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HIL ropes in Airtel as associate sponsor
MUMBAI: Telecommunications major Bharti Airtel has become the associate sponsor of Hockey India League (HIL), the franchise-based hockey league formed on the lines of cash-rich IPL.
Airtel, which is heavily invested in sports, has for the first time associated with Hockey. The telecom brand is the title sponsor of domestic and international cricket matches played in India. Apart from Cricket, Airtel is also the title sponsor of Indian Grand Prix.
HIL chairman Dr. Narinder Batra said, “We welcome Bharti Airtel for joining Hero Hockey India League and being part of this historical event. Their association will boost Indian hockey and will take the sport to a new level.”
Hero MotoCorp is the title sponsor of HIL.
In the inaugural season of the Hero Hockey India League, Jaypee Punjab Warriors will face Delhi Waveriders on 14 January at Major Dhyan Chand National Stadium in New Delhi.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
