Campaign roundup: Week of 31 March

MediBuddy releases new campaign for World Health Day

MediBuddy has launched the #ReclaimYourHealth initiative to celebrate World Health Day. The campaign aims to highlight the contrast between modern sedentary lifestyles and the healthy habits of the past. It uses humorous and relatable content to remind people that reclaiming health doesn't require drastic measures, just a return to basic practices like moving more, eating better, and breathing fresh air. The campaign features a series of videos with personified organs sharing their experiences in modern settings. With the heart dancing to TikTok trends and lungs contrasting natural air with screen time, the initiative highlights everyday health issues. MediBuddy encourages individuals to rethink the trade-offs of modern conveniences and opt for simple choices that support long-term well-being. This campaign is amplified across social media platforms to encourage awareness and engagement.

KRAFTON India hosts digital wedding bash

KRAFTON India is hosting its biggest in-game wedding event, blending gaming, fashion, and music for a unique celebration. The virtual wedding will celebrate the real-life couple, Tanupreet and Jaspreet, whose in-game relationship blossomed into a marriage. The wedding will unfold through BGMI’s Instagram handles starting with Mehendi on April 8, followed by a Sangeet featuring Benny Dayal on April 9, and the Shaadi on April 11. The event features exclusive wedding outfits designed by fashion icon Ritu Beri and will be attended by gaming influencers like Mortal, Scout, and other celebrities, including Neeraj Chopra. BGMI aims to use this initiative to highlight the power of gaming in creating real-life connections and engaging both gamers and mainstream audiences. The event will feature various in-game activations, exclusive content, and surprises, inviting fans to join the virtual celebrations.

Kwality Wall's launches 'Golden Spoon' to sweeten family moments

Kwality Wall’s has launched a new brand, Golden Spoon, offering a range of accessible desserts aimed at bringing families together. The new product line includes classic options like Vanilla and innovative varieties such as Mithai Magic and 2-in-1 flavours like Chocolate Vanilla and Mango Vanilla. Golden Spoon is designed to provide a parlour-like experience at home. The launch is supported by a new TVC featuring actress Kajol, who is seen enjoying the desserts with her family in a fun and engaging setting. Golden Spoon aims to tap into the growing ice cream market in India, addressing the demand for affordable yet high-quality desserts. The campaign will run across television, social media, and influencer partnerships throughout the summer.

DS Group campaign promotes waste segregation

DS Group has launched the ‘Adopt The Tidyman’ campaign to promote waste segregation in India. The initiative is part of the #CatchTheRightBin campaign and encourages corporates and individuals to adopt the globally recognised Tidyman symbol for waste segregation. This follows the success of the previous campaign, which introduced colour-coded bin indicators on DS Group products. The campaign aims to address India's growing waste management challenges and encourages people to segregate waste at the source. The group plans to roll out a national media campaign, including digital films, OOH hoardings, and social media activations, to raise awareness about responsible waste segregation. Educational material and interactive content are available on the campaign’s microsite, where brands and consumers can pledge to support proper waste segregation practices.

Fanoz ad headlines Ajinkya Rahane celebrating fans

Fanoz, the sports engagement platform, has released a new video featuring its brand ambassador, Ajinkya Rahane, exploring the essence of being a sports fan. In the video, Rahane portrays four fan personalities, showcasing the diverse ways in which people engage with their favourite sports. From the superstitious supporter to the emotional die-hard, the video highlights the passion and rituals that define fandom. Fanoz, which offers live sports gaming and fan-centric experiences, aims to revolutionise sports engagement by allowing fans to participate more actively in the games they love. Through this ad film, Fanoz aims to provide an immersive and interactive experience to the fan community.

CottonKing campaign promotes men’s holiday-wear

CottonKing has launched a new campaign titled ‘Holiday Vibes’, marking its entry into the men’s holidaywear segment. Known primarily for its formalwear offerings, the brand is expanding into relaxed, travel-oriented apparel to align with changing consumer preferences in India’s menswear market. The collection is designed for men seeking breathable, travel-friendly cotton clothing. The move comes as more consumers prioritise leisure, travel, and versatile fashion, prompting the brand to extend its product line beyond office wear. To support the launch, CottonKing partnered with creative agency ADbhoot, which has developed a multimedia advertising campaign centred around carefree travel experiences. The campaign includes a film set to opera-inspired music and uses the tagline ‘Vibe Hai’ to capture the essence of holiday excitement. The rollout of ‘Holiday Vibes’ is being supported by a 360-degree media strategy including promotions during IPL broadcasts on mobile and connected TV platforms, as well as advertisements on general entertainment and news channels. The brand will also maintain a strong digital and social media presence. Outdoor and print advertisements are being used to reinforce visibility in key markets.

