🎯 Taking AI to the Big Screen
Hi, Marketers!
Marketing is becoming a strange form of signal processing with celebrity talent attached.
Royaloak Takes AI to the Big Screen
TL;DR: Furniture retailer Royaloak has taken its first AI-created campaign to cinemas, moving generated creative beyond a digital test. The brand is using the big screen to introduce the work at a higher-attention moment, while keeping furniture and home inspiration at the center. It is a concrete example of an Indian retailer using AI production for mainstream campaign media. Read more →
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VETO Builds a Tennis Habit
TL;DR: VETO, India's subscription-free OTT platform, has secured exclusive Indian streaming rights to the 2026 Billie Jean King Cup, adding the women's team tournament after landing Davis Cup rights. The year-old, connected-TV-focused service now holds both major international team tennis properties while expanding its 60-plus live channels, web series, and multilingual catalogue around repeat sports viewing. Read more →
GRB Makes Purity Visible
TL;DR: GRB Dairy Foods has built a multilingual campaign around the laboratory testing behind its ghee. The work explains Gas Chromatography, which creates a molecular fingerprint to assess composition and purity, through film, digital, and social content. By making quality assurance visible across eight Indian languages, GRB turns a back-end food-science process into a consumer trust message. Read more →
Calvin Klein Lets Tate Move
TL;DR: Calvin Klein has launched the first chapter of its Fall 2026 Feel the Fit denim campaign with Tate McRae. Directed by Carlijn Jacobs, the film uses McRae's movement and dance to dramatize the confidence of finding the right jeans. The global rollout spans retail, social, out-of-home, and creator choreography inspired by the campaign over September. Read more →
Raaga Gives Artisans the Frame
TL;DR: Raaga Professional has put Kumartuli artisans at the center of a Durga Puja film, using their work to connect beauty with the season's cultural craft. Rather than treat the festival as a generic retail occasion, the campaign follows the makers behind its visual traditions. The brand uses the artisans' process to give its festive message a local human anchor. Read more →
Bloomberg Localizes Its India Hub
TL;DR: Bloomberg Media has launched Bloomberg India, a digital news hub designed for the country's business audience. The new destination brings Bloomberg's reporting, data, and global perspective into a locally focused product as India's financial and corporate markets expand. It is a media-distribution move built around making a global news brand more relevant to a specific, fast-growing market. Read more →
SonyLIV Turns Work Into Cricket
TL;DR: SonyLIV has cast comedian Sunil Grover as Plan Man in a campaign about fans trying not to miss cricket while work gets in the way. His character faces Ban Man, the obstacle to watching, in a comic take on everyday scheduling conflict. Har Screen Par Cricket, Sony Ke Saath promotes accessible live viewing across SonyLIV and Sony Sports Network screens. Read more →
StudyIn Sells Reassurance
TL;DR: StudyIn has launched You Are in Good Hands, a campaign that frames overseas education as a guided journey rather than a complicated application process. The platform uses the idea of dependable support to speak to students and families navigating high-stakes decisions. Its message puts reassurance, practical help, and human care ahead of a conventional list of university choices. Read more →
LAVA Goes British With Creators
TL;DR: Indian smartphone brand LAVA has entered the UK with an AGNI 4N campaign built around British creators and a fictional support group for frustrating phones. SW Network uses comedy, creator-led videos, out-of-home, and social to make an unfamiliar mid-tier device feel locally fluent. The campaign turns everyday phone irritation into the product's introduction to a new market. Read more →
Mohalla Turns Reads Into Drama
TL;DR: Mohalla Tech, parent of ShareChat, Moj, and QuickTV, has partnered with Pratilipi's Double Tap Films to adapt more than 75 audience-tested stories into microdramas. The deal connects Pratilipi's writers and reader engagement with Mohalla's social and short-form distribution. It creates a content pipeline where proven written stories can move into professionally produced, episodic video formats. Read more →
SunBridge Scales Clean Labels
TL;DR: SunBridge Consumers has hired Mira Kapoor to front a clean-label campaign spanning four food brands. The work focuses on ingredient transparency and informed family choices, giving one recognizable face to a broader portfolio rather than treating each product separately. The campaign turns a packaged-food claim into a shared consumer promise across multiple everyday grocery categories. Read more →
Vaseline Follows Its Fans
TL;DR: Vaseline has turned a creator-led Bassline trend into a campaign after a Korean creator's pronunciation of the brand caught on socially. Instead of forcing a new meme, the brand validates and amplifies an audience-made moment. The move gives Vaseline a concrete example of how brands can enter community culture after people have already created the signal. Read more →
Lawyered Makes Fines Comic
TL;DR: Legal-tech platform Lawyered has launched a ChallanPay campaign starring Pratik Gandhi, using deadpan humor and everyday absurdity to address unpaid traffic challans. Rather than make compliance feel punitive, the film turns a stressful reminder into a comic situation. The campaign gives a narrow utility product a recognizable character and a more shareable reason to act responsibly. Read more →
Very Keeps Autumn In House
TL;DR: Very has launched its autumn campaign almost entirely through its internal brand team and creative agency, HelloStudio. The retailer uses its cube logo as a portal through fashion, beauty, gaming, and home categories, supported by TV, video, radio, social, press, and online media. The work shows how an in-house team can deliver a full-funnel seasonal brand platform. Read more →
Brands Start Sorting Their Bots
TL;DR: Digiday reports that bots and automated agents now make up more than half of web requests, forcing marketers to decide what traffic to block and what to study. Mellow Sleep co-founder Chad Keller says the pillow brand prefers classification over blanket blocking. The practical shift is from treating all automation as fraud to separating useful AI referrals from bad traffic. Read more →
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