Campaign roundup: Week of 14 July

LG launches ‘Radio Optimism’ campaign to foster deeper bonds through music

LG Electronics has launched its global brand campaign ‘Radio Optimism’ to reinforce its ‘Life’s Good’ promise by encouraging meaningful connections through music. Aimed at combating the emotional disconnection in digital-first environments, the campaign allows users to create and share AI-generated personalised songs with loved ones. Inspired by the storytelling nature of traditional radio, the platform enables musical expression to build deeper emotional ties. Supported by findings from a global study on social connection, the initiative highlights the need for genuine relationships in a hyper-connected world and expands LG’s efforts to cultivate optimism across digital spaces.

7up unveils ‘7 days of super duper summer’ with CGI snowfall in scorching cities

7UP has launched its digital-first campaign ‘7 Days of Super Duper Summer’ across the Middle East and South Asia, using CGI-led influencer content to turn sweltering summer scenes into snow-filled escapes. Running from 14–20 July 2025, the activation sees content creators in cities like Mumbai, Cairo and Dubai triggering snowfall by opening a can of 7UP, highlighting the brand’s promise of refreshment amid extreme heat. Backed by consumer research revealing that Indians increasingly seek cooling relief, the campaign aims to redefine how refreshment is perceived, building on 7UP’s sonic identity and culminating in a global montage on 20 July.
 

Shah Rukh Khan brings star power to Sunfeast Wowzers new campaign

Sunfeast Wowzers has unveiled a new campaign featuring Shah Rukh Khan as brand ambassador, aiming to reinforce its appeal in the cracker snack segment. The campaign, developed by Ogilvy, spotlights the brand’s distinct 14-layer texture and bold cheesy flavour through the tagline ‘Iske Har Bite Mein Hai Wow!’ Khan’s presence adds emotional resonance and charm to the brand, reflecting its promise of indulgent, multi-sensorial snacking. The TVC has been launched across digital platforms, as Wowzers seeks to build deeper consumer engagement with its cheese and lemon crème enrobed cracker variants.

KFC India launches humorous campaign with 'beauty' and her quest for the perfect match

KFC India’s latest campaign film introduces 'Beauty', a bold, over-the-top character on a quest to find her ideal partner — only to discover it in the form of KFC’s ‘Epic Savers’ deal. The quirky narrative follows Beauty and her enthusiastic father as they list out lofty expectations, only for the twist to reveal that her perfect match isn’t a person but 9 pieces of KFC’s crispy chicken for INR 299. With playful storytelling, the campaign blends romance tropes with fast-food cravings, positioning the limited-time deal as the one thing that truly meets ‘delulu’ standards.
 

 

 

 

 

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Maate challenges parenting norms with hard-hitting ‘#Effectivebabycare’ campaign

Maate’s latest campaign, led by co-founders Suresh and Priyanka Raina, questions modern parenting standards with a sharp message: “‘Gentle’ and ‘Safe’ Isn’t Enough.” Titled ‘#EffectiveBabyCare×Maate’, the series of ad films urges parents to look beyond vague labels on baby products and prioritise ingredient transparency and efficacy. Highlighting how many baby lotions contain undisclosed or potentially harmful chemicals, the campaign draws on both Ayurvedic principles and modern formulation awareness. Through this initiative, Maate aims to shift the narrative from assumed safety to intentional, effective baby skincare.
 

 

 

 

 

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Neoniche designs culture-led employee experience for Blue Dart in Goa

NeoNiche Integrated Solutions reimagined Blue Dart’s Employee of the Year Awards 2025 into a culture-first brand experience held at Resort Rio, Goa. Moving beyond traditional event formats, the agency delivered a personalised and emotionally resonant experience within a seven-day timeline. From customised welcome kits featuring local souvenirs to interactive zones like glambot booths and caricature mugs, the event prioritised meaningful engagement. A highlight included Blue Dart’s leadership personally crowning employees with floral tiaras, underscoring the brand’s appreciation. This collaboration marks NeoNiche’s first with Blue Dart and reflects a shift in internal events towards culture-driven storytelling.

Starbucks launches 3D anamorphic campaign with MOMS in Bangalore

MOMS, the outdoor unit of Madison World, executed a striking 3D anamorphic installation at Garuda Mall, Bangalore, to promote Starbucks’ Blonde Roast espresso. The visually immersive campaign aimed to highlight the product’s smooth and lightly roasted profile using precision-aligned creative technology. Managed end-to-end by MOMS — from design and fabrication to permissions and execution — the campaign drew attention from mall visitors and was subsequently scaled across high-footfall locations in Mumbai and Delhi. The initiative blends experiential storytelling with digital innovation to elevate Starbucks’ premium positioning.

