MAM
iNext rolls out new campaign conceptualised by Mudra Max
MUMBAI: Jagran Prakashan’s tabloid iNext has launched a new campaign to make inextlive.com the “news website of choice for the youth”.
Created by Mudra Max, the campaign will run for three months.
Mudra Max has defined the target group (TG) of iNext as one with traditional values but global aspirations. They covet fame and are materialistic but still care for their parents. They live in tier 2 and 3 cities and villages of India. On the Internet, the TG is looking for Infotainment – songs, music, local news, and videos.
Taking these into consideration, a folk singing competition, IKtara, was used to launch the website with a fresh look and feel. The company claims that this competition would bring the TG close to the tabloid; as registrations and updates about the competition will be available on the website of Inextlive, exposure to the fresh website was bound to be there.
A call to action for the youth was created with the tagline “Aao Maati ki dhun sunao”. An online media plan along with print support from iNext and Dainik Jagran was designed to launch the campaign.
On the social media front, the Youtube, Facebook and Twitter pages of Inextlive were revamped. The likes to the page were targeted to get regular fans of iNextlive page.
Also, for the initial three days, a teaser campaign was launched before the final campaign to announce the competition.
Mudra Group COO Pratap Bose said, “The challenge was to launch with an idea that brings stature, awareness and engagement for iNextlive and endears iNext to its core constituency. Initial results of the campaign are more than encouraging to say the least.”
Inext COO and editor Alok Sanwal added, “Not only will it bring this largely neglected form of music to the fore, but also help amateur folk singers venture into the mainstream and connect the youth of today with the music of their roots.”
Iktara is an initiative to have happened on the web-space, wherein except the shortlisting by judges and recording of the content in studios everything else such as the call for entry, registration, upload of user generated content and finally the airing of the content is all on the same platform.
IKtara received 532 users registered for the competition within four days of the teaser campaign. Also, daily visitors to inextlive.com have almost grown three times after the launch of campaign.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
