MAM
Everlite By Senco unveils its latest narrative – ‘Har Jazbaat Ko Karein Celebrate’
Mumbai: In a poignant reflection of emotional connections, Everlite By Senco has unveiled its latest narrative, ‘Har Jazbaat Ko Karein Celebrate’, that beautifully encapsulates the essence of unspoken bonds between two women. This festive season, this story serves as a powerful testament to the strength found in understanding and support beyond words.
The story encapsulates intimate moments shared between characters – applying a bindi, helping with earrings, and bonding over mutual excitement for the Navaratri festivities. Each act of silent support reflects the essence of feminine power and resilience, perfectly aligning with the themes celebrated during this vibrant festival.
This unexpected twist not only enriches the storytelling but also emphasises the beauty of understanding and connection that exists beyond verbal communication. At the heart of this narrative lies the jewellery itself, serving as a mute symbol of the subtle yet powerful bond shared between the characters. Each piece enhances its appearance while embodying the true spirit of Shakti – the inner strength that shines brightly from within.
As Everlite acts as a catalyst, it bears witness to these precious moments, reminding us that beauty is often found in what’s unsaid, which when shared, is heartfelt! Such ankahee bond flowers in the absence of any reliance on words.
As we honour the festival of Navratri, let us embrace the treasures of unspoken connections and the power of emotional understanding that unite us all.
Senco Gold & Diamonds director and head of marketing and designs Joita Sen shared, “We had a wonderful time filming this campaign and believe our audience will connect with it deeply, especially now. This Navratri, through our Shakti Edit and Lotus Collection, we’re unveiling designs that honor the divine feminine and evoke a sense of inner strength. With Everlite by Senco, we continue to celebrate Devi Puja alongside our other campaigns like Aparupa and Sajilo Rey.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
