MAM
MTV’s Loveline to continue with BPL Mots for brand building image
MTV is pumping more life into its Loveline. The channel, which had tied up with Citibank and BPL Mobile last year, has announced its second tie up with BPL. The Mots MTV Loveline Twin Card is targeted at youth for whom credit cards and mobile phones are a big status symbol. Priced at Rs 474 for a twin pack, the Loveline cards are available at more than 3700 outlets in Mumbai and are to be soon launched in other BPL Mobile circles in Maharashtra, Kerala, Goa, Tamil Nadu (excluding Chennai) and Pondicherry.
The idea is to promote the channel’s 30 minute interactive show MTV Loveline which shows popular love songs while agony aunt and uncle duo Malaika and Cyrus Broacha advise callers on their love and romance problems. As an incentive, calls between these Mots card numbers will be rated at 50 paise per minute from 8 am to 10 pm and at 25 paise from 10 pm to 8 am. All other charges on this card would be the same as for regular Mots which have just been slashed (this includes the new revised airtime rates of Rs.1.85 per minute and lower rental on all the recharges giving almost 50 per cent extra talktime value). Another facility offered on the MTV special cards is that a subscriber can change his twin number at an additional charge of Rs. 50. This new number has to be a BPL Mobile or a Mots number. Offers on MTV Style clothing and accessories have also been thrown in as part of the package.The channel had last year, formed tie ups with Citibank and BPL Mobile allowing youth to get discounts on MTV merchandise as well as priority on tickets for MTV events like concerts and award shows.
MAM
Raymond Lifestyle unveils ‘Homecoming’ in ‘The Complete Man’ series
New ad film celebrates modern fatherhood with emotional presence, rolls out on OTT, cinemas and OOH.
MUMBAI: Raymond just reminded every dad that the real suit of armour isn’t wool, it’s choosing family over the next email ping. Raymond Lifestyle has launched the latest chapter in its iconic “The Complete Man” campaign with a heartfelt ad film titled “Homecoming”, spotlighting the shift from the always-busy provider to an emotionally present, empathetic father. The creative, conceptualised by Omnicom, captures a man returning home after a long day, still tethered to work, but making one decisive choice: he disconnects, steps away from his phone, and dives wholeheartedly into his children’s game spreading warmth and cheer that money can’t buy.
The film gently reframes modern masculinity, showing that true completeness lies not just in professional success but in knowing when to pause and for whom. It taps into the quiet luxury of time in an era of endless notifications and shrinking attention spans.
The campaign debuts during the final 10 matches of the T20 World Cup on JioHotstar, capturing peak national viewership, before transitioning to a massive theatrical rollout across 1,300 plus cinema screens nationwide. The push is timed with anticipated blockbuster releases Toxic (19 March) and Dhurandhar 2 (8 March), supported by high-frequency digital CTV ads and close to 100 outdoor sites for sustained visibility.
Raymond Lifestyle Ltd, CEO Satyaki Ghosh said, “In India, the notion of being a man is undergoing a profound shift and ‘The Complete Man’ campaigns have always held a mirror to the changing norms within society. Our latest ad film is an ode to simple gestures that showcase the affectionate dimension of his personality.”
Omnicom president & managing partner for growth & strategy Saad Khan added, “The Complete Man has always evolved with the world, yet at the core he has held the same fundamental principle that success is built on empathy, compassion and taking care of family. This campaign is the next step in redefining what it means to be complete in today’s time.”
In a world racing against notifications, Raymond’s latest creative quietly asks, when the day ends, who really wins the inbox or the people waiting at home? With warmth, humour and emotional precision, “Homecoming” answers that question in a way that lingers long after the credits roll.
