AD Agencies
ETML wins the digital mandate for Keffy
Mumbai: ETML, an advertising & analytics company has bagged the digital mandate for Keffy, a beacon of wellness in the health industry. This partnership marks a significant leap forward in blending the art of holistic well-being with the precision of digital marketing, leveraging data-driven strategies to enhance the impact of their initiatives.
Keffy’s mission is to help individuals fully embrace life by offering top-quality supplements designed to support the body, mind, and spirit. Inspired by the Greek concept of ‘kefi’, they encourage a zestful approach to wellness, promoting enthusiasm in everyday living. They are dedicated to transparency and scientific integrity, carefully reviewing extensive research to provide products with genuine, scientifically-backed benefits.
Commenting on the win, ETML founder & CEO Raghav Kansal said, “We are thrilled to join forces with Keffy to pioneer the next chapter of digital wellness. Through this partnership, we aim to harness the power of technology to elevate Keffy’s well-being initiatives. Our comprehensive approach includes meticulous campaign optimization, real-time performance tracking, and insightful analytics. By combining our innovative marketing strategies with Keffy’s commitment to holistic health, we aspire to drive meaningful engagement and inspire positive change in the wellness industry.”
Adding on to this, Keffy founder Paras Arora said, “At Keffy, our mission has always been to empower individuals to thrive in mind, body, and spirit. This partnership with ETML marks an exciting new chapter for us, as it allows us to amplify our impact and reach a broader audience than ever before. By leveraging ETML’s cutting-edge digital marketing strategies and performance-driven approach, we can enhance our outreach and engagement efforts significantly. ETML’s expertise in data-driven marketing and real-time analytics will help us to better understand our audience’s needs and tailor our offerings accordingly. Together, we are committed to creating a healthier, happier world, where wellness is not just a goal, but a way of life.”
AD Agencies
The smell that told Mumbaikars which station was next
Tata AIA turns Mumbai’s Parle-G memory into a sharp, city-wise outdoor play
MUMBAI: When a biscuit factory became Mumbai’s unofficial station announcement. Long before smartphone maps and automated announcements, commuters on Mumbai’s Western line relied on their noses. As trains rolled into Vile Parle, compartments filled with the warm, sweet smell of baking biscuits from the Parle-G factory. It was a cue to gather bags, wake dozing children and shuffle towards the door.
Now that memory has been pressed into service by Tata AIA Life Insurance as part of its 25-year anniversary outdoor campaign — a city-by-city salute to the lived moments that shape urban life.
One hoarding, mounted close to the old factory site, reads: “We have been protecting Mumbaikars since Vile Parle smelled of freshly made biscuits.” Spare. Local. Loaded.
The broader campaign, rolled out across major metros, leans hard into contextual storytelling. In Kolkata, it nods to trams. In Pune, to Magarpatta’s transformation. In Bengaluru, to a time before IT parks. In Chennai, to OMR before it led to tech corridors. Each line anchors the brand’s longevity to a shared civic memory.
The Mumbai execution is the most evocative. For decades, the Parle-G factory was more than a production unit. It was a sensory landmark. Residents nearby set their clocks by the factory horn. Office-goers marked their commute by the waft of glucose and flour. When the plant shut, the city lost more than jobs. It lost a rhythm.
By placing the hoarding beside the former factory, the insurer collapses distance between copy and context. The site does half the storytelling. The rest comes from commuters who remember opening steel tiffins packed with Parle-G, or jolting awake as the train slowed.
It is a neat piece of brand positioning. Rather than trumpet balance sheets or policy counts, Tata AIA borrows emotional equity from the city itself. Twenty-five years becomes less a milestone and more a presence — steady, local, embedded.
Outdoor advertising is often a blunt instrument. This one is anything but. It whispers. It remembers. And in doing so, it sells trust without sounding like it is selling at all.
The scent may have faded. The memory has not.
