MAM
Pouring art into every bottle
MUMBAI: When wine met canvas, India found its masterpiece. Grover Zampa, India’s most awarded fine wine producer, has partnered with creative agency Black Cab to give its flagship art collection a stunning new identity, one where every pour feels like a brushstroke and every bottle a work of art.
The brief was bold yet simple: lift wine beyond taste and transform it into an expression of India’s artistic and cultural heritage. The campaign’s creative core rested on a powerful idea, winemaking is liquid art. Just as an artist paints with emotion and precision, Grover’s winemakers craft each vintage with the same passion and finesse.
For instance, the Cabernet-Shiraz: robust and full-bodied, found its visual twin in a bold, deep-toned artwork that captured its complexity. Each varietal collaborated with an artist whose palette reflected the wine’s personality, turning labels into miniature galleries of Indian expression.
Digitally, the campaign positioned every bottle as an exclusive collectible, a limited-edition artwork from the vineyards of Nandi Hills and Nashik Valley. High-quality imagery and evocative storytelling elevated Grover Zampa from a fine wine label to a cultural brand, one that toasts both craftsmanship and creativity.
Social media became its art gallery, where fans shared their own “liquid art” moments. Bottles were photographed, displayed, and admired like paintings, each post a digital canvas celebrating the spirit of Indian excellence.
By blending art, storytelling, and digital innovation, Grover Zampa’s relaunch uncorked a refreshing narrative, that Indian wine can be as rich in culture as it is in flavour. With this campaign, every sip isn’t just wine tasting; it’s art appreciation.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
