MAM
Zandu Sona relaunches with Bheem-stein
MUMBAI: Emami has rolled out a new campaign for its Chyawanprash brand, Zandu Sona Chandi.
The campaign is created by Scarecrow Communications. The agency’s founder director Raghu Bhat said, “Our communication had to establish the dual benefits and product superiority of the brand in a mother’s mind. We used the insight that a mom wants to make her child’s dream come true and also a creative device of ‘Bheem-stein’ to drive home the functionality. The use of a child as a fighter pilot in the opening sequence is another visual that adds to recall of the ad.”
On the new campaign, Emami director Harsha V Agarwal said, “This year post revamping the entire marketing mix, we launched Zandu Sona Chandi Chyawanprash Plus. The objective of the re-launch is to offer the consumer a completely differentiated and relevant offering that keep’s up with today’s needs. Immunity is a generic offering by the Chyawanprash category, by fortifying our product with natural nootropic agents, our product offers the added benefit of mind power which is a category first and relevant in today’s competitive space. We expect the re-launch to reposition the age old category and give Emami a far larger role in the wellness space”
The TV campaign is supported with press, outdoor and cinema advertisingScarecrow Communications founder director Arunava Sengupta added, “It was very important for us to deliver the product promise of ‘Plus’ in an emotional yet hard hitting manner. Something that sticks with the viewer.”
Apart from Zandu Sona Chandi, Scarecrow Communication handles four other brands from the Emami portfolio.
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
