MAM
Tilt Brand Solutions partners with Supari Studios to enhance content capabilities
MUMBAI: Tilt Brand Solutions was launched in September 2018 by Joseph (Joe) George, former Group Chairman and CEO of MullenLowe Lintas, as a strategic and creative enterprise that offers Consulting, Communication and Content services for brands and businesses. Complementing Tilt’s strategic philosophy of “Full-Brained Thinking” is its creative philosophy of “One Brand. Many Stories” – built around its belief that brands today need to tell many stories to be able to breathe and belong in people’s consciousness.
Tilt Brand Solutions has thus partnered with Supari Studios. This partnership will see both come together to jointly develop and produce video content which will help brands tell their stories. All their stories.
In the past few years, Supari Studios has witnessed tremendous success in developing and producing a portfolio of branded content properties that have garnered over 200 million views on YouTube alone, setting benchmarks that reflect the increasing popularity of online video content consumption in the country. Internationally acclaimed, and the recipient of several prestigious awards, Supari Studios has worked closely and consistently with brands such as Red Bull, Google, Estee Lauder, YouTube, Asian Paints, Twitter and Dolby among others.
Speaking on the partnership, Joseph George, Founder Chairman and MD, Tilt Brand Solutions says, “With the democratization of data and bandwidth, more Indians are consuming more videos on many more screens. We look at this as a vibrant and enabling ecosystem which will allow us to deliver platform-relevant content, that will help brands better connect with its consumers across media platforms. We have sensed a reciprocity of belief and purpose in all our meetings with Advait and his team; and we are convinced, that collaborating with Supari’s exciting and talented folks will result in some path-breaking work for brands.”
Adds Advait Gupt, Co-Founder, Supari Studios “The way we consume content has evolved dramatically in the past 5 years. We’ve moved from a prime time, television viewing experience to an anytime, anywhere, video-on-demand, mobile viewing experience. Today we decide our own prime time. Over the past 6 years at Supari Studios, we’ve been firmly focused on building differentiated content that connects with this discerning audience and we see Joe and the entire team at Tilt deeply aligned to this ideology. We’re excited to work with such a diverse and experienced team and look forward to create content that functions at the intersection of what value brands offer and what their audiences love.”
MAM
Instamart and Go Zero bring LED fridge ad to print
Hindustan Times readers see light-up fridge page in interactive first
MUMBAI: The morning paper just got a little cooler quite literally. In a twist on traditional print, Instamart and Go Zero have introduced what they describe as a first-of-its-kind newspaper execution, turning a routine page flip into a sensory experience. Readers of Hindustan Times were greeted with a spread designed like a refrigerator. As the page opened, an embedded LED light flicked on mimicking the familiar fridge-door moment revealing an Instamart delivery partner holding a tub of Go Zero ice cream.
Developed in partnership with Havas India, the campaign moves beyond conventional print innovations such as scent strips or foldouts. Here, the LED is not a gimmick layered on top but a core part of the storytelling, recreating a behaviour most readers instinctively recognise.
The creative ties together the central promises of both brands: Instamart’s instant delivery and Go Zero’s “guilt-free” indulgence. The act of opening a fridge becomes a metaphor for spontaneous craving and immediate fulfilment.
Swiggy head of brand Mayur Hola said the idea was to make print participative rather than passive. By tapping into muscle memory like reaching into a fridge, the campaign aims to bridge everyday behaviour with brand recall.
Go Zero founder Kiran Shah highlighted the spontaneity of ice cream consumption, noting that the concept captures the exact moment of impulse discovery. Meanwhile, Havas Media India and Havas Play COO Uday Mohan described the effort as an attempt to blur the lines between media and experience.
The execution reflects a broader push by Instamart to reimagine traditional formats, making even legacy media like print interactive in an age dominated by digital engagement.
In a medium often accused of losing relevance, this campaign flips the script, one illuminated page at a time.
