Week of 18 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
12 campaigns
Purpose · 18 May 2026
Newsroom campaign across Times Now Navbharat and the network's Marathi, Bangla, Tamil, Telugu, Kannada and Malayalam digital platforms after the NEET UG paper-leak allegations, with ground reports from Kota, Sikar, Patna and other coaching hubs, expert content, reels, polls and a 'NEET Re-Exam Help Desk'. Went live on 15 May 2026.
Digital/social · 18 May 2026
Parle Products and Blinkit launched branded GIPHY and WhatsApp stickers for Parle-G, Happy Happy, Magix and Hide & Seek Fab under the 'Express with Parle' collection to keep the biscuit brands part of Gen Z chat culture during cricket season, with a limited physical sticker-sheet rollout in metro cities.
Digital/social · 19 May 2026
A four-part YouTube micro-series made with Terribly Tiny Tales for NIVEA's lip care range, following a young talent manager through work calls, doom-scrolling and an awkward romance, with the lip balm woven into moments of comfort. Stars Bhagyashree Limaye, Gaurav Alugh and Jeet Singh Panwar, extended through social and creator content.
Talent: Bhagyashree Limaye, Gaurav Alugh, Jeet Singh Panwar.
Launch · 20 May 2026
Launch campaign for an interior paint sold on protection rather than colour, arguing that a home should let its guard down because the paint keeps its guard up against germs, fading and scuffs. Timed to the IPL season and run across television, digital and social.
Agency: TBWA\India.
Experiential · 20 May 2026
BBlunt and Nickelodeon India built a Mother's Day campaign around the everyday logic mothers use to put themselves last. BBlunt ran curated glow-up and styling sessions for mothers at its salons in Mumbai, Bengaluru and Kolkata.
Launch · 22 May 2026
GIVA named actor Kriti Sanon as brand ambassador and launched a campaign positioning silver jewellery as an everyday style choice rather than occasion-led dressing, a deliberate break from wedding- and celebration-themed jewellery advertising.
Talent: Kriti Sanon.
Launch · 22 May 2026
Fabindia's Summer 2026 campaign 'That Summer Feeling' introduced a cotton-and-linen collection built around traditional techniques such as Ajrakh, Indigo, Dabu, Ikat and Kalamkari, framed around breathable fabrics and everyday Indian summer moments.
Digital/social · 23 May 2026
Follow-on to 'Museum of Boobs' that moves from body shape to body change: cycles, bloating, workouts, weather and weight shifts all alter fit, so the campaign fronts adaptive products (bonded seam-free bras, 4-way stretch, one-size panties, flexible shapewear). Rolled out on digital, social, CRM, app and retail touchpoints.
Integrated campaign · 23 May 2026
Skoda rewrote the internet's favourite acronym from Greatest Of All Time to Greatest On A Track and hung a performance platform on it. The campaign opens with an India Book of Records and Asia Book of Records entry for the fastest multi-car relay by a single manufacturer: Kylaq, Kushaq, Slavia, Octavia RS and Kodiaq lapped the CoASTT circuit at Coimbatore in a combined 12:30.97, with the Octavia RS quickest at 2:10.85.
Launch · 23 May 2026
Two comic films fronted by Tripti Dimri (an eye clinic, a skydiving plane) built to promote Myntra's End of Reason Sale, making the point that style and beauty matter even in mundane, everyday situations.
Talent: Tripti Dimri.
Integrated campaign · 23 May 2026
After Narendra Modi was seen handing a packet of Melody to Giorgia Meloni and the toffee sold out on quick commerce, Parle bought front pages carrying a world map with the line 'Melody itni chocolaty kyun hai' translated into several languages, framed as a question India gave the world. It followed a social post positioning the brand as sweetening relationships since 1983.
Integrated campaign · 23 May 2026
Brand campaign on the idea that a car only reaches its engineered performance with the right tyre, using a mountain goat, cheetah and rhino to stand for grip, speed and control on Indian roads, and marking three decades in India. Rolled out across multiple platforms nationally.
Gulf
6 campaigns
Experiential · 18 May 2026
A month-long exhibition on the mall's Canal floor showing eight garments by Qatari designers interpreting the classical Arabic text Maqamat al-Hariri, hosted with Qatar National Library's Qatar Reads under its One Book, One Doha annual campaign.
Festive · 18 May 2026
For the first time since Season 18, thirteen years earlier, Global Village stayed open through Eid Al Adha, dressing the park in festive lighting and Eid ornaments and running the Al Mandoos live game show on the Main Stage with presenter Abdulla Esmaeel.
Talent: Abdulla Esmaeel.
Digital/social · 18 May 2026
A branded Fortnite map aimed at Saudi gamers aged 16 to 30, rolled out with Fortnite creator livestreams, in-game discovery, Almarai's own social channels and Saudi Gamer. Success was measured on game visits, unique players, playtime and repeat visitation rather than reach.
Agency: Webedia Arabia.
Festive · 21 May 2026
An Eid Al Adha programme running across Dubai Festival City Mall and Festival Plaza and built on Emirati characters and live performance: mascots from the animated series Freej roaming the mall, traditional Emirati performers at Festival Square, appearances by the Dubai mascots Modhesh and Dana, a weekend mascot parade drawn from participating retailers, and a 20X points offer on the BLUE loyalty app for shoppers who scanned their receipts.
Integrated campaign · 22 May 2026
A global loyalty campaign running from 21 May to 31 August 2026 offering Skywards members bonus Skywards Miles and Tier Miles, doubled Cash plus Miles savings across the Emirates and flydubai networks, partner reward flight offers and accelerated earning with hotel, car rental and lifestyle partners.
Integrated campaign · 22 May 2026
Brand campaign built on AI-generated versions of real agents from partner agencies who hold Bayut's TruBroker badge. It was conceptualised, developed and produced entirely in-house with AI used through the production pipeline, positioning the recognised brokers as the trustworthy way into a property search.