MAM
Quadrant wins creative duties of Balaji’s ICE
MUMBAI: Quadrant Communications has bagged the advertising and communication duties of Balaji Telefilms‘ Institute of Creative Excellence (ICE).
Balaji Telefilms CEO-New Media Punyashlok Bhakta said, “There were five agencies that had pitched for the account. Of these, we felt that Quadrant had the right mix of excitement towards and understanding of the various businesses, passion for and pride in their work, and the willingness to go the extra mile. We were looking at a single agency to work across all our businesses within the Media & Education space. Hence, the pitch was to understand, assess and fix on an agency that can partner with us across businesses.”
Quadrant Communications President and chief executive Rajan Narayan said, “Quadrant won the account after a multi agency pitch in which the Agency presented a brand campaign for ICE based on a sound insight and out of the box creative thinking.”
ICE provides courses in all major specializations like acting, cinematography, direction, editing, production, scriptwriting and sound.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
