Brands
Ultimate Ears ties-up with Shakti Mohan by using ‘Sutli Bomb’
MUMBAI: Speaker brand, Ultimate Ears, has partnered with digital and marketing agency Grapes Digital to launch a series of campaigns this festive season.
Grapes Digital rings in the festivities for Ultimate Ears by associating it with Shakti Mohan, India’s top choreographer and TV Celebrity for her new web series called “Break A Leg”. The series chronicles the story of non-dancing celebrities trying to learn complex forms of dance in a matter of hours.
This series is divided into four episodes and will have a fair share of banter with non-dancer celebrities which aired its first episode featuring Aparshakti Khurana and Abish Matthew on 31 October. The show will feature Aparshakti Khurana, Abish Matthew, Kashyap Kapoor, Namit Das, Mallika Dua, Srishti Dixit, Karan Wahi and Ritwik Dhanjani.
The Diwali themed promo video that features Shakti Mohan with her team of talented dancers performing breathtaking moves with Wonderboom speakers has already garnered 1 million views in five days.
Further to promote its Wonderboom speakers this festive season, it has launched an influencer marketing campaign called Ultimate Bomb. The campaign aims to encourage people to not burst firecrackers this Diwali, instead blast music with Ultimate Ears speakers and enjoy the festive season. The agency has associated with social media influencers for the same and will be sending across Wonderboom speakers disguised as a big Sutli Bombs to them. The speakers will be wrapped in green thread, making them visually indistinguishable from real Sutli Bombs.
This activity will be supported on Instagram, wherein the hashtag #UltimateEars will be used in all the influencers’ social media posts to be part of wider online conversations and make campaign more viral.
Grapes Digital COO Shradha Agarwal says, “We wanted to promote the idea of celebrating Diwali without the noise of crackers and replacing it with good music. Our team came up with this idea of promoting the speakers via influencers, as we understand the impact of micro-influencers in the social eco-system of the millennial, so that we can have greater social impact in brand’s target audience through this innovative idea of ‘don’t burst crackers instead blast music’ crusade.”
Speaking on the association, Shakti Mohan adds, “Break a Leg is my first ever web series, where celebrities learn dance moves that they have never attempted. What better way to dance this festive season than on some good music. I am glad we partnered with Ultimate Ears for our first video. The initial response has been overwhelming and we are excited for the upcoming videos.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
