This week, brands moved beyond conventional advertising to create campaigns rooted in culture, communities and experiences. From tapping into nostalgia and gaming culture to leveraging celebrity-led storytelling and immersive activations, brands explored fresh ways to make their messages more relevant and memorable.
The week’s creative work also reflected a growing focus on participation over passive consumption, with brands inviting audiences to engage rather than simply watch.
Whether through experiential marketing, digital-first storytelling or purpose-driven narratives, these campaigns showcased how creativity continues to evolve alongside changing consumer behaviour.
- Kazam’s ‘EV-Ready Ghar’
Kazam’s launched its ‘EV-Ready Ghar’ Campaign which puts home charging in the Spotlight. In the era where consumers actively skip the advertisement, they chose a different path. Their latest initiative skips the traditional pitch entirely, instead they opted for a full scale music video. They didn’t just give the brand message, but a cultural soundtrack for the community .The video reflects how the brand stepped out in the main stage to directly connect to the customers.
The campaign reinforces the home charging experience is where it all starts, but it’s one of the major things that EV owners don’t know. It also includes a practical tool, the EV home readiness quiz which is designed to educate customers with the knowledge to evaluate their home charging readiness and to choose safely.
The campaign also draws the attention to promote electrical safety through the traditional Nimbu Mirchi as a symbol for an EV ready home.
- NEWME
With their campaign ‘On Wednesday We Wear NEWME.’ In collaboration with the JioHotstar consumer product NEWME brings back the major fashion language of the Mean Girls. The collaboration goes well beyond the fashion, it brings back the Y2K energy, the mean girls aesthetic and the unforgettable one liners.
The collaboration is channeling Regina George’s confidence, Gretchen Wiener’s energy and Karen Smith’s chaos. It celebrates the intersection where nostalgia meets today’s internet culture.
NEWME stores will transform into immersive Mean Girls destinations.The collaboration also marks another step in its growing pop-culture strategy, bringing globally loved entertainment franchises into everyday fashion experiences for India’s digitally native generation.
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- Mia BY Tanishq
The brand continued its long running ‘Big Bling Fest’ on the streets of Delhi-NCR by bringing its first ever ‘Street Big Bling Fest’ to the city. Bling on Wheels is an experiential OOH activation that was conceived and created by its-kind.The brand embarked on a new campaign as an innovative extension of this campaign, where they aimed to take the festival spirit beyond.
The centerpiece of the activation was India’s first ever physically-stuck promotion car, the ‘Big Bling Car’ which made the streets of Delhi-NCR a veritable parade of flair, glitter and shopping engagement. Infused with Mia’s signature pink identity and adorned with a dazzling crystal.
The activation came alive through a series of interactive, ownable brand experiences designed to
spotlight Mia’s studded diamond jewellery. Customers were invited to flag off the convoy and hop
aboard the bling cars, while on-ground engagement properties such as the ‘Spot the Bling Car’ & Win.’
- Yakult
Yakult launched a campaign starring Tapsee Pannu that drew attention to a revised version of the probiotic drink, by introducing new mango flavour. The campaign highlights the products mango flavour, alongside its probiotic formulation.
Based on their latest customer feedback they have further enhanced the flavour and delivered a more enjoyable taste .
The campaign positions Yakult as a brand which combines both scientific excellence and consumer preference, while Tapsee brings the connectivity with the audience and her credibility for healthy living.
- Thumbs Up
Thumbs Up brings a campaign starring the cricketer Jaspreet Bumrah to bring its biking platform back to light. The major focus is on the biking culture and offers biking related rewards to the customers.
In addition to it they will conduct digital and social media initiatives to spur biking fans to share their experiences.
The campaign is a blended model of a consumer promotion and a digital engagement focused on India’s biking community. They have branded thumbs up with a special QR code that will connect consumers directly to the platform for them to participate in a lucky draw to win a Thunderwheels motorcycle.
- Hyundai
Hyundai India has unveiled a new campaign featuring long-time brand ambassador Shah Rukh Khan alongside CEO Tarun Garg. The film begins with Khan believing he is being replaced after hearing about a “change in leadership,” only for the misunderstanding to unfold into the reveal of Hyundai’s new all-electric SUV.
Packed with humour and references to Khan’s iconic dialogues, the campaign reinforces the brand’s nearly three-decade-long association with the actor.
Beyond the product reveal, the campaign reflects a growing trend of business leaders stepping into brand communication. While founders from new-age companies have increasingly appeared in advertising, Hyundai’s decision to feature its CEO is a relatively uncommon move in the automotive industry, adding a personal touch to the brand’s evolving narrative while signalling its electric mobility ambitions.
- Munch
Munch’s latest campaign features videos and live streams with gaming creators to showcase what uninterrupted snacking looks like. Centred around the theme ‘Hack The Crunch’, the campaign highlights how Munch lets gamers snack without disrupting their gameplay.
By treating the gaming community as collaborators rather than just a target audience. Nestlé transformed a simple snacking habit into an open ended cultural challenge.
The campaign sparked a wave of banter, DIY fixes and viral moments that felt completely organic. Ultimately it highlighted the fact that when a brand honours unwritten rules of the game culture, it earns more than just screen time,it becomes an active moment.
