MAM
Vh1 in marketing push for Grammy Awards
MUMBAI: Vh1 is airing the Grammy Awards which is the biggest awards show for the US music industry on 11 February live at 6:30 am with a prime time repeat at 9 pm.
Nescafe is the sponsor and the broadcaster is doing marketing activities for the event. Night club, Hard Rock Café has tied up with Vh1 for promoting the Grammy Awards at their outlets across the country. In addition to this, Hard Rock Café will also be hosting ‘Grammy Special Weekend‘ wherein the club will rock with the music of all the Grammy nominees.
However, the fun does not end here. The HRC crew will groove to the tune of LMFAO‘s famous track ‘I‘m Sexy and I Know It‘.
Vh1 India is also undertaking various contests to give their fans a chance to be part of the Grammy‘s mania. In addition to the Ticket 2 Ride Contest, which was announced sometime back, where the winners get a chance to visit Los Angeles and witness the awards live, Vh1 is also organizing many other contests through their partner outlets like TGIF, Crossword and Juice who will be giving special Vh1 meal, book and gift vouchers to the lucky winners of the contests in Mumbai, Delhi and Bangalore. The winners can enjoy an exciting Vh1 look or a platter free with these vouchers. The contests will be promoted by Vh1 on-air as well as on their Facebook Page www.vh1india.com/grammycontest
The Grammy Awards will be hosted by two-time Grammy winner LL Cool J. Also burning the stage with performances will be pop stars like Black Keys, Fun, Mumford & Sons, Rihanna, and Taylor Swift amongst others.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
