🎯 Tubi Makes Mood A Hotline

Hi, Marketers!

Somewhere between a biscuit-eating habit and a football doink, marketers keep discovering tiny pieces of culture nobody realized were ownable.

Tubi Makes Mood A Hotline

TL;DR: Tubi has launched Find Any Feeling For Free, its first global brand campaign, built around the emotions viewers want from entertainment. Nine films show people chasing feelings in ridiculous ways before landing on Tubi, while a U.S. TubiFone lets callers choose a mood for viewing recommendations. Mischief created the work as Tubi reaches 110 million monthly active users. Read more →

Jollibee Sells Friendship Bundles

TL;DR: Jollibee has partnered with DreamWorks Animation for Forgotten Island, turning the film's Filipino setting and friendship theme into a North American promotion. The restaurant chain is selling themed meals with collectible charms, mounting a Toronto store takeover, releasing retro streetwear and running a sweepstakes. The collaboration begins September 14 ahead of the animated feature's September 25 theatrical release. Read more →

Jim Beam Rewards The Doink

TL;DR: Jim Beam has turned football's dreaded goalpost hit into Hit the Beam, a seasonal fan promotion. When a field goal produces a doink, eligible fans can enter to win prizes, including up to five 85-inch televisions each week. Ben Marshall and former NFL kicker Kai Forbath front the campaign, which runs across CTV, digital, social and limited-edition team bottles. Read more →

Tata Motors Funds Microdrama

TL;DR: Tata Motors Commercial Vehicles has partnered with BULLET Microdrama on Apna Superstar, a branded short-form series starring Naman Arora and Nishi Saxena. The story centers on ambition, resilience and the desire to build a better future, placing the commercial-vehicle brand inside an emerging entertainment format rather than a conventional product commercial or sponsorship message alone. Read more →

Safi Goes After Gen Z

TL;DR: Hamdard has teamed with WPP Media to refresh Safi for Gen Z, using out-of-home, influencer, meme and digital activity to reposition the herbal blood purifier. The campaign keeps Safi's longstanding idea that healthier skin starts from within, but frames it for younger consumers navigating crowded beauty and wellness routines and looking for culturally familiar advice in newer media spaces. Read more →

Prudential Makes Insurance Funny

TL;DR: Prudential Health India has launched Sense Banta Hai, its first brand campaign, using humor and familiar family situations to question why health insurance has become so complicated. The digital-first films present simpler alternatives through everyday storytelling, establishing the newly formed insurer's public voice while turning a traditionally technical category into a conversation designed for ordinary households. Read more →

Beco Loses Its Ad Fight

TL;DR: The Delhi High Court has ordered Beco to pull down advertising that targeted Hindustan Unilever's Surf Excel and Vim brands. The injunction covers digital and physical campaign assets after the court found the eco-friendly home-care company had not established the truth of its safety claims, bringing Beco's comparative War On Whats Hidden campaign to an abrupt halt. Read more →

Bombay Shaving Keeps The Handle

TL;DR: Bombay Shaving Company has launched Switch4, a four-blade cartridge designed to work with popular three-blade razor handles. Featuring actor Gajraj Rao, the campaign centers on consumers who want to try a new blade without abandoning the handle they already know. The product pitch turns compatibility into the core creative idea rather than asking shoppers to replace everything. Read more →

DP World Makes Logistics Visible

TL;DR: DP World has released a brand film with global ambassador Sachin Tendulkar that follows the journey behind everyday goods, from tea and smartphones to clothing and cars. Under its We Move The World To Change What's Possible platform, the film puts people, technology and logistics at the center, making an otherwise invisible supply chain visible to consumers. Read more →

Nestasia Makes Festive Design Stare

TL;DR: Nestasia has launched its festive campaign, Designs So Good, It Makes You Look, for a home and lifestyle collection designed to stand out in seasonal shopping. The creative turns a simple behavioral idea, people looking twice at a distinctive object, into the campaign's central promise, giving the brand's decorative products a clear role in celebration-season self-expression. Read more →

Complan Finds Its New Boy

TL;DR: Complan has named young cricketer Vaibhav Sooryavanshi as India Ka Complan Boy, updating one of the nutrition drink's best-known cultural roles. The campaign connects the brand's longstanding growth message to a new sporting prodigy, using his story of discipline and ambition to refresh Complan for families while preserving the familiar character that made earlier advertising memorable. Read more →

Vi Makes Everyone VIP

TL;DR: Indian telecom operator Vi has launched a new campaign starring Shah Rukh Khan after refreshing its brand identity. The film uses humor to present Vi Pe Sab Hain VIP, a promise that better experiences, services and benefits should reach every customer. It gives the company a public introduction to its new visual system and broader transformation story. Read more →

Tata Trusts Reframes Dementia

TL;DR: Tata Trusts has launched Vajood Rahe Maujood, a dementia-awareness campaign that shifts attention beyond memory loss to the gradual loss of identity, relationships and everyday roles. Built from insights shared by people with early-stage dementia, caregivers and medical experts, the film asks families to recognize the condition's human effects rather than treating it as a distant medical label. Read more →

Britannia Celebrates A Biscuit Ritual

TL;DR: Britannia Milk Bikis has turned a Tamil Nadu eating ritual into a campaign, celebrating consumers who bite around the biscuit's flower border before eating its center. Developed by Talented, the work follows a young girl's curiosity about the flower behind the locally loved Poo Potta Border Biscuit, turning a familiar product detail into a story of regional affection. Read more →

Saffola Puts Women First

TL;DR: Saffola Gold has launched Dil Se Ladies First for World Heart Day, urging women and their families to notice heart-health signs that are often ignored. A mother-daughter film shows everyday breathlessness and fatigue becoming a reason for concern, while Marico CMO Vikram Karwal frames the campaign around the idea that self-care is essential, not selfish. Read more →

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