Paint brand Kansai Nerolac put its product through a stratospheric test! It launched a balloon up to 86,000 ft above the Earth. The balloon carried a payload painted with Kansai Nerolac’ s Excel Everlast to demonstrate how it would hold up at temperatures below -64°C and at an altitude where UV radiation is completely unfiltered. The paint came back unblemished. The extreme paint test was the idea of creative agency ULKA. The #OutofThisWorld campaign film documents the journey of the payload as it rises to the stratosphere and returns intact, showcasing a paint engineered to outlast some of the harshest conditions.
Global transitions
WforWoman, the premium contemporary Indian-wear brand from the house of Aditya Birla Fashion and Retail Limited, has launched an AI-generated film that captures vignettes from its participation at the recently concluded Paris Fashion Week (PFW). The digital film opens on a quiet Parisian morning, soft light spilling across the city and gently revealing W’s Spring-Summer 2026 collection. Through seamless, unhurried transitions, we see a woman first at a café, and then moving through a calm day until it gives way to the energy of the runway at the PFW in the evening.
Conscious wear
Fashion-tech brand Virgio’s latest ad campaign is centred on clean fashion, positioning it as a defining cultural shift in how fashion is perceived, created and consumed today. The campaign unfolds across traditional media, creator-led content and cultural conversations. It reframes conscious fashion as an advantage, not a compromise, and presents clean fashion as a way of dressing that reflects both personal style and values, aligning with a generation that seeks clarity, intention and authenticity in what they wear.
Pachisi ride
Breaking the clutter of IPL season ads, which are typically dominated by big-budget productions featuring cricketers, Uber takes a different route for its bike rides. To ram home the fact that Uber Bike rides start at just ₹25 (up to 3 km), the brand has rolled out sharp, high-energy films with Indian hip-hop artists Divine (Mumbai) and Roll Rida (Hyderabad). Divine is seen zipping through traffic on an Uber Bike in his signature style, sporting metal grills in his teeth and matching rings and jacket. He raps about the ‘pachisi’ (₹25 rides to beat traffic) leading to Uber ‘battisi’ (hip-hop lingo for wide, 32-teeth smiles).
Bhidu explains
Atomberg India’s campaign film for its adaptive water purifier features Jackie Shroff in his inimitable ‘Bhidu’ act trying to explain the features of the product. The adaptive purification system intelligently selects RO, UV or UF modes based on the total dissolved solids (TDS) level, ensuring safe water while retaining essential minerals and avoiding unnecessary RO usage. Shroff keeps fluffing his lines when encountering terms like TDS. Through the comic banter between the director and actor, technical details about the product are simplified, making it easy to understand and shareable.
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Published on April 20, 2026