Centre for Sight campaign headlines Milind Soman

Centre for Sight eye care chain launched a brand campaign featuring fitness personality Milind Soman. The campaign aims to encourage people to take care of their vision as they age, focusing on risks such as cataracts, glaucoma, diabetic retinopathy, and vision loss. The campaign includes a film where Soman appears in a disguise looking older, then reveals his actual self to deliver the message about vision care. The campaign emphasises the importance of eye checkups, especially for those over 40 years of age. Centre for Sight provides eye care treatments using technologies such as SCHWIND AMARIS 1050RS. The campaign will be distributed across digital platforms, influencer networks, print, radio, and outdoor media.

Navneet Education promotes colour blindness awareness

Navneet Education has introduced colour blindness detection Books designed to identify colour vision deficiency in children during early education. The books integrate Ishihara-style colour vision tests into illustrations, allowing teachers and parents to detect potential vision issues. The initiative was developed with ophthalmological experts and educators to address the estimated 10 million children in India with colour vision deficiency who often remain undiagnosed for years. Children with colour vision deficiency face challenges in subjects where colour is integral, such as mathematics, science, geography, and art. These students are sometimes mislabelled as inattentive when they cannot distinguish between specific colours.

Thomas Cook ad featuring Kartik Aaryan promotes forex business

Thomas Cook India has appointed Bollywood actor Kartik Aaryan as brand ambassador for its foreign exchange business. The appointment targets millennials and GenZ travellers, who are driving growth in India's outbound travel market. The partnership begins with a campaign for Thomas Cook's Borderless Travel card, a multi-currency product designed for travellers. The campaign will appear across digital platforms, connected TV and social media. Thomas Cook offers foreign exchange services through its brands Thomas Cook, SOTC, TCI, SITA, Asian Trails, Allied Tpro, Australian Tours Management, Desert Adventures, Travel Circle International Limited, Sterling Holiday Resorts Limited, Distant Frontiers, TC Tours, Digiphoto Entertainment Imaging, Go Vacation, and Private Safaris East & South Africa.

Adidas Originals releases spring/summer campaign

Adidas Originals has introduced ‘The Original’ campaign for spring and summer 2025. The campaign celebrates individuality and cultural pioneers, building on the previous campaign, ‘We gave the world an Original. You gave us a thousand back’. The campaign film, directed by Thibaut Grivet, features three shoe silhouettes: the Superstar II, Handball Spezial, and Samba OG. These shoes represent self-expression and have influenced style, music, and sport over time, according to Thomas Cook. The campaign focuses on both the products and the culture surrounding them, highlighting individuals who initiate change through their uniqueness. The featured silhouettes are available at INR 9,999 onwards through the Adidas website, stores, and select retailers. Adidas Originals is a lifestyle brand founded in 2001.

Lotus Herbals launches sunscreen campaign

Lotus Herbals has unveiled a marketing campaign for its Safe Sun Ultra Rx Sunscreen Serum SPF60+ PA++++. The campaign will appear on OTT platforms, television, and social media channels. The sunscreen features Cica to strengthen the skin barrier and Hyaluronic Acid for hydration. The water-based formula blends into the skin within five seconds, prevents breakouts, leaves no white cast, and suits all skin types. The brand film shows two young women on a see-saw discussing sunscreen challenges when a third woman introduces them to the Safe Sun UltraRx Sunscreen Serum SPF 60+. The film ends by showing the revamped Safe Sun range. The campaign includes in-store branding with banners, danglers, table-tops, and posters. The Lotus Herbals Safe Sun range includes 22 variants for different skin types and needs, from India's first Matte Gel Sunscreen to sports sunblocks.

