Tech, tradition and artistry came together in Brooke Bond Taj Mahal’s ‘Chai-Bansuri’ installation — a mesmerising outdoor campaign in Vijayawada — where steam from a larger-than-life teapot played Indian classical music. The creative was conceived and executed by Ogilvy India. The boiling tea plays the flute live. No pre-recorded music. It took a lot of research to get the tech and music right, reveals the agency.
Over an eight-month period, Ogilvy collaborated with percussionist Taufiq Qureshi, flautist Hrishikesh Majumdar and engineering teams to transform the idea into reality. Mindshare partnered with Zee Telugu for exclusive integrations in Padamati Sandhyaragam, one of the channel’s top shows.
Home upgrades made easy
Consumer finance company Home Credit India’s multi-film digital campaign ‘Upgrade Karein Life Ke Scenes’ highlights the ease and convenience of the brand’s affordable, fast, tech-enabled and flexible financial solutions for home appliances. Anchored around summer scenarios and packed with humour, the campaign shows how a small, yet meaningful upgrade like a new AC, refrigerator or cooler can turn discomfort into comfort and elevate the quality of daily life.
Sunscreen opportunism
Even as MamaEarth and HUL’s Lakme slugged it out over sunscreen claims, a few agile brands are trying to make hay while the category is spotlighted. Homegrown skincare brand Foxtale published a comic-strip style ad in a popular newspaper. Set against a vibrant summer backdrop, the ad stars the sun as a character that goes from a blazing nuisance to a relatable narrator advocating SPF, and highlighting the brand’s product. Meanwhile, Deconstruct, a science-backed skincare brand, launched a digital campaign featuring three humorous ad films. Using everyday settings like a cricket field, office washroom and gym, the films highlight how the sunscreen fits into active routines.
Hands that speak
On International Labour Day, Godrej Consumer Products Ltd (GCPL) released a digital film titled ‘Hands That Speak’, spotlighting the company’s inclusive workforce and its efforts to foster diversity in manufacturing.
Set against the backdrop of a factory, the film features employees with hearing and speech disabilities working at GCPL’s flagship greenfield facility in Chengalpattu, Tamil Nadu.
Through Indian Sign Language (ISL) and supporting subtitles, these individuals share their journeys — demonstrating how silence can be transformed into a language of strength, precision and pride.