Campaign roundup: Week of 28 April

Cantabil unveils spring summer 2025 collection

Cantabil India Retail has launched its Spring Summer 2025 collection, themed "Own the Spotlight." Featuring four curated style capsules, the collection offers a range of apparel for men, women, and children, with options for work, travel, and celebrations. The collection combines global trends with real-life wearability, focusing on comfortable, stylish pieces such as breezy tunics, vacation-ready shirts, and formal attire. The campaign highlights individuality while promoting family-style stories. Cantabil aims to blend comfort and sophistication, with designs for everything from weddings to casual office wear. The collection reflects Cantabil’s commitment to providing versatile fashion for modern families.

Deconstruct launches campaign for Gel sunscreen

Deconstruct, a science-backed skincare brand, has launched a new digital campaign for its Gel sunscreen. The campaign, featuring three humorous ad films, aims to change the perception of sunscreen among young Indian consumers, highlighting the product’s lightweight, non-greasy formula. Designed for active lifestyles, the Gel sunscreen is promoted as a summer essential for those seeking comfort and sun protection. The campaign, set to debut during the IPL season, will run across digital platforms in multiple languages to engage audiences in Tier 1 and Tier 2 cities. The campaign addresses common sunscreen complaints, focusing on practicality and effectiveness.

Tinder campaign encourages singles to move on

Tinder India has launched the second phase of its 'Move On' campaign, aimed at helping individuals transition from past relationships through fitness-focused events. The initiative includes a 2-kilometre run, dubbed 'Ex-presso 2K', scheduled for May 3 in Delhi. Organised in collaboration with GNC, the event encourages participants to engage in a community run, symbolising the journey from heartbreak to personal growth. The run concludes with a Coffee Rave, blending music and social interaction to foster new connections.​ Data indicates a significant increase in mentions of 'self-care' in Tinder bios, with a notable rise from January to April 2025. 28% of Gen Z users express a preference for bonding over shared fitness interests. This shift underscores a move towards intentional dating, where common activities and values play a central role in forming connections.​ Complementing the run, Tinder introduced the 'Ex-press Disposal Truck' in Mumbai, a mobile unit allowing individuals to discard mementoes of past relationships, symbolising a fresh start. Further, partnerships with wellness studios facilitated boxing sessions in Gurugram, offering participants a platform to channel their energy into physical activity. These initiatives aim to support individuals in embracing new beginnings and fostering meaningful connections.

Home Credit India's campaign promotes Ujjwal EMI card

Home Credit India has introduced its latest brand campaign, 'Upgrade Karein Life Ke Scenes' (Upgrade the Scenes of Your life), focusing on affordable and flexible financial solutions for home appliances. The campaign aims to address consumers' aspirational needs by highlighting the ease and convenience of Home Credit India's offerings. It is currently live across digital platforms including YouTube, Instagram, Facebook, X, and LinkedIn. The campaign features a series of short films set in summer scenarios, demonstrating how upgrading to appliances like air conditioners, refrigerators, or coolers can enhance daily life. One such film portrays a sibling rivalry over a cooler during a heatwave, culminating in the father purchasing a new cooler using Home Credit India's financing options such as its Ujjwal EMI card. The card offers a pre-approved credit limit of up to INR 75,000, allowing customers to shop at over 53,000 partner stores as well as online. It includes a 'Fin-Shield' package offering life insurance, personal accident coverage, and a payment holiday option.

Dinshaw’s launches brand refresh campaign

Dinshaw’s Dairy Foods has launched a new brand campaign titled ‘Dildaar Dinshaw’s’, marking a repositioning of the 93-year-old company. Known primarily for its ice creams, Dinshaw’s also operates in the dairy, bakery, and namkeen segments. The brand’s rebranding effort aims to engage younger audiences and reinforce its identity amid evolving consumer preferences and increasing market competition. The campaign has been developed in partnership with advertising agency The Womb, which has been working with the brand for the past 15 months. The campaign is being promoted across television, digital platforms, and connected TV during the Indian Premier League season. Dinshaw’s is present in multiple Indian states, including Maharashtra, Madhya Pradesh, and West Bengal, with 50% of its business coming from ice cream. The film is now available on the brand’s YouTube and social media channels.

