MAM
smartwater and Taproot Dentsu unveil new films featuring Rana Daggubati and Radhika Apte
MUMBAI: smartwater®, a premium water brand by Coca-Cola has, unveiled two new films for its ‘Made Differently’ campaign, featuring celebrity brand ambassadors Rana Daggubati and Radhika Apte.
The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style, like smartwater. The campaign features brand ambassadors Rana Dagubbatti and Radhika Apte, who are distinct characters and trendsetters in their field of work. Their offbeat choices of roles, multi-talent, the eschewing of the usual and innovation at its best embody smartwater’s attributes of innovation and forward thinking. The campaign is conceptualized by Taproot Dentsu.
Speaking about the campaign, Anoop Manohar, Director – Emerging Categories, Coca-Cola India said, “The brief given to the agency was to showcase the unique process story of smartwater. Our aim with this campaign is to help consumers relate to the bright idea that smartwater is. As a premium water brand, smartwater is more than just a product, it is a lifestyle choice , a frame of mind and an attitude of seeking the best; all rolled into one.”
Titus Upputuru, Creative Head, Taproot Dentsu said, “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product smartwater. We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way smartwater is made is inspired from the clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like smartwater. It was great to work with Rana Daggubatti and Radhika Apte.”
The films show an infinitely vast space within which the celebs encounter beautiful and artistic installations that reflect unique aspects of their personalities. As they proceed through this wonderland, they reveal how smartwater resonates with their unique choices and characters. smartwater is made differently through the process of vapour distillation and remineralization with electrolytes, which sets it apart.
Brands
Tommy Hilfiger unveils Spring/Summer 2026 watch collection
Checo Pérez fronts campaign blending F1 energy with Classic American Cool.
MUMBAI: Checo Pérez just traded the racetrack for the wrist game because when a Formula 1 star says time flies, he means it literally. Tommy Hilfiger Watches & Jewellery has launched its Spring/Summer 2026 collection, fusing modern craftsmanship with the brand’s signature Classic American Cool aesthetic. Global ambassador Checo Pérez, one of motorsport’s biggest names, headlines the campaign, infusing the line with high-octane confidence and relaxed sophistication.
Pérez said, “I’ve been a fan of Tommy Hilfiger since my childhood. The brand’s classic heritage style feels natural to me relaxed, confident and easy to wear. This watch collection blends modern innovation with the quality and tradition Tommy Hilfiger is known for.”
The men’s lineup is led by the bold Bank chronograph (44mm case, aluminium pusher guards, tachymeter bezel), powered by a Japanese chronograph movement and available with integrated bracelets or genuine leather straps. Other designs include the TH Oxford, featuring a textured dial inspired by the brand’s iconic Oxford shirt.
For women, the collection offers refined femininity through pieces like the 22mm Norah (slim two-tone case, navy patterned dial with Roman numerals) and the new Mackenzie (geometric bezel, frosted dial that catches light with subtle sparkle).
Shot against vintage cars and effortless style, the campaign captures the spirit of modern motorsport while celebrating timeless, versatile design suited for daily wear or statement moments.
Manufactured by The Movado Group Inc. under licence from Tommy Hilfiger and distributed in India by Titan Company Limited, the Spring/Summer 2026 Watches collection is now available.
In a world where time waits for no one, Tommy Hilfiger isn’t just keeping pace, it’s racing ahead, proving the perfect watch doesn’t just tell time. it tells your story, lap after stylish lap.
