MAM
Enormous Brands bags creative mandate for Bharti Axa – Pradhan Mantri Fasal Bima Yojana
NEW DELHI: Enormous Brands, one of India's leading independent creative agency has bagged the creative duties for Bharti Axa’s Pradhan Mantri FasalBima Yojana in a multi-agency pitch. The mandate will be handled out of the company’s Delhi office.
This sowing season Bharti Axa will act as an insurer to farmers in states of Maharashtra and Karnataka. As part of the mandate, the agency will be handling the creative work for both the states.
Commenting on the scheme, Mr. Alok Shukla, Senior Vice President & Head, Agriculture and Rural Business & Legal Claims Bharti AXA General Insurance Company Ltd. said, “We are honoured and happy to be government’s partner in PMFBY. As part of the mandate, we will insure the farmers in Maharashtra and Karnataka for three years, which provides them protection for the losses
occurring owing to uncertainty or unfavorable events like weather vagaries, pest attacks resulting in yield deprivation on the field. Crop Insurance portal will speed up service delivery and will also enable the digitization of notification of areas, crops, schemes for enabling information access to multiple stakeholders thereby facilitating ease of access to the farmers in availing crop insurance services.”
Commenting on the creative duties Bharti AXA General Insurance Company Ltd., Vice President & Head – Marketing- Geetanjali Kothari said, “We are happy to partner with Enormous Brands for PMFBY. Farmers are the lifeline of the nation and we are delighted that the government has trusted us for this mandate. The agriculture sector has faced a difficult time due to climate change and the ongoing pandemic. We recognize the need to empathize with the sector more than ever before as we take the message on ground urging them to secure their crops. Enormous Brands understands this and we, in partnership with Ashish and team, are working towards designing a communication strategy that will help build trust along with instilling the need for the product.”
Commenting on the mandate, Enormous Managing Partner- Ashish Khazanchi said, “We are very proud and honored to be working on the government initiative of Pradhan Mantri FasalBima Yojana with Bharti Axa. As we know agriculture is the largest employer in the country, during these unprecedented times our motive will be to create and strategic and creative framework for this product. I look forward to beginning this journey of innovative work for Bharti Axa Pradhan Mantri FasalBima Yojana.”
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
