MAM
Nike rolls out ‘Parallel Journeys’ campaign
MUMBAI: Nike has launched a television campaign titled ‘Parallel Journeys‘. The ad campaign is a part of Nike‘s Bleed Blue campaign.
The TVC has been created by JWT Bangalore. It has been directed by Abhinay Deo (RDP Films) with creative direction by Senthil Kumar (JWT).
The TV campaign celebrates the millions of young cricket athletes in India who relentlessly pursue perfection in the sport, no matter where they are or on what field they play. It features a roster of the sport‘s best athletes, parallels the journey of hard work, training and dedication young cricketers take to achieve success, just as India‘s elite athletes do, the company said.
Nike India marketing director Avinash Pant said, “Nike‘s ‘Parallel Journeys‘ captures the journey to perfection in the sport clearly demonstrating the passion and hunger of a new breed that will stop at nothing. In the true spirit of ‘Just Do it‘, a new generation of millions of young athletes can believe that one day they will be the voice of an entire nation.”
According to the official communiqué, Nike‘s ‘Parallel Journeys‘ travels the length and breadth of the country capturing the determination, passion and aspiration through the eyes of every young cricket athlete. It also features a “dynamic” soundtrack inspired by the sounds that surround the street game in India by simply using nothing but voices.
MAM
Kerala election ads surged in 2026, with print nearly tripling and TV up 52 per cent
Political parties spent bigger and smarter this cycle, concentrating their firepower in the final weeks before polling day
KERALA: Kerala’s politicians discovered something in 2026 that seasoned marketers have known for years: timing is everything, and when in doubt, spend more. Political advertising during the Kerala Assembly Elections 2026 surged sharply across traditional media compared to the 2021 cycle, with print and television leading the charge, according to the latest analysis by TAM AdEx.
Print was the standout performer, expanding nearly 2.7 times compared to 2021, a striking jump that underlines its continued grip on targeted political communication in a state with some of India’s highest newspaper readership. Television was not far behind, with ad insertions rising 52 per cent, reflecting the enduring appeal of mass-reach platforms for shaping voter sentiment at scale. Radio held steady, mirroring television trends and reinforcing its role as a reliable supporting medium.
The pattern of spending was as revealing as the volumes. More than 85 per cent of all political ad insertions were recorded in the weeks immediately before polling, a concentration that points to a deliberate, last-mile strategy. Ad volumes peaked during weeks four and five in both the 2021 and 2026 cycles, suggesting that parties have settled on a consistent playbook of high-frequency messaging in the home stretch.
The contrast between media types was equally instructive. Print advertising maintained a relatively even spread across the campaign period, serving as a vehicle for sustained, detailed communication. Television and radio, by contrast, displayed sharp spikes in the closing weeks, deployed as blunt instruments for high-impact bursts at the precise moment voters are making up their minds.
What the 2026 cycle signals most clearly is a shift toward more structured, data-driven media planning. The increase in overall volumes, combined with sharper peaks in campaign intensity, suggests that political advertisers are beginning to think less like propagandists and more like performance marketers, balancing broad reach with targeted engagement and watching the returns closely.
Kerala’s election advertising has, in short, grown up. The question for the next cycle is whether digital finally gate-crashes a party that print and television have so far kept firmly to themselves.