The Belgian Waffle Co celebrates national waffle day with #Whatsyourdrill campaign

India’s largest waffle brand, The Belgian Waffle Co, is celebrating National Waffle Day on 16th July 2025 across its 660+ outlets in over 220 cities. The brand has officially repositioned the celebration to fall on the third Wednesday of July annually. In the lead-up to the occasion, the brand has launched a pre-buzz campaign titled ‘#WhatsYourDrill’, encouraging consumers to share their personal rituals for celebrating the day. The campaign leverages insights into consumer behaviour to deepen engagement and create anticipation for the annual event.

Protinex campaign starring Bipasha, Sania And Ravi Kishan promotes everyday protein awareness

Danone India’s Protinex has launched a new digital campaign featuring Bipasha Basu, Sania Mirza, and Ravi Kishan to highlight the role of protein in everyday health. Through three distinct narratives, the campaign portrays modern Indian adults balancing demanding lifestyles—whether through fitness, motherhood or public service—and the importance of authentic daily nutrition. With over 70% of Indian adults falling short on protein intake, the initiative aims to raise awareness around this gap and warn consumers against counterfeit products. Reinforcing its legacy of over 65 years, Protinex continues to champion accessible, trustworthy protein solutions as part of Danone’s broader mission to improve health through food.

Lotto Sport makes India debut with ₹1,000 Cr ambition through Agilitas Sports

Italian sportswear brand Lotto has officially entered the Indian market through Agilitas Sports, with the goal of building a ₹1,000 crore brand within five years. Cricket icons Yuvraj Singh and Abhishek Sharma front the launch in a playful, unscripted campaign, reflecting Lotto’s expressive and culture-first approach. The debut introduces Lotto Leggenda, a premium sneaker line inspired by retro Italian designs and now manufactured in India. Agilitas, which holds exclusive rights for India, South Africa, and Australia, plans to extend Lotto into apparel and accessories. Backed by legacy and driven by authenticity, the brand aims to redefine India’s sportswear market with a focus on individuality and global design.

Himalaya wellness highlights trust and friendship in new Bhringaraja anti-hair fall campaign

Himalaya Wellness has unveiled a new campaign for its Anti-Hair Fall Bhringaraja Shampoo, using the metaphor of friendship to underline trust and support. Centred around the theme ‘Won’t Let You Fall’, the campaign features a TV commercial where two friends enjoy a carefree moment on a swing, connecting the idea of emotional security with the fear of hair fall. Highlighting Bhringaraja, known as the “King of Hair”, the brand reiterates its nature-backed solution for reducing hair fall. The campaign, developed by 82.5 Communications, is airing on television across South India and is supported by a nationwide digital rollout with influencer partnerships. Himalaya positions this initiative as a reminder of its commitment to natural, effective hair care solutions rooted in trust and gentle science.

Caratlane celebrates Teej with Divyanka and Vivek in festive campaign

CaratLane, a Tata-backed omni-channel jewellery brand, has launched its Teej campaign featuring popular television couple Divyanka Tripathi Dahiya and Vivek Dahiya. The film captures the emotional essence of Teej, portraying quiet moments of love and thoughtful gifting in a modern marriage. Aimed at North Indian audiences—especially in states like Uttar Pradesh, Rajasthan, and Bihar—the campaign aligns with CaratLane’s retail expansion across the region. With over 50 stores in North India and rising brand affinity among younger couples, the campaign reinforces the cultural significance of traditional festivals through contemporary gold and diamond designs.

Niat marks world youth skills day with ‘built by skills’ campaign

On world youth skills day, the NxtWave Institute of Advanced Technologies (NIAT) launched its digital film ‘#BuiltBySkills’, spotlighting youth who challenge norms and pursue unconventional dreams. The campaign questions traditional markers of success, urging society to look beyond degrees and embrace real-world, industry-relevant skills. The emotionally resonant film captures the journey from doubt to action, underscoring NIAT’s mission to convert ambition into ability. Founded by alumni of IIT and IIIT, NIAT partners with universities nationwide to deliver outcome-driven, industry-aligned upskilling programmes—bridging the gap between academia and employment with support from a network of 3,000+ companies and 10,000+ tech professionals.

Larry Wheels and Garuda Ram star in Muscleblaze’s latest biozyme whey campaign

New Delhi, 15th July 2025: MuscleBlaze has unveiled a high-octane digital campaign for its Biozyme Whey protein, featuring global powerlifting icon Larry Wheels and South Indian actor Garuda Ram of KGF fame. The film, a tribute to Indian action cinema, showcases Wheels endorsing the patented EnzymePro® formulation of Biozyme Whey, which is clinically proven for superior protein absorption. With a U.S. patent and multiple international certifications, the campaign positions MuscleBlaze as a science-led, globally trusted fitness nutrition brand. Wheels, who has personally used the product, lends global credibility, while Ram adds cinematic appeal to reach Indian fitness enthusiasts.

