Brands
Game set match for Pokkt as it powers Unilever’s winning streak
MUMBAI: Turns out scrubbing up well isn’t just for laundry, it’s a winning formula for gaming too. Pokkt, the mobile marketing arm of Anymind Group, has emerged as the unsung MVP of this year’s Festival of Media Global (FOMG) Awards 2025, fuelling a string of Unilever-led campaigns that walked away with top honours. Among the winning spin cycles: Gold for Best Use of Gaming for Domex, Gold for Best Use of Online for the cross-brand “Gaming Boosts Laundry” campaign (featuring Wheel, Rin, and Surf Excel), and Bronze for Best Use of Gaming for the broader Laundry Brands initiative.
Not bad for brands that usually stick to your bathroom shelf.
Behind the sudsy success lies a refreshing strategy, Pokkt’s signature approach of non-disruptive gaming integrations that slip seamlessly into digital play. No awkward banner ads or jarring pop-ups here, just cleverly woven game mechanics that keep users engaged and brands top-of-mind, all while delivering trackable results.
In a landscape where attention spans flit faster than a Tiktok scroll, this method is anything but soft touch. Pokkt transforms passive product education into choose-your-own-adventure moments. Want to learn how a cleaner toilet can save lives? Why not do it while beating a level? That’s precisely the magic behind campaigns like Domex’s.
It’s also no small feat to make homecare and personal hygiene exciting yet by turning “routine” categories into playable narratives, these campaigns showed that even detergent can pack digital dazzle.
According to Anymind Group, these wins aren’t just accolades, they’re proof that interactive storytelling is the new currency of consumer engagement. In a world of digital distraction, making users want to watch your ad better yet, play it is the future.
With the festival spotlight shining bright, the message is loud and clear: the best campaigns don’t just clean up, they play smart, hit level-ups, and leave audiences asking for another round.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
