This week’s campaigns reflect the evolving ways brands are connecting with audiences in India. BharatPe and OPPO India tied their messaging to cricket, bringing everyday payment moments and digital content into the excitement of the T20 World Cup. BlueCross leveraged AI storytelling to make period pain a visible health conversation, while Crocs unveiled a bold global narrative celebrating self-expression.
Axis Bank and Cycle Pure Agarbathi focused on pride and gratitude, honouring the national flag and drivers across India, respectively. FITPASS flipped fitness on its head, rewarding consistency over intensity with India’s first habit-reward model. Together, these campaigns showcase how brands are blending cultural insight, technology, and creativity to engage, educate, and entertain.
1. BharatPe
BharatPe’s campaign tied everyday UPI payments to India’s cricket passion, featuring Rohit Sharma in a high-energy brand film. Users completing transactions stood a chance to win match tickets, signed merchandise, and an exclusive opportunity to watch a T20 World Cup match with Rohit Sharma. The campaign highlighted BharatPe Shield for secure payments while rewarding engagement across India.
2. BlueCross
BlueCross Laboratories used AI-generated storytelling to raise awareness of period pain as a serious medical issue. The film represented millions of Indian girls whose aspirations are curtailed by untreated dysmenorrhea. Released around National Girl Child Day, the campaign encouraged open conversations and promoted resources for early detection and care.
3. Crocs
Crocs launched its first global brand narrative in nearly a decade, focusing on self-expression, authenticity, and creativity. The campaign included a 90-second hero film featuring dancers in São Paulo, bringing to life the idea that Crocs allows everyone to experience the ordinary in wonderfully unordinary ways.
4. Axis Bank
Axis Bank reframed how Indians approach the national flag with its Republic Day campaign. Inspired by boxer Nikhat Zareen, the campaign highlighted the importance of safely storing the flag after celebrations, extending the bank’s ethos of safety and trust beyond financial services to civic pride.
5. Cycle Pure Agarbathi
For National Driver’s Day, Cycle Pure Agarbathi distributed 10 lakh VIBE Power Bag Air fresheners across 11 cities, honouring drivers as everyday heroes. The campaign partnered with Ola Cabs, IFAT, state transport corporations, and more, highlighting the drivers’ contribution to India’s mobility and connecting communities.
6. OPPO India
OPPO India created a cricket-led digital content series ahead of the T20 World Cup, featuring Tilak Varma, Arshdeep Singh, and Sahiba Bali. The campaign demonstrated Reno15 Series’ advanced imaging capabilities while engaging fans through relatable, playful cricket prep challenges.
7. FITPASS
FITPASS turned fitness into a financial incentive with its 6-7-8 Challenge. Users were rewarded for completing gym workouts and healthy eating streaks, creating India’s first habit-reward model. The campaign focused on pragmatic, sustainable fitness habits that fit into real Indian lives, blending motivation, convenience, and tangible rewards.
