MAM
Likee Creates an Innovative Campaign to Celebrate Holi
MUMBAI: Likee, the pioneering short global video creation platform by Singapore-based BIGO Technology Pte Ltd, has launched an exciting campaign #HoliHai2020 to celebrate the upcoming Indian festival of colours- Holi. Likee users have a chance to earn 100 beans by participating in the campaign along with their friends and family. The campaign also brings along with it a digital twist to the traditional festival of Holi with an essential message of keeping oneself safe during the festival, coinciding with the outbreak of Coronavirus in India.
The campaign is already live, and creators can participate in the same until March 11. To earn beans, the user will have to invite other users or friends with the help from a link. If a user’s friends activate the ranking-up page button successfully, the user can earn the random point number. Also, a user has an unlimited number of invites per day, but s/he cannot invite a friend who has already accepted the invitation. With this virtual celebration of Holi festival, users can play Holi with all their friends for an extended period and make the most out of it.
The campaign has come at the time when playing Holi the traditional way could be dangerous for people in India. Given the outbreak of Coronavirus in various parts of the country, people are abstaining from being a part of any large gatherings or commuting from public transport. As of today, people are cautious with their daily routines and altering ways to maintain utmost personal hygiene. With Likee’s virtual Holi celebrations, people can enjoy the festivities without any risk.
Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day. In the recent App Annie’s year-end report on app trends for 2019, Likee has emerged as No 1 in the breakout category and is also the 7th most downloaded app in 2019.
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.
