From warranty innovation and corporate storytelling to festive celebrations, music nostalgia and consumer satire, this week’s Campaigns We Like highlights six campaigns that stood out for their creativity and relevance.
CenturyPly unveils ‘Total Cover’ warranty with Aamir Khan campaign
CenturyPly has introduced ‘Total Cover’, which it calls India’s first comprehensive plywood warranty, backed by a new campaign featuring Aamir Khan. Unlike traditional warranties that only replace plywood, Total Cover covers the cost of rebuilding furniture—including laminates, adhesives, labour and transportation—if a confirmed defect is found in Club Prime or Architect Ply within the first 10 years.
The proposition is based on over two years of consumer research, which found that homeowners were more concerned about the cost and inconvenience of replacing furniture than the plywood itself. Conceptualised by VML and directed by Nitesh Tiwari, the campaign uses humour to explain the offering and will roll out across TV, digital, OTT, print, radio and social media.
Godrej Industries Group launches new corporate brand film
Godrej Industries Group has unveiled its new corporate brand film, At Godrej Industries, we craft, bringing its refreshed purpose, Crafting tomorrow since 1897, to life. Produced by Zoya Akhtar and directed by Aakash Bhatia, the film showcases the people, businesses and ideas across the Group through a single narrative centred on craftsmanship, innovation and responsibility.
Shot across the Group’s offices, factories, farms and construction sites, the film highlights the distinct purpose of each business while reinforcing a shared vision. Now live across the Group’s digital platforms, the campaign reflects Godrej Industries Group’s focus on people-led progress, enduring values and long-term innovation.
Amazon Music India celebrates Antakshari in new campaign
Amazon Music India has launched a new brand campaign following the introduction of Amazon Music Unlimited in India, celebrating the country’s love for music through the nostalgic tradition of Antakshari. Directed by Neeraj Ghaywan and conceptualised by Manja, the film revisits shared moments like terrace gatherings, train journeys and house parties, connected through songs across languages and generations.
Featuring artists including Usha Uthup and Sonu Nigam, the campaign highlights music’s ability to bring people together while showcasing Amazon Music’s vast catalogue. Rolling out across digital and out-of-home platforms, the campaign positions the streaming service as a destination for discovering, sharing and celebrating music.
Ghadi Rapid Wash highlights changing bucket-washing habits
RSPL Group has launched a new campaign for Ghadi Rapid Wash, its liquid detergent designed specifically for bucket washing. The film traces the evolution of laundry habits in Indian households, transitioning from traditional bucket washing to a modern approach while highlighting the product’s promise of powerful cleaning with less scrubbing.
Built around the tagline Reshe Reshe Mein Jaata, Dhulai Farrata, the campaign showcases Ghadi Rapid Wash’s Rapid Release Technology, which dissolves quickly and cleans deep into fabric fibres. Priced at ₹85 for 900ml, the product aims to offer an affordable and convenient liquid detergent solution for millions of Indian households.
Amazon Now spotlights extra shopping fees with satirical campaign
Amazon Now has launched a new campaign, The Museum of Unnecessary Charges, using satire to highlight the extra fees consumers often encounter while shopping online. Conceptualised by Social Panga, the two-day public installation turned charges like handling fees, surge pricing, rain fees and small cart fees into oversized museum exhibits, encouraging shoppers to question their normalisation.
The campaign also includes a digital film featuring comedian Biswa Kalyan Rath, who humorously explores the exhibits while commenting on the logic behind these charges. Through the experiential activation and film, Amazon Now reinforces its proposition by turning a common consumer frustration into a memorable cultural conversation.
Birla Opus Paints celebrates togetherness with Onam campaign
Birla Opus Paints has launched a new Onam campaign celebrating Kerala’s cultural traditions through a story of community and togetherness. Set around the making of a Pookalam, the film follows a young woman who recreates the festive spirit of her childhood by bringing her neighbours together, turning a forgotten courtyard into the heart of the Onam celebrations.
Built around the message, ‘Many Colours Make a Pookalam, Many Hearts Make an Onam’, the campaign highlights the idea that while colours transform homes, it is people and shared traditions that create warmth and belonging. Conceptualised by Leo South Asia, the film reinforces Birla Opus Paints’ focus on celebrating meaningful human connections.
