MAM
Harbhajan Singh is Newport’s brand ambassador
BANGALORE: Newport, an Indian jeans brand, has launched its new festive line of jeans. Newport has roped in cricketer Harbhajan Singh as its brand ambassador in addition to the existing brand ambassador, Saif Ali Khan. The entire campaign revolves around the idea of ‘role reversal’ between these two individuals.
Saif and Harbhajan are the sporting heroes and enjoy reversing their persona with each other. They urge the youth to ‘Try Something New’ from Newport. The campaign revolves around ‘Naya Style Fundas’ – where the stars tell us how to be more stylish, the Newport way.
This festive season Newport’s fashion denim line revolves around the acid wash approach offering stylized acid washed jeans, basic and fashion denim shirts and funky denim jackets. For the very first time Newport jeans has introduced a range of colored acid washes. The entire range has been specially hand worked so that each pair looks unique. Also a unique new back patch in 6 tones to match the wash of the jeans has been added to the Newport ware. Newport jeans are available in four popular fits- Classic, Bootcut, Street and Anti.
Newport business head Ashish Pandityan is quoted inn the official release as saying “Indian Youth are more fashion conscious today than they have been ever before. The new line has been designed keeping the latest jeans trends in mind – details on the stitches, loops etc. The new campaign like the previous one is designed to showcase Newport’s strong sense of style. And it couldn’t have more suitable brand ambassadors. Saif and Baji are known to be the fashionable stars in their respective fields and popular youth icons too. And style is something that all the three – Newport, Saif and Harbhajan – have in common”.
Newport’s festival range offerings is priced between Rs.399 to Rs.699 and denim jackets are priced at Rs.799 and Rs.899 . Newport continues to be available across 100 exclusive stores and 2000 multi brand outlets across the country as well as in large format retail chains.
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.
