MAM
Nesterra’s #BringOnThePillows Campaign: Celebrating sibling bonds with a splash of nostalgia this Rakshabandhan
Mumbai – Nesterra, the pioneering premium home furnishings brand in the upholstery and drapery segment from the house of Sutlej Textiles & Industries Ltd. from the prestigious K.K.Birla group, is all set to spark joy and camaraderie with its much-anticipated Rakshabandhan campaign, #BringOnThePillows. As a tribute to the cherished love between siblings, Nesterra presents a captivating two-day weekend activation, bringing the enchanting world of pillow fights to life. The event will take place at Infinity Mall, Malad in Mumbai on the 26 and 27 of August 2023, starting from 11 a.m. onwards.
Nesterra’s #BringOnThePillows is a one-of-a-kind initiative designed to help individuals relive their treasured childhood memories of pillow fights with their dear siblings and loved ones. This innovative and fun-filled event promises to transport participants back to the times of innocent laughter and friendly battles featuring pillows reflecting Nesterra’s trendsetting designs and impeccable craftsmanship. Attendees will have the unique chance to challenge their siblings or loved ones to a thrilling Pillow Fight within the #PillowFightRing. Winners will be rewarded with captivating goodies from Nesterra.
In addition to the exciting on-ground activation, Nesterra is hosting an engaging digital contest on Instagram, offering participants a shot at winning products worth a grand total of Rs 50,000. Participation in this unique contest is both easy and delightful. The Instagram contest is live and accepting entries until Thursday, 31 August 2023. With such alluring prizes at stake, now is the perfect time to get involved and create lasting memories.
To know more about the digital contest, check
Nesterra VP of home textiles and design expert Smita Joshi said, “At Nesterra, we believe in the power of shared memories and connections. The #BringOnThePillows campaign is our way of bringing families closer, reliving cherished moments, and making new memories that will be cherished for years to come. Through this campaign, we celebrate the spirit of Rakshabandhan by embracing the playfulness of childhood and the enduring bond between siblings.”
Nesterra is delighted to foster the spirit of sibling bonds and create an atmosphere of joy and nostalgia with its #BringOnThePillows campaign this Rakshabandhan. Whether through on-ground pillow fights or the captivating digital contest, the brand aims to spread smiles and celebrate the unbreakable love shared among siblings.a
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
