Campaign roundup: Week of 21 April

Ashirvad launches antimicrobial water pipe ads

Ashirvad by Aliaxis has launched a new advertising campaign to promote Aqualife+, India’s first anti-microbial uPVC pipe for drinking water. The campaign features two films set during housewarming visits, where guests refuse water unless assured the pipes used are Ashirvad Aqualife+. The ads highlight consumer concerns about microbial contamination inside household pipes. Aqualife+ uses silver ion technology to inhibit the growth of bacteria, fungi, and algae. It is designed for cold water plumbing, is lead-free, and resistant to UV exposure and cracking. Ashirvad aims to address hidden water quality risks by drawing attention to the role of plumbing infrastructure. The company positions the product as a health-focused innovation that ensures safe water from tank to tap. Ashirvad has over 25 years of experience and manufactures more than 6,000 SKUs for plumbing, agriculture, and industrial use. With five manufacturing units and a dealer network of over 38,000, the company continues to expand its presence in safe and sustainable plumbing solutions.

Infinix promotes Note 50s with tiny billboards

Infinix has launched a marketing campaign for its Note 50s 5G+ smartphone using miniature billboards placed across Delhi, Mumbai, and Bengaluru. Conceptualised by SW Network in partnership with Flipkart Tech, the campaign highlights the device’s key features including a Sony camera sensor, a 144Hz refresh rate, and a slim curved display. The tiny billboards were positioned at hyperlocal touchpoints and paired with messages aimed at breaking through advertising fatigue. The campaign extended onto social media, where it was amplified by creators, meme pages, and LinkedIn users. It also included people with placards placed in front of larger competitor billboards. SW Network described the initiative as a cost-effective and culturally resonant approach to brand visibility. The campaign has generated online engagement and discussion around minimalist advertising formats.

L&T Finance releases business loan campaign

L&T Finance has released a new television commercial for its business loan product, featuring Indian cricketer Jasprit Bumrah. The campaign positions the loan as a game-changing solution for small businesses, highlighting features such as quick digital processing, fast disbursal, and app-based cash withdrawal. The commercial is part of a broader integrated marketing campaign that includes outdoor advertising, airport placements, inflight magazine coverage, and digital outreach. The campaign is live in major cities including Mumbai, Delhi, Bengaluru, Kolkata, Ahmedabad, Hyderabad, and Jaipur. The product targets entrepreneurs seeking agile financial support to manage operations and pursue growth opportunities. The company says the offering is designed to be both accessible and adaptable to evolving business needs.

Bombay Shaving Company launches eco razor campaign

Bombay Shaving Company has launched its first eco-friendly razor, Eco Sensi 3, supported by a national campaign titled #IndiaShavesItsStubble. The razor, made in India, aims to address the environmental impact of disposable grooming products. The campaign includes a short film, 'Where Do All the Razors Go?', featuring the company’s founder. It promotes the concept of conscious shaving and encourages consumers to reflect on their environmental choices. Eco Sensi 3 was released during the brand’s recurring '18-hour store' event on 18 April, which opens once a month for limited online sales. The razor is designed to combine performance with sustainability and aligns with the brand’s long-term focus on eco-conscious personal care. The campaign targets India’s Gen Z and millennial consumers who seek products with social and environmental value. Bombay Shaving Company aims to lead a shift towards responsible grooming with minimal environmental impact.

Brookfield launches Earth Day sustainability campaign

Brookfield Properties has launched a six-week sustainability campaign titled ‘Powered by Purpose’ on Earth Day 2025, focused on promoting climate awareness and sustainable digital habits. The campaign includes a low-resolution video highlighting the environmental impact of high-definition streaming, encouraging viewers to reflect on their digital consumption. As part of its Earth Day activities, Brookfield Properties will plant over 5,000 native trees across Bengaluru and Delhi-NCR. This expands on its existing ‘Forest of Hope’ initiative, which has already added over 3,000 trees capable of sequestering 1,500 tonnes of CO₂ and producing 2,700 tonnes of oxygen annually. Brookfield plans to power 100% of its India portfolio with renewable energy by 2027 and achieve net-zero emissions across its 5.5 crores square feet of assets by 2040. Currently, 40% of its energy needs in Delhi-NCR are met through its Bikaner Solar Power Project. The company has created over 1.5 million square feet of green cover and eliminates more than 20,000 metric tons of CO₂ emissions each year. The portfolio managed by Brookfield Properties includes Candor TechSpace, Worldmark, Downtown Powai, and CoWrks, with more than four crore square feet operational across 10 Indian cities. Over half of this portfolio is held under Brookfield India Real Estate Trust.

Parle Marie TVC targets brand name recall

Parle Products has launched a new television commercial for Parle Marie biscuits designed to reinforce the recall of the brand’s full name. The campaign uses a humorous narrative in which asking for a 'Marie' biscuit leads to comic confusion, driving home that only Parle Marie fits the bill. Parle said the campaign aims to sharpen distinction from generic Marie offerings and deepen top-of-mind awareness in the biscuit segment, where Parle-G, Krack Jack and Hide & Seek already lead. The ad highlights everyday tea-time scenarios to ensure strong recall across age groups. Parle Marie enjoys wide acceptance in Indian households and the new TVC builds on its reputation for quality and taste. The company said the campaign underscores the importance of brand identity in a crowded market. 

Pazago ad film advocates for simplifying exports

Pazago has released its first brand film to highlight inefficiencies in India’s export sector and promote its smart platform for centralising documentation, order tracking, communication and coordination. The film depicts exporters juggling multiple vendors, lost paperwork and endless follow-ups before showing how Pazago streamlines the process. The company said the film underscores its mission to make exports simple, efficient and scalable using technology. It targets medium and large exporters and manufacturers seeking to scale operations with reliable systems. The film reflects the change Pazago is leading by decoding the steps required to move orders from origin to destination without chaos. The film is now available on Pazago’s digital channels.

