MAM
Aisle’s #FindAnkit campaign brings meme marketing to new heights
MUMBAI: Romance and memes—a pairing as timeless as chai and rain. Aisle has hit the sweet spot with its latest meme marketing campaign, #FindAnkit, blending humour, nostalgia, and modern matchmaking. This campaign, which exploded on Bengaluru’s social media scene and iconic streets like Church Street, has become a viral sensation, showcasing how even a dating app ‘swipe mishap’ can lead to a city-wide love quest.
The campaign began when a playful tweet from a group of friends revealed that one of them had accidentally skipped a profile on Aisle—a 5’11” chai-loving techie named Ankit from Bengaluru. Armed with witty placards and heartfelt pleas, the group took to the streets, turning the quest into a public mission. Their light-hearted appeal was simple: “Help us find Ankit!” Social media influencers and meme lovers soon joined the fun, with one popular X (formerly Twitter) influencer rallying their followers to tag every ‘Ankit’ in their contact list.
What happened next? Chaos—delightful, hashtag-fuelled chaos. Aisle didn’t miss a beat, jumping into the action with cheeky tweets and amplifying the hashtag #FindAnkit. The result? Timelines flooded with tags, memes, and witty banter, as netizens united to locate the elusive techie.
Aisle Network head Chandni Gaglani described the campaign as a playful ode to old-school romance, “At Aisle, we believe love isn’t just about profiles and swipes; it’s about creating moments that matter. #FindAnkit is a light-hearted, Bollywood-style effort to show that putting yourself out there can be romantic too. With this campaign, we’ve turned an accidental skip into a collective mission—proving that effort, humour, and a little serendipity make modern matchmaking just as special.”
The campaign’s numbers speak for themselves. 8.6 million reach, 9.8 million views, and an entire city talking about Ankit. Aisle has not only driven engagement but also reminded everyone that meaningful connections require a touch of persistence and charm.
The campaign’s clever approach resonated deeply with Bengaluru’s meme-loving crowd. By tapping into the city’s love for humour and community-driven missions, #FindAnkit didn’t just entertain—it created a shared moment that blended digital culture with the charm of chance encounters.
So, has Ankit been found? That’s for the internet to decide. One thing is clear, though—Aisle has captured the essence of modern romance, one meme at a time.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
