The year 2025 has pretty much been defined by the AI theme, so what could be more fitting than ending the year with OpenAI’s first nationwide, omni-channel brand campaign for ChatGPT in India. Rolling out across TV, OTT, print, digital and out-of-home platforms, the campaign spotlights voice-first, regional language experiences designed for Indian consumers. It features stories that showcase how Indians are using ChatGPT every day to break through limitations, grow in confidence and expand what’s possible. For instance, we see a girl prepping for a job interview with help from ChatGPT. The films have been directed by Bharat Sikka and will air in seven Indian languages, bringing ChatGPT’s voice and localisation capabilities to life.

The intention pendant

De Beers Group’s new integrated campaign, ‘Love From Universe’, reframes natural diamond jewellery as a symbol of intention and modern self-belief rather than a gifting item. The film, featuring Shreya Dhanwanthary, follows a young woman creating her vision board for 2026 — all she intends to do, her aspirations, her dreams. The narrative culminates in a decisive moment where jewellery becomes a conscious choice rather than a passive possession. As the camera pans into the ‘intention pendant’, she says: “To manifest my best life, a billion years of cosmic energy, from nature’s heart to mine; a natural diamond.” The campaign also sees collaborations with actor Tamannaah Bhatia and tennis star Sania Mirza, who bring their own lens to the idea of manifestation, creating personal vision boards while wearing the pendant. On the anvil is an immersive on-ground experience featuring influencers.

Hassle-free hair colour

Indica Easy, the shampoo hair colour brand from CavinKare, has rolled out a new digital campaign titled ‘So easy, anyone can do it!’ Through 10 snappy and witty character- driven films, the campaign delivers a fun and relatable take on self-reliance, establishing Indica Easy as the most effortless DIY hair colour and ultimate go-to choice for anyone. To showcase the brand’s USP of hassle-free hair colour, the campaign uses characters like a lazy dad, a clueless friend, a messy roommate and a clingy neighbour, all of whom usually lean on others for the simplest tasks. The DIY series shows how even these characters become surprisingly self-sufficient when it comes to colouring their hair with Indica Easy.

Flavourful feelings

Mondelez India’s campaign for its new product launch — Lotus Biscoff® — is a feel-good film that unlocks the delightful joy of a luxurious food indulgence. Set across relatable home, office and coffee meeting settings, the film follows young adults navigating everyday moments, each instantly elevated by the unmistakable caramelised Biscoff taste, summed up in the line: “Welcome to the Biscoff Feeling.” Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, explain in a release: “The idea of ‘The Biscoff Feeling’ comes straight from the product. When you bite into the Biscoff you realise that the flavour is indeed unique, and it surprises you in the best way possible.”

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Published on December 15, 2025