MAM
Creativefuel launches Subtle Company for LinkedIn marketing push
New vertical targets organic storytelling and credibility on LinkedIn
MUMBAI: Creativefuel has launched Subtle Company, a new vertical dedicated to platform-specific marketing on LinkedIn, as it sharpens its focus on specialised digital strategies.
The move comes on the back of growing client demand for communication that feels more organic and credibility-led on LinkedIn, rather than overtly promotional. With Subtle Company, Creativefuel is leaning into what brands are increasingly asking for, marketing that blends in before it stands out.
The vertical will focus on LinkedIn-native offerings such as thought leadership, founder and leadership branding, company page management and long-term narrative building. The idea is to help brands show up consistently through storytelling that feels natural to the platform’s professional tone.
The name and tagline, “Marketing that Feels Organic”, reflect this approach, signalling a shift from campaign-heavy tactics to quieter, more integrated brand building.
This launch builds on Creativefuel’s broader platform-first strategy. After introducing Onemotion for Reddit, the company is now applying a similar lens to LinkedIn, recognising that each platform demands its own playbook.
Creativefuel founder and CEO Tushar Sukhramani said, “Every platform today requires specialised thinking. LinkedIn is not a space where brands want to be loud, they want to be relevant and credible. Subtle Company is built around that exact need of marketing that feels organic and not forced.”
Creativefuel co-founder Nikhil said, “LinkedIn is a platform where brands don’t want to be loud, they want to be relevant and credible. What we’ve consistently seen is that clients want communication that feels organic and subtle, not forced. Subtle Company is built around that exact need, creating marketing that integrates into the platform rather than interrupting it.”
With Subtle Company, Creativefuel is betting on a quieter kind of marketing, one that speaks softly but aims to leave a lasting impression.
MAM
Borosil launches ‘Larah House Shift Campaign’ for dinnerware range
New TVC celebrates chaotic yet heartwarming moments of moving house.
MUMBAI: Borosil just unpacked a campaign so relatable, even your mismatched plates are nodding in agreement because when shifting homes, the real treasure isn’t the new address, it’s the dinnerware that survives the journey. Borosil Ltd. has unveiled its latest television commercial for the Larah dinnerware range, titled the ‘Larah House Shift Campaign’. Conceptualised by Sideways, the film captures the familiar chaos of moving house through the light-hearted banter of a couple unpacking their new home.
In the ad, the wife searches for something while the husband hilariously fumbles with minor blunders. What could have been a moment of frustration turns into playful teasing, turning everyday imperfections into inside jokes and transforming the stress of settling in into shared memories.
Rather than focusing solely on product features, the campaign takes an emotion-led approach, positioning Larah dinnerware as a natural part of these everyday moments that turn a house into a home. Known for its elegant design, durability and blend of aesthetics with functionality, Larah is presented as the reliable companion that makes daily dining feel special.
Borosil Ltd. VP for marketing Barnali Shankar said, “With the ‘Larah House Shift Campaign’, we aim to celebrate the beauty of everyday dining moments and the role they play in bringing people together. At Borosil, we believe dining today goes beyond just food, it is about the experience, the setting, and the emotions shared around it.”
The campaign will be amplified across digital platforms and news channels, targeting young, urban consumers and modern Indian families who value both functionality and aesthetic appeal in their homes.
In a world where moving house often feels like a comedy of errors, Borosil’s Larah campaign reminds us that the best dinnerware doesn’t just survive the chaos, it becomes part of the story, turning unpacked boxes and misplaced plates into the first chapter of a new home’s memories.
