Campaign roundup: Week of 19 May

Sara and Sachin Tendulkar star in Spinny’s campaign

Spinny has launched a new campaign, 'God Promise', featuring cricket icon Sachin Tendulkar and his daughter, Sara Tendulkar. The campaign, focused on the bond of trust, highlights Spinny’s 3-year warranty on its Assured+ cars. In the film, Sachin is seen embarking on a journey with an indie dog, reflecting the long-term relationships that Spinny fosters with its customers. Sara shares personal moments with her father and their adopted dogs, Spike and Max, offering a glimpse into their family life. Spinny’s focus on trust and lasting bonds is underscored in the ad, which showcases not only the emotional ties between family members but also the loyalty of pets. The film mirrors Spinny’s commitment to customer satisfaction through its extended warranty. This collaboration follows the brand’s commitment to offering transparency and long-term customer care in the used car market.

Lay’s campaign highlights the importance of soil health

Lay’s has launched a campaign to highlight the importance of soil health in farming, underscored by the brand’s initiative, Mitti Jaanch Kendras. These soil testing centres, located in Uttar Pradesh, Bihar, and West Bengal, provide farmers with insights to improve crop yields through better soil care. The initiative is part of Lay’s commitment to sustainability and regenerative agriculture. To promote the campaign, Lay’s has unveiled 'Mitti Ki Chitthi' (a note from the soil), a film celebrating the bond between farmers and the land they nurture. The film portrays the Earth’s perspective, offering gratitude and wisdom, and reinforcing the connection between soil care and successful farming. With this initiative, Lay’s aims to provide farmers with the tools they need to enhance crop management and sustainability. This project is part of PepsiCo India’s agricultural vision, supporting over 27,000 farmers and encouraging sustainable farming practices across the country.

Sting Energy launches campaign with BGMI collaboration

Sting Energy has launched a new campaign in partnership with Battlegrounds Mobile India (BGMI), making Sting the official in-game energy drink for players. This collaboration introduces co-branded Sting X BGMI bottles, available across India, allowing gamers to engage with the campaign both digitally and physically. Each bottle features a QR code that unlocks in-game rewards and custom missions, offering a gaming experience beyond the screen. The campaign also integrates the brand, as players who complete the missions can access limited-edition digital collectables. This collaboration is designed to enhance the gaming experience by merging physical products with virtual rewards, creating a connection between the real and digital worlds. The partnership, running until July 14th, taps into the growing gaming culture in India, offering players a way to energise their gameplay while enjoying Sting’s formula. This move marks a new benchmark in gaming and beverage integration, further extending Sting’s reach in the gaming community.

Vi adds one lakh towers in six months; launches ad campaign

Vi has added over 100,000 mobile towers across India within six months of FY2024-25, as part of an infrastructure expansion aimed at improving 4G and 5G connectivity. The telecom operator announced this milestone through a new campaign featuring animated characters called 'The Netties', inspired by mobile towers and styled as a cricket team. The campaign, launched during the ongoing IPL season, promotes Vi’s growing network capabilities. It highlights Vi’s continued 5G rollout in Mumbai, Chandigarh, and Patna, with upcoming launches planned in Delhi and Bangalore. Simultaneously, Vi has expanded its 4G coverage across multiple spectrum bands—900 MHz, 1800 MHz, 2100 MHz, and 2300 MHz—resulting in broader indoor and outdoor reach and improved data speeds. Vi’s 4G network now covers a population of approximately 1.07 billion. The infrastructure expansion aims to support high-traffic areas and enhance indoor coverage, particularly in urban regions. The campaign includes two television commercials and will be promoted across television, digital platforms, radio, and social media. The first advertisement, titled 'The Catch', uses animation to depict the network avatars saving the day during a cricket match.

Fenesta expands campaign with CTV, IPL boost

Fenesta has extended its #FineFinerFenesta campaign through strategic connected TV (CTV) integration on JioCinema during the 2025 Indian Premier League (IPL), aiming to strengthen brand visibility among urban, digitally engaged audiences. The latest phase of the campaign features a 15-second ad running during IPL matches, leveraging one of India's most-watched sporting events to deliver its message. The campaign promotes premium window and door solutions, highlighting product durability, insulation from external elements, and dependable service. Originally launched with a short film featuring a young couple navigating home design choices, the campaign targets aspirational homeowners and promotes decision-making that prioritises quality. Fenesta positions its offerings as alternatives to conventional window and door options. In addition to its CTV presence, the campaign has been rolled out in cinemas across 500 screens nationwide. Ads have been strategically placed before major film releases such as Kesari 2, Raid 2, and Thunderbolts, expanding the brand’s reach beyond digital platforms. Fenesta, a division of DCM Shriram Ltd, has over fifty lakh installations in five lakh homes from over 900 cities in India and neighbouring countries. The brand offers uPVC and aluminium products, including solid panel doors and façades, supported by a direct service network of over 350 dealer showrooms and nine Signature studios.

Lloyd’s Stunnair AC ad features Tamanna Bhatia, Mahesh Babu

Lloyd has launched a new campaign to promote its AI-powered air conditioner, Stunnair, under its Luxuria collection. The ad features actors Mahesh Babu and Tamannaah Bhatia and presents the Stunnair as a blend of technology and home decor. Stunnair is marketed as India’s first designer air conditioner with AI capabilities, ribbed sliding fascia, and mood lighting. It offers voice command control without Wi-Fi, integration with smart devices, and presence detection features. It adjusts airflow based on user movement through 'Find Me' and 'Miss Me' modes. According to the company, the unit cools to 18°C in 30 seconds and operates efficiently in temperatures up to 60°C with a 15-metre airflow range. The campaign was conceptualised by McCann and presents the AC as the centrepiece of a home gathering, where its design draws the attention of the hosts. The advertisement positions Stunnair as both a functional and decorative home appliance. The campaign is being rolled out across digital platforms, print media, and in-store activations. Lloyd, a brand from Havells India, says this launch reinforces its push for smart, energy-efficient appliances in the Indian market.

Harpic campaign headlines Shah Rukh Khan

Harpic has launched a new campaign titled 'Harpic Hai Na', introducing actor Shah Rukh Khan as its brand ambassador. The campaign positions Harpic as a superior toilet cleaner compared to general cleaning agents. According to Harpic, the partnership aims to encourage Indian households to shift from using detergents to dedicated toilet cleaning solutions. The product claims to deliver 10 times better cleaning and disinfection within five minutes, along with long-lasting fragrance. The television commercial for the campaign, conceptualised by Havas Creative India, features relatable household scenarios that demonstrate Harpic’s effectiveness in maintaining hygiene. The messaging suggests that Harpic provides a dependable solution for toilet hygiene, replacing less effective alternatives. Harpic states that its cleaning solutions are used in over one-third of Indian households. With the new campaign, the brand aims to reach every second home across the country. The initiative highlights the brand's scientific formulation and long-standing role in sanitation and hygiene. The campaign is being launched through television and digital platforms.