MAM
Ormax Media expands Showbuzz coverage to 14 cities
MUMBAI: Ormax Media’s proprietary tool Showbuzz, which measures the pre-launch awareness of new shows on Hindi GECs, has now expanded its market coverage. The tool will cover 14 cities in its research methodology from this April, up from six cities.
The new cities being added are Pune, Kolhpaur, Kanpur, Bareilly, Allahabad, Gwalior, Ludhiana and Jamnagar. It currently covers Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar.
The sample size covered per week has also increased from 600 to 800. The data will be reported for eight market clusters – Mumbai, Delhi, Gujarat, Punjab, Rest Of Maharashtra, MP, UP (Big) and UP (Small).
Ormax Media CEO Shailesh Kapoor said, “Showbuzz scores have become an industry currency for channels and advertisers to track and evaluate launch campaigns of new Hindi GEC shows. It is a product that has been supported by the media community whole-heartedly. As we prepare to enter the fourth year of Showbuzz, a market expansion was the logical next step.”
Showbuzz tracks unaided and total awareness of upcoming and newly launched shows across Hindi GECs in the TG 15-44 years, SEC ABC.
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.
