Newly launched uber luxury fashion brand Riccaro Corduso has unveiled a bold, stylish campaign called ‘Rise Above’, shot in Ladakh. Featuring international models, the brand film promotes the cashmere fabric with the mighty Himalayas as the backdrop. It’s a visually stunning campaign and the narration in the form of a few questions is also out of the ordinary. The central message is to let go and rise above.

Path to a happier tomorrow

Toyota Kirloskar Motor’s corporate campaign ‘Happier Paths Together’ is a creatively shot, beautifully crafted ad that reflects the company’s goal of a greener, more inclusive tomorrow. What is especially eye-catching in the ad is how very traditional cultural scenes are juxtaposed with cars on the move. For instance, a piece of folk art in which a line is being painted, kohl applied on eyes, a rangoli drawn… all seamlessly transition into a path on which futuristic vehicles traverse. The campaign has been released just ahead of the Bharat Mobility Global Expo 2025 scheduled to take place in Delhi from January 17, where the company will showcase its journey.

Bearding the corporate lions

Marico’s grooming brand Beardo has unveiled a provocative new campaign featuring Hrithik Roshan, which has a quirky take on Darwin’s Theory of Evolution and pokes fun at corporate slaves. The campaign, titled ‘Evolution Ends with the Bearded Boss’, shows Hrithik striding through an art gallery that showcases a series of evolutionary images, beginning with apes. He stops at the last frame, depicting a hunched, lifeless corporate worker chained to his briefcase, and declares: “Peak of evolution? Wrong.” The last frame then shows a free-spirited bearded Hrithik.

Concrete game changer

Cement maker JK Super Cement’s new ad featuring its brand ambassador cricketer Jasprit Bumrah is compelling. Titled ‘Game Badal De’, it draws inspiration from Bumrah’s journey and shares an incident from his childhood, showing how he practised against a cement wall on which the three wickets were painted. The ad has also been launched to show JK Super Cement’s rebranded avatar, including its updated packaging and logo.