Kriti Sanon stars in Magic Moments musical campaign ‘ishaara samajh le’

Magic Moments has launched its latest campaign ‘ishaara samajh le’, a music-driven film starring Kriti Sanon that captures the spirit of spontaneity and instinctive celebration. The video showcases Sanon moving through unplanned yet meaningful moments—from dance breaks to toasts—set to a catchy track that encourages audiences to stay present and follow the moment’s cues. Developed by VML and produced by Hogarth Films, the film anchors Magic Moments’ 360-degree campaign targeting Gen Z and millennials, expanding across digital, retail, cinema, and new-age media. Emphasising emotional authenticity and personal connection, the campaign reflects a cultural shift away from curated celebration, reinforcing the brand’s stylish, premium positioning.

DaMENSH celebrates modern masculinity with ‘the most comfortable man’ campaign

Premium innerwear brand DaMENSCH has launched its new campaign, ‘The Most Comfortable Man Wears DaMENSCH’, spotlighting real-life achievers who embody ease, confidence, and purpose. Featuring six diverse personalities including Guinness World Record holder Vispy Kharadi, rapper Yelhomie, entrepreneur Rishi Solanki, DJ Danesh Doctor, comedian Vidit Sharma, and fashion model Amit Eapan, the campaign reframes comfort as a foundation for modern masculinity and self-expression. Moving beyond conventional ideals of success, the campaign reinforces DaMENSCH’s commitment to authenticity and individuality, highlighting how true comfort enables men to be at their best in everyday life.

Wpp Media and Indriya transform cinema ceilings for ‘aasmaniyat’ collection launch

WPP Media has introduced a striking cinema innovation to launch the ‘aasmaniyat’ diamond collection by Indriya, a brand under Aditya Birla Jewellery. The activation reimagines the cinema ceiling as an immersive storytelling surface, delivering a celestial brand experience during screenings of Sitare Zameen Pe in Mumbai, Delhi, and Hyderabad. Timed with the on-screen ad, a glittering overhead display showcased Indriya’s jewellery, creating an emotional, immersive brand moment. Executed by WPP Media’s OOH Solutions and Mindshare teams, this initiative is part of a larger multi-platform campaign including cinema, OOH, print, and TV. With this innovation, WPP Media has pushed the boundaries of traditional media, turning a passive advertising space into an active engagement platform. The campaign runs until early August and aims to create lasting recall through sensory brand storytelling.

Bandhan Amc celebrates 25 years with ‘raju Bhaiya Ki Kahani’ film highlighting investor-first legacy

Marking 25 years of presence in the Indian mutual fund industry, Bandhan AMC has launched a new campaign spotlighting its investor-first legacy. As part of the celebration, the brand released a heartfelt film titled ‘Raju Bhaiya Ki Kahani’, which captures the evolution from traditional saving habits to informed investing. Through the creative lens of the Bandhan Gullak, the film pays tribute to the emotional and financial journey of everyday Indians who have grown with the brand over the decades. The initiative reflects Bandhan AMC’s continued commitment to financial empowerment, trust-building, and inclusive investment practices.

Myntra unveils ‘it’s You 2.0’ campaign to celebrate everyday style transformations

Myntra has launched its latest brand campaign, ‘It’s You 2.0’, featuring three short films that highlight how fashion plays a transformative role in everyday moments of self-expression, confidence, and individuality. The campaign showcases narratives from both metro and non-metro cities, reflecting Myntra’s wide reach and its positioning as a platform offering 100% authentic, trend-forward fashion. From a disillusioned sneaker shopper in Indore to a woman rediscovering her style on a trip to Goa, and a startup team in Jhansi reinventing their image before a pitch—each story illustrates how Myntra empowers personal evolution. Conceptualised by Tilt Brand Solutions, the campaign underlines that fashion is not just about appearance, but also about agency and aspiration. By spotlighting real, relatable journeys, Myntra aims to resonate with a new generation of fashion-conscious consumers across India.

