MAM
Sociowash and Zomato join forces to showcase the Gold Dining Carnival campaign
Mumbai: Sociowash, an integrated advertising agency, executed a satirical influencer video-led campaign in association with Zomato, for the ongoing Zomato Gold Dining Carnival. The campaign started on 22 April and highlighted the common pain points experienced by customers, such as long queues, saving on dining bills and difficulty in securing seats. The campaign featured some of the top actors and influencers in the industry.
Sociowash’s scope of work involved supporting the production of the campaign. Drawing upon its expertise in influencer marketing, Sociowash capitalized on the USP, location and audience of actors and influencers like Jim Sarbh, Mallika Dua, Gagan Arora, Mithila Palkar, Ankush Bahuguna, Danish Sait and Ahliya to produce compelling content.
Zomato’s creative team conceptualised and scripted unique stories for each actor and influencer. The stories were developed in a manner that allowed for the actors and influencers to deliver the campaign message in their idiosyncratic, individual styles (including customization of Mithila’s famous The Cup Song).
Sociowash co-founder Raghav Bagai said, “Associating with Zomato and its creative team on this campaign has been an extremely fruitful experience. This association helped create a tongue-in-cheek campaign that showcases the platform in a fresh and unique style. Zomato’s trust in the process equipped us to take a full swing and tickle the hearts of the viewers through captivating yet quirky storytelling style of execution.
Commenting on the campaign, Zomato creative head Sidhant Mago said, “This campaign generated an incredible buzz, with actors and influencers spreading the word about booking seats for the event. The idea was to create content that looked organic and fun.”
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