Kwality Wall’s ad promotes ‘The Dairy Factory’ range

Kwality Wall’s, an ice cream brand by Hindustan Unilever, has launched a new ice cream line called The Dairy Factory, offering slow-churned ice creams made with real dairy. The new product aims to enhance the at-home dessert experience by delivering a richer and smoother texture. The Dairy Factory is available in four flavours—Vanilla, Butterscotch, Mango, and Chocolate—and is being rolled out in party packs and individual tubs. The slow-churn technique reduces ice crystal formation and incorporates air more effectively, resulting in a creamier texture. This method aligns with consumer interest in artisanal and high-quality food products. The new range is available across India through local retailers and quick commerce platforms. The launch is being supported by a television and digital campaign, including a promotional video highlighting the slow-churn process. Kwality Wall’s, a legacy ice cream brand under Hindustan Unilever, continues to diversify its portfolio with new innovations targeting a broad consumer base.

American Tourister unveils travel anthem

American Tourister has launched a travel anthem as part of its latest campaign, ‘Everyone’s In’ for the summer holiday season. The music video, featuring actors Ananya Panday and Siddhant Chaturvedi, is created by Famous Innovations and Sony Music. The anthem film has already garnered over one-crore views since its release. Composed by Vayu Shrivastava, with vocals by Siddhant Chaturvedi and Jonita Gandhi, the anthem promotes inclusive and joyful travel experiences. Distribution includes television, outdoor media, and major music streaming platforms such as Spotify, JioSaavn, and Apple Music. Through this campaign, the luggage brand hopes to connect with young consumers through culturally relevant content. The video’s emphasis on shared experiences and spontaneous travel aims to align with consumer behaviour during the summer travel season. The campaign highlights the growing use of multimedia and cross-platform strategies in travel marketing. The anthem is now live across platforms and has become part of summer playlists nationwide.

Britannia Bel Foods ad promotes revamped cheese brand

Britannia Bel Foods has launched a new marketing campaign to promote its newly launched The Laughing Cow cheese, highlighting its revamped product now made in India. The campaign, titled 'Irresistibly Creamier, Uniquely Crafted with French Expertise', focuses on the idea that consumers can’t help but ask for 'One More Please' after trying the cheese. The campaign promotes a refreshed range of The Laughing Cow cheese, produced at the company’s manufacturing facility in Ranjangaon, Maharashtra. The product is now crafted using French cheese-making know-how, tailored to Indian tastes, and includes five key nutrients: protein, calcium, and vitamins A, D and B12. The cheese comes in various formats including slices, cubes, blocks, spreads, diced, triangles, and sachets. A central theme of the campaign is the role of the cheese in elevating everyday meals, positioning it as a simple choice over digital distractions during family dining. A Gen-AI-powered WhatsApp Recipe Bot has also been introduced as part of the activation, helping consumers discover ways to use the product through customised recipes. The campaign has been conceptualised and executed by creative agency Schbang. It supports Britannia Bel Foods’ goal of expanding access to locally produced, globally inspired cheese products for Indian households.

Grameen Kulfi campaign promotes slower living

Grameen Kulfi, in collaboration with Garage Worldwide, has launched a campaign titled Jaldi Kya Hai? urging consumers to slow down and enjoy life’s small pleasures. The campaign features two films where protagonists choose to enjoy their kulfi slowly, contrasting the fast pace of modern life. The campaign highlights Grameen Kulfi’s traditional preparation process—slowly stirring milk and using traditional moulds without rushing production. The message aligns with the product's ethos: crafted with time, to be savoured with time. The films present a deliberate counterpoint to hurried consumer culture, encouraging a more mindful approach to everyday experiences. Rather than rushing, the characters are portrayed as present and content, reinforcing the brand’s message that enjoyment stems from pausing, not chasing speed. Grameen Kulfi, offered by Walko Food Company, is available in Stick, Matka and Slice forms. The brand is present in over 140 cities through delivery apps like Swiggy and Zomato, quick commerce platforms including Zepto and Blinkit, and modern retail outlets such as Reliance, Metro, and 7-Eleven.

