MAM
KOHLER unveils an enthralling, first of its kind, digital first India inspired Colors campaign with Twinkle Khanna
MUMBAI: KOHLER, the global lifestyle brand, introduces a new range of colours that encapsulate the vibrancy and grandeur of India’s diversity. As part of its campaign, Colours by KOHLER: The India Palette, the brand marked its foray with a digital first, three-part film starring its brand ambassador, Twinkle Khanna. This is yet another creative offering from KOHLER which is driven by its philosophy of innovation and excellence to make bathrooms the centerpiece of the home and re-inventing the dynamics of one’s home décor space.
The campaign brings alive an enchanting story behind the three colors namely, Peacock, Truffle and Thunder Grey. The version of Peacock is rendered as a shade of teal, evoking an ethnic feel to give a vibrant look of the Indian iconic bird. Truffle is an ode to the Thar Desert, while Thunder Grey is a celebration of the Indian Monsoon. The films establish the same mood by creating a dreamy world, where colours put up a magical show while transforming the mundane white vessel into something inspirational.
“KOHLER’s India Palette of colours enables our customers to express themselves with colours that are rooted in Indian sensibilities yet uniquely global. Our endeavour is to make the bathroom the centerpiece of the home, and the India palette of Colours by KOHLER is all about re-inventing the bath space. The digital first campaign featuring Twinkle Khanna is a unique attempt at showcasing the magical inspiration behind each colour. With this new meticulously researched range of colours for India, our customers can personalize their bath space to reflect their own unique style.” said Mr. Salil Sadanandan, President, KOHLER K&B India, Middle East, and Sub Saharan Africa.
With this exquisite range of colours infusing new character to bath spaces, bathrooms will never have to be just white, chrome or boring again. You can give your bath space a new lease of life by composing a subtly luxurious look that is extremely unique and contemporary.
Conceptualized by Dentsu Webchutney, the three films are shot by the ace director Anupam Mishra, the three-part digital campaign showcases the new collection with shades and strokes that are globally trending yet trace their roots to the quintessential culture of India. The digital first campaign has been kicked off with a targeted 360-degree robust plan, followed by impact digital properties like CPM Youtube Masthead, Hotstar Masthead and roadbloacks in relevant digital media channels. In addition, the campaign will be promoted across OOH and Magazines. The overall estimated reach of the digital campaign is 30 million and will garner more than 10 million+ views.
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.
