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UTV Movies to get a big brand push after IPL
MUMBAI: UTV Movies is readying to launch a brand campaign in the second week of May after the conclusion of the Indian Premier League (IPL).
UTV Movies will also sport a new tagline and look while strengthening its library as part of the plans to give the Hindi movie channel a big push.
UTV has roped in Motivator as its media agency and Taproot has conceptualised the campaign. The channel will invest between Rs 5-7 million in the campaign.
Says UTV Movies marketing head Kunal Mukherjee, “We did some primary research and found that although consumers are aware of the brand, there has to be some kind of a connect which has to be developed. This is what the new brand campaign is aimed at achieving.”
The campaign will be promoted heavily on UTV‘s network channels including UTV Bindass, UTV Action, World Movies and Bloomberg UTV. “We will also use other network channels to promote the campaign,” avers Mukherjee.
While television, print and outdoor will be the preferred mediums, the movie channel will also use other media platforms like radio and digital to support the brand-building process.
UTV will be improving its movie titles. Says Mukherjee, “We have evaluated and found that we are strong in some titles and weak in others. We are clearly focusing on all genres as it‘s a movie channel and we have to cater to all age groups. We are looking at showing 10-15 newer titles in the first quarter. By May, the library will be strong enough not only to add to the brand salience but also improve the numbers,” Mukherjee adds.
Last month, UTV had rolled out the ‘What I Am‘ brand campaign for UTV Bindass.
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Adidas Originals unveils India co-created Superstar with Ranveer
Tiger-inspired limited edition marks brand’s first India-led sneaker design
MUMBAI: From stripes on the field to stripes on sneakers, Ranveer Singh is leaving his mark this time in black and white. Adidas Originals has launched its first India co-created sneaker in collaboration with Ranveer Singh, signalling a sharper push towards localisation as India’s sneaker culture continues to gain ground. The limited-edition drop reworks the iconic Superstar silhouette through Singh’s personal aesthetic, drawing heavily from the Royal Bengal Tiger his self-described spirit animal. The design blends bold black-and-white tones with tiger-inspired detailing across the signature three stripes, alongside a bespoke Ranveer Singh insignia and jewel-like accents that add texture and visual punch.
Positioned as the brand’s first hyperlocal expression from India, the release reflects a broader strategy, take a globally recognised icon and reinterpret it through regional identity.
The campaign mirrors that idea. Set in an urban jungle, it explores themes of instinct, individuality and duality aligning both with the symbolism of the tiger and the long-standing ethos of originality tied to the Superstar line.
Adidas India senior brand director Bhawna Sikka described the drop as a milestone moment, noting that it reinforces India’s growing influence in shaping global sneaker narratives. The collaboration also builds on a decade-long association between the brand and Singh.
For Singh, the project carries a personal arc from wearing Superstars in college to co-creating one. The design, he said, reflects a belief in embracing one’s raw, instinctive identity.
With this launch, adidas Originals isn’t just releasing another sneaker, it’s testing how far local storytelling can travel on a global sole.
