MAM
Brylcreem in co-branding association for movie ‘Garam Masala’
MUMBAI: Haircare brand Brylcreem has entered into a co-branding association for the upcoming multi-starrer Garam Masala. As per the deal, footage from the Brylcreem ad will be part of Garam Masala promotions on television.
Delhi-headquartered movie-marketing solutions provider Interactive Television has done the deal for Brylcreem. Says, the company’s director Ajay Mehta, “30-second promos of Garam Masala on television will feature footage from the Brylcreem gel ad. The idea is to capitalise on the high-profile star cast which boasts of male icons such as Akshay Kumar and John Abraham.”
Reportedly, the producers of Garam Masala are also planning a music video to promote the movie. The video will feature Akshay Kumar and John Abraham. The song titled Kiss Me Baby is sung by Adnan Sami and composed by Pritam Charaborty. Sameer has penned the lyrics.
Venus is producing Garam Masala which is due for release on 3 November. The movie is directed by Priyadarsan.
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
