Campaign roundup: Week of 26 May

Myntra launches EORS 22 campaign

Myntra has launched its latest campaign to promote the 22nd edition of the ‘End of Reason Sale’ (EORS), which begins on May 31, 2025. The campaign, featuring Karan Johar alongside Neelam Kothari Soni, Masaba Gupta, Ratna Pathak Shah, and Rohan Joshi, uses humour and satire to promote Myntra’s ‘Lowest Price Guaranteed’ offer. The digital film centres on Johar’s living room, where a dramatic intervention by his celebrity friends over his shopping habits turns into a collective shopping spree. As each character gives in to the appeal of deep discounts, the film aims to capture the excitement of the sale event through wit and high-energy performances. Myntra’s EORS 22 will showcase more than 40 lakh styles across over 10,000 fashion and lifestyle brands, including Levis, Nike, H&M, Puma and Lakme. The sale covers categories such as ethnic wear, casual wear, activewear, beauty, home, and accessories. Shoppers will also benefit from assured cashback and early wishlisting options. The campaign film, crafted by creative agency Ideasfarm and production house Braindad, is live on YouTube and Instagram.

Merck launches oral cancer awareness campaign

On World No Tobacco Day, Merck Specialties launched its national awareness campaign, 'Two-Minute Action for Oral Cancer Protection', promoting monthly self-checks for early detection. The campaign features a mirror-based standee that provides visual cues and symptom checklists to encourage individuals to perform regular oral self-examinations. Deployed across partner hospitals, the initiative is supported by a multi-channel outreach including digital, print and radio campaigns. The campaign aims to address the high incidence of oral cancer in India, where 1,07,812 new cases were reported in 2022, mostly diagnosed at an advanced stage. The mirror-on-standee includes guidance on recognising early symptoms such as persistent sores, red or white patches, unexplained bleeding, and difficulty in speaking or swallowing. Early feedback from hospitals has shown increased public engagement, with oncologists noting a rise in health-related inquiries. The campaign is supported by a large network of oncologists and is being promoted through social media videos, influencer outreach, and hospital events.

MoHFW’s TB campaign features Manushi Chhillar and Rajkummar Rao

The Ministry of Health and Family Welfare (MoHFW) has launched a public awareness campaign featuring actors Rajkummar Rao and Manushi Chhillar to debunk myths about tuberculosis (TB) and promote early testing. The campaign centres on a behind-the-scenes video posted on social media, where the actors discuss TB symptoms and encourage viewers to seek timely testing. The video, which concludes with a call to action, directs people to visit the nearest health centre for free TB tests. Shared on personal accounts by the actors, the video also uses the hashtag #TBMuktBharat to reach a wider audience. The campaign aims to address the issue of delayed diagnosis due to misinformation. TB, though preventable and curable, continues to be underdiagnosed, particularly in its early stages. By leveraging celebrity influence and accessible messaging, the Ministry seeks to drive awareness and reduce stigma. The informal, conversational tone of the video is intended to make information about TB more relatable and actionable for the public.

Asian Paints campaign marks World Interiors Day

Asian Paints has launched a corporate campaign titled ‘Socha Bhi Nahi Hoga’ (May not even have thought of) to mark World Interiors Day 2025. The campaign explores the creative potential of home design through a series of four digital films centred on a young couple navigating home renovation. The campaign highlights Asian Paints’ tools and services, including real-time visualisation apps, WhatsApp chatbots, and in-store consultations. These are shown as helping customers move from indecision to clarity on colours, textures and design themes. Each film explores common home décor dilemmas and features solutions provided by Asian Paints. The aim is to shift the conversation from product selection to home transformation, underlining the brand’s positioning as a partner in personal expression. The films showcase how technology and expert advice simplify the design process, with the recurring message that great design ideas may be closer than expected. The campaign promotes the brand’s full range of services, from wall textures and paint to the 'Sabyasachi for Nilaya' collection.

