MAM
Red Ice Films launches new TVC for Streax Hair Colours
MUMBAI: The ad film production house Red Ice Films has launched the latest campaign for Streax hair colour featuring actress Sonakshi Sinha for the first time.
The campaign conceptualised by Situations Advertising. The ad highlights walnut‘s essence in the brand that enhances the natural shine of the hair.
The TV ad showcases Sinha talking about the product and emphasising how much she trusts on the natural elements for her hair and later on, the actress introduce the brand in the ad.
Speaking on the campaign, Red Ice Productions creative producer Robby Grewal said, “Being a youth icon, Sonakshi‘s presence in the campaign ensures a distinct brand identity and consumer connect to the Streax as a brand. Apart from working with Sonakshi, collaborating with Marco Pinesi an international director, on this project was the icing on the cake. He understood the local nuances well and also gave a global look and feel to the commercial. We were able to work together to give a new dimension to the brand through the TVC. Overall, the whole experience was extremely enriching and hopefully this has reflected itself in a truly memorable commercial for Streax.”
Situations advertising creative director Samrat Dasgupta said, “With the number of hair colour products increasing with each passing day, the consumer is extremely confused. The need of the hour was a campaign that clears misconceptions and guides the audiences to choose the right hair colour. It was integral that the brand message is communicated by a trusted source, hence we chose Sonakshi Sinha as the youth trusts her.
Red Ice Films was initiated on 15 August 1999. Red Ice has worked with several brands like Britannia, Coca Cola, Dell, Dabur, Pepsi, Saffola, Slice, Titan, Visa, and Vaseline.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
