When every second brand is chasing virality, the smart ones pause and pay attention. That’s what stood out this week.
Cipladine turned antiseptic into attitude with Neena Gupta’s razor-sharp timing. Rush by Hike made a very desi case for skill-based gaming with Krushna Abhishek leading the charge. Gromor skipped the legacy sermon and earned laughs instead.
Tinder brought back Queer Made Weekend with real joy and support, no rainbow-washing, just business and community done right. Instamart got sentimental through satire, SBI General Insurance gave “No” a softer meaning, and Meta AI showed up with curiosity, not code. These seven campaigns didn’t just play to win, they played with intent.
1. Tinder
Tinder brought back its Queer Made Weekend, a celebration of queer-owned businesses, creators, and music, co-curated by Gaysi Family. With performances by Rani Ko-HE-Nur, DJ Della, and more, the Delhi edition was equal parts party and platform. It wasn’t just a brand activation, it felt like a real space. In-app, Tinder relaunched Pride stickers and pledged up to $100,000 to the Human Rights Campaign via sticker-led donations.
2. Cipla Health
Cipla Health gave its antiseptic ointment Cipladine a personality boost with Neena Gupta leading the way. The film reframes the product as a “Fast Aid Expert” and Gupta plays a sharp, no-nonsense boss who outpaces her slower colleague at every turn. Smart, short, and effective just like the product promise.
3. Instamart
For Father’s Day, Instamart took a clever route: a son’s hilarious voiceover tribute to his dad’s overstuffed wallet. Told from the POV of the “batua’s biggest critic,” the film celebrates dad quirks with satire and sentiment. It ends with a 10-minute upgrade via Instamart and shows how even Father’s Day gifting can be fast, funny, and emotional without being mushy.
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4. SBI General Insurance
SBI General Insurance took the most overused parental phrase “No” and turned it into a touching Father’s Day tribute. The film walks through childhood moments when a dad’s “No” felt harsh, only to show they were acts of protection. It ends with a quiet “Yes” to health insurance. Subtle, real, and refreshingly low on melodrama.
5. Rush by Hike
Rush dropped its first big campaign with Krushna Abhishek and the line #ChaloJeetKiChaal. Built around Ludo and other casual skill games, the film positions the platform as a smart alternative to chance-based gaming. Backed by a 5-week media blitz, the tone is distinctly local, fun, and unapologetically filmy without feeling gimmicky.
6. Coromandel International
Gromor skipped the legacy nostalgia and played it light for its 60th anniversary. Created by Ogilvy, the film spotlights farmer trust with the line: “Jinke bharose duniya, unka bharosa Gromor.” No chest-thumping here, just humour, empathy, and real agricultural insight that feels earned.
7. Meta AI
Meta AI didn’t go the jargon route. Instead, DDB Mudra launched it with a simple line: “Aaj kya karoge?” From Lucknow hoardings to WhatsApp chat prompts, the AI was embedded into everyday life. Six slice-of-life shorts showed how a little curiosity can make your day better whether you’re 16 or 60. No hype, just real-life utility wrapped in a light, thoughtful tone
