One campaign, taken apart, every week
Strategy, insight, execution, media mix and results - ending with exactly how to use it in a GD or interview. Sourced from the trade press, decoded by MarQuest.
Parachute Carries Its Coconut Into the Shampoo Aisle
Parachute Advansed (Marico) · Aisa Kya Hai? (Protein Shampoo launch)
On 29 July 2026 Marico released "Aisa Kya Hai?", the first campaign film for Parachute Advansed Protein Shampoo, the brand's entry into hair cleansing announced in late May and described by the company as its most significant category extension in recent years. The film, by Team WPP, skips the category's before-after transformation cliche: a young woman simply draws curious glances, and the question "what is it about her" resolves into naturally healthy hair. For placement prep this is a live case of a market leader stretching a flagship brand's equity into an adjacent, far more contested category.
Read the decodeHyundai Turns 'Gentleman's Game' Against Itself
Hyundai Motor India · We took 'gentle' out of the game (ICC Women's T20 World Cup 2026)
For the ICC Women's T20 World Cup 2026, Hyundai Motor India took cricket's oldest label, the gentleman's game, and inverted it with the line "We took 'gentle' out of the game", fronted by brand ambassadors Smriti Mandhana and Jemimah Rodrigues. The campaign uses their stories to show the changing perception and growing fanbase of women's cricket, and it extends Hyundai's earlier ICC Men's T20 World Cup work under the platform "Hyundai, Deewane India Ka Deewana Humsafar". For placement prep it is a clean example of a sponsor building a distinctive point of view rather than generic tournament advertising.
Read the decodeBritannia Little Hearts Uses AI to Bridge Nostalgia and K-Culture
Britannia Little Hearts · Share the OG Heart
Britannia Little Hearts launched an immersive AI and AR-driven campaign to reclaim its heart-shaped brand identity among Gen Z consumers. By leveraging the global popularity of the Korean finger heart gesture on World Emoji Day, the brand transitioned its legacy product shape into a modern digital experience.
Read the decodeBeyond Recasts the Kitchen Chimney as Decor
Beyond Appliances · Jeena Hai Toh Colourfully Jiyo
Beyond Appliances, founded by Eshwar K Vikas, launched "Jeena Hai Toh Colourfully Jiyo" on 21 July 2026 to introduce its Plug 'N' Play Designer Chimneys, with actor Dia Mirza in a dual role. The film's device is simple: a monochrome home turns to colour the moment the designer chimney arrives, recasting a utility appliance as a design statement. It matters because it is a deliberate category challenge, attacking the assumption that a kitchen chimney must be a dull steel box judged only on suction.
Read the decodeAir India: Selling a Turnaround Before It Is Finished
Air India · Change Is in the Air / That's Air India Now
Air India, now owned by the Tata Group, launched an India-focused brand campaign called "Change Is in the Air" with the creative signature "That's Air India Now." It is the airline's public claim that its post-privatisation transformation is real and visible, with over 90% of domestic flights set to carry the new experience by end-2026, up from around 80% today. It matters because it is a rare live case of a legacy brand trying to reset deep-rooted perceptions while the product overhaul is still only mid-way.
Read the decodeSprite's AI Localisation: Right Strategy, Wrong Landmark
Sprite (Coca-Cola) · One Film, Many Indias (AI hyper-local campaign)
Sprite broke the Indian FMCG habit of one country, one film, one story by using AI to generate city-specific versions of a single ad fronted by Sharvari Wagh, varying only how each city's heat looks while holding one brand narrative constant. It is worth studying because it is a visible early test of AI-driven creative versioning by a major Indian brand, and because a reported slip, Sydney's Harbour Bridge appearing in a Kolkata frame instead of the Howrah Bridge, turned it into a live case on the limits of automated localisation. Industry reception was mixed.
Read the decodeZomato: When the Feature Is the Campaign
Zomato · Low Plastic Packaging (World Environment Day)
Around World Environment Day on 5 June 2026, Zomato spotlighted its "low plastic packaging" filter, nudging users to pick restaurants that use eco-friendlier packaging when they order. Rather than a big-budget film, the campaign markets a choice built into the app flow itself, so the product feature carries the message. It is worth decoding because it shows a platform moving sustainability from an advertised claim to a behaviour nudge, and doing so on the exact terrain where greenwashing scrutiny bites hardest.
Read the decode