Cars24 has launched its CrashFree India campaign with cricket legend MS Dhoni, but this is no ordinary celebrity-led brand moment. Rather than leveraging a cultural occasion to push product visibility, the campaign takes a bold turn by spotlighting a larger mission: road safety.  

In a country where traffic accidents remain a pressing concern, the campaign’s message resonates deeply. Dhoni’s involvement lends credibility and reach, but the true strength lies in the brand’s decision to anchor its purpose within its own category. Cars24, a platform synonymous with automobiles, is uniquely positioned to champion safer roads, making the initiative both authentic and impactful.  

The campaign underscores a vital lesson in contemporary brand storytelling: purpose-driven initiatives must be more than symbolic gestures. By aligning with its core business, Cars24 ensures that the message of safety is not only relevant but also actionable. This approach elevates the campaign from a marketing exercise to a social movement, encouraging audiences to reflect on their own driving habits and responsibilities.  

CrashFree India exemplifies how brands can create genuine value by addressing issues that extend beyond commerce. It is a reminder that the most powerful campaigns are those that inspire conversations, shift behaviours, and leave a lasting imprint on society. In choosing road safety as its rallying cry, Cars24 demonstrates that advertising can be both purposeful and transformative.  

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CERA Sanitaryware Ltd. has launched a new national brand campaign, YOUR MOMENT OF CERA, featuring acclaimed actor Kriti Sanon. Built on the insight that the bathroom is often the only space that truly belongs to us, the campaign shifts focus from products to the experiences they enable—moments of pause, reflection and self-connection.  

The campaign positions the bathroom as a sanctuary where individuals can recharge and reconnect with themselves, away from the roles they play in daily life. By highlighting this emotional dimension, CERA underscores its ambition to evolve beyond functional design into a lifestyle brand that blends innovation with human insight.  

Every element of YOUR MOMENT OF CERA reflects this philosophy. From design to detail, the brand’s innovations are presented not merely as fixtures but as enablers of comfort and wellness. The campaign celebrates the transformation of everyday routines into meaningful rituals, reinforcing CERA’s role in shaping experiences that resonate with modern consumers.  

For CERA, this marks another significant step in its journey to redefine sanitaryware as part of a broader lifestyle narrative. By combining thoughtful design with emotional relevance, the brand continues to strengthen its connection with audiences who seek products that enrich daily living. With Kriti Sanon as the face of the campaign, CERA brings warmth, relatability and star power to its vision of everyday luxury.  

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VML South Africa has once again placed the country’s creative industry on the global stage, with Vaseline’s Mntana ka Gogo campaign winning Silver in the Social & Creator Lions at the 2026 Cannes Lions International Festival of Creativity in France. The accolade adds to a growing list of international honours, including recognition at the Clio Awards, The One Show and D&AD earlier this year.  

Launched on Heritage Day in 2025, Mntana ka Gogo quickly became one of South Africa’s most beloved campaigns. Its tender portrayal of the bond between caregiver and child struck a chord across social and traditional media, sparking nostalgia and emotional resonance that propelled it to viral status. Despite being deeply rooted in South African language and culture, the campaign’s universal humanity allowed it to connect with audiences worldwide.  

Jarred Cinman, CEO of VML South Africa, emphasised the significance of the win: “What makes this achievement particularly meaningful is that the work never set out to be a global campaign. It set out to tell an honest South African story. The fact that it has connected so strongly across cultures is a reminder that the most powerful ideas are often the most human.”  

Group Executive Creative Director Nhlanhla Ngcobo reflected on the campaign’s simplicity and spontaneity: “It was signed off in a conversation and shot in 20 minutes, starring the daughter of one of the creatives. Advertising has become so complicated these days, but this was creativity in its purest form – raw, inspired and human.”  

The Cannes Lions remain the most prestigious awards in global creative communications, with a Lion placing work among the best ideas worldwide. For Vaseline and VML South Africa, the recognition underscores the enduring power of authentic storytelling. Kenosi Matsebatlela, Head of Marketing for Vaseline, noted: “We were speaking about our people. How we resonate with the people who actually use and purchase our products.”  

At a time when audiences are inundated with content, Mntana ka Gogo demonstrates that genuine, culturally grounded narratives can cut through the noise. Its success is not only a triumph for Vaseline and VML South Africa but also a testament to the strength of South African creativity on the world stage.  

