MAM
Leo Entertainment bags Varma Corporation’s forthcoming projects
MUMBAI: Leo Entertainment, the full service entertainment consultancy division of Leo Burnett India has bagged Bollywood producer-director Ramgopal Varma’s four forthcoming projects including the forthcoming film Darna Mana Hai which will release on 27 June or 4 July 2003. The promos are already being aired on television channels.
A psycho-thriller, Darna Mana Hai, is very different kind of a film – it has six stories which apparently seem to be different from each other but have the same ending. While speaking to indiantelevision.com, Leo Entertainment head Sanjay Bhutiani says: “The first phase of the campaign – TV, hoardings, posters and banners for the domestic and international market – has already been conceptualised by the Leo Entertainment team. In an attempt to be different, we have developed offbeat creatives.”
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Talking about the creative designs, Bhutiani says: “It was challenge to come up with a novel concept. The promotional material doesn’t use faces of the well-known Bollywood stars but motifs and objects which convey the essence and the message. Ramgopal Varma was actively involved and gave us his inputs too.”
Leo Entertainment started in 2001 and has done work for Bollywood star Ajay Devgan for his film Raju Chacha. The firm’s work in Sanjay Gupta’s multi starrer Kaante – especially the tie up with Thums Up which became a benchmark for Bollywood – was appreciated by the producer Pritish Nandy.
Bhutiani adds: “For Pooja Bhatt’s Jism, we provided an entire gamut of services – calendars with Bipasha Basu, posters, banners, hoardings, promotional literature, in-film placement tie ups with Zingaro beer. We have done a Coke tie up for Ramesh Sippy’s forthcoming film Kuch Na Kaho(starring Aishwarya Rai and Abhishek Bachchan). We are also working with Ravi Chopra for Baghban (Amitabh, Hema Malini and Aman Verma). We have done quite a few things for Shah Rukh Khan’sChalte Chalte and for Percept Pictures’ Makdee (tie ups with Mazaa, McDonalds).”
Looks as if agencies can expand their revenue streams by offering their services to Bollywood producers.
MAM
Chupps Footwear unveils comfort-led campaign with ‘sleeping feet’
30-second film uses visual metaphor to showcase comfort across digital platforms.
MUMBAI: When comfort kicks in, it seems even your feet clock out. Chupps Footwear has rolled out a new campaign that takes a sharply minimalist route to communicate a familiar promise comfort. Instead of leaning on cushioning claims or tech jargon, the brand flips the script, showing what comfort looks like when it quietly does its job. Conceptualised by INTO Creative, the campaign centres on a 30-second hero film supported by static creatives across YouTube, Meta and OTT platforms. It marks a shift from feature-led messaging to a more evocative, almost hypnotic storytelling approach.
The film itself is stripped to its essentials. A series of feet wearing Chupps gradually tilt and collapse sideways, mimicking the act of falling asleep. There is no voiceover, no dramatic setting just repetition, rhythm and a single-minded visual idea. The payoff is equally understated: the brand logo and the line, “Comfortable Footwear.”
What adds texture is the soundtrack. Built around the recurring line “So gaya re…”, the music introduces a playful contrast to the stillness on screen. Each ‘sleeping’ foot lands on beat, creating a pattern that is oddly satisfying and difficult to ignore.
The creative insight is simple but effective. If real comfort makes the body relax, why not show feet doing exactly that? It is a metaphor that sidesteps category clichés while staying rooted in a universally understood feeling.
For Chupps, the campaign also signals a broader repositioning. Having earlier experimented with sustainability-led messaging through its 2025 biodegradable hoarding activation, the brand is now exploring storytelling that leans more on sensory recall than specification.
The challenge, as with most footwear brands, is differentiation in a crowded market where “comfort” is table stakes. By choosing to demonstrate the outcome rather than explain the input, Chupps attempts to carve out a more distinctive voice, one that relies less on features and more on feeling.
Because sometimes, the strongest proof of comfort is not what you say, it is what your feet do when no one’s watching.
