e-commerce
Brandmusiq hits a six with Asian Paints in sonic spin on cricket fever
MUMBAI: When cricket season hits India, everyone shows up batsmen, bowlers, brands, and now, basslines. In a pitch-perfect move, Brandmusiq and Asian Paints joined forces to create a rousing, regionally tuned campaign titled Coloursofcricket, turning fan passion into full-throttle soundscapes. Across the country, stadiums weren’t the only places roaring speakers were too. Crafted using the Asian Paints sonic identity, BrandMusiq composed distinct high-energy regional anthems laced with local instrumentation, language, and the emotional cues of each cricket-loving city. Think dhols in Punjab, Carnatic strains from Bengaluru, Mumbai’s bold brass and tutari, Hyderabad’s royal rhythms, Delhi’s street-style beats, and Kolkata’s folk soul, all seamlessly woven into sonic signatures that felt more like musical jerseys than just tunes.
“India’s relationship with cricket is emotional, but every region expresses that emotion differently,” said Brandmusiq founder & soundsmith Rajeev Raja. “These aren’t just anthems, these are rallying cries, ‘musical jerseys’ for fans to wear with pride.”
The campaign also drummed up digital participation with a contest encouraging fans to remix, dance to, or creatively express support using their city’s anthem turning passive viewing into creative cheerleading. The result? A campaign where sound met sentiment, and where branding hit a beat fans could move to.
The Coloursofcricket initiative is a testament to the power of sonic branding done right cutting through the advertising noise, building recall, and fuelling fan pride with cultural authenticity and emotional punch.
For a country that speaks in many tongues but cheers in one voice, this was the sound of India in surround sound.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
