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ACI to Fast Track six professionals to Kuala Lumpur
MUMBAI: The Advertising Council of India (ACI) which includes The Indian Society of Advertisers, The Advertising Agencies Association of India, The Indian Broadcasters Foundation, The International Advertising Association and The Advertising Club, will be sponsoring six professionals for a special Fast Track program curated by the Asian Federation of Advertising Associations (AFAA). The program called “Fast Track” will be run in Kuala Lumpur between 20th and 22ndSeptember 2016.
This opportunity is available to young (below 35 years of age) professionals with at least five years work experience in marketing, advertising and media.
Candidates desirous of taking advantage of this industry-oriented initiative need send in their applications with a brief profile of themselves, their valid passport number and a 100 words piece on “How I would improve certain aspects of our industry that I believe need improving” to acifasttrack@gmail.com by 16 August 2016.
Six of them would fly to Malaysia for an all-expenses trip that would otherwise cost around USD 2500.
Speaking on behalf of the ACI AFAA vice chairman Srinivasan K. Swamy said “We see this effort as our way of helping develop talent and ultimately enriching our industry.” He further added, “This is the fourth time the ACI would be undertaking this initiative. The response from the first three initiatives was overwhelming, so we are investing in the future of our industry once again.”
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Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
