MAM
Tonic Worldwide selected as Finalist for Best Use of Images in the Shorty Social Good Awards
MUMBAI: Tonic Worldwide, an independent digital agency, has been selected as a Shorty Social Good Award Finalist for Aditya Birla Group’s – Art Made out of Air Pollution in the Best Use of Images Category.
The Shorty Social Good Awards honor the social good initiatives brands, agencies & nonprofits are taking to make our world a better place. While the Shorty Awards have long-honored the best of social media, this competition includes efforts made by organizations to improve sustainability and diversity internally, foster globally-minded business partnerships and increase employee community and civic engagement.
Finalists were selected by members of the Real Time Academy of Short Form Arts & Sciences, comprised of luminaries from advertising, media, entertainment and technology. The group includes Ogilvy Vice President of Social Change Kate Hull Fliflet, Matchfire Founder and CEO Chris Noble, Former White House Creative Director and Digital Strategist Ashleigh Axios, ATTN: Partner Brad Haugen, and more. Social Good Award winners will be announced and honored at the ceremony on Thursday, November 14th, in New York City.
MAM
Xiaomi India launches Redmi Note 15 Special Edition campaign
OML film puts phone through chaos to showcase durability and camera
MUMBAI: If phones could sweat, this one would still keep its cool. In a market flooded with spec sheets and sameness, Xiaomi India has decided to turn up the heat quite literally. The brand’s latest campaign for the Redmi Note 15 Special Edition swaps predictable product demos for a full-blown kitchen meltdown, with celebrity chef Sanjeev Kapoor trading calm composure for controlled chaos.
Conceptualised and produced by OML, the campaign takes a sharply unconventional route. Instead of listing features, it throws the smartphone into a high-pressure dinner service, where Kapoor subjects it to a series of exaggerated, almost absurd stress tests chopping chillies on it, splashing water across its screen, and pushing it through a tense culinary gauntlet.
The message lands without spelling itself out. While the kitchen brigade falters under pressure, the phone does not. By the time a junior chef declares it “cooked”, the device emerges unscathed quietly reinforcing its durability, ultra-slim design, and 50 Master Pixel camera.
The approach reflects a broader shift in how brands are speaking to digital-first audiences. With Gen Z increasingly immune to traditional advertising formats, the campaign leans into storytelling, humour, and cultural familiarity to hold attention mid-scroll. The casting itself does part of the heavy lifting Kapoor, known for his composed persona, appears in an unexpectedly stern avatar, adding an element of surprise that fuels shareability.
For Xiaomi India, the idea was to move away from feature-led communication towards something more experiential. By embedding the product in chaotic, real-world scenarios, the campaign attempts to make performance feel demonstrated rather than declared.
The result is less of an advertisement and more of a content piece, one that understands the algorithm as much as the audience. Because in today’s attention economy, surviving the scroll might just be tougher than surviving a kitchen rush.
