MAM
Saif Ali Khan is Newport’s brand ambassador
BANGALORE: After Akshay Kumar, who promoted Ruff & Tuff, one more Bollywood star is getting into apparel endorsement. Arvind Brands has appointed Saif Ali Khan as the brand ambassador for its New Port brand.
The promotional campaign revolves around ‘Saif’s Style Fundas’ – where the star tells us how to be more stylish, the Newport way.
“Indian Youth are more fashion conscious than they have ever been, says Arvind Brands president Darshan Mehta, adding, “It’s a growing awareness that’s fueled by stylish Bollywood movies. Newport is uniquely placed to lead this style revolution. It’s a brand that understands youth fashion. The new campaign is designed to showcase Newport’s strong sense of style and it couldn’t have a more suitable brand ambassador – Saif Ali Khan is one of the most fashionable and popular stars in the Bollywood scene. Style is something that Saif and Newport have in common”.
Speaking to indiantelevision.com on the ad budget, Mehta says, “Our ad budgets have been around 9 per cent and we hall me maintaining this budget. We are going to have a high octane campaign in the next two to three days. You will see larger than life shot of Saif. It is going to be promoted hugely by large sized hoardings with shots of Saif in different types of jean designs, to supplement this we are going to make use of bazaar power, which is if you go to a store or the market place, you will see a lot of these visuals”
Speaking on the ad strategy, Mehta states, “We ‘ve not looked at television and magazines for this campaign, but our media agency has recommended television. We may possibly look at it after the spring-summer season – maybe the fall-winter season. Our communication spends for the year as I mentioned is 9 per cent of Rs. 850 million or around 70-80 million which would be shared across all the modes of communication. We are planning to cover around 120 top towns and cities; this may even go up to 300 initially for the campaign.”
Newport has twenty one distribution channels and a brand presence in 2000 retail outlets in the country- another 80 specifically meant only Newport. Alok Nanda and Associates, Mumbai will be doing the New Port ad campaign.
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.
