Bajaj group marked its centenary by releasing a deeply emotional commemorative fim, Kathni Karni Ek Si, using a combination of AI and immersive, imaginative storytelling. It cleverly uses a fictional return of Mahatma Gandhi, who, at founder Jamnalal Bajaj’s urging, undertakes to audit modern Bajaj businesses, and meets up with present-day members of the family. From them, he learns about the group’s authentic commitment to its ethical, Swadeshi roots. Conceptualised by Wondrlab, and directed by Rajkumar Hirani of the Munnabhai series fame, the film shows how human imagination paired with AI can further brand legacy in wonderful ways. Ambitious in scale, with appearances by the Bajaj leaders, it’s a path-breaking film.

No ‘shoo shaa’

Toing, Swiggy’s affordable food delivery platform, launched its first brand film across digital channels, aimed at reiterating its “lowest price guarantee” proposition. The film, curated to appeal to Gen Z, brings a hilariously chaotic spectacle to life — it shows a wedding baraat in its full glory trying to squeeze through the narrow corridors of a building just to deliver food to a customer at her doorstep. While the on-screen chaos is entertaining, the message conveyed is clear — Toing consumers don’t need all this “shoo shaa”, nor do they have to pay extra! The film was conceptualised, written and directed by Swiggy’s in-house team.

Road-tripping through NE

Swedish beauty and wellbeing company Oriflame took the road less travelled. Its just-concluded North-East Yatra was one of the most ambitious influencer-led brand campaigns undertaken in the region. Executed in partnership with Whosthat360, the initiative covered over 5,000 km, cutting a glowing trail across 13 cities through April and May, engaging more than 300 influencers and connecting with young women, creators and entrepreneurs across the region. At each location, participants became storytellers, sharing their experiences through reels, posts and word of mouth in their own languages and registers. This creator-first approach produced a wave of authentic, community-generated content that amplified the campaign far beyond its on-ground footprint, giving Oriflame a rare kind of earned visibility.

A serious matter

The new Redcliffe Labs campaign messaging is on point, calling attention to the tendency to ignore health symptoms until they become unmanageable. Yet, it falters a bit in execution as the sudden breaking out into a song is jarring. It stars cricketer Gautam Gambhir — chosen perhaps to create the punning message “thoda gambhir ho jao” — and shows a relatable situation of a person making light of his symptoms until confronted by the sudden appearance of Gambhir, who advises a lab test.

Published on June 1, 2026