MAM
Future Generali ‘s second multimedia campaign in Nov
BANGALORE: The Future Group’s insurance venture Future Generali (F-G) will kickstart the second phase of a multimedia campaign in mid-November this year.
This effort too, like the current on-going campaign, is for building the F-G life and general insurance brand. Speaking to indiantelevision.com, F-G CEO Deepak Sood revealed, “The third phase of our campaign will be product-specific and like the preceding initiatives will be across print, television, OOH and radio jingles.” “We are currently on air across all the major entertainment channels – national as well as regional”, he added. F-G’s current on-air campaign blends emotional moments in a human life like celebrating a 90th birthday, Griha Pravesh (Entry into a new home), birth of a child, festivals such as Raksha Bandhan, Diwali, the Durga Puja. Playing on the tagline“Ek Shagun Zindagi ke Naam”, the campaign has been created by O&M, which also handles the media buying for F-G.
MAM
Uniqlo features Jasprit Bumrah in new AIRism campaign
Cricketing superstar showcases comfort and calm in authentic ad film.
MUMBAI: When Jasprit Bumrah runs in to bowl, the stadium erupts with “Boom Boom Bumbrah” but off the field, the Indian pacer is all about quiet confidence and effortless style. Uniqlo has captured exactly that in its latest ad film. Entourage Films, conceptualised and created by Creativeland Asia, presents Bumrah in a refreshingly candid light for Uniqlo’s AIRism Oversized t-shirts. Moving away from typical polished celebrity ads, the film embraces simplicity and authenticity, mirroring Bumrah’s calm and consistent on-field persona.
Instead of dramatic cricket moments, the ad shows the fast bowler in relaxed, everyday situations playing croquet, chatting casually, smiling, playing Jenga, and simply being his cool, composed self. Throughout these unforced scenes, Uniqlo’s breathable, versatile AIRism fabric takes centre stage, highlighting its comfort, flawless fit and easy silhouette.
Entourage Films founder and executive producer Garima Arora said the brief was straightforward: avoid stylised glamour and let the scenes breathe naturally. “We wanted to show Bumrah’s calm demeanour and effortless performance, which perfectly aligns with Uniqlo’s philosophy of simplicity, quality and comfort,” she noted.
Director Ishaan Nair, who was working with Uniqlo for the sixth time, added that Bumrah was an ideal fit. “He’s easy, effortless, dependable just like the brand. The shoot was quick and painless because he is as quick off the field as he is with the ball,” he said.
The campaign is being rolled out across digital, social, out-of-home and in-store mediums.
In a world full of loud celebrity endorsements, Uniqlo and Bumrah have delivered something refreshingly different, an ad that feels as comfortable and reliable as the AIRism t-shirts themselves. Boom Boom indeed, but this time, it’s all about calm, cool comfort.
