CoinSwitch launches 3D anamorphic billboard campaign in Bengaluru
CoinSwitch, a crypto trading platform, unveiled a brand initiative featuring a rare 3D anamorphic billboard at Nexus Mall, Koramangala, Bengaluru. Inspired by Japan’s 3D billboard formats, the execution transforms an existing urban screen into an immersive visual display. The film draws on internet-driven crypto culture, featuring meme-inspired characters such as Dogecoin and TopCat, animated to appear as though they extend beyond the screen. Timed around New Year’s Eve, the campaign runs until January 2. While 3D anamorphic billboards are established globally, they remain uncommon in India. The activation focuses on attention and curiosity rather than promoting specific cryptocurrencies, aligning with CoinSwitch’s emphasis on awareness and responsible engagement in the digital asset ecosystem.
Swiggy Scenes activates year-end audiences with on-ground experience
As New Year’s Eve approaches, Swiggy Scenes launched an immersive on-ground campaign titled 'Un-Coop Yourself'. The activation features a life-sized wooden coop installed in a public space, recreating a typical at-home New Year’s Eve setting with a couch, television and idle occupant. An interactive buzzer outside the installation triggers a transformation, turning the enclosed space into a party environment with music, lights and a disco ball. The visual contrast reinforces the message that New Year’s celebrations extend beyond the living room. Commenting on the initiative, Supriya Shankar, VP, Swiggy Scenes, said, “As we bid adieu to 2025 and prepare to step into the new year, we wanted to remind people that the best parties aren’t happening on their couches.” The activation also directs audiences to Swiggy Scenes to discover hyperlocal events across cities.
Instamart brings viral NYE grape trend to Mumbai streets
Instamart brought the viral New Year’s Eve grape ritual to the streets of Mumbai following a sharp spike in demand on its platform. Last New Year’s Eve, Instamart recorded a 22x increase in grape searches and a 40x rise in orders in Delhi, with Mumbai and Bengaluru close behind. Building on this insight, the platform rolled out an on-ground activation in Bandra, featuring a giant grape escorted by four ‘bodyguards’ carrying Instamart bags at locations such as Carter Road. The activation quickly gained traction on social media, generating memes and user-generated content. Commenting on the trend, Mayur Hola, head of brand at Swiggy, said, “Last New Year’s Eve, we saw grapes go from a fruit to one of the most sought-after items.”
Medusa highlights year-end togetherness in new campaign
Medusa Beverages has launched its New Year campaign titled 'Blame Us for the Good Times', centred on the realities of modern social lives and year-end reunions. The film follows a group of friends committed to meeting once before the year ends, with a casual plan evolving into a house party. Medusa is positioned as the final and awaited addition to the gathering, reinforcing the idea that meaningful celebrations rely on connection rather than elaborate planning. The campaign underscores humour, camaraderie and authenticity, aligning the brand with everyday social occasions. Commenting on the campaign, Gaurav Sehgal, vice president – marketing, Medusa Beverages, said, “The campaign stays true to our belief that beer complements social moments.” The campaign is live across Medusa’s digital and social platforms.
Canara HSBC Life Insurance reflects on responsibility in new film series
Canara HSBC Life Insurance Company Limited has unveiled a three-part digital film series to mark the New Year, released during December. The campaign uses slice-of-life storytelling to reflect how personal priorities shift with changing life stages. The first film features a young working mother revisiting her 2025 resolutions and recognising the need to plan for her family. The second follows a newly married couple whose festive conversation turns to future security. The third portrays a fitness-focused young individual, guided by a father’s advice on planning ahead. Across the series, life insurance is positioned as a thoughtful and natural choice rather than an urgent decision. The campaign aligns with the brand’s ‘Promises Ka Partner’ philosophy.
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