MAM
Emami ropes in Chiranjeevi as brand ambassador
MUMBAI: Emami has roped in Telugu superstar Chiranjeevi in its club of brand ambassadors. The company already has Sourav Ganguly, Sunny Deol, Govinda, Madhuri Dixit and Amitabh Bachchan as brand ambassadors.
As part of the deal Chiranjeevi will feature in Navratna Oil commercials, which will hit the media within a month’s time.
Navratna Oil today enjoys the leadership position as a traditional cool oil, which is a perfect cure for sleeplessness and headaches. The Rs 1 billion plus brand is currently growing at a rate of 11 per cent. Aggression is the keyword for the brand in the coming years. The roadmap for the future is to further expand the market and Navratna Oil’s share of that market.
Says Chiranjeevi, “For me, the best thing about this association is that I will be promoting a brand, which today stands as one of corporate India’s successes. Emami has remained true to their Indian heritage and have been able to take on multinational brands through an unwavering focus on quality and value. Moreover they have effectively used Indian knowledge of skincare and health and combined that with a keen understanding of the consumer’s rapidly evolving needs. All of this has translated into a well deserved reputation as one of the major players and innovators in the personal and healthcare industry in India.”
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.