Men of Platinum honours MS Dhoni

Men of Platinum has launched #HonourThe7, an initiative celebrating cricketer MS Dhoni during IPL 2025. The campaign invites fans to share seven-word tributes to Dhoni through WhatsApp, which are transformed into personalised AI-generated videos. Fans can share these videos on social media with the tag @MenOfPlatinum and #HonourThe7. Selected entries will win tickets to Chennai Super Kings games. The campaign spans digital, social, print, and platform-specific innovations, highlighting the MS Dhoni Signature Edition jewellery collection. Men of Platinum has partnered with ESPN Cricinfo for a content series titled "Men of Platinum presents The Dhoni Legacy," hosted by Raunaq Kapoor and featuring cricket personalities. The MS Dhoni Signature Edition collection, crafted from platinum and featuring Dhoni's signature, is available at select retail outlets. Platinum Guild International, which funds the campaign, was formed in 1975 to develop the global platinum jewellery market.

 

 

 

 

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Liebherr campaign headlines Neena Gupta

Liebherr Refrigerators has launched its latest campaign, ‘Love Fresh Ideas Love Liebherr,’ featuring actress Neena Gupta. Created by Rediffusion, the campaign highlights the brand’s smart refrigeration innovations through a series of films portraying a saas-bahu dynamic. The campaign showcases Liebherr’s advanced features, including ‘Hands-Free Opening,’ which allows users to open the refrigerator door with a foot push, and the ‘Lever Handle,’ enabling easy access with a light push of the finger. The ‘Hot to Cool’ feature lets hot milk be placed directly from the stove into the fridge. The campaign consists of three films that depict everyday interactions between a mother-in-law and daughter-in-law, demonstrating the functionality of Liebherr’s refrigerators. The concept builds on Rediffusion’s earlier campaign for the brand, shifting from a friendship-based theme to a family-centric narrative. Liebherr aims to position its appliances as an integral part of modern households by focusing on technological convenience.

Recykal campaign promotes responsible waste disposal

Recykal, a clean-tech brand in South Asia, has launched the 'Mera Desh Meri Zimmedari' (My nation, my responsibility) campaign aimed at promoting responsible waste disposal. The campaign’s first video showcases the emotional journey of a young girl, Mannu, who takes on the responsibility of waste management after witnessing her father's struggle as a waste picker. The film highlights the harsh reality faced by millions of waste workers, illustrating that their life expectancy is significantly lower due to poor working conditions and littering.

The campaign encourages individuals to take personal responsibility for cleanliness and waste segregation. The initiative includes an educational handbook on waste segregation, an interactive microsite, and a dedicated school period to teach children about proper waste disposal. The campaign has already garnered significant support across social media platforms, with people sharing their own clean-up stories and pledging to adopt responsible waste disposal practices.

Mankind's HealthOK campaign headlines Archana Puran Singh

Mankind Pharma has unveiled a new campaign promoting its 100% vegetarian HealthOK multivitamin tablets, featuring actress Archana Puran Singh. The campaign, designed to raise awareness about the tablets, highlights their appeal to India’s large vegetarian population.

HealthOK tablets provide essential vitamins and minerals with added Taurine and Ginseng, offering energy and nutritional support. Mankind Pharma specifically targets vegetarians who may unknowingly consume non-vegetarian multivitamins, which are often made with animal-derived ingredients. The campaign features a humorous scenario where Singh uncovers a relative unknowingly using a non-vegetarian multivitamin, positioning HealthOK as the solution.

The campaign coincides with the Navratri festival when many Indians follow strict vegetarian diets. The initiative aims to educate the public about the benefits of vegetarian multivitamins, especially in comparison to commonly available non-vegetarian alternatives. With its dual benefits of Taurine and Ginseng, HealthOK offers a vegetarian-friendly option to help people stay active and healthy.

Colgate’s ‘Indianis Dentris’ ad promotes oral health habits

Colgate’s new campaign, ‘Indianis Dentris’, has generated attention by cleverly addressing oral health habits. The campaign revealed what seemed to be a new flower species at Mumbai’s botanical gardens, only to reveal it was an overused toothbrush—exposing a common habit among Indians.

