India’s most profound transformations are not confined to corporate strategies or government policies; they are unfolding in the quiet corners of everyday life. They are found in the determination of a village boy teaching himself design on a borrowed laptop, in a woman turning her kitchen into a catering business, and in countless others who decide, often for the first time, to bet on themselves. These are the stories of resolute Bharat, where ambition and resilience are rewriting the nation’s narrative.

Among these stories is that of Daya, a boy who once sold tea but harboured dreams far greater than his circumstances. His journey is emblematic of the millions of Indians who refuse to be defined by limitations. Daya’s path was not straightforward: it began with dreams, encountered defeat, and demanded the courage to rise again. His story is not about instant success but about the persistence that transforms setbacks into stepping stones.

Narrated by Aamir Khan, Daya’s journey is presented as part of a larger tapestry of mini-million revolutions that are quietly shaping India’s future. These are revolutions born not of grand gestures but of small, resolute choices—choices that ripple outward, touching families, communities, and eventually the nation itself. Every time someone like Daya chooses to believe in their own potential, India grows a little stronger, a little more confident, and a little more prepared for the future.

The campaign, supported by Bajaj Finserv, underscores the importance of standing beside these individuals who embody the spirit of new India. It is a reminder that progress is not only measured in numbers or statistics but in the stories of people who dare to dream differently. Bajaj Finserv’s role is not just financial; it is symbolic of a broader commitment to nurturing ambition and resilience wherever they are found.

Daya’s story resonates because it is deeply human. It speaks to the universal experience of dreaming, failing, and rising again. It reminds us that transformation is not the privilege of a few but the possibility for all. In celebrating Daya, the campaign celebrates the millions of Indians who are quietly, resolutely, building the nation’s future one choice at a time.

In the end, the story of resolute Bharat is not about extraordinary heroes but about ordinary people who choose to be extraordinary in their own way. Daya’s journey, narrated with empathy and conviction, is a testament to the power of belief and the enduring spirit of a nation in motion. It is a story that belongs not just to him but to every Indian who dares to dream, rise, and transform

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Coca-Cola has unveiled a striking new FIFA World Cup campaign in India, titled ‘The Lost Voices’. Conceptualised by Ogilvy India, the initiative captures the essence of football fandom by spotlighting the hoarse, strained voices of supporters who shout themselves hoarse in the heat of the game. These authentic sounds, collected from fans across the country, will be amplified through Coca-Cola’s social media channels during the tournament, creating a digital chorus of passion that mirrors the energy inside stadiums.  

The campaign is rooted in a simple yet powerful observation: football fans often lose their voices while cheering for their favourite teams, but those lost voices are themselves a testament to the depth of emotion the sport inspires. By turning this phenomenon into the creative centrepiece, Coca-Cola pays tribute to India’s vibrant football culture, where enthusiasm transcends geography and language.  

‘The Lost Voices’ is part of Coca-Cola’s global ‘Feel It All’ platform, which celebrates the unpredictable emotions of football—from heartbreak to triumph, silence to thunderous joy. In India, the campaign resonates strongly with a growing fan base that has embraced the World Cup as a shared cultural moment. By weaving together the sounds of fans, Coca-Cola underscores its role as a brand that not only refreshes but also connects people through collective experiences.  

The initiative reflects Coca-Cola’s longstanding strategy of embedding itself within the cultural fabric of major sporting events. Rather than simply sponsoring the spectacle, the brand seeks to participate in the emotional journey of fans. In doing so, it positions itself as a companion to every cheer, every sigh, and every lost voice that defines the World Cup.  

As the tournament unfolds, ‘The Lost Voices’ will serve as a reminder that football is more than a game—it is a chorus of emotions shared by millions. Coca-Cola’s campaign captures this spirit, ensuring that even the voices fans lose in the frenzy of support are not forgotten, but celebrated as symbols of unity and passion.  

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Hyundai Motor Asia Pacific has announced the launch of its latest regional campaign, “Hyundai, driving ASEAN as one,” ahead of the Hyundai Cup 2026. Running from 24 July to 26 August, the initiative positions football as a unifying platform to reinforce Hyundai’s brand presence and celebrate the shared spirit of Southeast Asia.  

As title partner of the tournament, Hyundai aims to connect audiences across all 11 ASEAN nations through themes of mobility, cultural diversity and collective purpose, aligning with its global “progress for humanity” vision. Central to the campaign is the Hyundai STARGAZER, which has been cast as the hero vehicle of the competition. The MPV features prominently in campaign storytelling, symbolising family journeys, connection and regional togetherness.  