Häfele India launches new digital campaign with Sachin Tendulkar to highlight everyday functionality

Häfele India has unveiled a new digital campaign series in partnership with brand ambassador Sachin Tendulkar, building on the emotional theme ‘Maximising What Matters the Most’. Evolving from last year’s brand awareness push, the latest campaign centres around demonstrating the real-life functionality of Häfele’s innovative kitchen and home solutions. Set in a relatable domestic environment, the films—shot at Häfele’s Design Centre in Mumbai—feature Sachin alongside a new character, Ajay Bhaiya, whose on-screen rapport adds warmth and authenticity. The first in a series of six short films spotlights the MatrixBox Premium+ Drawer Systems, with each upcoming film focusing on a specific product. Through simplified narratives and mid-funnel engagement strategies, the campaign aims to deepen consumer understanding of Häfele’s offerings and reinforce its commitment to designing spaces that support everyday living.

Starbucks India unveils ‘take a blonde turn’ campaign celebrating personalised coffee moments

Starbucks India has launched its latest campaign, ‘Take a Blonde Turn’, spotlighting customisation and the subtle joys of daily coffee rituals. The campaign film, set in a lively Starbucks store, follows the journey of a Blonde Almond Flat White being crafted—from freshly ground beans to personalised milk preferences—highlighting the precision and care involved. It transitions through various café moments including limited-edition beverages like the Date Cortado and Pecan Iced Shaken Espresso. The campaign positions Blonde Espresso Roast as a lighter, smoother option, encouraging customers to experiment and personalise their coffee experiences. Mitali Maheshwari, head of product and marketing, TATA Starbucks, emphasised the campaign’s focus on intentional, expressive coffee choices, aligning with the evolving tastes of Indian consumers.

Mother Sparsh unveils #RecreateRituals campaign to honour traditional baby care practices

Mother Sparsh has launched its latest digital initiative, ‘#RecreateRituals’, aimed at bridging traditional baby care wisdom with modern parenting. Centred around the Milky Soft Baby Care Range—formulated with milk and coconut oil—the month-long campaign engages mothers through polls, carousels, and influencer-led storytelling. It encourages revisiting age-old remedies once passed down by grandmothers, culminating in a celebration of intergenerational bonds via photo-sharing of children with grandparents. By championing natural ingredients and time-honoured practices, Mother Sparsh continues its commitment to offering safe, conscious, and culturally rooted baby care solutions for today’s mothers.

Britannia Bread rolls out ‘Har slice par prize’ campaign with daily rewards

Britannia Bread has launched a nationwide campaign, ‘har slice par prize’, allowing consumers to scan QR codes on bread packs for a chance to win rewards including cashback, vouchers, 5-star breakfasts, and international trips. Running across five bread variants, the campaign uses digital touchpoints and SMS delivery to distribute 500 daily prizes. With this initiative, Britannia brings interactive engagement to breakfast tables, creating a playful and rewarding consumer experience.
Fenesta launches witty monsoon film to promote rainproof windows.

Fenesta launches witty monsoon film to promote rainproof windows

Fenesta has unveiled a humorous monsoon campaign film under its ‘Fine. Finer. Fenesta’ series, portraying a relatable rainy day mishap caused not by a pet but by a leaky window. Directed by Titus Upputuru, the ad uses wit to emphasise the advantages of modern, insulated windows in tackling seasonal problems. It highlights how upgrading to Fenesta’s solutions ensures both dry interiors and a visually pleasing monsoon experience.

Maybelline launches teddy tint shades with CGI campaign inspired by Mumbai’s dabbawalas

Maybelline New York, in partnership with Posterscope India, has introduced its Super Stay Teddy Tint – Nude Drop collection through a CGI-led campaign in Mumbai. The hyperreal visuals pay tribute to the city’s iconic Dabbawalas, aligning the product’s comfort and reliability with local cultural pride. The campaign marks a fusion of beauty, technology, and urban storytelling, creating a standout moment in outdoor advertising.

Helpage India’s #Walkinmyshoes campaign calls for intergenerational empathy

HelpAge India has launched its latest initiative, ‘#WalkInMyShoes’, fronted by Sharmila Tagore, to foster age sensitivity and bridge generational gaps. The campaign encourages the youth to understand the lived experiences of elders, highlighting emotional loneliness and the need for stronger familial bonds. Supported by findings from the INBO report, the campaign aims to challenge stereotypes and promote meaningful conversations between younger and older generations in urban India.

GM Modular’s aero 360 fan campaign stars Shilpa Kataria Singh

GM Modular has launched a digital campaign for its Aero 360 ceiling fan, featuring actress and influencer Shilpa Kataria Singh. The ad blends lifestyle and functionality, showcasing features like IR remote control, reverse mode, and an LED speed indicator. Singh’s narration underscores a modern preference for intuitive, aesthetic upgrades, positioning the Aero 360 as both a practical and stylish choice for contemporary homes.

 

 

 

 

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