MAM
Enterprise Nexus wins HP’s Madvertising II award
NEW DELHI: The creative campaign from Enterprise Nexus was adjudicated as the ‘most creative’ in the Madvertising II competition, an annual creative excellence award, organised by Hewlett-Packard India Pvt. Limited in New Delhi.
Madvertising II is an initiative to bring together creative minds across advertising professionals, graphic designers/creative teams in advertising agencies, design studios, event management companies and freelancers. Madvertising II is a competition that entails participants to prepare a creative campaign based on a brief outlined by HP.
This year the topics listed were:
§ Design an ad to recruit Saddam’s replacement
§ The most unlikely product to be endorsed by a cricketer
§ A whole new political party – name, agenda, slogan etc
§ The new TV channel no one thought of yet
§ New age stress busters on Sale
Over 125 agencies across New Delhi participated this year and the winning entry came from a team led by Manas Nanda, Joy Mohanti and Neil D’souza from Enterprise Nexus. The winning entry depicted the topic on “the new TV channel no one thought of yet”. The entries were judged by an eminent panel comprising Jug Suraiya (Associate Editor, TOI), Rohit Bal (fashion designer), Raghu Rai (photographer) and Neelabh Banerjee (TOI cartoonist).
Hewlett Packard India country category manager Nitin Hiranandani was quoted as saying: “It is indeed a pleasure to see such creative talent gather under one roof for a contest that lays emphasis on creativity and perfection. After the overwhelming response we received last year, we decided to organise Madvertising II at a much larger scale and we hope to continue next year.”
“HP is leading the way for companies and creative agencies that want to develop high-return, innovative marketing programmes. Part of that process requires streamlining the workflow for creative professionals so they can do what they do best — create. With the HP Designjet 120 printing system, designers not only have the ability to print large-format work in-house, but they can do it with the confidence of consistent, vibrant color for striking results,” Hiranandani further added.
This event provides a platform for the participants to experience the HP products when they showcase their creative exhibits printed by HP Designjet 120 and Designjet 120NR that promises to reproduce the designs of the
“creative geniuses”.
The release also adds that Madvertising II showcased the latest technological offerings from HP with the launch of its HP Designjet 120 and HP Designjet 120NR, the new HP large format printers.
HP claims to be the leading global provider of products, technologies, solutions and services to consumers and businesses. The company’s offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing.
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.
