MAM
Everest creates sweet wonderland on TV for Londonderry
MUMBAI : Everest Brand Solutions, the creative agency of record for Parle‘s confectionery range, has created the launch campaign for Londonderry. The three television commercials (TVCs) are produced by Picture Perfect.
Londonderry is the latest offering from the group of Parle Products. It is a hard-boiled candy filled with caramel and milk solids.
The objective was to enter the Lacto candy market in India and thus to create a clutter-breaking communication for the consumers and register the new brand‘s identity in their minds. The brand name is inspired from an actual town in Ireland.
In order to make a distinct presence in the cluttered candy market, the packaging of the candy includes a red wrapper with the Londonderry town snap on the face.
The TVCs which are a part of the launch campaign are inspired by the English-Irish culture of the Irish town of Londonderry. Three commercials capturing the old world charm of this city have been conceptualised and launched.
The purpose of the commercials is to capture the imagination of the masses by doing something simple yet fascinating. The TVCs show an imaginary town full of sweet wonders, whether it is a dancing cow, a painter who paints with his beard or a kid with a special talent for fast reading. The commercials end with the message: “But that‘s not what Londonderry is famous for, It‘s famous for its rich milk and caramel candy. Londonderry. Tasty. Very Very.”
Everest NCD Rahul Jauhari said, “The vision was to craft the brand as an International one. I‘m pretty happy with the way our team has managed to achieve that. Kids are loving the films. That‘s good enough reward for the hard work that‘s gone in.”
Everest creative director Pramod Sharma said, “The films are part real, part magical. Bringing these stories to life was a real challenge. Especially in a timeframe as short as 25 seconds. The cast, location, the setup, the animation – all were chosen very, very carefully. Peter Pasic & Ricky Kapoor‘s team did a fine job of making sure everything fell into place just right.”
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
