PUMA roars on the ‘RCB Shotline’ for fans

PUMA India’s new Instagram campaign, ‘RCB Shotline’, which features Virat Kohli, Usain Bolt, PV Sindhu, Jack Grealish, Rajat Patidar, Gurpreet Singh Sandhu, and Krunal Pandya, is fun, quirky and hooks you with its playful banter between the sporting stars. RCB players Kohli, Patidar, and Pandya operate the PUMA “Shotline”, fielding calls from fans — who, in fact, turn out to be legends from other sports. Smashing questions and cheeky repartees mark the conversation between Kohli and Bolt, Sindhu and Grealish. The campaign’s aim is to highlight PUMA’s mix of sports and lifestyle, and it does that engagingly.

Ice cream in a ball

Havmor Ice Cream’s new campaign tries to cash in on the thrill of cricket and Gujarat Titans with the launch of a limited-edition Choco Vanilla Cricket Ball Ice Cream. The cricket ball-shaped packaging doubles as a toy ball. In the ‘Enjoy it, Play it’ digital film, a precocious young fan challenges Gujarat Titan players Shubman Gill, Sai Sudarshan and Washington Sundar to play bat tapping. There follows a cheeky exchange between the kid and the players. Though the script is good, and the idea great, sadly it all looks a bit contrived.

Period piece

The big bold campaign of the fortnight is Tata Trust’s attempt to reframe how India understands menstruation. Using a catchy jingle, “Maheena Aa Gaya” , it encourages people to see menstruation simply as a natural, biological process — not a cause for shame or secrecy. The campaign is anchored in a combination of social and behaviour change communication across seven states, a series of films and development interventions on the ground among communities. The cleverly worded jingle — maheena (month) refers to periods in popular vocabulary — tries to shift the narrative from menstruation being a symbol of fertility to one of health and nothing more, and which can be talked about openly.

A joyous air

Air India’s new campaign, ‘There is an Air About India’ is a breezy tribute to new India. The campaign, which includes an out-of-home segment, print ads and a stunning digital film, captures the essence of a nation on the rise that Air India is proud to carry around the world. Created by McCann, the digital film’s centrepiece is the rap-style soundtrack composed by Sneha Khanwalkar, with vocals by emerging rap artist Aarya Jadhao. The film blends rhythmic storytelling, sharp transitions and stunning visuals — capturing the soul of India, from bustling metros to remote heartlands.

Feed a streetie

Pet-care startup Supertails is celebrating its fourth birthday on the streets. It has launched a street-wide birthday party to feed stray dogs, collaborating with community feeders — the result is an endearing video. Capturing real moments from the streets, a fun gully rap, ‘Cake katega, sabme batega’ , the pooches and the acts of kindness by the feeders, the film wins your heart.

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Published on June 1, 2025