Social Samosa

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AD: For Raksha Bandhan, Instamart and Cadbury Celebrations built the Sibling Debt Calculator, a gamified tool that turns classic sibling offences like stolen clothes, finished food and borrowed chargers into a proper bill. Every 10 points checked off equals one Cadbury Celebrations chocolate and endless fun owed. Mondelēz International #Rakhi #SiblingDebtCalculator #Instamart #Cadburycelebrations

Just Eat Takeaway.com deepened its celebrity-led "Did Somebody Say" campaign platform in 2023, tapping Christina Aguilera and Latto for a genre-crossing collaboration billed as "Did Somebody Say HipOpera." Where past editions of the campaign relied on a single headline artist, such as Snoop Dogg or Katy Perry, this installment introduced a two-artist structure spanning operatic pop and hip-hop, a first for the franchise. The underlying strategy sought to broaden the brand's positioning away from its late-night fast-food reputation, instead spotlighting its range across premium dining, grocery delivery and everyday meal occasions including breakfast and brunch. Creatively, the campaign unfolded inside an ornate, fantastical setting built around courtly imagery, elaborate costuming and synchronized ensemble choreography, with Aguilera and Latto positioned as central figures within the world. The accompanying track functioned as both music and messaging, embedding food and grocery cues throughout its verses. Distribution spanned the UK, Ireland and European markets under the Just Eat and Lieferando names, with Canada and the Australia and New Zealand region carrying adapted versions through SkipTheDishes and Menulog respectively. Agency: McCann London Brand: Just Eat Takeaway.com Director: Dave Meyers DOP: Scott Cunningham Agency Production: Craft London Production Company: RadicalMedia London Choreographer: Hi-Hat Editorial and Offline Post-Production: Final Cut London Visual Effects and Post-Production: UPP (Universal Production Partners) Music, Audio Post-Production and Sound Design: String and Tins

Over the next few weeks, brands will compete across screens, stores, platforms and marketplaces for the attention of the same consumer. Before the season gathers pace, we are bringing together CMOs, Marketing Heads and Agency Leaders to compare notes on the decisions that will shape what consumers notice and eventually choose. Social Samosa Festive Marketing Camp 3rd September | Mumbai If you have a strong point of view and would like to join the conversation as a speaker, write to me If you would like to attend, register here to request an invite https://lnkd.in/dt9eN7me #FestiveMarketing

A throwback to how creators brought their own festive touch to Onam, sharing wishes of happiness, peace and togetherness through creative brand posts. #SSOnamWatch #Onam #FanArt

Onam continues to be one of Kerala’s biggest advertising moments, with consumer spending, festive demand and media investments all seeing a seasonal surge. In this conversation, Devika M S, Director - Operations, Mathrubhumi Group, discusses how brands are balancing print and digital, why newspapers continue to hold household trust, and how Onam advertising is evolving towards integrated, culturally relevant campaigns. From high-impact festive editions to digital extensions, creators and regional targeting, the conversation looks at what the changing Onam media mix means for advertisers. To know more, visit the full article through the link in the comments below.

Raksha Bandhan is no longer just a one-day ritual. For CaratLane, it is becoming a 40-day opportunity to celebrate the many ways sibling relationships show up today. With 30% of its August media investment allocated to Rakhi, CaratLane is leaning into relatable sibling dynamics, creators, regional storytelling and a 360-degree media mix to make the occasion feel more personal and culturally relevant. Shaifali Gautam, CMO, CaratLane, shares how the brand is moving beyond familiar festive tropes, using creators to capture real sibling banter and adapting its storytelling across regional markets. From UP and Bihar to Maharashtra, Tamil Nadu, Telugu and Kannada markets, the strategy reflects a larger shift in festive marketing - from one-size-fits-all campaigns to stories that feel closer to how consumers actually celebrate. To know more, visit the full article through the link in the comments below.

Festive campaigns don’t enter a media plan. They enter a wall of noise. The challenge isn’t adding another message. It’s finding a way to cut through. Join CMOs, Marketing Heads and Agency Leaders at Festive Marketing Camp on 3rd September in Mumbai. Have a strong point of view and want to join the conversation as a speaker? Write to us at events@socialsamosa.com #FestiveMarketingCamp

Idea Cellular's 2013 Raksha Bandhan film, from Lowe Lintas and Partners, cast a Delhi traffic policeman as the emotional center of its festive campaign. A woman stopping for directions near the Red Fort tied a Rakhi on the on-duty officer's bare wrist, prompting him to share his mobile number as a promise of help. He made good on it moments later, stepping in when two men targeted her nearby. Rather than push tariffs, Idea tied its network to public safety, extending the message online through the "Khakee Rakhi Bro" Facebook app. Agency: LOWE Lintas (now TBWA\Lintas) Brand: Idea Cellular (now Vodafone Idea Limited / Vi)  Director: Rahul Sengupta DOP: Vishal Sinha Production House: Lintas Productions #SSRakshabandhanWatch

The Public Holiday we need desperately 🥲 Credits - @girls on Instagram