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Jewellery retailer Jos Alukkas has expanded its creative portfolio with the launch of the Ballé Collection, a new signature line inspired by the timeless art of ballet. The collection draws deeply from themes of elegance, grace and resilience, translating the fluidity and beauty of dance into contemporary jewellery designs that resonate with modern women.  

To support the unveiling, Jos Alukkas has released a campaign film titled The Ballet of Life, featuring actress Samyuktha. The film captures the essence of ballet not only as an art form but also as a metaphor for life’s challenges. It follows Samyuktha’s journey as she navigates heartbreak, self-doubt and adversity, ultimately finding her footing, regaining balance and moving forward with renewed strength. Much like a ballet performance, her story unfolds with poise and perseverance, reflecting the resilience required to master both dance and life.  

The Ballé Collection itself embodies flowing silhouettes, delicate detailing and a refined balance of craftsmanship and artistry. Each piece is designed to echo the movements of ballet, with shapes, curves and cascading forms that evoke the elegance of dance. The ensemble includes necklaces, pendants, earrings and rings, all beautifully crafted with diamonds and vibrant pink stones. These elements symbolise agility and grace, offering wearers jewellery that is both expressive and timeless.  

By drawing inspiration from ballet, Jos Alukkas positions the Ballé Collection as more than just adornment—it becomes a narrative of strength and beauty. The campaign film reinforces this message, using Samyuktha’s portrayal to highlight how jewellery can embody personal journeys of resilience and transformation. The brand’s decision to merge storytelling with design reflects a growing trend in the jewellery industry, where emotional resonance and artistry are as important as material value.  

The launch also underscores Jos Alukkas’s commitment to innovation in design and marketing. By aligning the collection with ballet, the retailer taps into a universal symbol of elegance and discipline, appealing to audiences who value jewellery as an extension of identity and artistry. The campaign’s cinematic approach further enhances the brand’s positioning, ensuring that the Ballé Collection is not only seen but felt.  

With its blend of craftsmanship, narrative depth and visual allure, the Ballé Collection marks a significant milestone for Jos Alukkas. It demonstrates how jewellery can transcend ornamentation to become a reflection of life’s rhythms—graceful, resilient and enduring. As the brand continues to expand its portfolio, this launch sets a precedent for future collections that celebrate artistry and emotional connection.  

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Bacardi has launched its latest global push for Martini, enlisting English actor Jonathan Bailey to headline the campaign as The Martini Man. Bailey, who joined the brand almost exactly a year ago, follows in the footsteps of George Clooney and Jude Law, both of whom previously embodied Martini’s suave persona.  

The campaign centres on the Martini Bianco Spritz, a serve designed to anchor Martini’s Spritz Collection. A long-form advertisement, described as a “short film”, will run internationally across television and streaming platforms, supported by digital, social media and experiential activations. Bacardi has also confirmed “Terrazza Martini” events in key cities including Milan, Madrid, Berlin, Biarritz, Montpellier and New York, though financial details of the initiative remain undisclosed.  

“Jonathan Bailey brings exactly the right energy to The Martini Man,” said Emma Fox, Bacardi’s global vice-president. “This campaign shows that Italian style is not just tied to geography or travel. It is a mindset and a way of living. With the Martini Spritz Collection, led by the Martini Bianco Spritz, embracing that lifestyle can be as simple as pouring a drink, gathering with friends and bringing a little more style to the moment.”  

The creative positioning underscores Martini’s ambition to make Italian sophistication accessible, framing the Bianco Spritz as a symbol of conviviality and effortless elegance. By casting Bailey, Bacardi taps into his rising global profile, ensuring Martini resonates with audiences seeking authenticity and aspirational lifestyle cues.  

Experiential activations are expected to play a central role, with Terrazza Martini events offering consumers immersive brand experiences in cosmopolitan settings. These activations continue Martini’s tradition of blending heritage with contemporary culture, reinforcing its identity as a brand that celebrates social connection and stylish living.  

The campaign also highlights Bacardi’s broader strategy of leveraging high-profile talent across its portfolio. Fellow English actor Sophie Turner remains on the company’s roster, having appeared earlier this year in her second advertisement for St-Germain elderflower liqueur. Together, these collaborations reflect Bacardi’s commitment to aligning its brands with cultural figures who embody modern sophistication and global appeal.  

