MAM
Thought Blurb Communications elevates Renu Somani to national creative director
Mumbai: Thought Blurb Communications, a full-service advertising and design agency helmed by Vinod Kunj, has announced the elevation of Renu Somani to national creative director. After steadily guiding the direction of the creative product of Thought Blurb Communications for the last ten years, Somani will now take over as the creative head at the agency from being the executive creative director.
Renu holds more than 18 years of experience with creative departments of advertising agencies like Ambience Publicis, McCann Erickson and Saatchi & Saatchi and has worked for brands like Parachute Hair Oil, Savlon Soap, and ICICI Home Loans. At Thought Blurb, she has led creative communications for brands like Parle-G, Parle Marie, Parle 20-20, Vero Moda, Reliance Digital, Radio Mirchi, and Viacom 18, to name a few.
Renu began her career as an art director before switching seamlessly into her role as a writer after joining Thought Blurb. She brings her combined talents in art, copy, scripting, and audio-visual media to bear on a 360-degree execution in traditional, electronic, and digital media. Renu now takes charge of managing the creative products of the company that has a presence in Mumbai and Kochi. She will be overseeing a diverse team of creative talent in these cities, helping in the development of brands across the country and also in planning the creative strategy for new clients here.
Speaking on her new role, Renu Somani stated, “I have a degree in art, but writing comes as naturally to me as breathing. I believe I paint stories with my words. The creative industry is shape-shifting and each day a new avatar is being created. My mandate will be to give shape and voice and texture and personality to the avatar that we at Thought Blurb would like to give ourselves. We are known to nurture great talent, and I’d like to build on that tradition and get the team to come up with ideas that reflect the zeitgeist of the times.”
Speaking about the appointment, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “Renu is an extremely instinctive and creative person. She can pick up a castaway idea from a brainstorming session and polish it to perfection. We are a very close-knit unit, and we cherry-pick the brands we work with. In the process, we have built great case studies for some of India’s biggest brands. Renu will now work with her team and create campaigns that make a meaningful difference to those brands in the international markets.”
Somani’s work has been recognised over the years by several Indian and international industry award bodies. She has also been a finalist at the One Show, Cannes, and Adfest Awards. She has won awards at the Abbys, D&AD Kyoorius, Golden Mikes, and Radio Mirchi Kaan Awards. Most recently, she won the IAA Awards for her work on Parle G. Her work has also been featured in the Communication Arts Guild magazine.
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.
