Campaign roundup: Week of 8 September

JBCN Group of schools drives awareness with YouTube bumper ads

JBCN Group of Schools has launched a high-impact awareness campaign using YouTube bumper ads to engage progressive families seeking quality education. Centred around a 10-second film featuring Guinness World Record holder Anaisha Lakhani solving a Rubik’s Cube, the campaign creatively mirrored the brevity of the format while highlighting the school’s culture of excellence. By leveraging YouTube’s 25–44 demographic, which makes up 39% of its global audience, the initiative achieved over 690,000 impressions in 30 days. The use of the platform’s native “skip” feature added a relatable twist, reinforcing JBCN’s progressive positioning and showcasing how digital-first storytelling can redefine school discovery journeys.

Tata AIA launches health buddy with witty Mumbai metro campaign

Tata AIA Life Insurance has introduced Tata AIA Health Buddy, India’s first 24x7 health and wellness companion from a life insurer, with a creative metro activation in Mumbai. The Versova–Andheri–Ghatkopar line was transformed into a platform of contextual storytelling, where witty posters and digital displays featuring the Health Buddy mascot turned everyday commute moments into lighthearted wellness reminders. The initiative was amplified on social media as commuters shared photos, creating digital buzz around the concept. More than a protection plan, Health Buddy offers preventive health services, wellness tools, and continuous guidance via the Tata AIA app, marking the brand’s shift from insurance provider to proactive health partner.

Zeno Health launches ‘Skip the ad’ campaign using dad jokes to deliver healthcare truths

Zeno Health has rolled out a digital-first campaign titled ‘Skip the Ad’, created by Folklore Co, which flips the usual healthcare advertising approach by blending humour with brand truths. Featuring Brijendra Kala as a witty father and Srishti Shrivastava as his pragmatic daughter, the eight ultra-short films use dad jokes as hooks before swiftly landing key messages such as genuine medicines, savings of up to 60%, 98% availability, timely delivery, and the trust of over 30 lakh families. Designed as micro-stories for the digital age, the ads highlight everyday family dynamics while offering a lighter, empathetic take on healthcare communication, shifting away from fear-based narratives.

Nykaa turns billboards into beauty alerts with ‘New Drops’ campaign

Nykaa has rolled out a cheeky outdoor campaign across Mumbai and Delhi NCR, spotlighting its position as the go-to destination for the latest beauty launches. Created with Bare Bones Collective, the campaign uses witty one-liners such as “We keep up with the goss. And the gloss.” and “Before a lipstick goes viral, it goes on Nykaa.” splashed across 60+ hoardings. By leaning into humour and trend-first messaging, Nykaa reinforces its authority in curating new beauty favourites while standing apart from competitors focused on price and delivery. The initiative underscores the brand’s promise that if it’s new in beauty, it’s on Nykaa.

Elevn flips dating norms with Karan Johar in humorous new campaign

Elevn, India’s first women-led dating app co-founded by Karan Johar, Raghav Chaturvedi, and Ramya Chaturvedi, has rolled out a witty new campaign placing Johar at the centre of the narrative. Conceptualised by ZeroFifty Mediaworks, the film takes a tongue-in-cheek look at modern romance by flipping the script and showcasing what happens when women take charge in dating. Launched earlier this year, Elevn differentiates itself by allowing men to engage only after being invited or approved by women, creating a curated and intentional community. Supported by AI-powered profile curation, compatibility-based matching, and exclusive offline experiences across major Indian cities, the platform aims to foster safe and meaningful relationships. The campaign captures Elevn’s cultural positioning with Johar’s signature cinematic storytelling, reflecting a shift towards women-led, secure, and respectful digital dating experiences.

 

 

 

 

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NIC ice creams launches ‘Merrython’ – The world’s first video game controlled by ice cream

NIC Ice Creams has introduced Merrython, a first-of-its-kind gaming experience where players control a video game simply by licking ice cream cones fitted with custom-made, food-safe sensors. Hosted at an NIC parlour, the game combines arcade nostalgia with playful innovation, with the speed of licking determining a player’s chances of winning. The activation has been met with enthusiastic responses from participants, sparking both joy and suggestions for future game additions. Conceived with creative agency Sideways, the initiative celebrates the blend of two universal favourites—video games and ice cream—while bringing alive NIC’s philosophy of joy and playful indulgence.