Campaign roundup: Week of 23 June

ITC campaign promotes sustainable packaging

ITC India has launched a new digital campaign spotlighting the Filo Series, a sustainable food-safe packaging innovation from its Paperboards and Specialty Papers Division. Filo is made from biodegradable, food-grade paperboard and offers a compostable, recyclable, and grease-resistant alternative to single-use plastic packaging. The campaign shows that sustainable packaging can be functional and scalable. ITC claims to have maintained plastic neutrality for four consecutive years and integrated sustainable packaging across its FMCG portfolio. With Filo and a moulded fibre facility in Madhya Pradesh, the company is scaling performance-led alternatives to plastic. Certified recyclable and biodegradable, Filo is part of ITC’s 2030 goals to expand responsible packaging innovations. The company is pursuing integrated targets covering climate, water, and biodiversity alongside plastic neutrality.

IGP birthday ad brings gangster twist

IGP has launched a new film under its ‘Amazing Gifts, Samay Par’ (Amazing gifts, on time) campaign, using a gangster-themed setup to promote timely birthday gifting. Set in a noir-style environment, the film opens with a man being blindfolded and led into a dim room. Instead of a ransom threat, the box before him contains a birthday cake. The scene evolves into a celebration orchestrated by friends posing as gangsters. The campaign highlights IGP’s promise of delivering fresh cakes within 30 minutes.  The film builds on IGP’s aim to capture the emotional timing of gifts — not too early, not too late — aligning with its core brand message. IGP operates in India, Singapore, and Dubai, and serves customers in over 100 countries and 1,000 cities.

Royal Enfield-Unesco series airs on NatGeo

Royal Enfield, in partnership with Unesco,  premiered 'The Great Himalayan Exploration' on National Geographic on 21 June. The four-part docuseries documents Intangible Cultural Heritage (ICH) practices in Ladakh. Selected from 1,500 applicants, 40 rider-researchers explore traditions across culture, sports, crafts, and food. Featured practices include archery in Kargil, Jabro dance in Changthang, gur gur cha (butter tea), and Chhurpon water-sharing. The initiative is part of Royal Enfield’s Social Mission and aims to document 200 ICH practices across the Himalayas by 2030. The series also streams on JioHotstar. Unesco’s ICH definition covers oral traditions, rituals, performing arts, and traditional craftsmanship. Royal Enfield also runs community initiatives across education, healthcare, and climate resilience in regions including Tamil Nadu and Rajasthan.

Fenesta's Yoga Day ad emphasises fighting inner struggles

Fenesta has revived its #ShutTheShor (Shut the Noise) campaign on International Yoga Day to highlight internal distractions like mental clutter and emotional stress. The film, conceptualised by agency TwoHmp, focuses on silent struggles rather than external sounds. It draws parallels between Yoga’s values and Fenesta’s promise of creating calm, insulated living spaces. Fenesta promotes insulation not just against sound but also as a lifestyle support for mental peace. The campaign is live across YouTube, Instagram, Facebook, and LinkedIn.

The Sock Street launches influencer campaign

The Sock Street has rolled out its ‘Show Up As You’ campaign featuring influencers from fitness, fashion, and lifestyle sectors. The campaign encourages self-expression and authenticity, targeting Gen Z and millennials. Influencers on Instagram and YouTube showcase bold sock styles during workouts and daily routines. The campaign follows a brand refresh earlier this year with a focus on sustainability and gender-neutral designs. The campaign highlights new breathable, anti-odour socks made for active lifestyles. It continues through June with city activations and content drops.

India Gate's ad film features Amitabh Bachchan

India Gate Basmati Rice has launched a new ad film titled ‘India Ka Swaad Chakhte Hai’ (Let’s Taste the Flavour of India) featuring Amitabh Bachchan. The 100-second film uses four stories to show how food expresses Indian values like hospitality, respect, and care. The campaign’s core message, ‘Values Viral Banate Hai’ (Let's Make Values Go Viral), positions food as a cultural bridge. The campaign will run across cinemas, TV channels, and digital platforms for five weeks in multiple languages. India Gate is owned by KRBL Ltd, a global basmati rice leader with products in over 90 countries.