MAM
IDBI retains Maxus as media partner; Mudra Max wins OOH biz
MUMBAI: IDBI Group has retained Maxus India as its media partner and assigned Mudra Max the Outdoor, below the line (BTL), direct and digital duties.
Maxus managing director Ajit Varghese confirmed the business retention of the IDBI account to Indiantelevision.com.
Mudra Max said it won the account following a multi-agency pitch. The account will be handled out of the agency‘s Mumbai office.
The pitch for the Outdoor business was called in March and was part of the tender which IDBI Bank floats every three years, as per applicable government guidelines.
The agency will be responsible for handling its various sectors which includes IDBI Bank Ltd, IDBI Capital Management Services, IDBI Intech and IDBI Assets Management.
Mudra Max CEO Pratap Bose said, “It‘s a significant win for us and I am happy with the way we are moving ahead. We look forward to IDBI Bank Group bringing innovative thinking and a strategic direction to the brand.”
Mudra Max-OOH president Mandeep Malhotra added, “IDBI Bank has shown faith in who we are and what we bring to the table. We are positive this partnership will be mutually beneficial. We hope to rise to the challenges offered by the brand, in terms of path-breaking and innovative methods of reaching the TG.”
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.