Canara Bank promotes fixed deposit safety campaign

Canara Bank has launched its 'Safe Hai, Toh Sahi Hai' campaign to emphasise the security of fixed deposits amid a landscape of high-risk investments. The campaign uses sharp, relatable vignettes to show how customers prioritise safety when choosing investment options. Goldmine Advertising said it targeted investors who value stability over risk and designed the campaign to focus on safety above all else. Bank management reported growing demand for competitive fixed deposit rates and said the campaign reinforces the bank’s commitment to financial security for both seasoned and young investors. The films are available on YouTube channels linked to Canara Bank’s website. 

Mercedes-Benz India launches global brand campaign

Mercedes-Benz India has unveiled 'Because it’s Mercedes-Benz,' a brand campaign celebrating the company’s legacy of innovation, craftsmanship and personalization. A hero film starring global ambassador Roger Federer showcases the MANUFAKTUR experience and underlines six emotional pillars: respect, trust, love, ease, desire and style. The campaign emphasises visual storytelling over technical detail and uses short- and long-form video across digital, connected TV and social platforms. It includes collaborations with lifestyle and automotive influencers on Meta and YouTube and leverages India’s cricket season for wider reach.

TBWA India unveils TVS Apache campaign 

TBWA\India has launched its ‘20:20’ campaign for TVS Apache’s 20th anniversary, timed to India’s Premier League season. The campaign comprises ten 20-second films that draw parallels between cricketing terms and the motorcycle’s performance heritage. The films feature professional riders performing stunts that embody cricket expressions such as 'All Rounder' and 'Howzzat.' TVS Apache first launched in 2005 and now sells in over 60 countries. The campaign will air during IPL broadcasts and across digital platforms. TBWA said the 20-second format fits IPL’s fast pace and delivers concise content for digital channels.

Kansai Nerolac unveils NXTGEN painting commercial

Kansai Nerolac Paints Limited has released a digital video commercial for NXTGEN, its professional painting service for home interiors. The ad, developed by Rediffusion Brand Solutions and directed by Amit Satyaveer Singh, portrays a father-son interaction that highlights features such as site supervision, expert painters, timely completion and the AI-driven Colour Sensor tool. NXTGEN offers a seamless painting experience with skilled crews and a proprietary AI tool that recommends precise paint shades. The service aims to address pain points in traditional painting by ensuring reliability and quality. The commercial is live on social media platforms and targets homeowners considering painting or repainting their homes.

Chinese Wok uses influencers to reach youth

Chinese Wok, India’s largest Chinese quick-service restaurant chain, has launched a new influencer-led marketing initiative aimed at engaging Gen Z and millennial consumers. The campaign features collaborations with celebrities and digital creators to promote the brand through cultural storytelling and casual dining experiences. The initiative includes a series with Zoom Street Diaries, where 11 well-known personalities from Bollywood, regional cinema, and social media visited Chinese Wok outlets to discuss their lives and favourite dishes. Participants included Raveena Tandon, Orry, Dhvani Bhanushali, Avneet Kaur, Aditya Seal, Krystle D’Souza, Ayush Sharma and Nimrit Kaur. The campaign connects the brand’s Desi-Chinese offerings with lifestyle narratives designed to appeal to younger, digitally engaged audiences. Through short-form videos and social media content, the campaign seeks to reinforce Chinese Wok as a go-to destination for affordable and flavourful meals. With over 230 locations across more than 35 cities, Chinese Wok continues to expand its reach by integrating pop culture into its marketing approach. Lenexis Foodworks also operates The Momo Co and Big Bowl.

Aakash, Sideways launch coaching campaign

Aakash Educational Services has launched a nationwide campaign in partnership with creative agency Sideways. The initiative aims to redefine the perception of coaching in India, positioning it as a tool for developing problem-solving skills rather than merely chasing exam scores. The campaign highlights a shift from competitive pressure to holistic student development. It will be implemented across multiple platforms, including classroom interactions, redesigned academic rituals, student merchandise, and in-centre experiences. This marks a strategic repositioning for Aakash, which has traditionally focused on exam outcomes for students preparing for NEET, JEE, and other competitive exams. The rebranding aims to create a cultural shift within the test preparation industry, emphasising adaptability, resilience, and critical thinking. The campaign includes a series of branded films, available on digital platforms, that promote this new approach. The initiative also signals a broader effort to align the company’s services with changing expectations among students and parents in a saturated coaching market. Aakash currently operates more than 315 centres across India, serving over 4,00,000 students.

Dell campaign promotes AI-powered PCs

Dell Technologies has launched its 'Back to School and College' campaign to promote its latest range of AI-powered personal computers aimed at students. The campaign highlights how AI integration enhances productivity, multitasking, creativity, and performance in academic and personal use. The initiative features Dell Plus 14, Dell Plus 16, and XPS 13 laptops, all powered by Intel Core Ultra Processors. A series of short films illustrates real-life use cases such as long battery life during field trips, AI-enabled video editing for sports analysis, facial recognition for security, and AI-powered tools aiding virtual intervie youws and note-taking. Created with VML India, the campaign spans multiple platforms including YouTube, Instagram, and Facebook. It also uses retail promotions, radio partnerships, influencer engagement, and in-store activations across Dell’s network of over 5,000 multi-brand outlets and more than 600 Dell Exclusive Stores in India. Alongside the product push, Dell is offering affordability initiatives such as cashback offers, bundled add-ons, and extended warranties via retail and e-commerce partners. Dell’s AI PCs feature Intel AI Boost NPU in the XPS 13, fast charging, extended battery life, and lightweight designs.