MAM
Neil Nitin Mukesh is the face for Volkswagen’s Think Blue initiative
MUMBAI: Volkswagen India has roped in Neil Nitin Mukesh as the brand ambassador for its Think Blue initiative.
The Bollywood actor will support the campaign for a year.
Mukesh had first lent his support for Volkswagen at the recent Auto Expo in New Delhi, encouraging people to take their first step towards a greener future by planting saplings at home.
Volkswagen group sales head of marketing and PR Lutz Kothe said, “Neil and we first met in New Delhi during one of our Think Blue initiatives at the Auto Expo and we realised Neil is extremely forthcoming about his support towards such campaigns besides his love for the latest in automotive technologies which was a perfect fit with the Brand‘s philosophy.”
The Think Blue mindset has three main pillars: environmentally friendly solutions and products, individual behaviour and environment-related initiatives that goes beyond products and technologies. Volkswagen intends to adopt Think Blue as a consistent approach that will be reflected in the brand‘s actions and communication, the car major said.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
