MAM
DDB MudraMax launches OOH campaign for Pan Vilas
MUMBAI: Godfrey Phillips India’s pan masala brand, Pan Vilas has launched an OOH campaign in tandem with radio and television spots. The campaign has been planned and executed by DDB MudraMax team and was launched across key markets of Gujarat UP, MP and Delhi.
The campaign aims to build upon the brand imagery of Pan Vilas and also communicate the message of the new price point of the product. The key challenge faced by DDB MudraMax in creating the campaign was to craft the communication that is eye-catching, helps maximise awareness levels and also add to the brand recall value.
The creative that is endorsed by Manoj Bajpai is restricted to sites that have large display area and are situated in high footfall regions with heavy traffic coverage so as to maximise viewership numbers. The campaign will be run across cities for 45-60 days.
Godfrey Philips general manager marketing Arnab Ghosh said, “The OOH campaign was mounted to build salience for Pan Vilas across key markets and to create a buzz prior to the intended price change on the brand. Initial indication on the acceptance of the new price point in most markets is positive. The entire 360 degree approach of which the OOH campaign was a key element seems to have worked in achieving the intended results, thus leaving the brand in a better state of health. DDB MudraMax as a partner has been instrumental in working to a brief of providing the most optimised OOH plan for the key markets, which in the current situation of budgetary constraints was the need of the hour.”
DDB MudraMax , senior vice president Subhashish Sarkar added, “The Pan Vilas campaign has been taking steady and sure strides across a variety of media in recent years, to entrench itself as the most recalled in category with clear communication, memorable brand endorsement and strategic message locations. For OOH, DDB MudraMax has strived to work closely with the brand team in delivering mileage in tandem with the rest of the brand delivery in all markets. Selection of media, astute buying and a slew of eye-catching innovations gain the Pan Vilas campaign a foothold above budgetary allowances. We take pride and pleasure in our association with the brand.”
DDB Mudramax deputy general manager Jagriti Kohli further said, “Good work always happens when the client and agency work as partners, with a clear focus to turn the brand challenge into an advantage. Pan Vilas OOH campaign is testimony to this fact. The campaign in all cities stands out for its outdoor friendly creative as well as the large format, selected media. A thorough understanding of markets, strategic and relevant OOH media planning backed by flawless execution by a team which owns the brand completely has made the Pan Vilas campaign a visual delight across markets.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