By positioning Bailey as The Martini Man, Bacardi signals a new chapter for Martini, one that balances tradition with contemporary relevance. The campaign’s emphasis on lifestyle, spontaneity and style aims to strengthen Martini’s resonance with consumers worldwide, ensuring the brand remains synonymous with Italian elegance and social enjoyment.  

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Father’s Day has increasingly evolved from a simple family occasion into a celebration of the many roles fathers play in modern life. Recognising this shift, Hilton Colombo Residences is inviting families to come together for a memorable afternoon of food, entertainment and appreciation through its specially curated Father’s Day event, A Dad’s Day Out at FLOW, presented in partnership with Hameedia.

Scheduled for 21 June 2026 from 12 noon to 3.00 pm, the event promises to blend culinary indulgence with meaningful family experiences, creating an atmosphere where fathers can be celebrated in style. Priced at Rs. 8,888 nett per person, the brunch reflects a growing trend in hospitality where special occasions are transformed into immersive experiences that bring families closer together.

The partnership with Hameedia, one of Sri Lanka’s best-known menswear brands, adds a distinctive touch to the celebration. Beyond the dining experience, fathers attending the event will enjoy an exclusive 15 per cent discount at Hameedia, extending the festivities beyond the restaurant table. In addition, the first ten reservations will receive a Rs. 5,000 Hameedia voucher, offering an added incentive for families planning an early Father’s Day treat.

At the heart of the celebration is FLOW, the vibrant dining venue at Hilton Colombo Residences, where guests will be treated to an extensive buffet showcasing a variety of international and local flavours. The menu has been carefully designed to appeal to diverse tastes, featuring dishes such as BBQ bacon-wrapped sausages, smoked salmon carpaccio, slow-cooked pork loin with caramelised pineapple and mutton rogan josh. Fine cheeses and the classic Italian dessert tiramisu add further sophistication to the dining experience.

The emphasis, however, extends beyond food. The event has been designed as a family-centred celebration that encourages shared experiences and lasting memories. One father will dine free with every family of four, reinforcing the spirit of appreciation that defines the occasion.

Guests will also enjoy complimentary welcome drinks and free-flow brews throughout the afternoon. Interactive activities, including a brew competition and hands-on cocktail and mocktail sessions tailored specifically for fathers, are expected to add an engaging and festive element to the gathering. Families will also have access to the property’s pool facilities, creating opportunities for relaxation and recreation in a comfortable setting.

The event reflects a broader trend within the hospitality sector, where hotels increasingly create personalised experiences around significant calendar occasions. Rather than simply offering a meal, establishments are curating events that combine dining, entertainment and lifestyle elements to deliver memorable celebrations for guests.

For fathers, who often find themselves at the centre of family responsibilities yet rarely the focus of dedicated celebrations, such experiences offer a welcome opportunity to relax and enjoy quality time with loved ones. The combination of gourmet cuisine, leisure activities and family interaction positions A Dad’s Day Out as more than a brunch; it becomes a gesture of gratitude towards the men who provide guidance, support and inspiration within their families.

The collaboration between Hilton Colombo Residences and Hameedia also highlights how partnerships between hospitality and lifestyle brands can create added value for customers. By integrating fashion, dining and entertainment, the event seeks to offer a holistic Father’s Day experience that appeals to multiple generations.

As families look for meaningful ways to celebrate Father’s Day in 2026, A Dad’s Day Out at FLOW presents an opportunity to spend quality time together while enjoying premium hospitality. With its carefully curated menu, engaging activities and exclusive benefits, the event aims to ensure that fathers feel recognised and appreciated on a day dedicated entirely to them.

Hilton Colombo Residences, meanwhile, continues to strengthen its position as a destination for family-oriented celebrations and lifestyle experiences. Guests attending the event can also benefit from the wider advantages offered through Hilton Honors, the global loyalty programme that provides members with exclusive discounts, flexible booking options, complimentary standard Wi-Fi and digital conveniences through the Hilton Honors mobile application.

In a world where family time has become increasingly precious, occasions such as Father’s Day offer a valuable reminder of the importance of connection, gratitude and shared experiences. Through A Dad’s Day Out at FLOW, Hilton Colombo Residences and Hameedia hope to create exactly that — an afternoon filled with good food, warm conversations and cherished memories dedicated to the fathers who make a difference every day.

