From heartfelt narratives around child safety to internet-native entertainment launches and immersive retail education, this week’s campaigns underline how brands are rethinking storytelling, technology and cultural relevance. The focus has shifted from loud messaging to ideas rooted in everyday insights, emotional connection and purposeful innovation.
At the same time, brands are experimenting with newer formats, whether through digital films, culture-led social activations, in-store tech experiences or wellness-driven content ecosystems. Together, these campaigns highlight how marketers are balancing attention, authenticity and impact in an increasingly cluttered landscape.
The following listicle rounds up the most notable campaigns of the week, highlighting how each one approached consumer attention differently while staying rooted in its core brand purpose.
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Ed-a-Mamma
Ed-a-Mamma entered the baby and kids’ personal care segment with the launch of its ‘Your Baby Safe’ range, supported by a deeply emotional campaign film. Built on the universal parental instinct to protect children, the DVC captures everyday moments such as feeding routines and bedtime care to reinforce the importance of gentle, conscious choices.
The campaign was unveiled at Jio World Drive, Mumbai, alongside a panel discussion featuring Alia Bhatt, medical experts and parent influencers. Beyond storytelling, the brand emphasised trust and formulation transparency, positioning the new range as dermatologically tested, hypoallergenic and paediatrician-recommended. The campaign further reinforced Ed-a-Mamma’s planet-first philosophy through its plastic-positive commitment.
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Creativefuel
Creativefuel rolled out a large-scale, multi-platform digital activation for ‘Superman on JioHotstar’, focusing on embedding the release into existing internet behaviour rather than relying on short-term paid visibility. Executed over a six-day window, the campaign delivered more than 12,000 content assets, reaching over 160 million people.
The activation leaned heavily on meme culture, AI-native creators and rapid localisation of formats to move in sync with real-time digital trends. Familiar viral moments were reimagined organically, allowing the campaign to travel beyond planned amplification and gain traction across platforms including Reddit and news media, reinforcing Creativefuel’s culture-led approach.
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Nike
Nike announced Indian cricketer Shubman Gill as the face of its global campaign for Nike Mind 001 and Mind 002, its first neuroscience-based footwear designed to support mental focus and presence. The campaign highlights how underfoot sensory stimulation can help athletes feel calm and grounded before and after competition.
By featuring Gill, Nike reinforced its focus on the mind-body connection, positioning mental readiness alongside physical performance. The campaign marks Gill’s second appearance in a global Nike campaign within months and reflects the brand’s growing emphasis on innovation that supports both performance and psychological wellbeing.
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MYK LATICRETE
MYK LATICRETE introduced an experiential in-store marketing campaign across premium tile retailers in Kerala and Delhi to shift consumer focus from tile aesthetics to installation quality. The campaign features a VR-based walkthrough that visually demonstrates the difference between traditional installation methods and modern tile adhesives.
Supported by QR-enabled access and sensory-led installations simulating tile damage sounds, the initiative was designed to interrupt routine shopping behaviour and encourage informed conversations at the point of purchase. The campaign positions education and technology as key tools in improving long-term product decision-making at retail.
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The House of Abhinandan Lodha
The House of Abhinandan Lodha unveiled its ‘No Drama’ campaign featuring Boman Irani and Aparshakti Khurana, using humour to address long-standing anxieties associated with land buying in India. The series of short films simplifies issues such as legal complexity, transparency and accessibility.
By presenting land investment as a seamless, technology-driven experience, the campaign reframes a traditionally complex category into one that feels modern and approachable. The narrative focuses on removing friction and building trust, particularly among younger investors entering the asset category.
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HELL ENERGY DRINK
HELL ENERGY DRINK celebrated 20 years of its global journey with an anniversary campaign that reflects on its evolution while positioning India as a key growth market. The campaign highlights the brand’s connection with youth culture through sports, entertainment and experiential platforms.
Rolled out through teaser content and a milestone brand film featuring global ambassador Michele Morrone, the campaign balances legacy with forward-looking ambition. It reinforces India’s strategic importance in the brand’s next phase of expansion.
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Go Spiritual
Go Spiritual launched a digital campaign encouraging audiences to step away from constant exposure to crime and negative news and engage with uplifting, wellness-focused content. Titled around the idea of emotional fatigue caused by negativity, the campaign uses visual storytelling without voiceovers to contrast stress with calm.
The initiative promotes the Go Spiritual News Magazine App as a platform for mindfulness, spiritual learning and holistic wellbeing. Positioned as a response to modern media overload, the campaign aligns with the organisation’s broader focus on mental health awareness and positive living.
