MAM
Uniqlo features Jasprit Bumrah in new AIRism campaign
Cricketing superstar showcases comfort and calm in authentic ad film.
MUMBAI: When Jasprit Bumrah runs in to bowl, the stadium erupts with “Boom Boom Bumbrah” but off the field, the Indian pacer is all about quiet confidence and effortless style. Uniqlo has captured exactly that in its latest ad film. Entourage Films, conceptualised and created by Creativeland Asia, presents Bumrah in a refreshingly candid light for Uniqlo’s AIRism Oversized t-shirts. Moving away from typical polished celebrity ads, the film embraces simplicity and authenticity, mirroring Bumrah’s calm and consistent on-field persona.
Instead of dramatic cricket moments, the ad shows the fast bowler in relaxed, everyday situations playing croquet, chatting casually, smiling, playing Jenga, and simply being his cool, composed self. Throughout these unforced scenes, Uniqlo’s breathable, versatile AIRism fabric takes centre stage, highlighting its comfort, flawless fit and easy silhouette.
Entourage Films founder and executive producer Garima Arora said the brief was straightforward: avoid stylised glamour and let the scenes breathe naturally. “We wanted to show Bumrah’s calm demeanour and effortless performance, which perfectly aligns with Uniqlo’s philosophy of simplicity, quality and comfort,” she noted.
Director Ishaan Nair, who was working with Uniqlo for the sixth time, added that Bumrah was an ideal fit. “He’s easy, effortless, dependable just like the brand. The shoot was quick and painless because he is as quick off the field as he is with the ball,” he said.
The campaign is being rolled out across digital, social, out-of-home and in-store mediums.
In a world full of loud celebrity endorsements, Uniqlo and Bumrah have delivered something refreshingly different, an ad that feels as comfortable and reliable as the AIRism t-shirts themselves. Boom Boom indeed, but this time, it’s all about calm, cool comfort.
MAM
Creative Galileo appoints Manish Doshi as Chief Operating Officer
Edtech platform brings in education veteran to drive next phase of growth.
MUMBAI: Creative Galileo has just found the perfect formula to accelerate its growth by bringing in a man who has spent over two decades helping shape the future of learning. The leading early learning and edtech platform today announced the appointment of Manish Doshi as its new Chief Operating Officer (COO). Doshi brings more than 20 years of rich experience across the global education ecosystem, including over 18 years with Cambridge University Press & Assessment and a stint with Oxford University Press.
In his new role, Manish will oversee operations as Creative Galileo continues to expand its presence across homes, classrooms, and institutional learning ecosystems in India and international markets.
Creative Galileo founder Prerna Jhunjhunwala said, “I’m pleased to welcome Manish Doshi as chief operating officer. As we expand our learning platforms across both local and global boards, Manish will help drive the next phase of growth and strengthen our engagement with schools, teachers and families.”
The appointment comes at a key moment in the company’s journey as it aims to make high-quality, engaging early learning accessible to millions of children while deepening partnerships with educational institutions worldwide.
From Cambridge to Creative Galileo, Manish Doshi has clearly mastered the art of building strong foundations and now he’s ready to help shape the next chapter of one of India’s promising early learning platforms.
