Campaign roundup: Week of 16 June

Timex campaign promotes intentional living through time

Timex has launched its Analog Life campaign titled Make Time Yours to mark National Watch Day. The initiative promotes living with intention in a digital-dominated world and positions Timex watches as symbols of presence and purpose. The campaign introduces AnaLog-Off Day, encouraging consumers to disconnect from screens and focus on offline connections. Through storytelling and product messaging, the brand emphasises reclaiming time for what truly matters. Timex’s messaging underlines its heritage in watchmaking while resonating with modern concerns about digital fatigue. The campaign includes a short film and a digital rollout encouraging reflection and personal engagement. Timex India retails its products through a network of offline stores and marketplaces. It offers licensed watch brands such as Versace, Guess, and Adidas.

DSP Mutual Fund releases tribute ad film

DSP Mutual Fund and Bandstand Collective have released a short film titled Salute, spotlighting the role of Mutual Fund Distributors (MFDs) in building clients’ long-term financial security. The film, created by Bandstand’s in-house agency Tune, continues the company’s history of blending emotional storytelling with financial themes. Salute recognises the work of MFDs, often overlooked in mainstream financial narratives, and positions them as essential guides in a complex investment landscape. The campaign comes in response to the growing popularity of DIY investing, highlighting how MFDs quietly support families' financial well-being across generations. DSP Mutual Fund and Bandstand Collective have previously partnered on campaigns such as Dancing Uncle is Back and Stranger on the Bench, which used relatable human stories to demystify finance.

Tetley Green Tea ad headlines Kriti Sanon

Tetley Green Tea has launched a new campaign, #NotYourRegularGreenTea, featuring actress Kriti Sanon as its brand ambassador. The campaign supports the introduction of two functional green tea variants: Tetley Green Tea Slim Care with added L-Carnitine and Tetley Green Tea Beauty Care with added Biotin. Tetley claims that Slim Care is the first green tea in India to include L-Carnitine, a natural nutrient associated with fat metabolism. Tetley's Beauty Care product contains Biotin, a vitamin linked to skin and hair health. The campaign highlights how these new blends combine proven ingredients with convenience, targeting modern consumers seeking simple, science-backed wellness options. Through slice-of-life storytelling, the ad film shows how even for celebrities like Sanon, wellness routines can be hard to sustain, positioning the new Tetley range as a practical everyday companion. The teas are designed to support specific health goals—weight management and skin and hair nourishment—while offering the familiarity of a daily beverage. The new variants are now available in retail outlets and on e-commerce platforms nationwide.

CashKaro mocks coins in a cashback ad

CashKaro has released a new satirical film titled 'GoatSwami' as part of its #CoinsVSCashback campaign. The ad mocks coin-based reward systems and highlights real cashback that can be transferred to bank accounts. Inspired by Indian news debate shows, the film presents a goat character on a heated panel who fails to justify the value of coins, ultimately conceding their ineffectiveness. The ad ends by reiterating CashKaro’s appeal: 'Pehle CashKaro, Phir ShopKaro' (First use CashKaro, then shop). The campaign, created by CashKaro’s in-house team, critiques platforms that use flashy coin rewards which expire or offer little value. Previous campaign films include anime, Goat series, and Roadies-style spoofs. CashKaro offers real cashback for users of platforms like Amazon, Flipkart, and Nykaa. It claims over 2.5 crore users and INR 1,000 crores in distributed cashback.

Marico’s campaign promotes Kaya

Marico has unveiled a digital campaign for its skincare brand Kaya, built around the theme 'Science That Sets You Free.' The campaign addresses consumer confusion around complex skincare ingredients by promoting Kaya’s dermatologist-backed solutions. The four-part series shows everyday situations where users are overwhelmed by skincare jargon. The campaign argues that effective skincare should be simple and science-driven, not intimidating. Ads are launched on platforms like Google and Meta. Kaya’s product line includes over 75 dermatologically recommended personal care products covering acne, pigmentation, sun protection, ageing, and hair and body care.

Royal Stag Shorts celebrates discerning choices

Royal Stag Barrel Select Shorts has launched a campaign titled 'For the Select Ones,' featuring actors Rajkummar Rao and Patralekha. The campaign focuses on individuals who make thoughtful and discerning life choices. Royal Stag Barrel Select Shorts had previously released short films and is positioned as a platform for curated storytelling. The new film highlights its focus on individuality and quality.

G-Shock campaign features Vicky Kaushal

Casio's G-Shock has launched a campaign with brand ambassador Vicky Kaushal, centred on the theme 'Rise Above the Shocks.' The campaign positions G-Shock watches as symbols of inner strength and self-expression for Gen Z. Leading the campaign is the DW-5000R, a reimagined version of the original G-Shock. Other featured models include GA-2100, DW-5600, and GA-110. The campaign film explores how today's youth face social pressures and expectations but continue to assert their identity. The campaign was developed with Method Productions and will run across digital platforms.

