Bajaj group marked its centenary with a deeply emotional commemorative film, Kathni Karni Ek Si, using a combination of AI and immersive storytelling, according to a report in BusinessLine's Catalyst. The film imagines a fictional return of Mahatma Gandhi, who at founder Jamnalal Bajaj's urging undertakes to audit modern Bajaj businesses and meets present-day family members, learning about the group's commitment to ethical Swadeshi roots. Conceptualised by Wondrlab and directed by Rajkumar Hirani of the Munnabhai series fame, the film demonstrates how human imagination paired with AI can further brand legacy. Ambiguous in scale, with appearances by Bajaj leaders, it's described as path-breaking.
Toing’s ‘No Shoo Shaa’ Campaign
Swiggy's affordable food delivery platform Toing launched its first brand film across digital channels, aimed at reiterating its “lowest price guarantee” proposition, Catalyst reported. The film, curated to appeal to Gen Z, brings a hilariously chaotic spectacle to life — it shows a wedding baraat in full glory trying to squeeze through narrow corridors of a building just to deliver food to a customer at her doorstep. While the on-screen chaos is entertaining, the message conveyed is clear — Toing consumers don’t need all this “shoo shaa”, nor do they have to pay extra. The film was conceptualised, written and directed by Swiggy’s in-house team.
Oriflame’s North-East Yatra
Swedish beauty and wellbeing company Oriflame took the road less travelled with its just-concluded North-East Yatra, one of the most ambitious influencer-led brand campaigns undertaken in the region, according to Catalyst. Executed in partnership with Whosthat360, the initiative covered over 5,000 km, cutting a glowing trail across 13 cities through April and May, engaging more than 300 influencers and connecting with young women, creators and entrepreneurs across the region. At each location, participants became storytellers, sharing their experiences through reels, posts and word of mouth in their own languages. This creator-first approach produced a wave of authentic, community-generated content that amplified the campaign far beyond its on-ground footprint, giving Oriflame a rare kind of earned visibility.
Redcliffe Labs: A Serious Matter
The new Redcliffe Labs campaign messaging is on point, calling attention to the tendency to ignore health symptoms until they become unmanageable, Catalyst reported. However, it falters a bit in execution as the sudden breaking out into a song is jarring. The campaign stars cricketer Gautam Gambhir — chosen perhaps to create the punning message “thoda gambhir ho jao” — and shows a relatable situation of a person making light of his symptoms until confronted by the sudden appearance of Gambhir, who advises a lab test.
Strategic Implications for Executives These campaigns illustrate distinct approaches to brand storytelling and market entry. Bajaj's centenary film leverages AI and a national icon to reinforce ethical heritage. Toing's humorous, no-frills positioning targets budget-conscious Gen Z diners. Oriflame's influencer-driven regional expansion taps into authentic local content in India's underserved Northeast. Redcliffe Labs attempts to use celebrity recognition for health awareness, though creative execution may blunt impact. Each example offers lessons in aligning brand identity with audience and channel.
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