Brands
Pepsi launches ‘How We Do It’ live in Mumbai
MUMBAI: Rapper Badshah and global pop group Now United’s new single, ‘How We Do It’, presented by Pepsi was launched during a love concert at High Street Phoenix in Mumbai recently. The collaboration is a result of Pepsi’s commitment towards discovering and supporting emerging artists, reveals a press statement.
PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi has always anticipated the pulse of today’s generation ahead of the curve. Music has been one of our biggest platforms globally, and continuing this intrinsic commitment, Pepsi is excited to bring together the incredible musical talent of Indian rapper Badshah and global pop group Now United to provide a new experience for fans. ‘How We Do It’ is an amazing track and we are hopeful that music fans on the lookout for a newer, cooler sounds in India and beyond will love it.”
Badshah shared with audiences his experience of collaborating with Now United. He said, “Pepsi has always enabled young, upcoming talent and through them, I am getting this fantastic chance to collaborate with 14 young people from across the globe. As an artist, I strongly believe that it is good to collaborate as it helps broaden your horizon. Through ‘How We Do It,’ Now United and I have been able to learn from each other, share experiences and encourage each other to create better art; and we are very excited to share this with all our fans.”
Badshah and Now United’s new song, ‘How We Do It’, presented by Pepsi and distributed by One Digital Entertainment will premiere on Saavn and Radio One on 29 November, followed by a video premier on MTV Beats and VH1.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
