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BBC Broadcast wins 21 Promax Awards, Star India 15
MUMBAI: It was a close fight between BBC Broadcast and Star India in the international categories at the just-concluded annual Promax & BDA Awards, the pinnacle of international broadcast design competition.
BBC Broadcast’s tally of 21 World Gold Promax Awards included 13 Gold and eight Silver while Star India took home nine Gold and six Silver.
But it was The NBC Agency that toted the highest tally overall, taking home 28 Promax Awards in the North American categories in ceremonies held Thursday night in New York that capped Promax & BDA 2005. The NBC Agency won 19 Gold and nine Silver.
The other big winners on the night in the international categories were Fox International Channels Italy (eight Gold and six Silver) and BSkyB and Seven Network Australia, with 12 awards respectively.
As already reported on Indiantelevision.com, the Star Group (all-Asia) won the most World Gold BDA Awards, with a total of 26. BSkyB picked up 13, followed by Mexico-based OnceTV with 12.
In North America, however, it was Fox Sports that had the highest tally, bagging 23 BDA Awards.
MAM
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.
