Brand: Flipkart
Campaign: ‘Only Fans’
AGENCY
Shraddha Panday
Content Director, The New Thing
“Some ideas arrive fully formed, this was one of them. It has set a new standard for all TNT projects to come! And to think, all it took was one joke by a teammate, Alexx. We instantly knew that we had a hit on our hands, connecting ‘good sanskaar’ to owning an AC. After all, when the prices are so low, isn’t it shameful to not buy one? Almost as shameful as… oh, never mind.”
CLIENT
Pratik Shetty
Vice President- Marketing, Flipkart
“Summer remains a critical period for us, especially with ACs being a highly seasonal category. While we continue to drive mass campaigns around value and urgency, we’re also seeing Gen Z emerge as a significant buying cohort. With many entering the workforce, we’ve tailored this sharper, more contextual digital campaign to engage with younger audiences.”
Brand: Cleartrip
Campaign: #NationOnVacation (NoVac)
AGENCY
Shikha Gupta
Independent Creative Director
“There is no better way to escape the banalities of life than through travel. With this film, we wanted to bring alive that sense of joy, made even more compelling by a sale. The game of ‘Chidiya Udd’ in the backdrop added a childlike playfulness to the film, which—we’d like to believe—is what summer holidays are all about.”
CLIENT
Pallavi Saxena
Chief Marketing & Revenue Officer, Cleartrip
“#NoVac is not just a sales event; it is our flagship IP designed to inspire people to travel. The dream of taking a trip just simmers beneath the surface of our busy lives. We just need a little push to act on it. Our ‘Chidhiya Udd’ campaign is a playful, compelling nudge to stop postponing and book the vacation you’ve been daydreaming about.”
Brand: Godrej Consumer Products Limited (GCPL)
Campaign: ‘Machar Hai, Mehman Nahi’
AGENCY
Swati Bhattacharya
Creative Consultant
“In India, hospitality is not just a tradition—it is an instinct. Just like we welcome guests, we also welcome mosquitoes with stagnant water and open rubbish bins. Lets unfriend the mosquito and have an anti-hospitality qawwali—machhar hai mehmaan nahin.”
CLIENT
Sudhir Sitapati
MD and CEO, Godrej Consumer Products Limited
“Mosquito-borne diseases remain a major public health concern. It requires collective awareness and sustained behavioural change. Through ‘Machar Hai, Mehman Nahi’ we wanted to use a cultural insight that resonates deeply with Indian households. By rethinking the idea of hospitality, we hope to inspire people to take simple but effective preventive steps that keep their homes and communities safer.”
Brand: The Sleep Company
Campaign: ‘India vs Peaceful Sleep’
AGENCY
Priya Pardiwalla
Chief Creative Officer, StevePriya
“A country that is always striving and staying switched on, peaceful sleep has become one of its biggest unmet needs. With MS Dhoni joining The Sleep Company, we knew the story needed to be disruptive. By visualising the personal nightly conflict at a stadium scale, we highlighted the urgent need to reclaim 8 hours of peaceful sleep.”
CLIENT
Priyanka Salot & Harshil Salot
Co-Founders, The Sleep Company
“India is the second most sleep-deprived country in the world. To change a national habit, you need national attention and there is no one India trusts more than MS Dhoni. With him leading the charge, we want to make ‘eight hours of peaceful sleep’ a non-negotiable part of every Indian household.”
