This week’s edition of Campaigns We Like features brands using unconventional media, relatable humour and emotionally resonant storytelling to engage audiences. From Star Health’s reverse-billboard activation and Tata Tea Chakra Gold’s tribute to homemakers to Flipkart’s cheeky Freedom Sale stunt and Navi Mutual Fund’s investing lessons, these campaigns demonstrate how creativity can make everyday messages more memorable.
Star Health flips the billboard game
Star Health Insurance, Talented and Coral Media have launched a new OOH campaign built around the message, “We’ve Got Your Back.” Instead of using the front of billboards, the campaign turns their backs into a visual representation of the brand’s promise of dependable support.
The campaign highlights Star Health’s track record, including a claim settled every eight seconds, 16,000+ network hospitals and over 1.6 crore claims settled. Rolled out across Ahmedabad, Kolkata, Bengaluru, Chennai and Hyderabad, the campaign uses an unexpected billboard space to show that true protection may not always be visible, but is always there when needed.
Tata Tea Chakra Gold celebrates the unseen work of homemakers
Tata Tea Chakra Gold has launched its latest campaign, ‘Ghanam Soch’, spotlighting the often-unrecognised work of homemakers and challenging the idea that work and contribution can be measured by a salary. The campaign builds on the brand’s focus on women’s strength and celebrates the everyday efforts that keep families and homes running.
The campaign film centres on a home loan application where a banker asks for salary slips from the two working members of a family. The conversation takes an emotional turn when the family acknowledges the homemaker’s contribution as equally vital, reinforcing the message that while one person may earn for the family, it takes two to build a home.
Bingo! Mad Angles finds ‘mad solutions’ for everyday problems
Bingo! Mad Angles, the ITC-owned snack brand, has launched a digital-first campaign, ‘Har Mad Problem Ka Mad Solution’, created by Tonic Worldwide. The satirical campaign takes a humorous look at everyday arguments, built around the idea that the maddest problems sometimes call for equally mad solutions.
The campaign film features Mr. Grump, an eccentric character who refuses to listen, until a bite of Mad Angles turns every response into an “Mmmmm” — conveniently interpreted as agreement. The campaign will extend across Bingo!’s digital and social platforms through meme marketing and engagement-led content.
Navi Mutual Fund makes index fund investing relatable with humour
Navi Mutual Fund has launched an investor awareness campaign using humour and everyday situations to simplify conversations around index fund investing for young Indians. The campaign aims to make passive investing feel less complicated and more approachable by bringing financial concepts into familiar social settings.
The campaign features two digital films — one set around a wrestler discussing index funds with his guru, and another following a first date where the conversation unexpectedly turns to investing. Through these quirky situations, Navi aims to spark curiosity, encourage financial learning and make investing a more natural part of everyday conversations.
Asian Paints brings hassle-free home painting to life
Asian Paints has launched a regional campaign for its Beautiful Homes Painting Service, targeting homeowners across southern India. Created by Ogilvy India, the campaign uses humour and local cultural nuances to highlight how the service simplifies the often-stressful home painting process through professional management, technology and service assurances.
Built around the idea of “delightful disbelief”, the films feature a sceptical father who struggles to believe that painting a home can be this seamless, while his son explains the experience. The campaign showcases features including site inspection, dedicated supervision, AI-powered colour consultation, a 20% money-back guarantee, product scan-enabled warranty and assured on-time completion.
Eureka Forbes makes appliance upgrades faster with four-hour service
Eureka Forbes has launched ‘4 Ghante Mein Itna Kuch’, a D2C service proposition that brings appliance delivery, installation and old-appliance exchange together within four hours. The service aims to simplify the upgrade journey and offer consumers a faster, more seamless transition to a new appliance.
The campaign brings the proposition to life through a humorous film rooted in familiar Indian family dynamics and everyday household moments. Currently available on selected water purifier, air purifier and vacuum cleaner SKUs across Delhi NCR, the service is expected to expand to other metro cities.
Sintex reminds consumers it’s the original water tank brand
Sintex has launched a new campaign with Sideways reinforcing its five-decade legacy as the original brand in India’s water tank category. The campaign taps into the familiar consumer habit of using “Sintex” as a generic term for water tanks, highlighting the brand’s strong recall and category leadership.
Built around a humorous retail interaction, the campaign reminds consumers that while many brands now offer water tanks, there is only one original Sintex. The initiative reinforces the brand’s legacy of trust, quality and durability while encouraging consumers to make a more informed choice at the point of purchase.
Flipkart gives ‘British Raj’ a Freedom Sale twist
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Flipkart has launched a playful campaign for its Freedom Sale, giving the familiar phrase “British Raj” an unexpected Independence Day twist. Created with 22feet, part of Omnicom Advertising India, the campaign uses wordplay to turn the historical reference into a humorous shopping activation.
The campaign targets people named Raj living in the UK, dropping Freedom Sale discount codes in the comments of their Instagram posts as a cheeky take on “looting” the British Raj. The idea is supported by a humorous film and is being amplified across digital, social media and OOH, with QR codes leading audiences into the activation.