Škoda launches ‘Superstars’ brand campaign

Škoda Auto India has launched a new campaign titled Škoda Superstars to mark 130 years of Škoda’s global automotive legacy and 25 years of its presence in India. The campaign focuses on people who demonstrate passion and persistence, drawing parallels between the journey of Škoda’s founders and that of contemporary individuals. The campaign features actor Ranveer Singh as Škoda Auto India’s first brand ambassador and includes a film that celebrates stories of determination, encouraging viewers to honour their personal journeys. As part of the campaign, a digital contest invites participants to upload photos symbolising their personal achievements. Selected entries will be transformed into double-exposure images featuring Škoda cars, representing the intersection of personal and brand legacies. Twenty-five winners will receive an experience trip to Prague. The initiative reflects Škoda’s aim to go beyond promoting its vehicles, positioning itself as a brand that recognises individual milestones and human stories of resilience. The campaign is designed to encourage community engagement by inviting consumers to actively participate and share personal triumphs.

GAIL campaign promotes clean energy use

GAIL (India) Limited has launched the next phase of its Waah Kya Energy Hai campaign using influencer-led content to promote Compressed Natural Gas (CNG) and Piped Natural Gas (PNG) as clean fuel alternatives in India. The campaign features content creators from across India showcasing real-time use cases of CNG and PNG in transport and commercial cooking. Through short-form videos, testimonials, and behind-the-scenes footage, the campaign emphasises natural gas as a safe, efficient, and eco-friendly option. This influencer-led extension builds on the original mini-series that focused on domestic and commercial gas usage. GAIL aims to bring greater relatability to its messaging by leveraging creators who connect with audiences on platforms such as Instagram. The campaign supports GAIL’s broader goal of promoting sustainable fuel options and encouraging public adoption. With more than 2,800 CNG stations established by GAIL and its affiliates across 72 locations in 20 states and union territories, the company continues to expand access to natural gas. PNG is also gaining traction in residential and commercial sectors, especially in areas such as restaurants and hotels where uninterrupted energy supply is critical.

Neutrogena promotes Hydro Boost campaign

Neutrogena has launched a digital campaign for its Hydro Boost Water Gel product featuring brand ambassador Shraddha Kapoor. The campaign, titled All the Juice Your Skin Needs, marks the product’s 10-year milestone and promotes its formulation with hyaluronic acid and electrolytes. The campaign includes a video in which Kapoor reveals skincare habits through a rapid-fire format, highlighting the gel’s hydrating properties. Positioned as a solution for deep, weightless hydration, Hydro Boost aims to enhance skincare routines with science-backed ingredients. This initiative aligns with Neutrogena’s global brand philosophy, Beauty to a Science, which reinforces its claim of offering dermatologist-tested, high-efficacy skincare solutions. The company focuses on simple yet effective formulations backed by clinical research. Designed to raise awareness of the product’s hydration benefits and position it as a preferred solution among younger skincare consumers in India, the Hydro Boost campaign will run across digital platforms including YouTube and Instagram.

David Beckham headlines new Pepsi campaign

Pepsi has launched a new phase of its global brand platform 'Thirsty For More', featuring footballer David Beckham. The campaign promotes the idea of pursuing personal passions, regardless of expectations, under the tagline 'If you love it, it’s never a waste.' Beckham, who worked with Pepsi on campaigns in the early 2000s, features in the final moments of the film, delivering the campaign’s message. The campaign encourages people to follow what they enjoy, whether routine or spontaneous. The film includes scenes of people engaging in daily activities like gaming, dancing, karaoke, and spontaneous travel. These moments are meant to reflect the campaign’s message of embracing enjoyable experiences. Pepsi plans to bring the campaign to life globally through various activations. Beckham has had a long-standing association with the brand, having appeared in several commercials over the past two decades, including the 'Sumo' and 'Football Warriors' films. The film is available on Pepsi’s YouTube channel, with more content and updates expected to roll out via the brand’s digital platforms globally.

