Denim brand Spykar neatly tapped into the buzz around Dhurandhar: The Revenge, launching a high-impact co-branded campaign. The raw energy of the movie’s protagonists — be it Ranveer Singh or Sara Arjun — crackles through the campaign, which blends cinematic storytelling with street-led fashion codes. With the tagline ‘Style Ka Asli Dhurandhar’, the campaign champions the unapologetic self-expression, individuality and confidence of young India. Sanjay Vakharia, CEO, Spykar, said, “We’ve always believed in leading from the front. This initiative reflects that — a decisive step to claim space in one of the year’s biggest entertainment moments. This is not just a collaboration, it’s a strategic cultural play.”

Bittersweet celebrations

Parle-G’s Ugadi film for audiences in Karnataka, Andhra Pradesh and Telangana captures the warmth of the festival while bringing alive a timeless message: Life — like Ugadi’s traditional bevu bella (jaggery and neem leaves) — is a blend of sweetness and bitterness. The film unfolds in a typical Kannadiga household preparing for the festival. While the mother decorates the house for Ugadi, the younger daughter sits disconsolately as she has not been selected for her school’s cricket team. Her elder sister playfully points out all her achievements, making her recognise that life has sweet as well as bitter moments.

What’s in a pronunciation?

Flipkart’s Ugadi campaign flagging the festive deals on offer on the site is a light-hearted fun film that taps into the debate around its pronunciation: Ugadi or Yugadi? Conceptualised by 22feet, the campaign is built on the simple insight that while the pronunciation of the harvest festival may differ across States, the spirit of togetherness, festive indulgence and shopping remains the same. The film captures this through a humorous exchange between Telugu and Kannada speakers on the ‘correct’ pronunciation to unlock deals on the Flipkart app.

A matter of faith

In a country where cricket inspires devotion, and prayers are part of everyday life, Zed Black brings the two together. The brand’s new television commercial for its camphor products features MS Dhoni, who appears as a narrator weaving together slices of the life of a student, an office-goer and a shopkeeper, each hoping for a better tomorrow. The film ultimately reinforces the reassuring belief that “Sab Shubh Hoga”.

New journeys

Lufthansa Airlines’ bold out-of-home (OOH) brand campaign, in partnership with WPP Media, offers audiences across multiple locations a tactile preview of the airline’s business class offerings and efficient departure messaging. At Mumbai’s Juhu, striking billboards with a meticulously fabricated 3D replica of Lufthansa Airlines’ new Allegris Business Class seat create an immersive “window to the sky” moment. Meanwhile, dynamic billboards along key airport routes in Delhi, Mumbai and Bengaluru mirror real-time airport departure boards, displaying live flight information. The messaging is that your next journey is just a “yes” away.

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Published on March 23, 2026