MAM
FreshToHome kicks off Christmas celebrations with special feast
Mumbai: Kick-starting the Christmas celebrations, FreshToHome, a fully-integrated online brand in fresh fish and meat e-commerce has launched its ‘Merry Feastmas’ campaign extending the festive warmth to consumers.
The brand has introduced specially re-created traditional Christmas dishes from noted chefs for its discerning consumers. The resultant spread uses the freshest meat and seafood with real spices and ingredients to give authentic Christmas dishes.
The newly launched range includes herb roast chicken – a fragrantly spiced whole chicken, prawn gambas – a Spanish styled juicy prawns in a melange of olives, sun-dried tomatoes, and roasted garlic, lamb meatballs – the traditional Swedish meatballs in a tangy gravy, smoked chicken breast – the traditional Christmas meal must have, in addition to other dishes, said the brand in a statement.
Conceptualised and executed by the Creative Agency Action & Co, the films aim to make consumers reach out and order these sumptuous dishes online.
The films showcase the beauty of products in action, filmed in slow motion as they leisurely get cooked. The crackle and swell of a sumptuous whole chicken getting roasted, the flip of the stuffed chicken onto the pan, the glorious curl of the prawns as they cook, the melting butter on the reef cod as it sizzles- all make for glorious visuals which wow and warm the heart and belly.
“During the holiday season, consumers are open to try new dishes and love a great spread on their table. Since European and Continental dishes are difficult to find, we launched our special ‘Merry Featmas’ range which has popular Christmas specials from around the world and consumers can really go forth and conveniently feast to their heart’s content,” said FreshToHome co-founder Shan Kadavil. “We intend to add to the festive cheer and provide our customers with an authentic and chemical-free spread of delicacies that they wouldn’t have otherwise been able to source.”
The campaign has multi-pronged execution which includes digital films, social activation, and contests.
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.
