MAM
Tata Docomo boards “Friendship Express” to establish brand identity
MUMBAI: Mobile operator Tata Docomo has launched its latest television commercial that aims to capture the joys of being together and celebrate “the unity in diversity” that exists in India.
Conceptualized by Draftfcb Ulka, the TVC looks at establishing Tata Docomo as a brand that is refreshingly different and liberating in its approach.
Utilizing the key consumer insight “I am different because I am, not because I want to be”, the communication aims direct consumers to shed their inhibitions and feel inspired to do what they want to do.
The ad is set in the compartment of the “Friendship Express”. The passengers on the train hail from various regions of the country and belong to different walks of life. While all the passengers on the train are busy in their own world, a young man decides to break the monotony and starts singing the Docomo theme. Soon enough, everybody joins in and begins to celebrate ‘friendship‘. The communication reinforces the message of celebrating togetherness through the line, “Why walk alone, when we can dance together?”
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