Coka-Cola Zero campaign headlines Tiger Shroff

Coca-Cola Zero Sugar has partnered with Swiggy Instamart to deliver the beverage within 10 minutes, with Tiger Shroff as the campaign face. Two films illustrate how instant delivery restores key moments: one features a horror night interrupted by an empty glass and the other a romantic proposal derailed by noise. The campaign, anchored by the tagline ‘Life Interrupted, Taste Uninterrupted’, runs across digital platforms and social media to showcase uninterrupted taste through rapid delivery. Coca-Cola India offers a portfolio including Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Fanta, Sprite and Minute Maid juices. Its network spans close to 4 million retail outlets and includes initiatives in water replenishment, packaging recycling, sustainable agriculture and carbon reduction.

Tanishq unveils Kundan Stories outdoor holo-projection

Tanishq staged a 40-foot outdoor holo-projection at Bandra Bandstand on April 23–24, 2025 to launch its Kundan Stories jewellery collection in collaboration with Laqshya Media Group. The installation used Holo Mesh Projection Technology to display kundan techniques such as meenakari, takkar work and stone inlay in choreographed three-dimensional light. The collection coincides with Akshaya Tritiya and the wedding season. It features traditions including talaf, wire and pearl bunching and die-stamping, with each piece requiring over 200 hours of craft. Tanishq, a jewellery brand from the House of Tata, combines heritage techniques with modern design.

Relaxo Footwears campaign focuses on stress relief

Bahamas, a brand by Relaxo Footwears, has released a new campaign titled 'Stress Ko Do Rest' (Give rest to stress) featuring Salman Khan. The campaign encourages young Indians to slow down and unwind from the pressures of modern life. It highlights common stress points for younger generations, such as social media anxiety, job insecurity, and the pressure to keep up with societal expectations. Using a series of digital video commercials, it uses humour to suggest taking breaks from constant stress. Salman Khan features as the central figure in the campaign, embodying the brand’s message of relaxation and ease. The visuals focus on relatable situations and depict individuals stepping back from daily pressures in a light-hearted manner. The campaign is being rolled out across television, digital platforms, and social media. It includes two separate commercials, each representing different stories tied together by the same theme.

BGMI campaign celebrates competitive spirit

Battlegrounds Mobile India (BGMI) has released a new advertising campaign titled 'Everybody Loves a Good Fight', celebrating a shared cultural experience rooted in the thrill of competition. The film explores how the instinct for playful rivalry begins early in life and continues through digital gameplay, tapping into the emotion and camaraderie associated with the BGMI experience. The campaign is set in a typical Indian school classroom where a spontaneous chalk fight escalates into a cinematic battle. The visuals depict the chaos and excitement of the moment, drawing a metaphor between schoolyard mischief and the strategic fun of BGMI matches. The narrative focuses on the game’s appeal to players who enjoy challenge, teamwork, and one-upmanship. The campaign coincides with the introduction of BGMI’s new Rondo map and the summer gaming season, offering fresh content for its expanding user base. The film has been launched on digital platforms and is aimed at reinforcing BGMI’s emotional and cultural relevance among Indian gamers. The campaign has been conceptualised and executed by Enormous, drawing on familiar, nostalgic experiences to strengthen player engagement with the brand.

TATA AIG campaign promotes retail health insurance product

TATA AIG General Insurance has introduced a new campaign to promote MediCare Select, a retail health insurance product aimed at young families, professionals, and multi-generational households. The plan focuses on flexible and inclusive coverage, addressing health needs across different life stages. The campaign revolves around a maternity ward scene that symbolises the protection offered from the beginning of life. It highlights MediCare Select’s features such as unlimited sum insured restoration, enhanced outpatient coverage, maternity and mental wellness support, and daily cash benefits. The plan includes discounts for salaried individuals and young families. The campaign aims to build awareness through a mix of digital, print, OTT, and social media channels. TATA AIG is using emotional storytelling to position MediCare Select as a solution that adapts to evolving health requirements while offering financial security for Indian households. MediCare Select forms part of TATA AIG’s broader strategy to expand healthcare access in both urban and emerging markets. The company continues to build its retail health portfolio with products designed to meet both clinical and emotional expectations of its customers.