Join the beat: World Heart Day 2025

Narayana Health turns ketchup into a heart-health reminder with ‘check-up sachets’

This World Heart Day, Narayana Health launched a pan-India guerrilla marketing campaign, 'Check-up Sachets', turning everyday ketchup packets into playful yet impactful reminders for preventive heart care. Distributed at popular street food and café outlets, the sachets looked ordinary but contained messages urging timely heart check-ups, a QR code for booking screenings, and tips for a healthy heart. By blending creativity with everyday experiences, the campaign sparked conversations about cardiovascular health, encouraging Indians to prioritise preventive care while enjoying their favourite snacks.

 

 

 

 

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A post shared by Narayana Health (@narayanahealthindia)

Instamart turns Pujo tradition into a gamified shopping experience with ‘InstaUllulympics’ at Singhi Pandal

Instamart’s InstaUllulympics at Kolkata’s Singhi Pandal combines Durga Pujo tradition with technology, inviting participants to compete in the longest “ullu-ullu” chants to unlock festive essentials. From sweets and beauty products to sarees and premium brass items, the gamified experience rewards participants based on the length of their chants. The initiative has gone viral on social media, bringing the pandal excitement to homes nationwide through Instamart’s app, where users can also score VIP pandal passes. With a curated range of Dhunuchi, Sankha Pola Noya sets, traditional sarees, and Pujo essentials, the campaign turns festival shopping into a fun, interactive, and convenient celebration, reinforcing Instamart’s commitment to blending culture, community, and convenience.

 

 

 

 

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A post shared by Sohini Bhattacharya (@_sohinibhattacharya_)

ITC Aashirvaad launches ‘Matri shakti bondona’ campaign, celebrating mothers across West Bengal

ITC Aashirvaad’s Durga Puja campaign, 'Matri shakti bondona', honours mothers as the embodiment of Maa Durga’s strength and care. Anchored by a soulful song sung by National Award-winning Iman Chakraborty, the campaign combines tradition with technology through interactive kiosks at puja pandals across Kolkata and West Bengal. Families could perform festive sounds like Ullu Dhwani, Shankha, and Dhaak, which measured their “shakti” to generate a personalised musical tribute for their mothers. This tech-enabled, participatory activation turned collective festive joy into intimate, customised experiences, deepening the emotional resonance of the campaign while celebrating the unique energy, love, and resilience of every mother.