Adding a cultural dimension, Hyundai has recruited Dhika, the viral “Aura Farming Boy” who gained fame through Indonesia’s traditional Pacu Jalur boat race. Dhika embodies teamwork, trust and synchronised movement—qualities Hyundai seeks to associate with both football and its wider brand narrative. A dedicated campaign featuring Dhika is set to be released in the coming days.  

“Hyundai Cup 2026 is more than a football tournament, it is a celebration of what ASEAN stands for: diversity, resilience, and the unbreakable spirit of togetherness,” said Faraz Shamsi, executive marketing director of Hyundai Motor Asia Pacific. “Through this main film and our ‘driving ASEAN as one’ campaign, we want every fan across the region to feel that Hyundai is with them on this journey.”  

He added: “At Hyundai, our vision of Progress for Humanity is not just a tagline; it is our commitment to driving meaningful change and connection in every market we serve. Hyundai Cup 2026 is one of the most powerful ways we can bring that commitment to life across Southeast Asia.”  

The campaign extends Hyundai’s long-standing investment in sports marketing, with the company highlighting more than 27 years of global sports partnerships. Alongside its sponsorship of the Hyundai Cup 2026, Hyundai is rolling out content across social media channels in ASEAN, supported by a Trophy Tour, stadium activations, fan giveaways and vehicle test-drive experiences. Market-specific activities will be announced locally, ensuring tailored engagement across the region.  

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For years, Pizza Hut was regarded as the “pizza ghost of Australia”, a brand many assumed had faded into obscurity. Now, with the help of creative agency jnr., the company has staged a dramatic comeback, unveiling a provocative new brand platform titled ‘How Bad Do You Want Good’. The campaign made its debut during Wednesday’s State of Origin decider, instantly sparking conversation with its unapologetically bold tone.  

The creative premise is simple yet shocking: when faced with a slice of Pizza Hut, people abandon their better instincts. In the campaign’s scenarios, friends ignore a man who has caught fire, refuse to return dropped pills, and neglect to help a boy with broken arms—all in pursuit of pizza. It is a darkly comic exaggeration of desire, designed to cut through the noise of Australia’s competitive fast-food market.  

John Marshall, jnr.’s managing director, explained the challenge: “The problem for Pizza Hut was that they were known as the pizza ghost of Australia. Most people thought they were gone.” Chief strategy officer Ryan O’Connell added that the client had been clear from the outset: “To get that attention back and to get our top-of-mind back, we’ve got to do something different.”  

With rivals like Domino’s commanding larger budgets, Pizza Hut needed work that would punch above its weight. “We can’t outspend Domino’s,” O’Connell said. “So it needs to be work that gets attention and punches above its weight. We need to get an unfair share of attention.”  

The campaign’s execution matched its ambition. From shutting down Hyde Park for filming to wrapping buses and trams, the creative team leaned into spectacle. Marshall recalled the unusual reassurance from Pizza Hut’s legal counsel at Flynn Group: “At one point last week, she was calming me down, saying, ‘I’ve seen worse.’ Normally it’s my job to say that to the lawyers, but the lawyer was saying it to me.”  

The social creative pushes boundaries even further, with behind-the-scenes content featuring kids with broken arms and people on fire. “Lots of debauchery,” Marshall admitted, underscoring the campaign’s willingness to embrace chaos for impact.  

For Pizza Hut, this is more than a stunt—it is the beginning of a revival. Nora-Kate, speaking on behalf of the brand, emphasised the underdog narrative: “All Australians love a good underdog story, so I’m really excited about this one. Australians want us to win. They want Pizza Hut to come back. I’m looking forward to really bringing the brand back to life again.”  

With ‘How Bad Do You Want Good’, Pizza Hut has not only reclaimed visibility but also reasserted its cultural relevance. By embracing audacity and humour, the brand has transformed from ghost to contender, setting the stage for a new chapter in Australia’s fast-food story.  

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For Malayalis worldwide, Onam is more than a festival—it is an emotion that embodies tradition, togetherness, and cultural heritage. Families gather, rituals are observed, and consumers embrace the spirit of shopping, making it one of the most significant marketing moments of the year. This season, Mathrubhumi has launched a campaign that redefines festive communication by showcasing the strength of its diverse media ecosystem.  

The campaign unfolds in two distinct versions. The first, ‘Legends of Onam’, draws inspiration from enduring traditions such as King Mahabali, Onapottan, and Kummatti, aligning them with Mathrubhumi’s legacy in the lives of Malayalis. These themes are brought to life through illustrations inspired by Kerala’s mural art, reimagining cultural icons in a handcrafted style that celebrates heritage and storytelling. Rolled out across print, television, radio, and digital platforms, the campaign underscores Mathrubhumi’s ability to connect brands with audiences through integrated communication.  

