MAM
Seagram’s Royal Stag partners with Delhi Capitals for IPL 2022
Mumbai: Delhi Capitals is set to collaborate with Seagram’s Royal Stag for the upcoming 2022 season of the Indian Premier League (IPL).
With this association, Royal Stag is poised to further bolster its engagement with cricket lovers across the country and cement its loyalty towards the game via sustained engagement with fans throughout the season, said the statement.
“IPL ensures that millions of men and women remain glued to the telecast across almost two months, living the highs and lows of their favourite teams,” said Pernod Ricard India CMO Kartik Mohindra, speaking on the sponsorship. “Delhi Capitals is a superb blend of international and Indian stars, and their brand of cricket is a heady cocktail of natural talent and astute strategy. We are very excited to partner with Delhi Capitals for the forthcoming IPL season. With young cricketing star Rishabh Pant captaining the ship for Delhi Capitals, we know we will get the attention of millennials towards our brand. Cricket being one of India’s biggest passions, we wanted to use the platform of T20 to connect with our consumers using the cultures of Delhi and ethos of the team Delhi capitals.”
“For us at Delhi Capitals, it’s important to associate with brands that value the sport and understand the emotions attached to it. Royal Stag stands for all of that, and I am confident this will be a successful partnership for both of us, as we look ahead to a splendid season of cricket,” stated Delhi Capitals executive director Dhiraj Malhotra.
“From the first time I came to India in 2000, I have always known that Royal Stag has been associated with cricket,” commented Delhi Capitals assistant coach Shane Watson. “The brand has always had a deep relationship with cricket. It’s always in the front in any tournament that I have played. I think it’s going to be a great partnership between Delhi Capitals and Royal Stag.”
Delhi Capitals will be playing the team’s first match on 27 March. The team is led by wicketkeeper-batsman Rishabh Pant.
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.
