Brands
Zee reimagines Yamaha anthem with Sa Re Ga Ma Pa contestants
MUMBAI: Subtle branded content is all the rage. And Zee Entertainment Enterprises Ltd (Zee) has been working overtime to give that value-added oomph to advertising partners and sponsors. One such partner is Yamaha Motors, India.
Yamaha Motors has an iconic anthem The Call of the Blue which was first launched in 2018 and has gone through various iterations, the latest being in September 2024 as the 4.0 version, which was tailored to resonate with the musical preferences of today’s youth. A new TVC was also released along with the song featuring young folks getting captivated by a film in the theatre, showcasing Yamaha’s iconic two-wheeler models, including global favorites. As they step out, they are thrilled to find these models right in front of them on the road.
And of course, there is Zee’s legendary path-breaking original singing talent show Sa Re Ga Ma Pa which is probably regaling a fourth or fifth generation of young viewers. Zee roped in the contestants of the reality show to sing the celebrated Yamaha anthem. For the first time ever, the young budding, musical talents reimagined the anthem, composed and performed their own renditions of it. This helped create a powerful and emotionally resonant experience that captivated audiences across the Punit Goenka-led network’s channels Zee TV, Zee Tamil, Zee Telugu.
Sa Re Ga Ma Pa has now become the canvas for a first-of-its-kind integration, where contestants from across India bring their unique style to the Yamaha anthem. This initiative extended beyond traditional marketing, allowing the spirit of Yamaha to echo through music and storytelling in an innovative, refreshing way.
A press released from Zee stated that the collaboration strikes at the heart of music’s universal power to connect, inspire, and create lasting memories. As the contestants infused Yamaha’s anthem with their passion, energy, and individual creativity, the result was an electrifying mix that embodied the brand’s core values of adventure, freedom, and brotherhood. The partnership therefore went beyond mere promotion—it was a celebration of creativity, artistry, and individuality.
The campaign garnered a massive cumulative reach of approximately 25 million viewers across Zee’s platforms, amplifying Yamaha’s message of adventure and passion and making it resonate with music lovers, especially the youth, adds the press release. Through this collaboration, Yamaha and Zee have forged a meaningful connection with their audiences, proving once again that music and storytelling can transcend the ordinary and create extraordinary experiences.
Zee chief growth officer-digital & broadcast revenue Ashish Sehgal points out that the Yamaha partnership is the perfect embodiment of the network’s philosophy of bringing brands closer to their audiences.
He adds: “The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”
Yamaha Motor India general manager marketing Vijay Kaul is of the view that motorcycles and music are two wonderful ways to connect with the world around. He adds: “Through this association, we look forward to connecting with young music lovers at a more intrinsic level, celebrating the shared values of freedom, passion, and self-expression. The thrill of the open road mirrors the rhythm of music, creating experiences that inspire and energize. For the first time on Sa Re Ga Ma Pa, contestants have crafted their unique renditions of a brand anthem, each piece capturing the essence of freedom, individuality, and the joy of riding.”
Motivator India chief growth officer & managing partner Aman Kochhar highlights that the partnership worked better than using overt brand placement. He adds: “Reimagining The Call of the Blue anthem in their unique styles helped us connect with younger audiences, seamlessly integrating the brand into the content with fresh, vibrant energy. The talented contestants on the platform showcased immense potential in understanding the brand’s requirements and delivering them with style. Hence, the collab was exceptional.”
To watch the latest version of The Call of the Blue TVC click here: The Call of the Blue
As The Call of the Blue anthem continues to strike a chord with audiences nationwide, Yamaha and Ze reaffirm their commitment to pushing creative boundaries. This collaboration marks just the beginning of what promises to be a lasting partnership that fuses music, storytelling, and brand values to deliver impactful, unforgettable experiences, the Zee press release elaborates.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
