This week's top branded content with beautiful storylines

New Delhi: Branded content helps brands maintain an emotional connection with its audience rather than just drowning them in promotions. 

This week, BuzzInContent.com has included work done by Zomato, Tata Tea Gold, Royal Enfield, iQOO, Vim, Linen Club and Rukam Capital. 

1. Zomato showcases homesickness during Onam

Zomato’s film is a reminder of 'Onam Calling' showcasing a young professional missing home and Onam festivities. She travels through the state, looking at and capturing the regional nuances and cultural essence of the festival. As she travels, she encounters colourful characters typical of Onam celebrations, who unexpectedly join her journey home.

Upon arrival, her mother is overwhelmed by the sudden influx of guests, prompting concern about feeding everyone. The campaign reveals that Zomato's food delivery app solves this problem.

2. Tata Tea Gold celebrates Bengalis’ innate ’khutkhute-ness’

The film, conceptualised by Mullen Lintas and created by Bengali filmmaker Shoojit Sircar, is set in a Bengali environment, and portrays how discerning Bengalis are about their food, ensuring that everything—from the tiniest ingredient to the overall flavour—is perfect (‘khutkhute-ness’). 

The film opens in a train compartment, where a young man offers traditional Bengali kachoris with cholar dal to his fellow passengers, only for them to reject it due to the absence of shredded coconut in the dal. This attention to detail for food is echoed through various everyday scenarios. From selecting the perfect Gandhoraaj Lebu (lemon) to preparing the ideal aloo tarkari with luchis, and waiting for mustard sauce before enjoying a bite of fish fry, the film depicts that Bengalis take their food very seriously. 

The film then pans out to a woman asking for the aroma enriched tea leaves that would lend the taste buds a relishing flavour. Scanning through the loose tea to get the right flavour, the shopkeeper hands over the pack of TATA Tea Gold.

3. Royal Enfield’s #ArtofMotorcycling returns for Season 4

Building on its last three seasons, Royal Enfield’s #ArtofMotorcycling is back with Season 4. Aiming to celebrate the motorcycling way of life, this year’s #ArtofMotorcycling is expanding its reach globally through Thailand, Indonesia, Australia, New Zealand, South Korea, Japan, Malaysia, Brazil, Argentina, Colombia and Mexico. 

Dubbed the ‘Y3K edition’, season 4 is themed around the year 3000 A.D., and reimagines the relationship between mankind, technology and the unyielding pursuit of freedom on two wheels. 

Under the Season 4 banner, participants can now create and submit designs under four categories: Gen AI, Digital Art, Handcrafted, and Comic Art. 

The global panel includes Aaquib Wani, an experiential designer. Some of his collaborations include Lollapalooza, India Cricket team, Spotify Rap91 and JSW Olympics ‘24; Debjyoti Saha, an animation filmmaker and visual storyteller, founder of Goppo Animation: Haruka Satonaka, a Japanese Manga artist and Varun Gupta, an artist and filmmaker whose storytelling merges the worlds of Gen AI and visual artistry. 

4. iQOO captures ‘My Quest Story ft. Bhuvan Bam’ to inspire Gen Z

Conceptualised by Ogilvy India, the film aims to tell the inspiring journey of a young man who defies family expectations to follow his quest for content creation. Set against the backdrop of societal pressure and traditional career paths, The Film celebrates the bold choices made by today’s youth. It highlights how they chase their dreams in an ever-evolving digital world. 

The film features Babla Kochar (as the father), Anubha Fatehpuria (as the mother), Yogendra Singh (as Rohan, the elder brother), Aditya (as the younger brother), and Ebong Ipsita (as the house help).  It promises to be both entertaining and inspiring, bringing to life a story of passion, resilience, and unwavering determination. 

5. Ritviz brings his beats to enjoy dishwashing

Dishwashing, often seen as a necessary but dull part of daily routine, gets a playful makeover with Ritviz’s tunes, demonstrating how music can turn even the most mundane everyday moments into something fun.

The video begins with Ritviz facing a creative block as he tries to bring a tune together to meet his deadline. His dilemma is deepened because his parents also proceed to go out, albeit leaving him with the thought of “finding joy in small things.”

As he thinks about it, he goes into the kitchen where an idea strikes him in the middle of his dishwashing routine! He’s quick to capture this moment on his Vim Beats sound band that he later turns into an entire dishwashing song. What’s really interesting is how his neighbours, who are all left to do chores just like Ritviz is, also get up and have fun doing the dishes to this song that is playing out of Ritviz’s home. 

6. Linen Club reminds beauty of keeping promises this Onam

The Aditya Birla Group fashion brand and Linen Club presented its Onam 2024 campaign, “Ona Vakdhanam” (#KeptMyPromise). 

The campaign celebrates the core of onam festival as Onam was born out of a promise which King Mahaveli delivers every year by visiting his land during the 10-day festival reminding us that promises are powerful, they are the threads of trust that weave our lives together, shaping our integrity and our passion for life.

Linen Club ‘s Onam campaign ‘Ona Vakdhanam’ aims to bring alive this very idea of   #KeptMyPromise with a short film wherein Acchu played by leading Malayalam star ‘Govind Padamsoorya ‘who has returned from abroad to celebrate Kerala gets reminded about an innocent promise he made as a school going child to his auto driver and how he goes about fulfilling his promise to makes his auto uncle part of his family celebrations. 

 The idea of #KeptMyWord is further amplified with a curated onam song ‘Ponnonamkathiradi ‘sung in voice of ‘Sithara Krishnakumar ‘along with vibe of rock band ‘The Music Escape ‘picturised in a home courtyard to bring in nostalgia and rekindling the pride of hailing from a rich cultural landscape of Kerala amongst all malyalis across the globe. 

7. Rukam Capital’s 'Startup Table with AJ' spotlights early challenges of startups

‘Startup Table with AJ’ aims to cast a spotlight on the often-overlooked struggles of early-stage Indian startup founders by sharing their authentic stories—highlighting how they’ve overcome setbacks, leveraged creativity, and turned challenges into opportunities for growth. 

‘Startup Table with AJ’ has already released two episodes, featuring candid conversations among founders from FITT - IIT Delhi and the D2C sector.