Rusan launches 2baconil anti-smoking campaign

Rusan Pharma has launched an anthem-driven campaign for its nicotine patch brand 2baconil on World No Tobacco Day. Titled '2baconil Kar, Zindagi Fulfil Kar' (Use 2baconil; make your life complete), the campaign departs from fear-based messaging and adopts a humorous, relatable approach to quitting smoking. Developed by Beeing Social, the campaign centres on a musical film featuring comedic lyrics and everyday situations. The aim is to make quitting feel like a personal and achievable action, rather than a moral imperative. The campaign’s core message is delivered through the line 'Phoonkna band kar, zindagi fulfil kar' (Stop smoking, make your life complete). The campaign also introduces a linguistic shift, positioning '2baconil' as a verb—encouraging people to ‘do 2baconil’ as the first step towards quitting. This framing is designed to enhance recall and embed the product in everyday language. This is the first AI-generated anthem in the smoking cessation category. Rusan aims to replace guilt with encouragement, providing smokers with a supportive and stigma-free path to quitting. The campaign is being promoted across digital platforms, with the anthem available to view on YouTube and the brand’s official site.

Indian Cancer Society releases tobacco prank-style video

The Indian Cancer Society, in partnership with creative agency Sideways, has launched a new campaign for World No Tobacco Day using an unconventional prank-style video to raise awareness about tobacco’s health risks. The short film shows real-life participants reacting to warning labels typically seen on cigarette packets, but this time placed on unexpected everyday items like biscuit packaging. Their discomfort and confusion highlight how such warnings, though familiar, have become easy to ignore when linked to smoking. The campaign aims to make anti-smoking messaging more visible and relatable, using humour to challenge selective perception and normalisation of tobacco use. It also seeks to re-engage smokers by shifting focus away from fear-based tactics towards more thoughtful, behaviour-led insights. The video features spontaneous reactions, drawing attention to how people disregard the same warnings when seen on tobacco packaging. By changing the context, the campaign hopes to make smokers rethink their choices. This initiative aligns with the Indian Cancer Society’s strategy of delivering serious messages through light-hearted, culturally resonant storytelling, without relying on fear or guilt. The video is available on YouTube and is being promoted as part of the organisation’s broader anti-tobacco communication efforts.

Spykar’s Chico Fit campaign headlines Vidyut Jammwal

Spykar has launched a new campaign for its denim line Chico Fit, featuring actor Vidyut Jammwal as the face of the promotion. The campaign places Jammwal at the centre of the brand’s messaging as it aims to align the denim’s identity with themes of individuality, movement, and self-expression. Chico Fit is designed with a relaxed silhouette and made from stretch denim for comfort and mobility. Spykar positions it as a response to evolving fashion needs, combining structure with ease for everyday wear. The denim line reflects the brand’s focus on versatility and style that aligns with modern, purpose-driven lifestyles. Jammwal, known for his roles in action films and association with fitness, leads the campaign across digital platforms including YouTube and Instagram. Spykar's choice of Jammwal is based on his perceived fit with the brand's emphasis on confidence and authenticity. The campaign highlights the shared values between the product and the actor’s image. With Chico Fit, Spykar caters to younger consumers who seek clothing that complements personal style and active routines.

Apollo Hospitals campaign promotes emergency number 1066

Apollo Hospitals has launched a short film to promote awareness of its 1066 emergency helpline, urging people not to drive patients to hospitals during emergencies but instead call for medical assistance. The campaign compares two scenarios—one where a patient is transported privately and another where 1066 is dialled. The latter results in faster medical intervention and improved recovery outcomes. Apollo’s ambulances are equipped with ventilators, ECG monitors, and staffed by trained emergency responders. The 1066 helpline handles over 300,000 cases annually, with teams capable of initiating treatment before hospital arrival. The campaign aims to shift public behaviour towards using professional emergency services to reduce fatal delays during heart attacks, strokes, and trauma cases.

Pride of Cows’ ad questions milk sourcing

Pride of Cows has launched a campaign asking consumers, “What’s the source of your milk?” to promote transparency and traceability in dairy production. The campaign highlights the brand’s single-origin model, where all milk is sourced from its own farm near Pune. The initiative spans print and digital media, with content encouraging consumers to reflect on the origins and quality of their milk. The campaign also educates audiences about the brand’s farm-to-home cold chain, which eliminates third-party handling. Pride of Cows claims its milk to be untouched and hygienic, and positions itself against brands that source milk from multiple, often unverified, vendors.

