows individuals recalling their first experiences with Coca-Cola and how those memories have stayed with them. A social media contest is also underway, inviting users to share their Coca-Cola memories using the company’s official handles. Selected participants will receive branded merchandise. The campaign is part of a broader strategy to connect emotionally with consumers through storytelling and community engagement. Coca-Cola was first served on 8 May 1886 in Atlanta, and HCCB continues to commemorate this day annually. As India’s largest bottler of Coca-Cola products, HCCB manages distribution through over 2,000 distributors and serves 20 lakh retailers across 12 states. HCCB’s beverage portfolio includes Coca-Cola, Thums Up, Sprite, Maaza, SmartWater, Kinley, Fanta, and others.

Hershey’s syrup launches centenary campaign

Hershey India has launched a year-long campaign to celebrate 100 years of Hershey’s syrup, featuring chef Ranveer Brar as part of a digital-first initiative titled ‘Pour a Little Magic with Hershey’s syrup’. The campaign includes a new promotional pack, summer-themed in-store activations, and a call for consumer-generated recipes. A teaser campaign featuring the number ‘100’ preceded the launch, which Brar officially unveiled through a video promoting the product’s legacy in adding delight to desserts and beverages. The campaign encourages consumers to submit summer recipes using HERSHEY’S Syrup, with the top 100 entries receiving a limited-edition recipe book co-created and signed by Brar. Selected entries will also be featured on the brand’s Instagram page. The campaign celebrates consumer creativity and reinforces the syrup’s role in transforming everyday treats. Digital promotions and retail initiatives are part of a broader brand engagement strategy. Hershey India is a subsidiary of The Hershey Company, the largest chocolate producer in North America. Hershey’s syrup has been a part of Indian households for years and continues to be positioned as a product that inspires joyful, imaginative culinary experiences. Further campaign activities are planned for the second half of the year as the brand builds up to the official 100th anniversary in 2026.

Lux Cozi expands into women’s wear segment

Lux Industries has entered the women’s wear segment with the launch of ‘Pynk’, a new brand under the Lux Cozi umbrella. The brand is positioned to reflect the evolving lifestyle of Indian women and is supported by a 360-degree campaign titled ‘Work. Pynk. Play.’ featuring actor Shraddha Kapoor. Pynk marks a strategic expansion for Lux Cozi, known for its hosiery legacy. The company aims to grow Pynk into INR 800 crore brand over five years, targeting young female consumers seeking a balance of comfort and fashion. The brand currently offers 20 product varieties with a goal of reaching 100 within five months. The campaign includes television, digital, and cinema advertising, with a projected marketing spend of INR 27 crores. The brand is designed to represent fluid femininity and provide apparel that transitions across work, leisure, and self-expression. Lux Industries plans to strengthen its retail footprint through Pynk, leveraging decades of expertise in manufacturing and consumer insights. The campaign is directed by Abhishek Varman and developed by Rediffusion Brand Solutions. Pynk adds a new vertical to Lux Cozi’s portfolio and is positioned as a lifestyle offering for the modern Indian woman, aiming to resonate emotionally through both its product line and marketing.