Last year's Shark Awards recognized winners whose brilliance will make you wonder, " Why didn't I think of that? "   These campaigns moved beyond the conventional, showcasing bold ideas and strategies that fundamentally changed the marketing playbooks for some of the biggest brands in India.   Ready to take your work to the next level? Check out the Case Studies from the past year for some serious inspiration.   It’s your last chance to show us your best of the best work!! Submit your entries by May 30th.     Brand & Agency Partners: Kurkure & Spark Foundry (Publicis Media)   Campaign Name: Kurkure-Sanjay Ho Tum   The salty snack market in India is cluttered, but Kurkure aimed to lead as the most ‘preferred snack’. With taste and youth connected as key drivers, the brand targeted Gen Z and young adults (18–34, NCCS ABC)—ambitious, fun-loving, and career-focused.   The “Sanjay Ho Tum” campaign, led by Sara Ali Khan, recreated an iconic Saif Ali Khan moment from the iconic Bollywood movie Dil Chahta Hai. This resonated deeply with young professionals. It wasn’t a hard-sell ad; it was rooted in relatable insights.      The central theme was to humorously address toxic work culture and promote work-life balance. The TVC portrayed a bride (played by Sara Ali Khan) confronting her overbearing boss at her wedding.   Campaign results: The campaign achieved significant engagement: over 190 million views, over 182 million reach, and 1.55 crore in organic PR. The campaign resonated with professionals, encouraging them to challenge the hustle culture with wit.       Brand & Agency Partners: Cipla & Pegasi Communications   Campaign Name: TUFFIES   This campaign aimed to help kids with asthma live healthier, unstoppable lives by educating them and their parents about the condition and its right treatment. It tackled stigma and improved inhaler acceptance through engaging tools like comic books, co-created with India’s top pediatricians and distributed in lakhs. Over 2 lakh children were reached across 4500+ clinics, where thousands of kids and teachers were screened. A catchy anthem by Shankar Mahadevan inspired kids to embrace being a “Tuffie.”    Campaign results: With a total reach of 5+ crore and Rs 3.4 crore in earned media, the campaign led to a 10% rise in inhaler consideration among parents and children.       Brand & Agency Partners: Olay India & Madison PR   Campaign Name: Olay #STEMTheGap   Olay’s #STEMTheGap campaign set out to empower Indian women in STEM by tackling a surprising barrier—lack of female mentors. Despite India having 43% female STEM graduates, only 14% enter the workforce. Research revealed 81% of STEM dropouts left due to the absence of role models. Olay responded with a powerful film by Anand Gandhi, created AI-SHU, a virtual mentor, partnered with vLookUp for real mentorship, and sponsored 250+ scholarships via LEAD Schools.      Campaign results: Collaborations with Nykaa and Amazon amplified reach and impact. Millions engaged, mentor connections built, and brand love strengthened—proving Olay isn’t just skincare, it’s science-driven change.     If you do not want to receive this mailer, you can from our mailing list. ETBrandEquity.com (Times Center), FC - 6, Film City, Sector 16A, Noida - 201301, Uttar Pradesh, India     
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Last year's Shark Awards recognized winners whose brilliance will make you wonder, " Why didn't I think of that? "

 

These campaigns moved beyond the conventional, showcasing bold ideas and strategies that fundamentally changed the marketing playbooks for some of the biggest brands in India.

 

Ready to take your work to the next level? Check out the Case Studies from the past year for some serious inspiration.

 

It’s your last chance to show us your best of the best work!! Submit your entries by May 30th.

 

 

Brand & Agency Partners: Kurkure & Spark Foundry (Publicis Media)

 

Campaign Name: Kurkure-Sanjay Ho Tum

 

The salty snack market in India is cluttered, but Kurkure aimed to lead as the most ‘preferred snack’. With taste and youth connected as key drivers, the brand targeted Gen Z and young adults (18–34, NCCS ABC)—ambitious, fun-loving, and career-focused.

 

The “Sanjay Ho Tum” campaign, led by Sara Ali Khan, recreated an iconic Saif Ali Khan moment from the iconic Bollywood movie Dil Chahta Hai. This resonated deeply with young professionals. It wasn’t a hard-sell ad; it was rooted in relatable insights.   

 

The central theme was to humorously address toxic work culture and promote work-life balance. The TVC portrayed a bride (played by Sara Ali Khan) confronting her overbearing boss at her wedding.

 

Campaign results: The campaign achieved significant engagement: over 190 million views, over 182 million reach, and 1.55 crore in organic PR. The campaign resonated with professionals, encouraging them to challenge the hustle culture with wit.

 

 

 

Brand & Agency Partners: Cipla & Pegasi Communications

 

Campaign Name: TUFFIES

 

This campaign aimed to help kids with asthma live healthier, unstoppable lives by educating them and their parents about the condition and its right treatment. It tackled stigma and improved inhaler acceptance through engaging tools like comic books, co-created with India’s top pediatricians and distributed in lakhs. Over 2 lakh children were reached across 4500+ clinics, where thousands of kids and teachers were screened. A catchy anthem by Shankar Mahadevan inspired kids to embrace being a “Tuffie.”   


Campaign results: With a total reach of 5+ crore and Rs 3.4 crore in earned media, the campaign led to a 10% rise in inhaler consideration among parents and children.

 

 

 

Brand & Agency Partners: Olay India & Madison PR

 

Campaign Name: Olay #STEMTheGap

 

Olay’s #STEMTheGap campaign set out to empower Indian women in STEM by tackling a surprising barrier—lack of female mentors. Despite India having 43% female STEM graduates, only 14% enter the workforce. Research revealed 81% of STEM dropouts left due to the absence of role models. Olay responded with a powerful film by Anand Gandhi, created AI-SHU, a virtual mentor, partnered with vLookUp for real mentorship, and sponsored 250+ scholarships via LEAD Schools.   

 

Campaign results: Collaborations with Nykaa and Amazon amplified reach and impact. Millions engaged, mentor connections built, and brand love strengthened—proving Olay isn’t just skincare, it’s science-driven change.

 


 

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ETBrandEquity.com (Times Center), FC - 6, Film City, Sector 16A, Noida - 201301, Uttar Pradesh, India
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