Parle-G’s latest ad takes us to the fields of Punjab, using the festival of Lohri to reflect on how tradition, emotion and responsibility live together within families. Conceptualised by Thought Blurb Communications, the film shows how festivals often carry emotions far deeper than the occasion itself. The story unfolds through a father’s dilemma over ancestral land and a promise made, and a daughter who brings her modern knowledge to the fields that have defined her family for generations. Music — an upbeat folk rhythm — shapes the film’s emotional cadence.

‘Queenfisher’ for the WPL

The vibrant new film from Kingfisher Premium Packaged Drinking Water, a part of United Breweries Limited, brings a contemporary expression to the brand’s iconic sonic identity, the ‘O la la la leo’ jingle. Reimagined for the Women’s Premier League season, the brand raises a toast to the queens on the field with a playful, high-energy film, ‘Chhori Aayi — Hutt le bro! Oooh la la la, oooh leo!’, capturing the excitement, confidence and evolving narrative of cricket fandom, as the women’s game steps into the spotlight. Rooted in Kingfisher’s ‘Good Times’ philosophy, the brand film features action from across Tata WPL teams and players, and has been conceptualised by Ogilvy.

Radio gaga

In the last week of December 2025, Mumbai’s radio industry came together for a unique multi-station simulcast, spearheaded by the Adani Group, to amplify awareness for the inclusive transformation of Dharavi. Five Mumbai FM stations — Radio Mirchi, BIG FM, Red FM, Radio Nasha and Radio City — broadcast one common message: ‘Meri Dharavi Badlegi, Hamari Mumbai Badhegi’. Popular RJs from the channels walked into one studio to host a unified show. They engaged with a series of films that spotlighted the lived realities and challenges of Dharavi residents. Over the last four weeks, the RJs met residents and brought authentic human stories to the forefront for millions of listeners. The simulcast was then uploaded on YouTube for more reach.

Making stories travel

Logistics company DTDC Express unveiled a powerful cultural initiative at the recently concluded Hornbill Festival 2025 in Nagaland, using its extensive delivery network to bring stories from the North-East into the national spotlight. At the heart of the initiative was the Nagaland Fleet, a transformation of DTDC delivery trucks into moving cultural canvases. Created in collaboration with artists from Nagaland’s 17 tribes, the fleet showcased ‘Woven in Diversity’ — artworks reflecting the State’s rich heritage, craftsmanship and collective identity. The trucks are now travelling across India, carrying with them stories that have long remained regionally rooted but nationally unseen.

No drama with land

The House of Abhinandan Lodha’s new brand campaign, ‘No Drama’, has six light-hearted short films, featuring Boman Irani and Aparshakti Khurana, that break down the multiple barriers — be they unclear titles, encroachments or legal processes — that often hold Indians back from buying land.

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Published on January 12, 2026