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BBC Worldwide to represent Lonelyplanet.com ad sales
MUMBAI: BBC Advertising, the global ad sales department of BBC Worldwide, will now represent lonelyplanet.com in all global territories, following Australasian and US deals to sell its online advertising inventory.
The move comes as Lonely Planet achieved good traffic to lonelyplanet.com in June attracting 87 million unique users, a year on year rise of 62 per cent.
Lonely Planet was previously represented by Travel Ad Network in the US and AD2One for Australia and New Zealand.
Lonely Planet is a wholly-owned subsidiary of BBC Worldwide, which has managed the travel brand’s UK online sales since August 2009.
Lonely Planet MD digital Dominic Rowell said, “Bringing Lonely Planet together with BBC Advertising‘s team maximises the synergies between our two organisations and comes at an ideal time when Lonely Planet is poised for its next digital growth phase.”
BBC Worldwide Australia‘s regional director of ad sales Scott Hamilton said, “It has always been our intention to represent Lonely Planet in the critical territories of Australia and New Zealand. The brand is in great shape and I look forward to building on its success. The integration of these two fantastic properties considerably strengthens our advertising brand proposition in this region.”
The BBC Advertising team is responsible for international sales across its multi-screen portfolio including television, online, mobile and apps.
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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.
