MAM
Fa launches two new ‘Salaam Namaste’ variants
MUMBAI: Henkel India’s Fa deodorant has introduced two new variants – Spicy Black and Pink Paradise.
These will be available in a special Fa Salaam Namaste pack. Spicy Black is a charismatic masculine fragrance with a combination of spicy and woody notes. Pink Paradise is a heavenly fragrance comprising fruity and floral notes.
Introduced in 150ml cans, the new Fa deo is enriched with a skin friendly formula, SensivaR, that cares for and protects the skin and provides long-lasting freshness.
Each Fa Salaam Namaste pack will contain Fa deo Spicy Black and Pink Paradise along with a free audio cassette of the movie Salaam Namaste, at the price of Rs 210 per pack.
Salaam Namaste is the next film under the Yashraj banner starring Saif Ali Khan and Priety Zinta and is slated for a September release.
Henkel India general manager – cosmetics and toiletries Rajeswari Sheth said, “We felt that there was a lot of synergy between the imagery of the brand and that of the movie Salaam Namaste and hence the association.”
The Fa range of deodorants and roll-ons were re-launched in May 2005. Fa deo spray is also available in compact avatar cans of 75-ml capacity apart from 150ml cans. The Fa range also extends into the soap, talc and men’s toiletries categories.
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.
