Asian Granito and the cement Ravana
What they did. Asian Granito India Ltd, known as AGL, made a Dussehra film called Iss Dussehra, Soch Ko Thoda Premium Banao. A young boy has a small cement Ravana. The figure grows when it sees selfish acts, such as breaking a traffic signal, cutting a queue, throwing litter or choosing anger over care. It shrinks as people make kinder choices. AI is used to enlarge the Ravana into real places. The film is live on digital platforms, and the report names none. The headline credits the agency TheSmallBigIdea, and the article gives no other credits. A 2023 report says the company makes tiles, engineered marble and quartz, sanitaryware and faucets (MediaInfoline, 23 November 2023).
Why it works (our reading). Premium is a word every tile brand uses, and buyers cannot see it. This film turns it into something a child can see: how we behave on the road and in a queue. A festival that is already about good winning over bad gives the idea a ready stage. Our reading is that the brand tries to own the word by linking it to a way of living. The report says the company presents premium as a way of thinking and behaving.
What the report says about impact. The report gives no results yet. It gives the story of the film and the digital release, and nothing on views, enquiries or sales.
Done before in another industry. In October 2022 the Mumbai Police and the Mumbai Traffic Police made a Dussehra film with the agency Schbang. It also used Ravana for a plain, everyday point. A man dressed as Ravana stops beside a rider without a helmet and says, roughly, that he has ten heads and the rider has one. The film ends with a line telling viewers to wear a helmet (afaqs, 6 October 2022). That film was a public safety message. AGL uses the same festival figure to talk about a brand word.
What your business can copy. Pick the one word your whole trade overuses, such as quality, trusted or premium. Then ask what that word looks like in a customer's day, and show that. Say a tailor in a small town claims "perfect fit". The tailor is made up. Instead of the claim, the tailor posts a short phone video of one shirt being checked at five points. Show the proof in action, and keep it true.
Read the original: adgully, “Asian Granito unveils Dussehra campaign with TheSmallBigIdea”, 21 October 2026, read it here. We found no second report of this film.
Kansai Nerolac and its jingle, again
What they did. Kansai Nerolac Paints made a festive film in which music producer Yashraj Mukhate performs a new version of the brand's well-known jingle. MediaInfoline says the jingle has been used since 1990 and has been reworked for each generation while the core tune stays. This version adds new layers of sound and celebrates colourful new homes, relationships and Diwali. The report names no channel and no agency or production house.
Why it works (our reading). A tune that people already know does half the work before the film starts. Paint is bought rarely. A sound that has lived in homes for three decades helps buyers remember the name on the day they choose. Keeping the main tune and changing the sound around it lets older viewers feel at home. Younger ones feel the brand is current. Ramkrishna Naik, chief marketing officer of the company, says in the report that people sing the melody along and do not just remember it. We paraphrase because his line is longer than our quote limit.
What the report says about impact. The reports give no results yet. They give the launch timing, which is the start of the festive season, and the intent to celebrate new homes and Diwali.
Done before in another industry. In December 2025 Nirma, a detergent brand, reworked its jingle from the late 1970s for its Nirma Advance product. The new version keeps familiar strains of the old tune. It adds new lyrics and a new hook line, with the voices of Vaishali Samant and Daler Mehndi. The agency is Boing Brandvertising. The report says the work began in 2023 and took about two years. Five to six fully made jingle options were dropped on the way (afaqs, 15 December 2025). Both brands keep what people remember and refresh what surrounds it.
What your business can copy. List the small things customers already know you for: a phrase, a greeting, a colour, a song on your phone line. Keep one and give it a fresh look for the season. Say a sweet shop has always ended every call with the same two words. The shop is made up. It keeps those words and adds them to the box ribbon this Diwali. Do not throw away the sign that people already recognise.
Read the original: MediaInfoline, “Kansai Nerolac Reimagines its Iconic Jingle with Yashraj Mukhate this Festive Season”, 23 October 2026, read it here. Also mentioned in a MediaNews4U Diwali roundup dated 24 October 2026, which adds no new detail.
