MAM
AdLift wins creative mandate for PayU India
MUMBAI: AdLift has been named PayU India’s creative advertising agency following a multi-agency pitch. PayU is India’s leading online payment solutions provider for businesses, with cutting-edge and award-winning technology.
AdLift’s expertise in creating innovative, engaging, and targeted campaigns will help PayU to further increase its digital customer footprint.
“We are confident that AdLift has the skills and expertise to drive creative campaigns for the effective communication for our payment solutions,” said PayU India country head, small and medium businesses Noopur Chaturvedi.
AdLift co-founder and ceo Prashant Puri added: "PayU is a brand synonymous with innovation in payment solutions and we are delighted that AdLift has been entrusted with the next stage of its creative transformation."
Founded in 2009, AdLift is a global digital marketing agency specialising in ROI-driven niche marketing solutions. At AdLift, the mission is to provide clients with personalized, expert search, and social marketing solutions, helping them drive maximal advertiser value. Today, AdLift has an impressive portfolio of clients ranging from start-ups to reputable brands, including several top players in the Fortune 100 list. In just over a decade, AdLift has partnered with more than 250 brands, including ICICI Lombard, Airbnb, Max Life Insurance, Shopify, Fortis Healthcare, Axis Bank, Jaquar, Bausch & Lomb, Luminous and Tata AIG to deliver innovative campaigns across multiple platforms.
PayU is India’s leading online payment solutions provider and serves more than 3,50,000 merchants with 70+ local payment methods and is the preferred payments partner for nearly 60 per cent of the e-commerce merchants, including all leading e-commerce companies and a majority of airline businesses.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
