MAM
Dentsu Marcom has launched a new TVC for Pass Pass
MUMBAI: The mouth freshener brand ‘Pass Pass‘ has launched a new television campaign, which targets people of all ages.
The campaign showcases people from different ages coming together which also portray a family as a new friend.
The brand creates a world that enables such moments in many different ways for all kinds of people, using different touch points in the ecosystem: social media, radio, real-world experiential engagement, and point of sale activities.
The film opens with a young woman opening the window of a car, letting the sunshine in and taking in fresh air. Then there is a young woman walking away after having opened a door, followed by a man and a woman whose hands touch as they are passing by and the woman turns around and walks away smiling. After this, a man coming up and greets a young lady who is holding a Pass Pass family pack seated with her friends. The scene cuts to a middle-aged man picking up his woman, almost suddenly, in an open field. Then there is a bunch of young men and women holding hands on a terrace and grooving to music, as one of them passes on a sachet of Pass Pass.
More people come together and connect as a young man teaches a much older woman how to ride a scooter, or youngsters bond over a bonfire and a guitar tune. The film ends with people from all age groups coming together and sharing moments over a dinner on a terrace lit by lamps.
The campaign is created by Dentsu Marcom, directed by Shashank Chaturvedi (Bob), produced by Good Morning Films and the music is composed by Anand.
The brand has used mediums like television, digital, radio and BTL activations and POP materials to promote the product.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
