Campaign roundup: Week of 30 June

Sleepfresh expands with Vidya Balan campaign

Sleepfresh has launched a new campaign featuring Vidya Balan, fronting three films focused on its mattress technologies—Vibrotech, Spacertech, and Actireact. The campaign coincides with Sleepfresh’s expansion into the seating category under the Raunak Homes label. The company’s new line includes sofas, recliners, and sofa-cum-beds, manufactured at its in-house plant in Howrah, West Bengal. Following a zero-outsourcing model, the facility ensures complete control over design, material, and production processes. Sleepfresh’s 27-year legacy in foam and coir manufacturing supports this forward integration from raw materials to finished products. With a monthly capacity of 1,200 seating units, the brand plans a phased rollout across India, starting with key markets.

L&T Finance launches AI-led campaign site

L&T Finance has launched a business loan campaign featuring cricketer Jasprit Bumrah as brand ambassador. The campaign introduces a new AI-powered microsite as part of its ‘Aapke Business Ka Game Changer’ (Game Changer for Your Business) initiative. The platform allows business owners to generate personalised posters with their business taglines alongside Bumrah and share them on social media. The campaign highlights customer success stories and positions L&T Finance as a partner in business growth. Users creating posters may also be featured in the brand’s outdoor advertising. The microsite integrates user-generated content into a wider marketing strategy, including social media, OOH, and TV. The campaign spans Mumbai, Delhi, Bengaluru, Kolkata, Ahmedabad, Hyderabad, and Jaipur. A commercial featuring Bumrah promotes loan features such as full digitisation, app-based withdrawal, and quick disbursal.

Airtel runs a fraud-awareness campaign

Airtel and Posterscope launched a 360-degree out-of-home (OOH) campaign titled SPAM 2.0 to highlight Airtel’s Safe Network feature, which detects and blocks fraudulent links in real time. The campaign featured contextual and regional messaging across billboards, transit sites, malls, and metro stations in major cities. Notable executions included parking barricades and metro announcements reinforcing the anti-fraud message. The campaign was rolled out in under four days and aimed to raise public awareness about online fraud and Airtel’s network-level safeguards.

IIFL Finance unveils AI MSME anthem

IIFL Finance launched what it claims is India’s first AI-created MSME anthem, titled ‘IIFL Finance Hai Tarakki Ka Saathi’ (IIFL Finance is a Partner in Progress), in honour of International MSME Day. The anthem celebrates small entrepreneurs across India and was conceptualised, written, and directed by Robin Singh using AI tools. The campaign aims to resonate with entrepreneurs in semi-urban and rural areas. The anthem is available on YouTube.

Aditya, Sara promote ‘Metro…In Dino’ in Kolkata

Bollywood stars Aditya Roy Kapur and Sara Ali Khan visited Kolkata to promote their upcoming film ‘Metro…इन दिनों’ (Metro…In These Days), directed by Anurag Basu. Their two-day tour included college visits, local engagement, and a private dinner hosted by cricket icon Sourav Ganguly. The duo interacted with students, participated in singing sessions, and posed with Kolkata’s signature yellow taxis. The film features music by Pritam and explores modern relationships. Produced by Gulshan Kumar & T-Series and Anurag Basu Productions, the film will be released on July 4, 2025.