MAM
EbixCash’s AD Campaign “HAR KHUSHI KE LIYE KAAFI HAI” Marks a First of Many…
MUMBAI: Digital financing system EbixCash, the pioneers of the concept of Digital Cash in India, recently launched their first ever ad campaign EbixCash‘Har Khushi KeLiyeKaafi Hai.’
The campaign comprises of a five ad series that will be released over a period of two months and each of the advertisements reflect the intrinsic values that the brand EbixCash stands for.
This association is a maiden venture for EbixCash and Chrome Pictures
The mandate for EbixCash involved “campaign thought” for the brand, conceptualising, scripting, direction and production of the entire AD campaign. This entire process was spearheaded by Chrome Pictures and their creative team under the leadership of Hemant Bhandari (Director, Producer & Co-Founder Chrome Pictures).
The five ad series is an apt representation of the campaign that advocates the sentiment of how little things in life leave you feeling happy and content. EbixCash provides its customers a service that aims at achieving exactly this via this initiative. The conceptualization of this campaign involved a lot of grass root level research in creating an emotion that represents the intrinsic pulse of India. Each film will be seen showcasing an emotion that exudes a freshness, feeling of fulfilment and happiness in the smallest, most precious of experiences that life has to offer.
The campaign will be leveraged across television & digital platforms which include: Colors, Sony, Zee, Star, AajTak, NDTV 24X7, Times Now, Republic tv, Republic Bharat, India Today, TV18, ABP, CNBC TV18, Bazaar 18, CNBC Awaaz, ET Now, Nicleodeon, regional channels, Youtube, Instagram and Facebook. EbixCash is also being endorsed by their brand endorsers which include IPL teams and their players such as the KXIP, Delhi Capitals and Kapil Dev.
Hemant Bhandari (Director, Producer & Co-Founder Chrome Pictures) said, “It is the first time that Chrome Pictures has been involved at multiple levels of an ad campaign including finalising a "campaign thought" for the brand, conceptualising, scripting, production and direction. Keeping in mind the brand values and our target audience we have tried to give the whole campaign a very fresh feel, by going for fresh/little known shoot locations, actors and even voice over artists. With a lot of efforts put in at the level of planning and planning with our great creative unit (Mago and team) and client Robin Raina, things became extremely easy at the implementation level. I would also like to thank Robin Raina for trusting me blindly with this campaign and giving me absolute freedom. Each project comes with its challenges; this one was with the role of playing an agency not only as a planner but also as a creative and servicing and then as a production house conducting recces far and wide for each of the five films and wrapping up our schedules within the time allotted. But with this project it was more exciting and fun as during post production we realise that we should release this campaign one month earlier than the date we planned and with the adventurous and supporting nature of Robin Raina we achieved it. In the next 2 months EbixCash will be releasing 4 more films. We hope that this campaign is able to recreate and connect the sentiment behind EbixCash "Har Khushi KeLiyeKaafi Hai”.
On the successful completion of the campaign, Robin Raina (Chairman of the Board, President & CEO, EbixCash) said, “Putting a thought provoking campaign that could inspire and yet make you smile was a challenge considering the aggressive timetable that was set up to launch it. Thankfully that challenge was overcome beautifully by Hemant & Team/Chrome Pictures. Diligent, thoughtful and a thought provoking campaign that we believe will have lots of longevity. Hemant brings innovative thought process, besides an innate understanding of the human psyche to the campaign. Besides his work ethic and passion for perfection is highly infectious. His grasp of balancing what a brand seeks and marrying it with what a consumer seeks to get out of a campaign is fantastic. "
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
