Week of 11 May 2026
18 campaigns dated this week, confirmed rows only. Most sponsorships are announced with a season, not a day, so they sit on their property pages rather than in a week.
India
15 campaigns
Purpose · 11 May 2026
A Mother's Day campaign for Voltas Beko exploring motherhood beyond biology, arguing that everyday acts of care and love -- not convention -- are what define a mother.
Sports · 11 May 2026
Swiggy partnered with Snapchat to launch 'Swiggy Sixes', a real-time IPL activation using Snap's live cricket data API to trigger Snapchat ads and a 66% food discount for six minutes every time a six was hit during matches.
Ad film · 11 May 2026
SBI Life's Mother's Day film turns on an exchange between two mothers: a young woman returning to work after maternity leave cannot put her hesitation into words, and her own mother reads it anyway and tells her that choosing her own path takes nothing away from her family. It extends the brand line Apne Liye. Apno Ke Liye.
Sponsorship activation · 11 May 2026
IGI built a campaign around its association with IPL team Gujarat Titans, titled 'Heere Ki Asli Pehchaan' (the real identity of a diamond). It draws a parallel between cricket's third-umpire review system and third-party diamond certification, arguing against seller-led or self-certification in diamond buying.
Ad film · 11 May 2026
Mankind named veteran actor Rakesh Bedi brand ambassador for antacid Gas-O-Fast, built around a new positioning line about eating without worrying over digestion, playing on Bedi's comic persona.
Talent: Rakesh Bedi.
Launch · 12 May 2026
Bewakoof joined a Disney Consumer Products India multi-brand tie-in timed to the theatrical release of The Devil Wears Prada 2, contributing graphic tees drawn from the film's iconic imagery alongside seven other Indian consumer brands, including fellow batch member The Souled Store.
Sponsorship activation · 13 May 2026
Campaign marking five years of Joy Personal Care's partnership with Kolkata Knight Riders in IPL 2026, titled 'Under The Same Sun'. The company's media page carries only the headline and date, so the creative detail is not on record here.
Ad film · 13 May 2026
Summer television film for the Hydra Refresh Gel fronted by brand ambassador Sanya Malhotra. The company's media page records the headline and date only.
Talent: Sanya Malhotra.
Sports · 13 May 2026
Angel One used its IPL association to push a leadership narrative for the brand among cricket-viewing audiences, a content push built around the sponsorship rather than a plain logo placement, as CMO Zameer Kochar described it in a trade interview.
Ad film · 14 May 2026
A summer campaign in which Varun Dhawan plays contrasting 'cool' and 'uncool' avatars to dramatise Navratna Cool Talc's cooling proposition, with his father David Dhawan appearing to judge who deserves the title, timed to the launch of a new Pink Talc variant.
Agency: Wondrlab India. Talent: Varun Dhawan, David Dhawan.
Integrated campaign · 14 May 2026
A run of short films with Pankaj Tripathi built around everyday travel moments on the low-cost carrier's 500-plus daily flights, leaning on hot meals and cabin comfort rather than fares. It ran through the IPL season, where the airline was an associate sponsor.
Talent: Pankaj Tripathi.
Ad film · 15 May 2026
Akshay Kumar's first Sprinklers film has Rajpal Yadav posing as Italian, chaat and fusion chefs while Akshay secretly fixes each dish with a Catch sprinkler, ending on a 'raita phail gaya' gag and the Raita Masala sprinkler; on TV, social and OTT.
Agency: Dentsu Creative Webchutney. Talent: Akshay Kumar, Rajpal Yadav.
Sponsorship activation · 16 May 2026
BKT turned its multi-season IPL sponsorship into a participative campaign built on sonic branding and a simple, replicable 'BKT Hook Step' performed by players from all eight franchises, rolled out across digital platforms with influencer collaborations under the line 'Elevate Your Drive' as BKT pushes into the consumer on-highway tyre market.
Integrated campaign · 16 May 2026
ASICS's 2026 global brand campaign, rolled out in India, photographs runners, gym-goers and its own athletes minutes after they finish moving, without filters or skincare, to argue that the glow people chase through beauty products comes from 15 minutes of movement. Pegged to data on rising 'glow' skincare searches and the brand's 'Sound Mind, Sound Body' line.
Integrated campaign · 16 May 2026
Three twenty-second films aimed at Gen Z travellers in India, showing late-night swims, balcony yoga and courtyard cricket to argue that the stay matters as much as the destination. Fronted by the creators TrickSingh, Akshara Shivakumar and Ahilya Bamroo.
Talent: TrickSingh, Akshara Shivakumar, Ahilya Bamroo.
Gulf
3 campaigns
Purpose · 11 May 2026
A national rail-safety campaign run ahead of the first UAE passenger services, positioning safety as an act of care rather than a warning notice. Indicative advertising visuals show everyday passenger scenarios in shared spaces, and the rollout extends into schools and local communities alongside the paid media.
Experiential · 11 May 2026
To mark the full launch of the Cenomi Plus loyalty platform, Cenomi Centers ran an in-mall activation through May across its whole portfolio of Saudi malls, its first big consumer push after a phased rollout that had already passed 1.5 million app downloads.
Experiential · 14 May 2026
A five-month nationwide schools competition run with the Saudi Ministry of Education asking middle and high school students to design educational video games. 719,359 students from 7,705 schools submitted 155,574 concepts; ten finalist teams pitched to a panel in Riyadh and the winning concept is being built as a playable Roblox game.