MAM
TDI looks to capture burgeoning outdoor ad market
New Delhi: Ad agency TDI which has been associated with Airport advertising for the last 17 years is looking to spread its wings.
TDI claims to be the largest out of home media ownership company with exclusive advertising rights of 17 prime airports in the country. It has expanded its wings by launching a new division TDI Media Services.
An official release informs that this division of TDI International India will provide 360 degrees media solution to all its clients across the country. The initiative will kick off with Out Of Home Media solutions by way of strategic planning, buying, creative consultancy and solutions, state of art execution and installation, proactive maintenance, constant monitoring and post-buy analysis.
The release states that outdoor advertising is going through a metamorphosis as clients look for more value from their ad spends. Like the competition TDI Media Services aims at maximising the advertising results of every penny spent by their clients.
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.
