MAM
Triton Communications bags creative duties of Vini Group
MUMBAI: Triton Communications has bagged the creative duties of The Vini Group, a venture promoted by Darshan Patel.
Says Patel, “For Vini Group we undertook a qualitative and quantitative research for five to six months to understand consumer needs because I firmly believe that insights are critical for product development.”
“I have worked with Triton for many years and know their capabilities, their ability to create communications that work with our target audience. My comfort level with the Triton team is an added bonus,” adds Patel.
Triton Communications director Munawar Syed said, “Patel is clear of his objectives and understands the role of advertising in creating and building brands that have a rational and emotional connect. We are delighted to be back with him.”
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
