MAM
Brand Harvest creates new identity for Salgaocar Football Club
MUMBAI: Salgaonkar Football Club (SFC) has used the services of Brand Harvest, a brand solutions company, to establish its new identity and positioning.
The club is no longer a corporate division of V.M. Salgaocar & Bro, but a separate legal entity.
Says Salgaocar Football Club marketing head Elaine Colaco, “The name has been changed to Salgaocar Football Club as football is the focus of SFC and this should be brought out adequately in the club name. To take this forward, we have also re shaped our identity through our new logo and anthem. However, although we keep innovating and developing, our traditions, our values and our commitment to football and to Goa, remain the same.”
In order to revamp its image taking into consideration factors like an upsurge in the number of international players playing for Indian clubs, the increasing popularity of the game within the country, the clubs representing at international forums and the increase in fan support, the agency brief shared was to bring alive the passion and depict the true stature of the club.
Brand Harvest initiated the launch communication that says ‘it takes 54 years of passion for the sport to become a symbol of glory’ along with the tag line summarizing the positioning of the club, “More than a game, it’s our passion”.
“We have conducted in-depth research among die-hard fans of the club, past and current players, management and the coach and found that the sense of ownership and pride is unparalleled and that aspect is important to capture in the new identity,” says Brand Harvest managing director Ram Gudipati.
Describing the logo he continues, “The crest form, a symbol of glory, has been chosen as a basis design within which we felt it was important to showcase some of the key associations like mining tools – the foundation of the sponsor V.M. Salgaocar & Bro. Pvt. Ltd. conch a symbol for new hope and auspicious beginnings, the ribbon with fire indicating the pride and passion. Besides this the identity also carries an acronym of Salgaocar Football Club- SFC.”
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.