Parle celebrates legacy with confectionery ad

Parle Products has launched a campaign titled 'Since 1929' to highlight the emotional connection generations of Indians have had with its confectionery products. The ad spans decades of Indian life, showing how Parle sweets are part of everyday moments and festive traditions. The campaign focuses on brand nostalgia without direct product promotion. Instead, it uses visuals to show Parle’s integration into Indian culture over the years. The film transitions from vintage to modern settings to emphasise continued relevance. Parle’s confectionery line is known for affordability and wide reach. The campaign aims to reinforce trust and brand equity among new and existing consumers.

Snitch promotes speed with fashion films

Men’s fashion brand Snitch has launched a campaign titled 'Last Minute? Snitch It.' The campaign features short films depicting young men solving last-minute wardrobe challenges with Snitch's fashion offerings and quick delivery. Each film targets a specific situation: a client meeting, an unexpected date, or a spontaneous trip. The characters resolve these moments with fast, stylish outfits delivered within 48 hours. The campaign reinforces Snitch’s identity as a fast fashion brand with a wide inventory and trend-focused catalogue. Distributed via YouTube and social media, the campaign aims to connect with Gen Z and millennial consumers who value style and spontaneity. The campaign supports Snitch’s brand messaging on agility, relevance, and confidence.

The Good Bowl launches voice-powered contest campaign

Rebel Foods brand The Good Bowl has launched a voice-powered contest campaign, Bowl-O-Cheese, centred around Mac & Cheese bowls. The campaign invites participants to send Instagram voice notes saying ‘CHEESE’ in creative ways to win free Mac & Cheese. The name is a play on the Hindi phrase ‘Bolo Cheese’ (Say Cheese). Five winners are selected each day, each receiving one bowl of Mac & Cheese for free. The Mac & Cheese collection is priced between INR 299 and INR 369, with a limited-time offer of INR 199 per bowl on Zomato, Swiggy and EatSure from 20 to 22 June. The campaign integrates meme culture and social engagement, encouraging participation via voice notes, with phrases like ‘Sirf cheese bolke mujhe ye mac and cheese free mil gaya!’ (All I did was say cheese and I got free mac and cheese) being promoted by content creators. As part of the campaign, The Good Bowl will also collaborate with Zaynul Jiwani to produce what it claims will be India’s first crowd-sourced ‘Cheese Anthem’. Rebel Foods, the parent company, operates brands including Faasos, Behrouz Biryani, Oven Story Pizza, SLAY Coffee and Wendy’s, and has over 450 kitchens across more than 70 cities in India and abroad.

Mars Wrigley India’s Boomer ad features Jasprit Bumrah

Mars Wrigley India has launched a new campaign for its gum brand Boomer, featuring Indian cricketer Jasprit Bumrah. The television commercial (TVC) aims to reposition bubble-blowing as a symbol of confidence and individuality. The ad, set during a cricket match, shows Bumrah responding to boos from the crowd by chewing Boomer gum and blowing a bubble. The boos shift into cheers, with spectators chanting ‘BOOOOOOO-MRAHH... BUMRAH!’, reframing the narrative through the power of bubble gum. The campaign is designed to appeal to a younger audience and capitalise on nostalgia for the Boomer brand, which has been in the Indian market for over 30 years. It follows the launch of Boomer Lollipops in flavours like strawberry, orange and watermelon, as the brand expands its product line beyond gum. The campaign focuses on blending brand elements with messaging to appeal to Gen Z consumers. The campaign film is available on YouTube.

Rumi promotes storytelling event via transit media

Awadhi cuisine brand Rumi has launched a bus advertising campaign to promote ‘Dastan-e-Aam’ (Tales of the People), a storytelling event featuring Dastango Dr Himanshu Bajpai. The event will be held on June 29, 2025 in Bengaluru. The campaign spans a 60 km route across Electronic City, KR Puram, Hebbal and Yelahanka up to the airport, targeting daily commuters and urban millennials. It aims to revive dastangoi, a 13th-century Urdu oral storytelling tradition, while encouraging audience participation through a contest linked to Rumi vouchers.

Specta campaign headlines celebrity photographer Joseph Radhik

Luxury quartz brand Specta has launched the latest chapter of its ‘Stories Cast in Stone’ campaign, featuring celebrity wedding photographer Joseph Radhik. The short campaign film shows Radhik sharing his journey from corporate professional to photographer. The campaign draws parallels between quartz’s transformation into luxury surfaces and the evolution of creative individuals. Past campaign participants include designer Masaba Gupta and chef Ranveer Brar. The film highlights Radhik’s career, from photographing his first celebrity client Allu Arjun to working with clients including Virat Kohli, Anushka Sharma, Katrina Kaif, and Priyanka Chopra. It also touches upon the aesthetic evolution in wedding photography, which he links to Specta’s ‘Pastel Poise’ collection. The campaign will next feature the saree draping expert, Dolly Jain.