MAM
Mudra bags creative duties of Maharashtra Tourism Development Corporation
MUMBAI: Mudra Mumbai has been appointed to manage the brand building activity of Maharashtra Tourism Development Corporation (MTDC).
In an endeavour to exploit Maharashtra’s diversity, MTDC is planning a
public awareness programme to create awareness about the tourism products in Maharashtra.
Mudra managing director and CEO Madhukar Kamath said, “We are very pleased that Maharashtra Tourism Development Corporation has chosen to partner with us for their brand building exercise. We will work alongside MTDC to combine our expertise in building a brand to spearhead a multi- layered initiative to promote tourism in Maharashtra. This is a showcase account, it is a win we are all very excited about.”
Mudra Mumbai president Jude Fernandes said, “We are absolutely delighted with the MTDC win. Our job will be to build a strong presence for the brand in India. We went through a very comprehensive pitch process; eventually the advertising business was awarded to Mudra .The agency has already been briefed to work on the new campaign. The principal challenge on the account is to enable Maharashtra Tourism Development Corporation attract a sufficient tourist base. It’s a challenge that I’m looking forward to.”
Over 15 agencies were in the fray and the selection process included showcasing relevant experience, competencies and credentials, followed by a strategy and creative presentation for the brand.
Brands
Centrum taps into daily fatigue with new Har Din Ko Kar Recharge campaign
New film highlights how a quick nutrient boost can turn everyday tiredness into energy
MUMBAI: In a bid to connect with India’s always-on lifestyle, Centrum has rolled out a new campaign titled ‘Har Din Ko Kar Recharge’, spotlighting the everyday struggle with fatigue and the need for simple, accessible wellness solutions.
The campaign, launched by Haleon, promotes Centrum Recharge, an effervescent energy drink mix designed to replenish essential micronutrients lost during daily activity. Priced at Rs 10 per sachet, the product combines Vitamin C, Vitamin B12, Magnesium, and Zinc to support energy, hydration, and immunity in a convenient format.
At the heart of the campaign is a light-hearted film that brings a relatable slice of life to the screen. It follows a tired young man who is unexpectedly challenged to a street game by a child. Initially reluctant, he turns to a Centrum Recharge sachet, after which his energy visibly returns, allowing him to join in with enthusiasm. The narrative neatly ties into the brand’s core message that small nutritional boosts can make a big difference in daily vitality.
Speaking on the launch, Haleon ISC head wellness & OTC Deepali Agarwal said the campaign aims to bring attention back to everyday energy and participation. She highlighted that modern routines often leave people feeling drained, and solutions like Centrum Recharge can help bridge nutritional gaps while encouraging a more active lifestyle.
The brand is also positioning the product as part of a larger push to democratise multivitamin consumption in India, especially at a time when micronutrient deficiencies remain widespread. With variants for both kids and adults and availability across retail, pharmacies, and quick commerce platforms, the company is betting on accessibility as a key growth driver.
The campaign will be amplified across digital and television platforms nationwide, supported by on-ground activations, sampling initiatives, and e-commerce visibility. As Centrum leans into the everyday energy conversation, its latest push makes a clear pitch. Staying energised, it suggests, might just be as simple as hitting refresh on your daily routine.
