MAM
Katrina Kaif to dazzle in Nakshatra’s new campaign
MUMBAI: Nakshatra, the jewellery brand, has launched a new print campaign featuring its brand ambassador, Katrina Kaif with the tagline Divine Luck.
The actor has been associated with Nakshatra for almost five years now. Expressing confidence that the new campaign will enhance the visibility and appeal of the brand, Nakshatra COO Amrish Masalia said, “Nakshatra is one of the most respected jewellery brands in the country and abroad. It has taken deep roots in India where it offers a wide range of designs. Our brand ambassador Katrina Kaif with her timeless beauty, elegance and charm has brought effervescence to Nakshatra and the new campaign with its mesmerising appeal is sure to strike a chord with people everywhere.”
The campaign was executed by Red Lion Publicis. Commenting on the it, the agency‘s creative director Rajesh Kulkarni said, “Nakshatra as a brand has always been about an association between the celestial bodies and the celebrity it is being endorsed by. The latest campaign introduced the Divine Luck tagline keeping the brand in empyrean space. For this campaign we used the concept of tarot cards to make the brand more mystical yet more relatable by visually capturing the beauty of woman wearing diamonds through female oriented tarot cards. The concept further builds the brand values of fantasy, transformation and enchantment. Katrina with her ethereal beauty was a sublime fit for the brand and the concept and was an absolute pleasure to work with.”
Adding on the current theme Kulkarni said, “The new theme is quite different from the old one and yet rooted in the basic concept of ‘constellation of stars‘. It connects with the audience through a different aspect of the heavenly kingdoms.”
The visuals of Katrina were shot by fashion photographer, Suresh Natrajan while the styling was done by celebrity designer, Ami Patel.
Post the print campaign, Nakshatra looks forward to shooting an ad commercial communicating the brand message. The print campaign flags off on 7 August. The campaign which goes on till 14 August will target the northern and western markets.
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
