Campaign roundup: Week of 26 May

Motilal Oswal launches RIISE app campaign

Motilal Oswal Financial Services has launched a digital campaign for its RIISE app to encourage investors to seek reliable advice in volatile markets. Conceptualised by Tonic Worldwide and produced by Piccolo Studios, the campaign uses humour to underscore the consequences of poor guidance. The series of six films depicts relatable scenarios where individuals receive unqualified advice, leading to humorous setbacks—these range from dating mishaps to misguided tips given to surgeons and athletes. The message reinforces the app’s promise of expert-backed insights and advisory support. Three films have been released, with the remaining three set to follow. The campaign will run across Motilal Oswal’s digital platforms to promote downloads and user engagement. The initiative aligns with the company’s broader mission to guide first-time investors amidst growing retail participation in Indian stock markets. By highlighting the difference between professional advice and guesswork, the brand positions RIISE as a comprehensive tool for research, analysis, and execution within a single platform.

Nykaa’s campaign features Bhumi Pednekar

Nykd by Nykaa has launched a new campaign titled ‘Comfiest Bras Ever’, featuring actor Bhumi Pednekar. The campaign is set aboard a fictional flight and aims to communicate comfort and support through a cinematic portrayal of mid-air turbulence. The brand film shows passengers navigating a bumpy ride, highlighting how the featured bras offer consistent comfort even in unstable conditions. The campaign is designed to reinforce the brand’s position as a provider of practical, size-conscious lingerie. Since its launch in 2020, Nykd by Nykaa has focused on designing intimate wear tailored to everyday use. The campaign continues that messaging by showcasing products engineered for real bodies and routines. Bhumi Pednekar, a recurring face in the brand’s promotions, helps convey authenticity and relatability. The film supports Nykd’s mission to make lingerie accessible, functional, and emotionally reassuring. The campaign will be promoted across Nykaa’s digital channels.

OCEEDEE launches #NothingToProve campaign series

Footwear brand OCEEDEE has launched its new campaign, #NothingToProve, developed in partnership with creative agency Faith Worldwide. The campaign centres on a series of short films that explore modern expressions of womanhood through diverse personal and professional archetypes. The first film, now live, features a stand-up comedian who uses humour to express her identity and challenge expectations. She represents one of eight archetypes being introduced in the campaign. Upcoming films will feature other roles, including a corporate professional and a baker, with each segment showcasing a distinct perspective on confidence and individuality. The campaign repositions OCEEDEE’s handcrafted footwear as a medium of self-expression, moving beyond fashion into a broader cultural narrative about personal presence and self-defined confidence. Each story within the series reflects different aspects of how women assert their identity in today’s society. Faith Worldwide has led the campaign from strategic planning to creative execution, using cinematic storytelling to move away from conventional portrayals of confidence. The initiative marks OCEEDEE’s effort to align with changing cultural values by presenting footwear as an extension of real, everyday individuality. The campaign is being promoted through digital platforms including Instagram, YouTube and LinkedIn.

Cipla ad highlights disaster response

Cipla has launched the second film in its national brand campaign ‘1935 Se Desh Ki Sehat Ke Saath’ (With country’s health sine 1935), highlighting its 90-year legacy in healthcare access. The film recounts a real-life incident during a natural disaster in northern India where Cipla delivered essential medicines despite severe disruptions. The incident, set amid landslides, illustrates the company’s commitment to ensuring last-mile access to treatment. Cipla used drone deliveries to reach remote areas, minimising delays and logistical challenges in fragile terrain. The campaign, created with filmmaker Shoojit Sircar and Dentsu Creative India, focuses on Cipla’s people-first healthcare approach. The story reinforces Cipla’s positioning as a dependable partner in times of crisis.

Britannia launches chess challenge campaign with Gukesh

Britannia has launched the ‘Milk Bikis Smart Moves’ campaign in collaboration with World Chess Champion Gukesh Dommaraju. The initiative combines an interactive online chess game with AI-generated promotional content aimed at young consumers. Participants can access the virtual chess game by scanning a QR code on Milk Bikis packaging. The game features two levels: a one-move checkmate for cashback and a two-move challenge that unlocks a CircleChess subscription. The top performer will either play a match with Gukesh or travel to Europe for a live tournament experience. The campaign includes a fully AI-generated film featuring Gukesh, showcasing advancements in generative storytelling. The effort marks one of the first uses of consistent, realistic AI character design in Indian advertising.

