Infinity Learn by Sri Chaitanya has teamed up with Captain and Hitman Rohit Sharma to launch an educational ad campaign titled 'Rohit Sharma Badal Gaya.' This collaboration aims to inspire and empower students across the nation, showcasing the transformative power of education for personal growth, stated a release.

The campaign 'Rohit Sharma Badal Gaya' revolves around the premise that Rohit Sharma has been exploring the Infinity Learn app, and is inspired by its features like Live Classes, Self-learn, (CYOT) Create Your Own Test, and Detailed Reports and Analysis. 

“Rohit Sharma begins applying these features in every sphere of his life. He demands the same level of preparation from his staff, coach, and those around him. In a series of four insightful ads, the viewers can witness secret meetings among Rohit Sharma's team members as they try to adapt to his new expectations. However, their covert discussions are disrupted by our Hitman, who patiently explains the features of Infinity Learn and why they are important,” said the release.

The campaign expands to also give fans the chance to win a Rohit Sharma autographed bat.

Commenting on the campaign, Ujjwal Singh, President & CEO of Infinity Learn by Sri Chaitanya, expressed his excitement about the collaboration, stating, " I am pleased to inform you that Infinity Learn is embarking on this journey as well, aligning with the profound potential that lies within the intersection of sports and academic excellence. Infinity Learn has consistently championed exceptional students with outstanding results. Our collaboration with Rohit Sharma aligns perfectly with our vision of ‘Powering Learners’ Success’ to reach their full potential. By combining Rohit Sharma's remarkable journey with our innovative learning solutions, we aim to inspire and transform the lives of countless learners." 

Rohit Sharma, renowned Indian cricketer, and brand ambassador of Infinity Learn by Sri Chaitanya, shared his enthusiasm for the campaign, saying, "My experience with Infinity Learn has been incredible. I've been fortunate to witness their steadfast dedication to delivering quality education and fostering student empowerment. The 'Rohit Sharma Badal Gaya' campaign represents our shared conviction in the transformative power of education. Together, we aim to inspire and ignite the passion for learning in students across the nation." 

The ad campaign, created in collaboration with O’factor, is launched across various media platforms, including digital channels, and social media, reaching millions of students and young learners nationwide. It aims to ignite a spark within every individual, encouraging them to embark on their transformative educational journeys.  

Theatre legend Farrokh Mehta is no more. He was 90.

Mehta reigned the theatre world for over five decades and was part of several iconic plays.

He juggled his stints as a director at Pfizer and Cadbury along with his active theatre life.

Pearl and Alyque Padamsee, Pheroza Cooper, Sylvie da Cunha, and Gerson da Cunha were among his peers.

He was an active member of the Theatre Group Bombay (TGB).

Mehta once told a publication that along with holding full-time jobs "theatre was always an extra plus" for him.

'Death of a Salesman' and 'A Streetcar Named Desire' were some of his notable plays.

mCaffeine has announced the launch of its new campaign, "Up For Life," featuring Alia Bhatt. With a humorous twist, the campaign unveils a warning that accompanies the use of mCaffeine products, making its users easy to spot in a crowd.

The digital campaign showcases youth icon Alia and mCaffeine's crowd-puller, the Coffee Body Wash, which revolves around the theme 'Too Much To Handle!' This campaign presents a series of ads aimed at highlighting the unique and energizing qualities of the brand's caffeine-based products through Alia's portrayal. It includes two brand films, one featuring Alia grooving in her own space, while the other showcases her fresh style of greeting, characterized by eccentric energy.

Speaking about mCaffeine's body care range, Alia said, “To be honest, I absolutely love mCaffeine's body care range. It really boosts my energy and prepares me for the day ahead. Simply put, it keeps me charged up! The main reason behind this is the presence of Caffeine, their key ingredient, which not only revitalizes my skin but also invigorates my senses.”

Responding to the vision behind 'Too Much To Handle' and the buzz surrounding it, Tarun Sharma, CEO & Co-Founder at mCaffeine, said, “In this campaign, with Alia, we are defining the after-effects of using mCaffeine's Coffee Body Wash range. The experience that comes with the Caffeine rush is surreal. It pumps you up so much that it becomes difficult to handle! It helps you bring out your true inner self and gets you ready for life.”

Adding to this, Vaishali Gupta, Co-founder and Chief Growth Officer said, “We have always pledged to distinguish our products from what the industry has to offer. The inclusion of our single yet hero ingredient, Caffeine, has carved a niche that sets us apart. It is not only the benefits of Caffeine that help create an impact but also the energizing after-effects it adds to an individual's lifestyle.”

22feet Tribal Worldwide, part of the DDB Mudra Group, has added Mars Petcare to its portfolio of clients. The digital creative mandate will make use of 22feet Tribal’s expertise in social media, website development, campaign ideation, content creation and curation, and SEO strategies for their brands Pedigree, Whiskas and Sheba.

The Indian pet care industry is flourishing as adoption continues to rise. The pet food market alone is expected to touch Rs 10,000 crore by 2025 with people spending approximately Rs 23,000 annually on pet food and treats. Moreover, pet parents are aware and mindful about what goes into their pet’s food.

Mars Petcare embraces the knowledge and awareness around pet food. It strives to attain its goal of ‘a better world for pets’ through innovation and research to provide them with the best nutrition.

Speaking on the partnership, Madhur Khanna, Marketing Director, Mars Petcare, said, "We are excited to have 22feet Tribal Worldwide on board with us to manage the social media mandate of our market brands - Pedigree, Whiskas, and Sheba. As we looked to further our presence and bring larger innovations in the Indian market, we were looking for a partner with comprehensive expertise and command of the digital ecosystem. I am certain that this partnership will yield remarkable results, and I look forward to working together with the teams in complete synergy." 

