MAM
Doordarshan to independently handle Coke Studio marketing
NEW DELHI: The public broadcaster will handle the marketing of Coke Studio, which launched today on Doordarshan at 8.30 pm band, even as Coca Cola will pay for its branding.
Doordarshan is going to air the eight-episodic second season of Coke Studio from 8.30 pm every Saturday, while MTV is airing the same episodes at 7-8 pm band.
Doordarshan director-general Tripurari Sharan said that there is no arrangement of any sharing of revenues from the marketing of the series. He said the aim of the telecast on the national broadcaster is to make it accessible to a larger audience, particularly those who do not have access to private satellite channels since DD is the only channel available terrestrially.
Coca Cola VP public affairs and communications – India and Southeast Asia Deepak Jolly told Indiantelevision.com that Coke Studio had commenced in Brazil and later come to Pakistan before MTV started an Indian series. He said that in Pakistan, Coke Studio is being telecast by thirty channels. The series was also being telecast in Dubai.
Answering a question, he said that the first season of Coke Studio had only one producer while the second season has twelve producers.
Meanwhile, All India Radio sources told Indiantelevision.com that Coke Studio was also expected to be broadcast on AIR, but details had still to be worked out about the channels and the timing.
A total of eight episodes will be telecast, with 12 producers and 200 artistes in an attempt to focus on showcasing diversity and innovation.
As a concept, Coke Studio is a confluence of a diverse number of music genres, both vocal and instrumental, from traditional eastern, to modern western and from regional to folk. It embodies a musical fusion of exciting elements and diverse influences. Bringing alive the magic of live recordings and performances.
The attempt is to bring alive a magical experience for music lovers by dwelling on pure Innovation to offer a musical concoction never heard before.
Some of the music composers being featured are: Amit Trivedi, Nitin Sawhney, Karsh Kale, Clinton Cerejo, Shantanu Moitra, Ehsaan and Loy, and Hitesh Sonik.
Renowned and independent singers who will feature in the show include Usha Uthup, Kaushiki Chakrabarty, Swanand Kirkire, Harshadeep Kaur, Noora Sisters, Shilpa Rao, Jalebee Cartel, Nitin Sawhney, Hari and Sukhmani, Papon, Dhruv Sangari, La Pongal, Agam, Saawan Khan Mangniyar, Mame Khan, Piyush Mishra and Shankar Tucker.
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.
