The Brief: Engage an evolving digital audience for Navratna Oil during the high-stress summer season with comedy star Kapil Sharma.
The Idea: To make the most of Kapil Sharma, we blurred the lines between traditional advertising and episodic entertainment. A first for me too, we scripted 3 webisodes which were honed in collaboration with Kapil Sharma’s writing team, the content features Kapil and his ensemble cast solving everyday chaos with a cooling head massage (champi), framing the brand as "Thandak Ka Badshah, Raahat Ka Raja."
The Result: The branded content strategy shifted the narrative from a transactional sales pitch to high-retention entertainment. Merging Kapil's stress-busting humour with the product's cooling equity drove massive organic reach and modernised the legacy brand.