MAM
Content Lab overhauls for brand-centric creative solutions!
Mumbai: In response to the evolving needs of the digital landscape and to better serve our clients’ diverse requirements, The Content Lab announced a strategic restructuring initiative that brings different solutions under focussed silos; Stir (Digital & Creative Agency), Carbon (Production backbone for TVCs/DVCs) and H2O (essential, scalable and snackable content creation – think Reels, Shorts & YouTube always on). This transformation underscores our commitment to delivering creative content solutions.
As part of this restructuring, the three verticals, Stir, Carbon and H2O will operate under a unified umbrella, The Content Lab, enabling seamless integration of services and enhanced efficiency. By leveraging the collective expertise of our multidisciplinary teams, we are poised to offer a comprehensive suite of solutions that spans from concept development to execution across various digital platforms.
“At The Content Lab, we recognise the evolving nature of the digital landscape and this restructuring will allow for a more efficient content-first approach for brands” said Vaibhav Mehta, founder and CEO. “This restructuring initiative will create a greater focus for each vertical, stronger collaboration between teams and sharper results for brands”.
The newly restructured entity will enable clients to access a wide array of services seamlessly, including creative strategy, scalable content creation, digital marketing, campaign conceptualisation, branding, ad-film production and more.
“With our integrated approach, clients can expect a seamless experience from concept to execution, enabling them to achieve their marketing objectives with maximum impact,” added Supriya Sehgal, co-founder and COO.
The restructuring also reflects our commitment to fostering a culture of creativity by encouraging greater cross-functional collaboration.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