The second version, ‘Unspoken Onam Ritual’, reflects the insight that while some rituals are centuries old, others evolve through everyday habits and shared experiences. It positions Mathrubhumi as a trusted companion woven into festive mornings—from newspapers and radio conversations to digital stories and television entertainment—reinforcing its role in connecting generations during Onam.  

M V Shreyams Kumar, Managing Director of Mathrubhumi Group, explained: “Onam is a celebration of Kerala’s identity, traditions, and the deep emotional bonds that bring generations together. Through this campaign, we wanted to reflect not just the timeless legends and cherished rituals of Onam, but also the role Mathrubhumi has played in the lives of Malayalis over the years. Whether through print, television, radio, digital, or our other media platforms, our strength lies in connecting brands with audiences in meaningful and culturally relevant ways.”  

Miriam Paul, ACD at Maitri Advertising, added: “Onam is Kerala’s most cluttered advertising season. While most brands compete for attention, we wanted to highlight the value of association. A legacy media brand like Mathrubhumi offers more than reach. It offers cultural relevance built over generations.”  

The campaign, spanning Mathrubhumi’s extensive media ecosystem and national trade media, demonstrates how a trusted media brand can help advertisers achieve deeper connections and lasting impact during Kerala’s most important consumer season.  

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TVS Apache has celebrated a defining milestone in its journey, announcing that it has crossed 7 million customers worldwide. To mark the occasion, the brand unveiled its latest campaign, Tu Race Laga, a film directed by acclaimed National Award-winning filmmaker Ram Madhvani. The campaign embodies Apache’s enduring philosophy of bringing the thrill of the racetrack to everyday roads, capturing the adrenaline, control and excitement that have become synonymous with the brand.

Since its inception in 2005, TVS Apache has been built on the principle of ‘Track to Road’, translating TVS Racing’s championship-winning expertise into motorcycles designed for uncompromising performance. Backed by over four decades of racing heritage, Apache has consistently delivered race-derived technology, precision engineering and rider-focused innovation, ensuring that every ride carries the DNA of competition.

Beyond its machines, TVS Apache has nurtured one of India’s most passionate riding communities. With more than 500,000 registered members, the Apache community thrives on shared experiences of performance, adventure and camaraderie. Through curated rides, track sessions and immersive brand engagements, Apache has created bonds that extend far beyond ownership, reinforcing its identity as a lifestyle rather than just a motorcycle brand.

Innovation has been central to Apache’s growth story. Over the years, the brand has introduced a series of segment-first features that have redefined performance motorcycling. These include roto-petal disc brakes, fuel injection systems, dual-channel ABS, multiple ride modes, SmartXonnect connectivity, glide through technology, factory customisation via the Built-To-Order platform, keyless ride systems, and advanced rider-assist technologies such as traction control and dynamic stability systems. Each innovation has underscored Apache’s commitment to enhancing rider confidence and control while pushing the boundaries of performance.

Today, TVS Apache stands as one of the fastest-growing performance motorcycle brands globally, with a presence in over 90 countries. Its 7 million-strong customer base reflects not only the appeal of its machines but also the resonance of its philosophy with riders across diverse geographies. The brand’s ability to blend heritage with modernity has positioned it as a leader in the segment, appealing to both seasoned enthusiasts and new riders seeking adrenaline and precision.

The new campaign film, Tu Race Laga, serves as a tribute to this journey. Rooted in Apache’s racing ethos, the film captures the essence of speed, control and exhilaration, reinforcing the brand’s belief that every ride is a race worth embracing. Directed by Ram Madhvani, known for his cinematic storytelling, the film brings Apache’s philosophy to life with a visual narrative that mirrors the thrill of the racetrack.

As TVS Apache celebrates this milestone, it continues to look ahead with the same spirit that has defined its journey so far — a relentless pursuit of performance, innovation and community. With 7 million riders already part of its story, Apache’s next chapter promises to be as exhilarating as the race itself.  

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Luxury travel curator RAVAN ESCAPES has launched its first brand film, offering travellers an evocative glimpse into a side of Sri Lanka rarely experienced through conventional tourism.

The film presents the island nation as a place of layered stories, untamed wilderness, ancient kingdoms and deeply rooted culture, inviting discerning travellers to move beyond familiar itineraries and discover Sri Lanka through immersive, carefully crafted journeys.

