Whether it’s calling out everyday gender bias, celebrating festive togetherness, or using quirky storytelling to make products irresistible, brands are reimagining how they connect with audiences. From culture-driven narratives to playful digital activations and nostalgia-led campaigns, here are the initiatives that made a mark this week.
#StopBlamingHer says Tata Capital
Tata Capital has launched #StopBlamingHer, a campaign highlighting the subtle yet common ways women are blamed in everyday conversations. By drawing attention to familiar remarks and situations, the campaign encourages people to reflect on how casual language can reinforce gender stereotypes.
Conceptualised by Schbang, the film captures slice-of-life moments from workplaces and daily life where women are routinely blamed, prompting audiences to reconsider the assumptions embedded in everyday interactions.
Birla Opus Paints celebrates togetherness
Birla Opus Paints has launched a digital film titled ‘Dil Aise Eid Manaye’ ahead of Eid, capturing the warmth and togetherness that define the festival. Rooted in the brand’s ‘Duniya Ko Rang Do’ philosophy, the film shows how homes and relationships come alive when families gather under one roof to celebrate.
Conceptualised by Leo India, the story follows a young boy who is initially upset as his house is repainted and rearranged to welcome visiting relatives. As cousins arrive and the home fills with laughter and a lively cricket match, the disruption turns into joy, highlighting how celebrations become more meaningful when shared with loved ones.
Parle launches Fusion Candy
Parle Products has unveiled a new campaign for its Fusion Candy, highlighting the product’s dual-flavor format designed for kids and young consumers. The candy combines two complementary flavours in a single piece and is available in variants such as Mango Float, Cola Float, and Blueberry Cheesecake, each featuring real fruit pulp.
Conceptualised by 82.5 Communications, the campaign film is set in a carnival where a fire breather’s mouth suddenly detaches and races through the fair in search of Fusion Candy. The quirky narrative reinforces the campaign’s message that the candy’s taste is so irresistible, waiting for it simply isn’t an option.
RoohAfza: A timeless classic
Innocean India has launched a new campaign for RoohAfza, positioning the drink as ‘A Timeless Classic.’ The campaign highlights RoohAfza’s long-standing presence in Indian homes and celebrations, reinforcing its identity as a culturally rooted and enduring brand.
The film celebrates the drink as a familiar constant across generations, drawing on nostalgia and everyday rituals that continue to keep the brand relevant. With this campaign, the brand also aims to encourage trial among younger consumers while reaffirming its legacy as a drink deeply woven into India’s cultural fabric.
Rapido launches Ownly in Bengaluru
Rapido has launched its standalone food delivery app, Ownly, across Bengaluru, marking its entry into the online food delivery space. Positioned as a zero-commission platform, Ownly does not charge restaurants platform fees and instead applies a transparent delivery fee for customers.
The launch is supported by a satirical campaign film set in a courtroom that highlights common industry concerns such as hidden fees, inflated menu prices, and misleading discounts. Through this approach, Rapido positions Ownly as a transparent alternative designed to create fairer pricing for both restaurants and consumers.
Made For Each Other by Manyavar Mohey
Manyavar Mohey has onboarded Rashmika Mandanna and Vijay Deverakonda as brand ambassadors for its new campaign, ‘Made For Each Other.’ The campaign unfolds as a musical film capturing the duo’s playful banter and chemistry, moving from light-hearted disagreements to moments of emotional connection.
Conceptualised by Shreyansh Innovations, the film blends music, humour, and wedding fashion to highlight how relationships thrive despite differences. The campaign features Vijay in a Manyavar Indo-western ensemble and Rashmika in a Mohey lehenga, reinforcing the brand’s message of celebrating unique personalities coming together.
