MAM
Creativefuel powers viral JioHotstar x Superman digital blitz
MUMBAI: Creativefuel has delivered a high-impact, multi-platform digital activation for the JioHotstar x Superman campaign, turning internet culture into the campaign’s biggest amplifier.
Executed over an intense six-day window, the campaign generated over 12,000 content assets, clocked 210 million plus views, and reached 160 million plus users across short-form video platforms and social networks.
From strategy and creative ideation to execution and amplification, Creativefuel led the campaign end to end. The approach was clear: embed Superman seamlessly into existing online behaviour rather than depend on short-term paid visibility.
The activation followed a culture-first amplification model, tapping into meme ecosystems and AI-native creator networks at scale. AI creators played a central role, rapidly adapting and localising formats in real time, allowing the campaign to move at the speed of internet momentum.
Popular viral moments such as “Thoda Galti Ho Gaya Maalik” were reimagined in platform-native formats. Designed to feel organic instead of overtly promotional, the content was picked up naturally by audiences and creators alike. The ripple effect extended beyond planned amplification, resulting in organic traction across platforms, visibility on Reddit, and coverage across multiple news outlets.
“The objective was not just reach, but relevance at scale,” said Creativefuel COO Tiya Wadhwani. “Pulling off something at this scale takes sharp strategy and even sharper execution. From planning to on-ground delivery across platforms, this was a true team effort. Maintaining quality, cultural relevance and speed at massive scale was key.”
By blending AI-powered creation, meme-led storytelling and platform-native execution, the JioHotstar x Superman activation stands as a strong example of how entertainment marketing is shifting from scheduled launches to culture-driven moments that evolve in real time online.
MAM
Liqvd Asia wins Woodland digital mandate
Agency to handle social, influencers and storytelling for outdoor lifestyle brand.
MUMBAI: Liqvd Asia just laced up for the long trail because when Woodland wants to trek deeper into digital, it picks a partner that knows how to make every step count. Liqvd Asia, the digital-first marketing agency known for fusing creativity with performance, has been awarded the digital communications mandate for Woodland, adding another marquee lifestyle brand to its growing portfolio.
Under the partnership, Liqvd Asia will lead Woodland’s social media management, influencer collaborations, brand storytelling, platform-first content strategies, campaign narratives and community engagement initiatives. The focus is on strengthening the brand’s digital presence and deepening connections with younger, digitally native audiences while staying true to Woodland’s legacy of rugged outdoor footwear and apparel.
Woodland, head of digital marketing Nikita Malhotra Singh said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”
Liqvd Asia, founder & managing director Arnab Mitra added, “Woodland is a brand with strong emotional recall in India, built on adventure, durability and authenticity. We’re excited to translate that legacy into digital conversations that feel current, engaging and culturally relevant.”
Liqvd Asia business head Monish Sanghavi noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a strong, consistent narrative that deepens connect with loyal consumers and younger audiences alike.”
The mandate comes as Woodland continues to evolve in an increasingly digital landscape, aiming to blend its decades-old recall with fresh, interactive storytelling across social platforms and creator ecosystems.
In a market where heritage brands must keep pace with scroll-speed audiences, Liqvd Asia isn’t just handling Woodland’s digital, it’s helping the brand trek from dusty trails to trending feeds, one authentic post at a time.