Vanaja Pillai, President, 22feet Tribal Worldwide, commented, “We are beyond excited for this opportunity to partner with one of the most loved pet care food brands globally and in India. Many of us at 22feet are pet parents ourselves, and we understand the deep love and connection people have with their furry companions. The pet care industry is seeing tremendous growth and opportunity in India, and a large part of this will be aided by digital brand building. With 22feet’s commitment to creating digital experiences that lead to action, we are confident of the impact we can drive in this partnership on these exciting brands.”

Nu, a latest entrant in the premium consumer durables category, recently launched its first marketing campaign “Live Better” to target aspiring Indians looking to upgrade their lives. 

“Conceptualized on the brand’s philosophy of extending state-of-the-art technology, superior performance and outstanding design, the brand uses a multi-faceted marketing approach with pleasing visuals and relatable experiences to build a brand and product recall,” the company said.

Nu has leveraged both traditional and digital channels to make inroads with its audience. The brand is debuting its marketing initiatives with OOH presence, newspaper advertisements and a nine-part series of advertising films featuring upcoming indie artist Namita Dubey.

Commenting on the launch of the marketing campaign, Khushnud Khan, Nu’s Co-Founder & CEO shared, “As a marque brand, Nu brings premium electronics within reach of Indians who aspire to ‘Live Better’. Our campaign is a testament to our innovative and creative spirit, embodying our brand values. We aim to showcase how Nu’s product range can make your life simpler, more convenient and helps you ‘Live Better’. We are thrilled with the amount of excitement and curiosity it is generating and captivating the minds of Indian consumers”

The brand films highlight key features of air conditioners, washing machines and televisions via everyday household scenarios. These films have been directed keeping in mind Nu’s primary target audience—aspiring Indians, who have been looking for premium solutions to elevate their everyday experiences. 

Wild Stone CODE, the renowned male grooming brand from McNROE, has released a TVC. 

The campaign introduces its range of premium fragrances: Pyro, Terra, and Acqua. The film features actor Vijay Deverakonda.

The TVC is set to premiere during the 2023 ICC World Test Championship. Opening with an enchanting scene set in a mystical palace, Vijay strides confidently amidst a blazing inferno. The intensity of the flames mirrors the inner drive and indomitable spirit that CODE perfumes embody. This visually striking representation epitomizes a man embracing his inner power, harnessing his passionate energy.

Ankit Daga, Head of Business Development at McNROE Consumer Products Pvt Ltd, expressed his excitement about the milestone and said, “Inspired by the elements that shape our very being, the collection consists of three Perfumes — Pyro, Terra, and Acqua. Each fragrance carries a distinct charm, inviting consumers to embrace a personal expression and celebrate their individuality through an immersive sensory experience.”

Vijay Deverakonda, the heartthrob and popular movie star, exuded his enthusiasm for the collaboration, stating, " I was absolutely thrilled when Wild Stone CODE approached me with the concept of Perfumes crafted from the elements and the campaign planned for Pyro Perfume. It truly embodies the fiery passion that burns within every man. The remarkable dedication and commitment that CODE brings to delivering exceptional grooming experiences perfectly resonates with my personal belief in the significance of self-care. Our collaboration aims to empower men, encouraging them to embrace their individual style and feel their absolute best."

It’s a brand new fortnight and a brand new set of ads of us to appreciate. Between May 15 and 31, we got to see some brilliant spots that truly surprised us with their creativity. From Colgate’s toothless mascot to Amazon Fresh’s AI-generated hyperlocal ads, these are some of the best campaigns that caught our eye. As always, this is not a ranking and they have been listed alphabetically.

Ageas Federal Life Insurance

VMLY&R created a “Sachinverse” for client Ageas Federal Life Insurance’s brand ambassador Sachin Tendulkar. Calling the campaign “an optimistic vision of the future”, the virtual campaign comprises Sachin in different avatars and animation styles, talking to viewers about what promises the future could hold – learning without classrooms, robots that assist us in the kitchen and virtual lives becoming our social lives. The digital-led campaign stands out in terms of its execution and fresh thinking.

Amazon Fresh

Amazon Fresh leveraged the power of generative AI to create a series of films starring actor Manoj Bajpayee. Using NeuralGarage’s ‘VisualDub’, a generative AI tech, the company repurposed its Hindi commercial by dubbing it into seven different Indian languages. The generative AI tech also helped in matching the lip movements to the regional dialogues, making them look native and authentic.

Britannia 50 50 Golmal

Britannia’s new campaign for 50 50 Golmaal stars Indian cricket great Ravi Shastri in a sweet and nutty avatar. Playing an eccentric coach for a cricket team, Shastri doles out “golmaal” advice to the players to turn the match in their favour. The campaign comprises five films and has been conceptualised by Lowe Lintas, Bangalore.

Colgate

It’s counterintuitive for the toothpaste to have a toothless mascot, but Colgate did just that and won hearts. The ad is centred on a toothless grandmother who champions the use of Colgate Strong Teeth to empower her “Cutting Machine” granddaughter. The former reasons that the toothpaste will give the necessary “poshan” to the tot who in turn will lend her a helping pair of teeth to tear through tough sugarcane and plastic packages. The film is conceptualised by WPP@CP. 

OnePlus

OnePlus recently launched an ad film to showcase the range and capabilities of the OnePlus 11 5G’s  3rd Generation Hasselblad Camera. The film is visually splendid, a fact that seems even more impressive while considering that it’s shot entirely on the phone. It features stunning visuals of nature in all its glory, each drawing parallels with the human body. Complete with uplifting music, the ad is one of the best ones we saw during the fortnight.