MAM
BIG FM and Gillette partner for the ‘Gillette Vector 3 Big Disha’
MUMBAI: Backed by the success of the BIG Disha’s earlier seasons, BIG FM and Gillette India partner once again to launch – ‘Gillette Vector 3 BIG Disha’. With the aim of grooming and training youth through their first steps in the professional world, the initiative kicks off on 8 December, and will go across the markets of Hyderabad, Baroda and Ahmedabad, one week per city, reaching out to youth, in the age group of 20-25 years.
Speaking of the campaign, BIG Rural, business head Vineet Mittal, said, “The response this far has been extremely encouraging and has worked well both for the consumers as well as our partners Gillette India. We look forward to continuing to develop newer solutions for Clients which help deliver brand objectives, while positively impacting the lives of our listeners.”
Aimed at guiding the youth through their first steps as a professional, the property will see each city host experts who will train students on key skills like resume building, time management, communication skills, grooming and etiquette, and the effective use of the internet. Through alliances across B schools and professional institutions in each of the cities, it promises to ensure maximum reach to the youth. The entire on ground initiative will be amplified through the radio platform on 92.7 BIG FM.
Gillette India country marketing manager Rajeev Sathyesh, said, “Looking well-groomed and presentable also sets one apart from other individuals and helps create a good first impression in most of the important occasions in life. To address the grooming needs of young individuals and to make them aware of potential career opportunities, we have partnered with Reliance Broadcast Network to take this successful initiative forward now with Gillette Vector-3.”
Brands
Blenders Pride unveils The One And Only campaign
New 360 campaign celebrates standing apart in a crowded world
MUMBAI: Blenders Pride Packaged Drinking Water has lifted the curtain on its latest campaign, ‘The One And Only’, sharpening its focus on a simple but powerful idea. In a world full of winners, only one truly stands apart.
Launched on 2 March 2026, the new narrative reframes success as something more than visibility or volume. For the brand, true success lies in distinction. It is not about being one among many. It is about being unmistakable.
The campaign brings this thought to life through three striking protagonists. Avanti Nagrath embodies fearless confidence and individuality. Kirandeep Chahal commands attention with a magnetic, unapologetic presence. Mahieka Sharma represents poise and quiet admiration. Each reflects a different facet of the brand’s personality, yet all share the same defining trait. They rise above.
Set in an aspirational world filled with equals, the film suggests that aura, confidence and style are what set the exceptional apart. It is a subtle reminder that influence is not claimed loudly, but worn effortlessly.
Blenders Pride has long positioned itself at the intersection of style and success, shaping modern Indian aspiration through innovation, industry firsts and iconic fashion platforms. With ‘The One And Only’, it turns the spotlight on a new generation that does not just want recognition. It wants admiration.
Pernod Ricard India chief marketing officer Debasree Dasgupta, said the brand has always believed in success with style and stature. She noted that today’s youth do not merely aim to succeed, but to stand apart with assurance, and the campaign captures that cultural shift.
The creative is backed by a full 360-degree rollout across digital and social platforms, including placements during the ICC T20 World Cup, alongside front-page newspaper ads and prominent outdoor sites across major cities. The aim is clear. To ensure the message of distinction is seen everywhere, yet feels like it belongs to the few.
Conceptualised by Ogilvy India, the campaign reinforces Blenders Pride’s long-standing cultural leadership. As Ogilvy North chief creative officer Nitin Srivastava put it, the brand has always stood for stature, style and effortless panache. ‘The One And Only’ simply distils that philosophy for a new era.
In a marketplace crowded with claims of greatness, Blenders Pride is betting on a quieter confidence. Not everyone can be the one and only. But that, perhaps, is the point.