From sacred landscapes and hidden rural communities to dense rainforests alive with endemic birdlife, the brand film captures the diversity and richness of the country’s natural and cultural heritage. Encounters with leopards in the wild, ocean giants along the coast and intimate experiences with local traditions are positioned not merely as attractions, but as meaningful connections to the island’s soul.

At the heart of RAVAN ESCAPES is a commitment to deeply personalised travel. Each itinerary is developed through collaboration with an extensive network of naturalists, wildlife biologists, scientists, local experts, award-winning photographers and specialist guides, ensuring travellers gain rare access and authentic insight into Sri Lanka’s landscapes and stories.

The company says its philosophy centres on quality over quantity, choosing to host only a limited number of journeys each year. This approach allows for greater attention to detail and creates a more intimate and thoughtful travel experience tailored to each guest.

Alongside wilderness exploration and cultural discovery, the brand also highlights refined luxury stays that blend comfort with a strong sense of place, offering travellers opportunities to experience Sri Lanka with both elegance and authenticity.

With the launch of its debut brand film, RAVAN ESCAPES aims to position itself as more than a travel company, instead presenting itself as a gateway to understanding Sri Lanka through the people and experts who know the island best.

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Honda Australia has teamed up with Special to launch a bold new campaign that challenges the SUV category’s fixation on rugged outdoor adventures and instead champions the reality of urban driving. At the centre of this creative push is the Honda ZR-V, positioned as “the perfectly city-sized SUV” designed for the lives most Australians actually lead.  

The campaign’s provocative rallying cry, “You don’t live on a farm, so why drive a tractor?”, cuts through the predictable tropes of SUV advertising, which often lean heavily on fantasies of escape and off-road exploration. Instead, Honda and Special are unapologetically owning the everyday, reframing the ZR-V as the antidote to oversized vehicles that promise adventure but rarely deliver relevance to city life.  

The ZR-V sits neatly between Honda’s HR-V and CR-V, offering a balance of premium comfort, agility and hybrid efficiency. It is dynamic and sporty, yet compact enough to navigate urban streets with ease. By emphasising practicality and refinement, the campaign positions the ZR-V as a fresh alternative in a category that has become increasingly homogenous.  

The creative execution is led by a hero film, produced in collaboration with Revolver and directed by Justin Kurzel, which reimagines the nursery rhyme “Old MacDonald Had a Farm” through the lens of a modern city professional. The film follows a woman navigating her morning routine in an inner-city apartment before driving off in her ZR-V, underscored by a jazz rendition of the familiar tune. The narrative culminates in the campaign’s defining line, reinforcing the message that SUVs should reflect the realities of urban living rather than rural fantasies.  

Special Australia’s strategy was to expose the truth that most driving happens in cities, not on farms or mountain trails. By playfully highlighting this disconnect, the campaign delivers a perspective that feels both culturally relevant and refreshingly honest. It is a deliberate departure from the SUV peloton, which continues to overvalue the imagined getaway while undervaluing the everyday.  

The campaign is supported by a wide network of production and creative partners, including Mullinars Casting Consultants, ARC, Blockhead Studios, Sonar Music, Zenith Media Australia, Burson and WiredCo. Together, they have crafted a multi-channel rollout spanning film, social, digital, audio, out-of-home, PR and partnerships, ensuring the ZR-V’s new identity reaches audiences nationwide.  

For Honda Australia, this marks another step in its ongoing brand resurgence, as it seeks to build a more distinctive and culturally resonant presence across its portfolio. By giving the ZR-V a clear identity and unapologetically championing urban driving, Honda is not only driving awareness but also reshaping the conversation around what an SUV should be in modern Australia.  

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Honda Australia has unveiled a striking new campaign that seeks to redefine the place of the Honda ZR-V in the nation’s SUV market. Developed with Special and its agency village, the initiative positions the ZR-V as “The perfectly city-sized SUV,” a deliberate counterpoint to a category increasingly dominated by larger vehicles marketed around adventure, escape and off-road fantasies.  

At the heart of the campaign lies a provocative question: “You don’t live on a farm, so why drive a tractor?” This playful challenge underscores the ZR-V’s urban credentials, presenting it as the SUV designed for the realities of everyday city life rather than the imagined weekend getaway.  

The ZR-V occupies a distinctive space in Honda’s line-up, bridging the compact HR-V and the family-focused CR-V. It offers premium comfort without excess bulk, combining sporty performance, hybrid efficiency and city-friendly practicality. The campaign’s creative platform unapologetically embraces urban driving, highlighting the truth that most Australians spend their time navigating city streets rather than rugged terrain.  

