MAM
Meridian Communication creates Perfetti’s new ad campaign
MUMBAI: Perfetti Van Melle India (PVMI) has launched an ad campaign for its latest offering in the snacks category, Stop Not Disks.
The new TVC conceptualised and created by Meridian Communication is woven around the product‘s attribute of being crunchy which in turn leads to humourous incidents.
Perfetti Van Melle India MD Ramesh Jayaraman said, “The core idea of the new Stop Not campaign is derived from the brand‘s attribute of being crunchy. The ‘crunch‘ is so loud that it disrupts events all around with unexpected results. The TVC is high on enjoyment and humour, and we are sure it will catch on with the youth.”
Meridian Communication executive creative director and creative head Anurag Khandelwal said, “There are TVCs based on the concept of the product being crunchy but they are exaggerated in nature. We too have it defined it similarly but it is more in the real zone. Where there is a concept of ‘Mera Crunch mahan‘, we have distinguished it in a manner which is around the idea of the crunch sound being a disturbance.”
The commercial is on-air across all major channels.
The campaign has been launched in two executions, portraying different situations carrying the same message ‘Ekdum Bajedar‘. The first situation features a family spending a lazy Sunday afternoon together at a park. The story changes track when a boy in the park bites into his Stop Not Disks and the loud crunch distracts the father, who misses catching his son as he jumps off a tree. The second situation is a diving contest where the diver, who has a chance to win gold, completely misses his dive due to the loud crunch of Stop Not Disks.
Digital
The human edge: Why creativity beats AI in communication, Starstuff Labs report
As AI floods content, human insight and originality remain irreplaceable
NEW DELHI: Artificial intelligence is cheaper, faster, and more accessible than ever, yet creativity and human judgement remain the secret sauce that machines cannot replicate.
What started as a tool for efficiency is now shaping how messages are crafted, audiences are reached, and decisions are made. But as AI-generated content multiplies, questions about quality, trust, and originality are multiplying too.
Ahead of the AI Impact Summit 2026 in New Delhi, Starstuff Labs has weighed in with The Human Edge: AI, Creativity, and the Future of Communication. The report examines how organisations are embracing AI in creative workflows, while highlighting why judgement, originality, and accountability remain distinctly human.
“Even as AI boosts speed and scale, it struggles with nuance, empathy, and cultural context. Human oversight is essential to keep content authentic,” said Starstuff Labs director Raghu Kalra. “This study explores how creatives can prepare for a future flooded by AI-generated material.”
The research draws insights from creative, psychological, corporate, and developmental professionals across the globe. One clear trend stands out: while being AI-enabled is now expected, safeguarding a unique voice and ethical judgement sets organisations apart.
With teams layering AI onto existing workflows without rethinking authorship, differentiation no longer comes from technology alone. The ability to interpret context, question outputs, and decide what is appropriate is what gives humans the edge.
Designed to be accessible for visually impaired readers, the report signals a turning point for the creative industry: in a world awash with AI, it’s not the tool but the human touch that will truly stand out.
