MAM
Continental THIS selects Sociowash Mumbai for digital mandate to elevate brand presence
Mumbai: Sociowash, a leading integrated advertising agency, proudly announces securing the integrated digital mandate for Continental THIS, a premium pre-mix coffee brand. Following a multi-agency pitch, Sociowash’s team will spearhead this strategic partnership, focusing on enhancing Continental THIS’s digital footprint. The brand will be serviced by the Sociowash Mumbai office.
Tasked with developing tactical creative strategies, Sociowash will leverage its expertise in performance media, video production, influencer marketing and social media marketing, to bolster Continental THIS’s brand awareness and attract a wider audience. The agency aims to drive impactful campaigns, highlighting Continental THIS’s unique offerings and bringing more coffee enthusiasts into the fold.
Sociowash co-founder Pranav Agarwal commenting on the win said, “We’re thrilled about joining forces with Continental THIS. Our goal is to elevate the brand’s digital presence and create captivating campaigns that resonate with coffee enthusiasts globally. Together, we look forward to crafting a unique narrative that enhances Continental THIS’s standing and connects with its audience in meaningful ways.”
Continental Coffee CMO Raja Chakraborty said, “As a driving force within Continental THIS, our collaboration with Sociowash promises to inject creativity into our digital presence, forging meaningful connections with coffee enthusiasts. Together, we’re excited to unveil campaigns that capture the essence of Continental THIS, resonating with our diverse and growing audience.”
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.