Leading the rollout is a hero film titled Young MacDonald Had No Farm, directed by Justin Kurzel of Revolver. Set to a lively jazz rendition of Old MacDonald Had a Farm, the film follows a young professional through her morning routine in an inner-city apartment before she drives off in her ZR-V. The narrative culminates with the campaign’s defining line: “You don’t live on a farm, so why drive a tractor?”  

Special’s GCDs Sian Binder and Lea Egan explained the creative rationale: “The SUV category has become remarkably predictable. Every brand seems to be selling a fantasy of escape, even though most driving happens in cities. We loved the idea of championing the everyday instead and creating a campaign with a point of view.”  

Eva Barrett, General Manager Brand, Marketing and Digital at Honda Australia, emphasised the importance of giving the ZR-V a distinct identity. “The Honda ZR-V is a beautiful SUV but isn’t that well known. It combines the space and confidence people want from an SUV with the agility, efficiency and refinement that urban driving demands. This campaign is about driving awareness, giving it a distinct identity and helping Australians discover a perfectly sized self-charging hybrid.”  

The campaign also represents another chapter in Honda’s broader brand resurgence in Australia, as the company works to build a more distinctive and culturally relevant presence across its portfolio. By reframing the ZR-V as the SUV for everyday life, Honda is not only carving out a unique position in the market but also challenging the conventions of SUV advertising.  

Launching nationally from 6 July 2026, the campaign spans film, social, digital, audio, out-of-home, PR and partnerships, ensuring the ZR-V’s message resonates across multiple touchpoints. With its bold creative stance and sharp cultural insight, Honda’s latest effort signals a confident step forward in reshaping perceptions of what an SUV should be.  

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Australia has embarked on a bold new chapter in public health engagement with the launch of a two-year national program designed to tackle one of the country’s most pressing cancer screening challenges. Think HQ, alongside its multicultural division CultureVerse and in partnership with the Australian Government, has unveiled a community-first strategy that rejects the traditional short-term roadshow model in favour of sustained, embedded activity.  

The initiative, which officially began last week with its first live activation in Adelaide, will deliver more than 50 events across 2026 and 2027. Its mission is clear: to address the persistent gap between the six million free bowel cancer screening kits mailed annually to eligible Australians and the two million that remain unused. By combining high-impact metropolitan activations with trusted regional partnerships, the program aims to build health literacy, dismantle stigma, and encourage participation in a test that could save thousands of lives.  

At the heart of the strategy are three innovative engagement formats. The flagship ‘Loo Post’ activations offer an immersive walk-through experience that demystifies the screening process, showing step-by-step how simple and hygienic the test is. Complementing this are ‘Catch it Early’ cafés, informal pop-ups hosted in local coffee shops where relaxed conversations replace clinical messaging. Finally, ‘Community Conversations’ embed small-scale events within cultural festivals and gatherings, delivered alongside bilingual leaders to ensure inclusivity and cultural resonance.  

Recognising the importance of culturally safe engagement, Think HQ has partnered with First Nations specialist agency Winangali to co-design tailored programs for First Nations communities. This collaboration underscores the initiative’s commitment to equity, ensuring that barriers unique to different groups are addressed with sensitivity and respect.  

Jen Sharpe, Founder and Managing Director of Think HQ, explained the philosophy behind the approach: “If you want to create genuine, lasting behaviour change, you can’t just drive a branded truck into a town for a day and leave. We intentionally rejected the traditional roadshow format. Instead, we are building a sustained, two-year ecosystem of activities embedded within communities. By partnering with local champions and organisations who already hold the community’s trust, we are ensuring this work leaves a real legacy.”  

Jess Billimoria, Chief Audiences Officer at CultureVerse, highlighted the role of intimacy and trust: “Our ‘Community Conversations’ are designed for intimacy and safety, complementing broader campaign channels to deepen engagement. By taking these conversations directly into trusted community settings and working with bilingual community figures, we can help break down the taboos and cultural barriers that have historically kept screening rates low in some multicultural communities.”  

The program also dovetails with the national campaign “Bowel Cancer Waits for No One,” delivered in partnership with Cancer Council Australia. CultureVerse is leading the multicultural campaign delivery, ensuring diverse communities are reached with messaging that resonates.  

As the initiative rolls out nationwide, its blend of creativity, cultural sensitivity, and sustained presence offers a fresh model for public health engagement. By embedding itself within communities rather than passing through them, Think HQ and CultureVerse are setting out to transform not just awareness, but behaviour — and in doing so, save lives.  

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