MAM
YES SCALE Campaign
MUMBAI: YES BANK unveiled a digital content marketing campaign to launch YES SCALE – its exclusive innovation program for MSME businesses. Targeted towards easing business management for MSME owners/promoters CEOs –
YES SCALE platform has created industry first solutions for Educational Institutes, Logistics, Healthcare among others. The solutions provide the advantage of AI and analytics with integrated digital banking for business owners in these segments
Since technology innovations are often perceived to be difficult to understand, adopt and implement and often accompanied by heavy jargons – the campaign #timetoscaleup focuses on slice of life scenarios of MSME promoters where the YES SCALE platform can be an enabler.
The bank partnered withGoQuest Digital Studios (GQDS), India’s leading independent end-to-end content management company as their Digital Content partner for managing end to end content for this campaign.
In addition to on-ground activations and direct sales of the solutions, 3 films have been launched across digital platforms. With a mix of humour and real life/ slice of life tonality the objective of the campaign is to highlight the various scenarios in which innovative technology solutions can ease operational hassles of MSME entrepreneurs across sectors. The films also focus on the role of YES SCALE solution platform in accelerating the growth of MSME business across key sectors like logistics, education, healthcare among others.
The campaign focuses on 2 key areas
• Operational hassles, multiple stakeholders often slow down business growth especially in MSMEs and using emerging technologies like AI and IoT these problems can be easily addressed.
• YES SCALE brings all these solutions on a single plug and play platform which eases the adoption and implementation process
The campaign also uses day to day scenarios to communicate the impact of YES SCALE solutions and the ease of adoption of the same. The humorous take on these situations also makes it easy for viewers to relate to the situations that they would face daily as business owners. The focus on situational relatability helps engage the viewers.
These films have been released across all key social networks such as Facebook, Twitter and YouTube.
The Initiative is also being promoted through a series of on-ground events and branch led communications
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
