Content is king: Weekly spotlight on top branded content

New Delhi: Branded content is the creative passage brands pick when to deliver to their audience—more than just promotions or information. 

In the universe of brands, creativity and content go hand in hand to curate the narratives that reflect the brand best. 

BuzzInContent.com is now set to spotlight the top 7 branded content pieces of each week, where creativity and marketing genius come together to create magic.

This week, BuzzInContent.com has included work done by Dove, Sharief Bhai, Mia, The House Of Mcdowell’s Soda, Anmol Industries, JioCinema, Pokerbaazi and Parle-G. 

1. Dove breaks beauty-bias cycle with ‘mothermonials’

Dove unveiled the third edition of its #StopTheBeautyTest campaign. In this, Dove unveiled the experiences of four mothers who inspire change by rewriting their daughters’ matrimonials to be free of beauty biases and introduces  ‘mothermonials.’

The campaign builds on the insight that in the biodatas that are circulated within family  groups, daughters are solely described on the basis of their height, weight and colour. With  #TheBeautyTestStopsWithMe, Dove aims to redefine matrimonials, converting them to ‘mothermonials’ this year. 

These ‘mothermonials’ aim to be holistic narrations of their daughter’s personality, preferences,  achievements and ambitions - aimed at challenging the emphasis on external appearances. 

As part of the initiative, Dove has released four films, born from conversations with Subhashini, Sudarshana, Ritu and Monica - four mothers from across the nation.

Dove has partnered with a media house and Mindshare to enable moms and daughters to write  customised mothermonials by harnessing artificial intelligence. The platform aims for grooms to connect  with brides based on education, hobbies and quirks, rather than height, weight and colour. 

2. “Sharief Bhai aur Chaalis Store” hip-hop fuses music with food

Sharief Bhai, a brand from the house of Curefoods launched a hip hop song– ‘Sharief Bhai aur Chaalis Store’ in collaboration with Pasha Bhai. The Dakhni rapper, along with Sharief Bhai, has brought a fusion of culinary and music to celebrate Biriyani, the flavourful rice dish. 

The hip-hop song celebrates the achievement in the brand’s growth, opening its 40th restaurant in the country, in Madurai. The song also captures the spirit of the Dakhini subculture and Sharief Bhai’s culinary journey.

The goal of this campaign, called ‘Sharief Bhai aur Chaalis Store’, is to engage the Dakhini community while celebrating the brand's culinary history. The music video is also released along with the song on YouTube.

3. Mia spotlights para-archer Sheetal Devi’s passion

Mia by Tanishq has unveiled its latest campaign titled "Dekhna Hai Toh Khel Dekho." 

This campaign features Arjuna awardee and female para-archer, Sheetal Devi, highlighting her skills, spirit, and passion for her sport. Through her perspective, Mia aims to inspire everyone to recognise their own capabilities.

In this campaign, Mia portrays Devi's journey, as it opens with scenes of curious glances, unabashed stares and a sense of awe from people staring at her. In a twist, the person being stared at is revealed to be Devi, conveying the message that while people often stare for obvious reasons, it is her achievements that make her truly shine. 

The film then highlights her talent in archery, urging viewers to focus on her skills and her game: “Dekhna hai toh mera khel dekho.”  As she prepares to aim and shoot the arrow, the custom-made evil-eye anklet on her feet symbolises the protection she seeks for her talent. 

Crafted by Mia at Devi’s request, the anklet serves as a guardian for her feet, embodying her dedication and belief in her journey. This narrative aims to reinforce the 'Star in You' belief. 

4. The House of McDowell’s Soda unveils friendship anthem ‘Yaari Hai Imaan’

The House of McDowell’s Soda is bringing back the friendship song ‘Yaari Hai Imaan’ with an all-new rendition created by the rapper- Raftaar and Jasleen Royal. The song was released just in time for friendship day on Saregama Music YouTube channel. The track aims to be a tribute to friendship and celebrates the essence of Yaaron Waali Baat.

The song aims to portray the depth and loyalty that true friendships embody. The song aims to capture the essence of 'Yaaron Waali Baat' through its tunes, lyrics, and beats. 

The lyrics aim to emphasise that friendships open doors to possibilities. The song has been released on Saregama Music YouTube channel and is live across audio streaming apps. 

5. Anmol Industries honours unsung artists in the second edition of ‘Anmol Kalakaar’

Anmol Industries (Anmol Industries), a packaged food company, has launched the second edition of its initiative, 'Anmol Kalakaar,’ aimed at celebrating the unsung artists. 

The initiative has returned with the aim to celebrate artists from all over the country. It features Radhamadhab Panda, a Graffiti Artist from Bhubaneswar, the capital of Odisha. Panda had been striving to leave his mark and tell a story on the walls of Bhubaneswar for a long time. With ‘Anmol Kalakaar’, he could see his wall art and murals adorning the city. 

6. JioCinema and PokerBaazi bring poker reality show on OTT

JioCinema in partnership with PokerBaazi, recently released a 6-part Poker-focused reality TV series, Poker Masterclass. The 5-day learning experience is shot in a game show format. 

The series showcases players competing against each other in various poker games and activities.

Four poker masters lead a team where they impart knowledge to Poker players to help upskill as well as socialise with the Indian Poker community. In the series, Abhishek Goindi is seen leading the Shark Squad, Kanishka Samant leads the Anti-Tilters, Vinod Megalmani captains the Pocket Rockets, and Shravan Chhabria spearheads the Crushers. 

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7. ‘Friendship’ wins over ‘Followers’ in Parle-G’s latest film

Parle G released its latest campaign celebrating Friendship Day. The brand’s tagline ‘Genius wohi, jo auron ke khushi mein paye apni khushi’ talks about the culture of companionship. 

The film follows the story of a group of friends, who are on the cusp of venturing into life after college. They rally around their one friend who needs a little cheer and encouragement before his campus interview.

What begins with light banter and friendly joshing soon takes a deeply personal turn as each friend realises that their road-trip can wait for another day, but perhaps their friendship cannot.