MAM
Digi Osmosis’s 3 tier digital marketing campaign for Rocky Handsome
MUMBAI: Digi Osmosis, the newly incepted mar-tech agency in partnership with John Abraham and Azure Entertainment, expect to take Rocky Handsome to new heights with a unique digital campaign. The campaign unfolded in three steps —
Campaign Phase 1:
Earlier this year, Digi Osmosis had carried out an event with Twitter and Rocky Handsome. Every person who tweeted with a certain hashtag received a personalised Rocky Handsome poster and with a small message that went with it. A teaser link was also attached to that, which became instrumental in driving impressions to nearly 1.1 million.
Campaign Phase 2:
For the launch of the trailer, the concept was simple. All one had to do was log into their Facebook account, go to the Rocky Handsome page, click on the link and subscribe! The subscriber then became one of the few to watch the Rocky Handsome trailer before the world saw it. It became an exclusive preview for the die-hard fans, and turned into one of the most anticipated blockbusters this year.
Campaign Phase 3:
Another activity in which Digi Osmosis played a role was a Facebook Live with John Abraham. The star held a Q&A session with his fans on his Facebook page on the 8 March and garnered nearly 3 lakh views. It was an open event and everyone was invited to chat with the star.
Commenting on the campaign Digi Osmosis founder Manish Kumar said “We are proud to be a part of Rocky Handsome. The team has placed immense trust in us as their digital partner and we are personally invested in driving innovative, quirky and fun digital content that is shareable and make Rocky Handsome the biggest blockbuster of the year.”
Commenting on the association, producer Sunir Kheterpal added “A unique movie like this requires a special touch and that is why we turned to the team at Digi Osmosis. For Rocky Handsome, the biggest target audience is the youth. The youth are the lifeblood of social media and so, who better than Digi Osmosis to take the lead on the digital front.”
MAM
Sujata launches ‘Sujata For Life’ bridal campaign
Film ties mixer grinders to wedding gifting, familiarity and transition.
MUMBAI: In a new home full of unknowns, sometimes it’s the hum of a mixer that feels like home. Sujata Appliances has rolled out a new campaign titled ‘Sujata For Life’, placing its mixer grinder range at the heart of one of life’s most emotional transitions marriage. The film centres on a bride stepping into her new home, navigating unfamiliar faces, routines and spaces. Amid the uncertainty, a familiar kitchen companion, the Sujata mixer grinder becomes an anchor, quietly reconnecting her to the comfort of her past. The narrative leans into a simple but evocative idea: even as life changes, some constants travel with you.
With this campaign, Sujata shifts gears from purely functional messaging to emotional storytelling. Long associated with durability and performance, the brand is now positioning itself as a silent participant in everyday milestones from recreating family recipes to easing the rhythms of a new household.
The digital-led campaign taps into cultural insight as well. Mixer grinders have long been a staple in Indian wedding gifting, making them not just appliances but symbols of continuity. By weaving itself into this ritual, Sujata reinforces its legacy while aligning with a more contemporary, emotion-driven brand narrative.
Fagun Mittal from Sujata Appliances’ marketing team noted that the brand has been a constant in Indian homes for decades, and the campaign reflects how that familiarity extends into life’s biggest transitions. Weddings, he suggested, are not just about new beginnings, but also about carrying forward what is trusted.
At its core, the campaign reflects a broader shift in how everyday products are being viewed not just as tools, but as companions embedded in memory, habit and identity.
In the end, it’s less about what’s in the kitchen, and more about what it brings with it: a sense of belonging, one familiar sound at a time.