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Subway Malaysia is reimagining the quick service restaurant experience with the launch of The Subway Fold, a folded handheld format that signals both product innovation and a fresh creative direction. Developed in collaboration with Beatnk, the campaign sits under the platform “A Whole New Way to Subway” and deliberately distances itself from conventional QSR advertising. Instead, it embraces a rhythmic, self-aware, and culturally fluid approach designed to resonate with audiences immersed in creator culture and short-form content.  

The campaign film is built around movement, transitions, and layered visual storytelling, with pacing that feels native to digital-first viewing habits. Football-inspired motion, transition-based editing, and fast-paced rhythmic framing give the work a kinetic energy that mirrors the cultural language of platforms like TikTok and Instagram Reels. Within this dynamic environment, Subway Malaysia has embedded multiple easter eggs—visual fragments referencing its recent creative journey.  

Among the callbacks are nods to the Footlong Cookie and Footlong Cup launches from the previous year, miniature Subway x Grab subs, past campaign posters, branded merchandise, and props carried over from earlier rollouts. These elements are not simply nostalgic references; they are woven into the campaign world to create a sense of continuity and evolution. The result is a brand universe that feels connected, layered, and alive, rather than a series of isolated campaigns.  

“We liked the idea that Subway Malaysia’s campaigns don’t just disappear after every launch,” explained Tanner Nagib of Beatnk. “So The Fold became an opportunity to literally fold fragments of the brand’s recent creative journey back into the campaign world itself.” This philosophy underscores the brand’s commitment to building cultural equity through storytelling that rewards loyal audiences while inviting new ones into an unfolding narrative.  

Visually, the campaign borrows heavily from creator-native aesthetics, with movement editing and transition-based storytelling at its core. The football-inspired motion sequences add a sense of playfulness and rhythm, while the layered framing ensures that every scene carries both product focus and cultural resonance. By embedding easter eggs and callbacks, Subway Malaysia positions itself as a brand that values continuity, rewarding audiences who have followed its creative journey while offering fresh entry points for newcomers.  

The campaign’s cultural fluidity reflects a broader shift in QSR marketing, where brands are increasingly moving away from static product shots and conventional messaging in favour of dynamic, narrative-driven content. For Subway Malaysia, The Subway Fold is more than a product launch—it is a statement about how the brand sees itself evolving within a fast-changing cultural and digital landscape.  

By folding past campaigns into the present, Subway Malaysia has created a campaign that feels both familiar and new, rooted in its creative legacy yet attuned to the rhythms of contemporary storytelling. The Subway Fold is not just a new way to eat—it is a new way to experience Subway.  

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Cheese lovers across India had reason to smile today as Zepto joined forces with Britannia Industries Limited to celebrate Cheese Day with a campaign designed to stretch the imagination. The activation, unveiled through outdoor installations, centred on the irresistible pull of stretchy cheese, a visual metaphor for indulgence and delight.  

Cheese Day, though quirky in origin, has become a global occasion for brands to spotlight dairy favourites. For Britannia, the collaboration with Zepto offered an opportunity to showcase its cheese portfolio in a way that was both playful and appetising. The outdoor creative leaned into the sensory appeal of cheese, with exaggerated stretches designed to capture attention and evoke the joy of savouring a creamy bite.  

Among Britannia’s offerings, the Laughing Cow Creamy Cheese Triangle stood out as a star of the celebration. Known for its smooth texture and rich flavour, the product has long been a favourite among consumers seeking a versatile cheese option that works as well in snacks as it does in recipes. Its inclusion in the campaign underscored Britannia’s commitment to highlighting everyday indulgences that resonate with Indian households.  

Zepto’s involvement added a contemporary edge to the initiative. As a quick-commerce platform, Zepto has built its reputation on convenience and speed, and its participation in Cheese Day reinforced its ability to connect cultural moments with consumer needs. By spotlighting Britannia’s cheese range, Zepto positioned itself as more than just a delivery service—it became a partner in celebration, ensuring that cheese lovers could access their favourites with ease.  

