Brand: Dabur Pudin Hara
Campaign: ‘Aag Bujha Di’
AGENCY
Puru Agarwal
Creative Director, Schbang
“Anu Malik didn’t need a new line written for him, he already owns one. ‘Aag laga di’ has stayed in people’s heads for years without a brand anywhere near it. Our job was just to find the most honest, everyday place that line could live in. Acidity turned out to be exactly that.”
CLIENT
Sriram Padmanabhan
Director - Marketing, Healthcare, Dabur
Pudin Hara has always been what people turn to after a meal, when acidity kicks in, offering a cooling relief. It has built trust across generations. This campaign gives people a reason to remember it in that exact moment. Anu Malik’s line does that for us; it’s familiar, it’s fun, and it still brings the conversation straight back to the brand.”
Brand: Amazon Music
Campaign: ‘Antakshari’
AGENCY
Arvind Krishnan
Founder & CEO, Manja
“Antakshari felt like the perfect cultural metaphor for Amazon Music in India. For generations, it has brought people together through memory, spontaneity and the shared joy of one song leading to another. We wanted to draw from that unmistakable Indian cultural trope and create a narrative that feels familiar, participative and rooted in the way India has always enjoyed music.”
CLIENT
Divya Chadha
Head of Marketing, Amazon Music India
“Music has always had the power to bring people together, and few traditions capture that as beautifully as Antakshari. For many of us, it’s where our love for music first blossomed—through moments shared with family and friends, singing songs that have stayed with us for years. With this campaign, we wanted to celebrate the incredible diversity of music that India loves.”
Brand: JBL
Campaign: ‘The Future Of Home Cinema’
AGENCY
Anupama Ramaswamy
Joint MD & Chief Creative Officer, Havas Creative India
“Cinema has always been about transporting audiences into another world. With ‘The Future of Home Cinema,’ we wanted to recreate that same feeling of immersion at home. The intention was not to present technology as a set of features, but as an experience so seamless, precise and effortless that it dissolves the boundary between watching a story and stepping inside it.”
CLIENT
Shekhar Datta
Head, Consumer Audio India, HARMAN India
“Today’s consumers want more than just great picture quality. They want an entertainment experience that truly draws them in. With the JBL Bar 1300MK2, we’ve reimagined what home cinema can be by combining immersive 3D sound, intelligent audio technologies and the freedom of a wireless setup, all without compromising on performance.”
Brand: Mondelez India
Campaign: #ThisTakraarIsSweet
AGENCY
Sukesh Kumar Nayak
Group Chief Creative Officer, Ogilvy India Group
“True sibling relationships live in the messy, unscripted moments. While celebrating, we often forget that the teasing, mock fights, constant leg-pulling are also genuine expressions of affection. Our latest film captures that sweet friction that makes sibling love so unique. Backed by a nostalgic, reimagined rendition of ‘Phoolon Ka Taaron Ka’, it brings this relatable dynamic to life.”
CLIENT
Parul Gulia
Marketing Director – Gifting and Countlines, Mondelez India
“Sibling relationships are wonderfully unfiltered—full of teasing, pranks, arguments but with unconditional love. With our new Raksha Bandhan campaign, we’re celebrating the little moments that make every sibling bond so unique. Bringing this spirit to life, we’re delighted to launch a refreshed Cadbury Celebrations portfolio with thoughtfully redesigned packaging, new gifting formats and a wider assortment across price points.”