Aliens Tattoo launches pet tribute campaign

Aliens Tattoo has launched ‘Part of You’, a national campaign focused on emotional tattoos honouring the bond between humans and pets. The campaign includes a commitment to donate 1% of revenue to animal welfare groups. The initiative has seen increased demand across Aliens Tattoo studios in Mumbai, Bangalore, and Hyderabad, with a 43% rise in pet-related bookings. Designs include paw prints, pet portraits, and symbolic art, offering a permanent tribute to companionship. The campaign features a video storytelling series showcasing the emotional motivations behind tattoos. It also includes a dedicated microsite and curated designs to guide pet owners through their tribute journey. ‘Part of You’ is supported by partnerships with animal welfare organisations and has achieved over 70 lakh organic impressions since launch. It marks India’s first large-scale campaign dedicated to pet-themed tattoos and positions Aliens Tattoo as a pioneer in emotional storytelling through body art.

Schweppes, Blinkit launch party campaign

Schweppes has partnered with Blinkit for a campaign delivering the brand’s mixers in under 10 minutes. The campaign features a music video with artist Jazzy B and is supported by Blinkit’s rapid delivery service. The promotional film starts at a quiet party with Jazzy B performing a slow jazz version of his iconic track. The mood shifts once Schweppes is delivered via Blinkit, reigniting the party with a high-energy remix and full Punjabi style. The campaign was developed by Talented and directed by Nitin Menon of First December Films. It is being promoted through digital, social media, and commerce platforms as part of Schweppes’ largest Indian marketing effort in 2025. The campaign aims to appeal to urban consumers seeking instant party solutions with minimal planning.

Gabit campaign headlines Ranbir Kapoor

The a health-tech startup Gabit has onboarded the Bollywood actor Ranbir Kapoor and lauched a new campaign with him. The campaign promotes Gabit’s Smart Ring, a wearable device tracking sleep, fitness, recovery, and heart rate. The advertisement shows Kapoor engaging with the product’s features, highlighting its ease of use and minimalist design. The ring aims to simplify health tracking without adding another screen to consumers’ daily routines. Kapoor, known for selective endorsements, has reportedly used the Smart Ring for six months before the collaboration. Gabit positions him as a relatable figure for audiences prioritising balanced lifestyles. Launched in 2024, Gabit offers AI-based personal coaching, nutrition, and skincare. The company is backed by Norwest Venture Partners and several tech entrepreneurs. The campaign will run across digital and OTT platforms.

Miraggio launches Summer Scoop campaign

Handbag brand Miraggio has launched a campaign titled ‘Summer Scoop’, inspired by ice cream flavours and textures. The limited-edition collection includes products designed to reflect flavours such as mango, chocolate, and pistachio. The campaign used mystery hampers and influencer seeding to build anticipation, culminating in a pop-up launch event in Mumbai. The brand partnered with Indu Ice Cream to offer guests flavour-matched frozen treats, aligning the handbags with sensory storytelling. Four contest winners were invited to the event. Influencer-led content helped the campaign go viral prior to the official reveal, generating high engagement on social media. Summer Scoop blends fashion with food culture to create multi-sensory consumer experiences. The campaign reflects a broader trend of cross-industry collaborations and positions Miraggio as a brand focused on experiential retail and creative engagement.

BISSELL India launches campaign with Kareena Kapoor

BISSELL has launched a new brand campaign in India featuring Kareena Kapoor Khan as ambassador, aimed at promoting its home cleaning solutions. The campaign positions BISSELL as a provider of efficient and stylish cleaning appliances suited for the modern Indian household. Now available on Amazon India, the product range is supported by visuals and messaging that reflect a lifestyle-oriented approach to homecare. Kareena Kapoor’s role in the campaign highlights the brand’s appeal to urban consumers who value both design and functionality in household tools. The campaign aims to shift perceptions of homecare from a routine chore to a choice in modern living. Founded over 145 years ago, BISSELL is a global homecare appliances player.