MAM
JWT Bangalore gets 2 ‘finalist’ nominations in TAF
NEW DELHI: JWT Bangalore has emerged as the only Indian agency to manage the ‘finalist’ nomination at The Advertising Festival (TAF). The event takes place at the Disneyland Resort, Paris from 2-5 September.
JWT Bangalore will not be in race for one but for two awards. It has been short-listed for Madura Garments (Trouser Town) campaign in the `Best Use of Outdoor Design’ and Spice Telecom in the `Best Use of Radio’ categories.
The awards function will be held on 4 September. To its credit, JWT Bangalore is among the only three Asian agencies, which have made it to the finals of the advertising festival. Besides JWT Bangalore, Leo Burnett Sydney (two nominations) and Dentsu Young & Rubicam Thailand are the other agencies that will be in the fray.
JWT senior V-P Dhunji Wadia said: “Considering it’s a world stage, the fact that we are the only Indian agency and one amongst a few in Asia makes it even better. The fact that Spice Telecom campaign was a local-regional campaign makes the agency’s effort even more creditable – the Spice campaign was restricted only to Karnataka. Still the campaign is capable of standing out in any world forum and that’s our creative perspective.”
In the `Best Use of Outdoor Design’ category, JWT Bangalore has been short-listed along with five other agencies including Leo Burnett Sydney. For the `Best Use of Radio’ award, JWT will compete against five agencies. In all, there are 15 categories which apart from television, print, radio, cinema and outdoor, have nominations for work in animation, communication technology, media `stunt’, outdoor design and visual or sound among the other categories.
Besides awards, the festival also incorporates a market and features exhibitors from media advertising industries across the board – broadcasting (television, radio, new media), publishing (broadsheets, consumer magazines, listing directories, trade publications), agencies (direct marketing, PR sponsorship) and others, providing multiple opportunities for networking and sales.
The speakers list in the awards function includes WPP Group’s Sir Martin Sorrell and Chris Schroeder of The Washington Post.
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.