Pee Safe launches menstrual hygiene awareness campaign

Personal hygiene brand Pee Safe has launched its latest campaign, #Zero Period, to coincide with Menstrual Hygiene Day. The campaign centres on a digital video commercial depicting an eight-year-old footballer experiencing her first period during a match. The video addresses the confusion and challenges many girls face when menstruation begins. The campaign promotes the brand’s Disposable Period Panty, designed for first-time menstruators. The product is made from breathable, ultra-absorbent material and offers leak-proof protection, resembling regular underwear. It is aimed at helping young girls manage their periods more comfortably during daily routines and physical activity. Pee Safe has partnered with national-level athletes Divya Kumari and Dr. Ankita Pathak to support the campaign. Both athletes are contributing to awareness initiatives focused on menstrual health, drawing from their own sports and coaching backgrounds. The initiative includes a month-long series of on-ground awareness drives in collaboration with the SRF Foundation and Akhandjyoti Foundation. These sessions are being held in underprivileged communities and in schools such as KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School. The goal is to educate adolescent girls about menstrual hygiene while providing them with emotional support and access to essential hygiene products. The campaign aims to remove stigma around menstruation, ensuring that girls feel informed and prepared without disruption to their education or activities.

Plush, Blinkit launch menstrual hygiene campaign

Plush has partnered with Blinkit to deliver a Menstrual Hygiene Day campaign that includes the distribution of attention-grabbing ‘Public Interest Notice’ envelopes containing sanitary pads and messaging promoting period comfort. The campaign, aimed at normalising conversations about menstruation, was activated in major cities including Bengaluru, Mumbai, and Chennai, reaching over 25,000 homes. Plush promotes a rash-free product experience and uses this campaign to support its wider movement titled “Volume Up. Period.” The initiative challenges social norms that discourage open discussion of menstrual health. The activation is designed to spark conversation within households and position Plush as a comfort-first, transparency-focused femcare brand. Blinkit’s delivery network enabled direct consumer engagement at scale.

Zuno launches ‘Say Hi’ mental health campaign

Zuno General Insurance has launched a new campaign titled ‘Say Hi’ to promote mental health awareness. The initiative encourages people to reconnect with others through small gestures, emphasising that a simple ‘Hi’ can spark meaningful conversations. Timed with Mental Health Awareness Month, the campaign features thumb-stopper videos and reels that portray everyday moments of disconnection. It is being promoted across digital platforms to reach a broad audience. An interactive AMA session with a mental wellness professional on Instagram forms part of the initiative, where users can ask questions anonymously. The campaign is positioned as part of Zuno’s broader effort to foster human connection through both insurance and brand messaging. Zuno, formerly Edelweiss General Insurance, has over 50 lakh customers and a growing network of partnerships across India’s digital and automotive sectors.

Centerfruit launches ad campaign with Paytm

Perfetti Van Melle India has partnered with Paytm to launch a new campaign featuring Centerfruit, turning routine mobile transactions into playful experiences. Under the initiative, more than 10,000 stores in Delhi and Kanpur will feature a modified Paytm Soundbox that plays a cheerful ‘laplaplap’ sound when a transaction is completed. The campaign aims to bring Centerfruit’s tagline ‘Kaisi Jeebh Laplapayee’ to life at the point of purchase. The initiative seeks to boost brand recall and enhance customer interaction during routine shopping experiences by integrating with a widely used payment tool. Perfetti Van Melle India is considering expanding the campaign to other markets based on the initial positive response. Centerfruit, launched in 2003, is one of the company’s largest brands and enjoys wide distribution across India.

Breezer Tribe launches campaign ahead of Friendship Day

BREEZER has launched a new brand platform, BREEZER Tribe, ahead of Friendship Day 2025. The campaign includes an exclusive merchandise line and a new music video titled 10’1 featuring creators and artists such as Uorfi Javed, DJ Dev Raiyani, and rapper Rahul Dit-O. The initiative aims to bring together fashion, music, and community to celebrate self-expression and personal connections. The merchandise range and anthem are designed to resonate with younger audiences seeking authenticity and shared experiences. With influencer collaborations and on-ground events planned, BREEZER Tribe intends to build an engaged community that reflects the brand’s positioning around playful connection and cultural relevance.

