MAM
Anand Gandhi’s brand film for Vicks wins big at Creative Circle Gong Awards, Singapore
Mumbai: After a hiatus in 2020, the Creative Circle returned with the annual Gong Awards to celebrate creative excellence in advertising. The event held on Sunday in Singapore had set this year’s theme as Create/Change. Celebrated Indian filmmaker Anand Gandhi (the maker of “Ship of Theseus” and “Tumbbad”) won silver for Best Direction for his work on the Vicks – Touch of Care Campaign. The film titled “Care Lives On” is a micro biopic of Dr Dnyaneshwar Bhosale who gave his life treating children with Covid-19.
“Dr Dnyaneshwar Bhosale dreamed of building robust, empathetic systems of care and medicine. This film is a glimpse into the vision and commitment that he had for his community,” shared Gandhi. “It’s a call to togetherness, a reminder of the debt that we as a society owe to all those who’ve perished while saving our lives. I am grateful to the people at Vicks and Publicis Singapore for getting me on board to bring this story to life.”
Gandhi has also directed several decorated, high-impact narrative brand films. His “One In a Million” film for Vicks had previously won four Cannes Lions in 2019, the most for a single campaign from India, including a Silver Lion and three Bronze Lions for Creative Strategy, Film Craft, and Film Healthcare. It also won three silvers at Spikes Asia for direction, script, and casting in the Filmcraft category. Gandhi’s Lifebuoy ‘Help a child reach 5’ campaign won Bronze Cannes Lion in 2017 for creative effectiveness, along with the ‘Grand Prix’ in PR, and ‘Silver’ in Healthcare at Spikes Asia 2016. He has also worked with Gillette, Google, and other brand partners.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
