MAM
Brands pay homage to nation’s martyrs on Kargil Vijay Diwas
MUMBAI: As the nation remembered the sacrifices made by the soldiers in the 1999 Kargil War, brands also came up with stirring tributes to mark the Kargil Vijay Diwas on 26 July. The historic day marks the end of the war with neighbouring Pakistan, and the success of ‘Operation Vijay’, which was launched by the Indian Army to reclaim the Kargil peaks captured by Pakistan forces.
Bharat Petroleum Corporation Ltd
BPCL in collaboration with renowned writer and lyricist, Manoj Muntashir marked the momentous occasion by paying a tribute to our martyrs through a rousing, moving poem recited by the writer.
Going a step ahead, Bharat Petroleum also provided Fuel Station dealerships to families of 59 martyrs and Bharatgas distributorships to 32 of them to ensure continuity of a steady life ahead, despite the loss of their loved ones in the war.
PepsiCo India
The beverage brand has recently launched a set of limited-edition cans as homage to ‘SherShaah’ of Kargil, Captain Vikram Batra and many other bravehearts, who led India to victory during one of the country’s harshest clashes. The cans are in hues of blue and gold featuring Pepsi’s ‘yeh dil maange more’ slogan, immortalised by Captain Batra.
The limited-edition cans also feature a QR code, through which consumers will be able to view Pepsi’s tribute to Capt. Batra. The ode is narrated by the Kargil martyr’s identical twin brother, Vishal Batra. Through the video, Batra reminisces about his life with his brother and his tale of heroism.
“22 years ago, Vikram’s powerful voice rang out over a radio and inspired patriotism in Indians of all ages as he said ‘Yeh Dil Maange More’. Today, ahead of Kargil Vijay Diwas, I am both proud and grateful that Pepsi is taking the story of his selflessness and courage across the country. It was an emotional experience for me to record the ode which is dedicated to my twin brother as it brought back many fond memories of him. I am hopeful that the story of his valour will inspire millions of Indians and remind them of the sacrifices by the brave souls who are on the border, so that we can feel safe back home”, said Batra.
“‘Yeh Dil Maange More’, a phrase that has always been synonymous with Pepsi, took on a new meaning when Capt. Batra adopted the line as his rallying cry. We are proud to honour the valour and selflessness of Capt. Batra and many other soldiers like him through the new limited-edition cans and a special heartfelt video. This Kargil Vijay Diwas, we are remembering all those brave heroes and saluting their indomitable spirit and resilience,” PepsiCo India said in a press statement.
Several other brands came up with creatives to mark the day and pay homage and gratitude to the heroes, who guard our borders so we can sleep peacefully at night:
Tata Green Batteries
Cipladine
Croma Retail
Bajaj Allianz General
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