The campaign’s visual language was deliberately exaggerated, with stretchy cheese serving as both spectacle and symbol. Outdoor installations invited passers-by to engage with the concept, while digital amplification ensured the message reached a wider audience. The creative approach reflected a growing trend in Indian brand activations: blending humour, sensory appeal and cultural relevance to create memorable experiences.  

Cheese Day may not carry the gravitas of traditional festivals, but its light-hearted nature makes it a perfect canvas for brands to experiment. For Britannia, the collaboration reinforced its leadership in the dairy category, while for Zepto, it showcased agility in tapping into niche occasions. Together, they transformed a quirky celebration into a moment of indulgence, reminding consumers that cheese is not just food—it is joy stretched to its creamy limits.  

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McCann India has unveiled a fresh campaign for VIP that seeks to reframe the way consumers perceive travel. Built around the evocative distinction between those who are well-travelled and those who travel well, the initiative positions VIP as the brand that elevates everyday journeys into experiences of style, comfort, and distinction.  

The campaign, titled Travel VIP, is designed to resonate with modern travellers who value not just the destinations they reach but the quality of the journey itself. By reimagining ordinary travel moments into extraordinary ones, McCann India underscores VIP’s role in making every trip feel premium and purposeful.  

The creative narrative reflects a shift in consumer aspirations, where travel is increasingly seen as an extension of identity and lifestyle. VIP’s products, long associated with durability and convenience, are now being reinterpreted as enablers of memorable experiences. The campaign’s messaging suggests that travelling well is about more than logistics—it is about carrying a sense of pride, preparedness, and elegance wherever one goes.  

McCann India’s work highlights the emotional and cultural dimensions of travel, tapping into the desire for journeys that feel seamless yet special. By presenting VIP as the companion that transforms routine travel into curated experiences, the campaign strengthens the brand’s relevance in a competitive market where consumers seek both functionality and flair.  

With Travel VIP, McCann India and VIP are not just selling luggage; they are selling the promise of journeys that matter. The campaign invites audiences to see travel as more than movement—it is a statement of how one chooses to experience the world, and VIP ensures that every step of that journey feels elevated. 

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The arrival of the fully redesigned 2026 Nissan Sentra marks a bold step forward for the brand, accompanied by a campaign that reflects the car’s sharper, more expressive character. Designed to resonate with a younger generation of drivers, the campaign positions the Sentra as culture-forward rather than convention-bound, blending product storytelling with a distinctive creative rhythm.  

The campaign’s visual language is built on mixed media, combining live-action and stills to create a dynamic narrative that keeps the Sentra’s design, technology, and features firmly at the centre. This approach ensures that while the storytelling feels fresh and bold, the product itself remains unmistakably the hero.  

Omnicom Production New York spearheaded the campaign from early creative development through production and post-production, ensuring consistency and cohesion across every stage. The collaboration brought together RSA Films and ARCADE MOTION, with TBWA\Chiat\Day and Omnicom Studios contributing across editorial, finishing, and audio. The colour grading, crafted by Coffee & TV, gave all assets a premium, unified look, reinforcing the Sentra’s elevated positioning.  

The campaign’s energy lies in its ability to mirror the car’s design ethos. Just as the Sentra has been reshaped to feel sharper and more expressive, the campaign embraces boldness in its storytelling. By weaving together multiple creative cues, the work achieves a rhythm that feels contemporary and attuned to the mindset of younger drivers who value individuality and cultural relevance.  

The collaborative nature of the project was central to its success. From creative development to final delivery, the campaign was a true team effort, with Nissan Motor Corporation and partners working closely alongside Omnicom Production New York. The result is a campaign that not only showcases the Sentra’s redesign but also reflects the spirit of collaboration and innovation that defined the process.  

For Nissan, the redesigned Sentra represents more than just a new model—it is a statement of intent. By aligning the car’s expressive design with a campaign that feels equally dynamic, the brand underscores its commitment to engaging a new generation of drivers. The campaign’s culture-forward approach ensures that the Sentra is not simply seen as a product but as part of a broader lifestyle narrative.  

As the campaign rolls out, its impact will be measured not only in sales but in how effectively it connects with younger audiences. By blending bold visuals, integrated storytelling, and a premium finish, Nissan has crafted a launch that feels both contemporary and aspirational. The redesigned Sentra, supported by this distinctive campaign, is poised to make its mark on the road and in the minds of a new generation.  

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