Bosch and Kitchen Up
What they did. Bosch Home Appliances launched Kitchen Up, a film built around a monologue by actor Vikrant Massey. It was rolled out in two steps. A pre-launch phase introduced the idea of personal progress and everyday upgrades, and then the film followed. In the film, Massey speaks about his path from his mother's tiffin business to buying his first home. The idea is that homes should grow with people, and the kitchen is part of that. The agency is Ting. The reports name no production house, and Instagram is the only channel they name.
Why it works (our reading). A built-in kitchen is a big and rare purchase, and a story is easier to hold than a feature list. A real person's climb from a small family food business to a first home gives the buyer a story to hold. The appliance is not the hero. Aadil Mehta, partner at Ting, says in the report that "an upgrade is rarely about the appliance". Our reading is that the film sells the feeling of a kitchen that matches who you have become.
What the report says about impact. The reports give no results yet. Nitin Mishra, senior director of brand management at BSH Home Appliances India, says the aim is to build awareness and aspiration for built-in appliances in India. That is an aim, not a result.
Done before in another industry. In November 2024 Quess Corp, a workforce management company, made its first advertising campaign around the cricketer Jasprit Bumrah. The film follows him from a small backyard to the world's top cricket grounds. The company links his rise to its own growth. Famous Innovations made the concept and Little Giants Films produced it. It ran in cinemas, on YouTube, on LinkedIn and on other social media (afaqs, 6 November 2024). Both use one person's real climb to explain what the brand offers.
What your business can copy. Ask one happy customer, with their consent, for the before and after of their own story. Then tell it in their words, with your product as one step in it. Say a small furniture workshop asks a couple how they furnished their first flat, one piece at a time. The workshop is made up. It shares a short photo post with the couple's approval. Never write a story for a customer, and never share one they have not approved.
Read the original: MediaInfoline, “TING and BOSCH release latest campaign, Kitchen Up, With Vikrant Massey”, 23 October 2026, read it here. Also reported by adgully, which shows 26 October 2026. The two pages differ on the date, so we give both.
Flipkart Minutes and The Last Delivery
What they did. Flipkart Minutes made The Last Delivery, a horror miniseries with the Ramsay Brothers, the Indian horror film family. It has three episodes of 10 minutes each, which matches the app's 10-minute order-tracking window, and each episode ends on a cliffhanger. Customers who order on Flipkart Minutes can watch on the Play screen inside the app, and viewing began on 25 October 2026. A teaser showed a chudail, a witch from Indian folklore, riding pillion behind a delivery agent who does not notice her. The agency is McCann India, part of Omnicom Advertising India.
Why it works (our reading). The brand uses the quiet minutes that every customer already spends watching an order come closer. The report says Halloween is getting popular with younger Indians but is new to older ones. The Ramsay style of haunted havelis and chudails gives a familiar way in. Our reading is that a story you can finish before the order arrives is a good reason to open the app again.
What the report says about impact. The reports give no results yet. They say the teaser caused online curiosity and guesses, with no figure attached.
Done before in another industry. In November 2020 the food delivery app Swiggy added a small prompt to its order tracking screen. It suggested that users watch a Netflix trailer while they wait. The report says a marketing head at Colors Bangla noticed it and wrote about it on LinkedIn. The trailers are on YouTube, so no subscription is needed (afaqs, 20 November 2020). Swiggy placed an existing trailer in the wait, while Flipkart Minutes made a series for it.
What your business can copy. Find where your customers wait: at the counter, on the phone, at the service desk or for a parcel. Put one small, useful or fun thing in that wait. Say a two-wheeler repair shop keeps a one-page card at the waiting bench with five easy checks for a rainy day. The shop is made up. Note how many people take the card, and ask a few of them if it helped.
Read the original: adgully, “Flipkart Minutes to deliver desi Halloween scare with Ramsay brothers miniseries”, 26 October 2026, read it here. A second adgully page dated 24 October 2026 reports the same series: read it here. Both are from one publisher, and we found no other report.
What the week tells us
- Each brand started from something the buyer already has: a festival, a tune, a life story or a wait.
- In our reading, each of the four leads with a feeling, a habit or a good use of time, and the product comes in after.
- Reports give plans and quotes, not results. Copy an idea in small steps and measure it yourself.
Our deep-dive on Shiprocket Quick is on the hub too, with every earlier decode: Campaign decode hub. If you want a campaign idea shaped for your own business, our creative campaigns page shows how we think about it.
