MAM
Genus appoints Gauri Pradhan as brand ambassador
MUMBAI: Genus Overseas, an ISO-9001 Limited company with a group turnover of more than $100 million, has signed on television actor Gauri Pradhan of Kyunki Saas Bhi Kabhi Bahu Thi fame as their brand ambassador. Pradhan will endorse the entire range of Genus Sure Sine Wave Super Inverters.
She will also feature in Genus’s extensive ad campaign, including an ad film directed by veteran film director Aziz Mirza. Genus has earmarked a mega budget Rs 60 million for the promotion, which includes spends on the print and electronic media and below the line activities. The campaign will kick start by mid March across the country.
Genus Sure Sine Wave Inverter is available in 600,800, 1400 VA and higher. The invertors are equipped with the futuristic ASIC technology making them totally safe for running all gadgets including coolers, washing machines, water pumps and refrigerators.
Commenting on Pradhan as their choice of brand ambassador, Genus Overseas Electronics Ltd. chairman and managing director I C Agarwal said, “She is a perfect brand endorser for Genus Inverters as she embodies the spirit of excellence and stands for honesty and high performance, much like the qualities of Genus Sure Sine Wave Inverter.”
Genus Overseas Electronics Ltd. has also changed their corporate identity for a more contemporary and innovative look, reflecting the services it provides and the standards it strives to maintain.
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.
