MAM
Coca-Cola rolls out ‘Crazy for Happiness’ campaign
Mumbai: Coca-Cola is launching its latest brand campaign, ‘Crazy for Happiness‘ that encourages and inspires individuals to engage in acts of genuine goodness, no matter how small, to shape a happier and more harmonious world.
The campaign has been scripted by McCann World Group India CEO and chief creative officer Prasoon Joshi, Sambit Mohanty, Rahul Mathew, Vineet Mahajan, Akshay Kapnadak of McCann India.
The film has been directed by Shujaat Saudagar of Boot Polissh Films with music by Amit Trivedi.
Coca-Cola India and South West Asia vice president, marketing Anupama Ahluwalia said, “In today‘s world, we have become insular and self-focused. The “I” tends to stop caring for the “WE”. Being kind to a stranger is often considered “crazy”. When you do something good for others, happiness is inevitably the end result. Therefore, be a little crazy and open happiness.”
Joshi said, “The Coca-Cola ‘Crazy For Happiness‘ campaign believes and celebrates such selfless/random acts of kindness by strangers, thereby provoking belief in a happier world.”
Set to the upbeat and evocative “Haan Mein Crazy Hoon” jingle composed by Trivedi, the ad shows Indians from various walks of life committed to random acts of kindness. They include the girl who draws smileys on car windows, another who high fives strangers, a third who uses her gifts as a singer to raise money for the treatments of sick children, and the young man who makes a daily commute to the far end of his city to feed homeless dogs. Even in the face of negativity, these are people who, through their seemingly ‘crazy‘ acts of optimism and kindness, bring happiness to our world.
MAM
Foxtale unveils ‘Eternal Glow’ campaign with Sonali Bendre
Actor fronts Gluta-Vit C serum ad rejecting cosmetic extremes for science-led radiance.
MUMBAI: Sonali Bendre just proved that glow doesn’t need a needle sometimes all it takes is the right serum and a refusal to dim your own light. Foxtale has launched its latest campaign, ‘Eternal Glow’, starring actor Sonali Bendre as the face of its Gluta-Vit C Advanced Brightening Serum. The intimate, stripped-back film positions Bendre as the embodiment of radiance that endures beyond age, trends, and conventional beauty norms, celebrating resilience, self-belief, and consistency.
The narrative opens in a serene, clinical-white setting where Bendre calmly declines a series of cosmetic interventions fillers, glutathione shots, IV drips, syringes establishing her selective stance on beauty. The story then shifts to a gentler, science-backed solution: Foxtale’s serum, powered by an antioxidant complex of Glutathione and Vitamin C, designed to brighten, even skin tone, and deliver lasting glow without extremes. Clean visuals and sensorial close-ups build to a powerful finale as Bendre steps into the light, reinforcing that true radiance comes from trust in smart science, not shortcuts.
The collaboration marks a deliberate pivot for Foxtale, moving away from youth-obsessed endorsements toward authenticity and timeless beauty. By choosing Bendre, a figure long admired for her quiet strength and evolved self-assurance, the brand aligns with women who value real results over fleeting ideals.
In a beauty market flooded with quick fixes, Foxtale’s campaign quietly asks a louder question: why chase temporary shine when you can choose glow that lasts? With Bendre leading the way, the answer feels refreshingly clear and brilliantly lit.