Nearly 50% of Indian consumers unknowingly use toothbrushes well past their expiration, increasing the risk of oral health issues. The campaign, designed by Ogilvy India, aims to make people reflect on their oral hygiene practices by using a surprising and engaging method. The ad urges individuals to replace old toothbrushes regularly to maintain better oral health.

YES SECURITIES promotes personalised investing

YES SECURITIES has launched a new campaign titled 'Invest Karo Apne Style Se' (Invest your way), aiming to transform how young professionals approach investing. The campaign, developed with Gozoop Creative, focuses on personalising investment strategies based on individual preferences, much like fashion or hairstyle choices. This philosophy is conveyed through two films: one highlighting how hairstyles reflect personality and another comparing investment styles to fashion choices.

The campaign promotes YES SECURITIES’ OMNI app, designed to help users align their investments with personal goals and risk appetites. Launched in March 2025, the app provides a flexible and tailored investment experience, empowering users to take control of their financial futures.

With this campaign, YES SECURITIES seeks to make finance more accessible and relatable, especially to a younger, tech-savvy demographic. The films, set to air on digital platforms and broadcast media, encourage consumers to embrace a personalised approach to investing, reflecting broader cultural shifts towards customisation and individuality in financial decisions.

Nuvoco celebrates Haryana’s wrestling culture

Nuvoco Vistas Corp has launched the 'Sabse Khaas Pehelwan' (Most Special Wrestler) wrestling championship to celebrate Haryana’s rich wrestling culture. The competition aims to discover and showcase the region’s top wrestling talent, with winners being recognised as brand ambassadors for Nuvoco’s Duraguard Cement.

The championship will be held across 22 districts of Haryana, with competitions in multiple weight categories for both men and women. The winners will receive cash prizes, with ₹1,00,000 awarded to the first-place finishers. Nuvoco’s campaign aims to connect the strength and resilience of wrestling with the durability of its Duraguard Cement, a product manufactured in its Haryana plant.

Wizikey’s FutureCast campaign sparks AI debate

Wizikey launched its April Fools’ Day campaign, FutureCast, claiming to predict competitors’ moves using AI. The campaign, positioned as a playful take on AI-driven competitive intelligence, generated over 25,000 impressions and widespread industry discussions.

FutureCast was introduced as a fictional AI-powered tool that could generate detailed reports on competitors’ future strategies. It suggested the ability to predict CEO statements, product timelines, PR narratives, and market strategies using AI simulations, trend analysis, and behavioural modelling. While the feature was a prank, it aligned with Wizikey’s ongoing focus on AI-driven media intelligence.

The campaign sparked engagement among PR professionals, marketers, and industry leaders, prompting discussions on whether AI-driven predictive intelligence could become a reality. Some expressed interest in such a tool, while others debated the ethical implications of AI in competitive analysis.

Through this initiative, Wizikey reinforced its position in AI-driven communications and media intelligence. The campaign highlighted the evolving role of AI in PR and corporate strategy, suggesting that future advancements may bring predictive media insights closer to reality.

Royaloak launches summer 2025 campaign

Furniture brand Royaloak has launched the ‘Jumbo Offer’, its summer campaign offering up to 70% discounts on its products. Running for four months, the campaign aims to provide affordable furniture across India through a multi-channel marketing strategy.

The campaign promotes discounts on living room, bedroom, dining, and outdoor furniture, reinforcing Royaloak’s focus on making international designs accessible to Indian consumers. It will be advertised across television, radio, newspapers, out-of-home (OOH) platforms, OTT services, metro branding, and theatre ads. Additionally, in-store promotions and exclusive online deals will enhance customer engagement.

Royal Challenge enters India’s esports market

Royal Challenge Packaged Drinking Water has entered India’s growing esports market, tapping into a booming industry with over 59 crore gamers. The brand has partnered with gaming personalities Sid Joshi and Animesh Agarwal, also known as 'Thug,' to promote its #ChooseBold initiative, resonating with young gamers in both metro and smaller cities.

Esports is rapidly becoming mainstream in India, with a growing number of regional tournaments and influencers. The gaming economy, valued at $3.8 billion, continues to expand as access to smartphones and better internet drives participation across the country. Royal Challenge aims to inspire resilience, determination, and unconventional thinking, aligning with the values of esports players. Through this collaboration, the brand seeks to engage with a new generation of players and fans.