Tata Trusts to reframe menstruation narratives

Ahead of World Menstrual Hygiene Day, Tata Trusts is launching a campaign focused on reframing menstruation as a symbol of health rather than fertility. The initiative seeks to counter social stigma by delinking menstruation from ideas of sexual maturity and marriage readiness, especially in rural India. The campaign targets four key social groups—mothers, mothers-in-law, ASHA workers, and men—who influence household conversations around periods. Tata Trusts aims to drive behavioural change through awareness films and ground-level communication efforts. This approach stems from field research that found menstruation is often linked with marriageability, which reinforces silence and unhealthy practices. The campaign will present menstruation as a normal, biological function critical to health, encouraging communities to treat it openly rather than shamefully.

Plum ad promotes vitamin C serum

Plum has launched a new 10% vitamin C serum supported by a marketing campaign branding it as ‘THE Vitamin C Serum’. The product combines vitamin C, niacinamide, ceramide complex, hyaluronic acid, and calendula to target pigmentation, skin texture, and hydration. Tested with Plum’s consumer community and dermatologically verified, the serum promises visible results in 14 days. The formulation aims to deliver a long-lasting glow and improved skin resilience, catering to users looking for gentle yet effective skincare.

Tata Consumer Products’ ad promotes copper-infused drinking water

Tata Consumer Products has launched the first television and digital campaign for Tata Copper+, a non-carbonated water beverage inspired by traditional Indian practices of drinking water stored in copper vessels. The campaign video portrays a generational connection through a shared appreciation of copper-infused water. The product aims to blend heritage wellness benefits with modern convenience. Tata Copper+ positions itself as the value-added water beverage in its segment. Through this campaign, the company seeks to highlight the continued relevance of traditional practices in contemporary life.

Unity Bank campaign promotes new focus

Unity Small Finance Bank has launched its first brand campaign, titled ‘This is New Banking’. The campaign highlights the bank’s focus on modern banking services such as high interest rates, fast account opening, and digital accessibility. Targeting multiple customer segments, the campaign uses digital, print, and outdoor media with vibrant visuals and concise messaging. Unity Bank defines ‘New Banking’ as a blend of technology, convenience, and inclusivity. The bank currently operates through 300 outlets across 20+ states and has over INR 10,000 crores in deposits. With this campaign, Unity Bank aims to grow its customer base and build stronger brand awareness nationwide.

Flipkart ad announces vegetables at INR 9

Flipkart has launched a new campaign for Flipkart Minutes, highlighting the delivery of fresh vegetables starting at INR 9. The campaign features a humorous ad inspired by the Bollywood film 3 Idiots, showing a family responding to grocery inflation with surprise and joy at the low prices. Flipkart Minutes promises doorstep delivery of vegetables in 10 minutes, supported by a tech-enabled supply chain and partnerships with Farmer Producer Organisations. The ad film is being rolled out across TV and digital platforms in multiple languages.

IndiaMART campaign stresses winning buyer trust

IndiaMART has launched a new campaign titled ‘Kaam Yahin Banta Hai’ (Works happens only here) to position the brand as a reliable B2B marketplace. The campaign centres on themes of trust, selection, and value, aimed at business buyers seeking dependable sourcing options. IndiaMART highlights that approximately 40% of its sellers are GST-verified and the platform features over 8 million product reviews. With a user base exceeding 20 crore registered buyers and more than 119 million listed products, the company promotes digital transformation in business procurement. The campaign features three advertisement films portraying a generational contrast between traditional and modern sourcing methods. In each film, a tech-savvy son shows his father the convenience of using IndiaMART, reinforcing confidence in the platform. These films aim to convey how IndiaMART simplifies business through accessibility and trustworthy vendor connections. Creative development was managed by ART-E Mediatech, who devised the messaging around the phrase ‘Lagi Shart?’, positioning IndiaMART as a digital tool for modern entrepreneurs and legacy businesses alike.

ITC ad promotes Sunfeast Mom’s Magic Shines cookie

ITC has introduced a new product, Sunfeast Mom’s Magic Shines, a butter cookie with sugar glazing. The launch includes a television campaign featuring actor Nadhiya Moidu and promotes the product as an indulgent snack with a distinct texture. The cookie features eight crunchy layers and is glazed with sugar to enhance both taste and visual appeal. It is positioned as a quick snack or tea-time accompaniment. The campaign associates the sugar glaze with a mother’s effort to help her child shine, reinforcing the brand’s emotional positioning. The cookies have been released in Andhra Pradesh and Telangana and are available in 44g and 128g packs priced at INR 10 and INR 35, respectively.

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.