It sounds generous when you say you are “helping” your mother. But it carries an assumption that the responsibility for the home is all hers. Philips’ Mother’s Day film ‘Ghar ka kaam sabka kaam’ leans into this thought. The film shows children preparing a meal for their mother, and the grandmother praising them for “helping”. But she is chided by her daughter, who says, “Why do we call it help? Isn’t it their home too?” With that play on the word “help”, the campaign opens a cultural conversation beyond Mother’s Day and, hopefully, sparks a meaningful behavioural change within families.

Twin proposition

Flipkart’s humorous campaign film for its summer sale event, SASA LELE, is truly creative, drawing inspiration from a real-life village. The campaign film, conceptualised by 22feet, brings alive the brand’s proposition of “sale par sale”, which promises double offers and summer special deals on Flipkart. Set in a village in Kerala known for its unusually high number of twin births, the campaign ‘Kodinhi Code’ leans into the world of “double”, turning it into an amusing metaphor for double joy and double offers. The magical twist — everything that the Kodinhi residents buy during the sale period becomes available at a double offer for everyone through the ‘Kodinhi Store’.

A journey’s high points

Air India Express’s new brand campaign, ‘Xpress Wali Baat Hai’, unfolds through a series of short films that play up facets of travel that make it a memorable experience. Starring Pankaj Tripathi, each film spotlights a core pillar of the Air India Express experience, defined by comfortable seating, ‘Gourmair’ hot meals and the warmth of Indian hospitality. And the actor, in his inimitable style, delivers on what makes a journey comfortable.

Sign of inclusivity

Titan Company has brought together seven of its brands to create a progressive ‘Sign of You’ campaign for the Indian Sign Language (ISL) feed of the ongoing Indian Premier League (IPL) tourney. Seven films across Titan Watches, Tanishq, Mia by Tanishq, CaratLane, Taneira, Titan EyePlus and IRTH, created for the ISL feed, show how groundbreaking inclusive communication can be. They build narratives, performances, visual grammar and emotional storytelling around the ISL format. The ads bring together multiple creative partners including Ogilvy, Famous Innovations, Lowe Lintas, Carat-Lane’s in-house creative team and Superfly Films.

Always on the move

TVS Orbiter, the newest electric scooter from TVS Motor, has unveiled its new campaign, which is built around the brand thought “Always On The Move With You”. It shows how — whether it’s early morning workouts, college runs, office commutes, side hustles or late-night catch-ups — TVS Orbiter seamlessly becomes a part of the everyday journey of the restless youth of today. Adding to the film’s youthful energy is the playful integration of the Bollywood track ‘Idhar Chala Main Udhar Chala’, bringing alive the spontaneity, movement and free-spirited rhythm that defines today’s urban lifestyles.

Published on May 18, 2026