MAM
Jivraj9 launches new Masala Tea TVC with Neena Gupta
Ad celebrates perfect spice balance in every cup of chai.
MUMBAI: Jivraj9 just spiced up mornings because when your chai’s balance is off, even grandma’s sleep takes the hit. Jivraj9, a trusted name in Indian spices, has rolled out a fresh TVC for its Masala Tea, starring veteran actor Neena Gupta. The film captures the everyday struggle of getting the perfect spice blend in homemade chai pounding whole masalas, tweaking proportions, timing the boil only to fall short of that ideal flavour.
The ad opens with a young woman grinding spices in frustration. Neena Gupta wanders out, half-asleep, grumbling about her disrupted rest. The granddaughter quips back: “Daadi, you’re worried about your sleep’s balance here I can’t seem to get the balance of masalas right in my chai.” Gupta smiles, hands her Jivraj9 Masala Tea, and the magic happens. One sip later, the young woman beams: “Now the masala’s balance is perfect.” The spot closes with Gupta’s warm sign-off, “Jivraj9 Masala Chai, Masale ka perfect balance.”
Jivraj9 executive directors Pathik Viren Shah and Rushabh Viren Shah said, “Masala chai is more than a beverage, it’s deeply connected to conversations and connections in Indian households. Achieving the perfect spice balance consistently can be taxing. With Jivraj9 Masala Tea, we deliver that accord seamlessly.”
The campaign keeps the spotlight on authenticity, no fancy shortcuts, just a thoughtfully blended tea that brings the same comforting taste to every cup whether you’re a spice-pounding purist or a quick-brew fan. In a country where chai is morning ritual, afternoon therapy and evening bonding all in one, Jivraj9 isn’t selling tea, it’s serving consistency with a side of nostalgia.
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.
