Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write how Center Fresh could move on from the Dharma produced long-form TVC to creating engaging branded content around the “First Encounter” moment - both in popular and in lived culture

A short film, Eye to Eye with the Tiger, has been filmed as part of the partnership

It pays homage to those men who came out of their comfort zones to help others and give back to the society

The campaign has been conceptualized and produced by Zee5 India

The products of both brands are integrated in the story line to reach out to a larger set of audience

Collaborating with Universal Music India, the automaker has launched a platform for the enablement of young talent in India- Hyundai Spotlight. Elaborating on this, Khullar - Group Head Marketing, Hyundai Motor India, says such partnerships don't directly benefit the current consumer base but the augmented experience is cherished by all

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting decode Cadbury's iconic campaigns and the recent video by a young digital creator, for the chocolate brand, which has set a new benchmark

The bank has tried to showcase the transformation brought in the lives of those belonging to the transgender community through their offerings

Shah, Director of Marketing at Truecaller India, says although the medium has caught the attention of a lot of marketers, it might soon become another checklist item rather than a lead medium for brands

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting, analyse the stance taken by the brands which sell products for men and how they are trying to reshape the currently accepted notions of masculinity

The film focuses on supporting Cred's goal of promoting financial independence and literacy

Dharma 2.0 is the arm of Dharma productions, that will exclusively focus on creating ad films

The video has been directed and choreographed by Dhanashree Verma

Hamsini Shivakumar and Kanika Yadav, of Leapfrog Strategy Consulting, write that precious metals brands need branded content to create a larger narrative where the metal in question is mystified instead of particular products. Such a context helps in forging new meanings and inter-connections that traditional marketing/advertising cannot have access to due to logistical limitations

The report taps on data from over 15,000 influencers in India on the company's influencer marketing platform, AnyTag

The film is entirely shot on a OnePlus device, the OnePlus 9 Pro, and is available exclusively on Disney+Hotstar

The idea behind the campaign is to encourage men to speak up, share and be open about seeking external help for any worries they have

The campaign was conceptualised and executed in partnership with creative agency Ogilvy India, media agency Wavemaker India and mental health organisation, The Minds Foundation