HOW BRANDS ARE CHANGING STORIES TO STAY RELEVANT

Brands today are changing how they tell their stories. It’s no longer enough to talk about features or performance. What matters just as much is how a product fits into everyday life, and how it makes people feel. You can see this shift clearly in recent campaigns by DTDC, Shalimar Paints and Ledure Lightings. Each comes from a very different industry, but they all lean into storytelling in a way that feels more human. DTDC focuses on the women shaping its operations, Shalimar Paints makes home protection easier to relate to, and Ledure turns lighting into something that affects mood, not just visibility.

Brand film spotlights women reshaping India’s logistics landscape

DTDC is rethinking how logistics is seen with its new brand film, “We Got This.” Released around International Women’s Day, the campaign shifts focus from infrastructure to people, placing women at the centre of one of India’s most demanding industries. Shot across sorting hubs, logistics facilities and boardrooms, the film captures the pace and complexity of operations while highlighting women managing teams, driving performance and shaping strategy. What sets it apart is its authenticity. The campaign features real employees and leaders from within DTDC’s network, offering a grounded view of change already underway.

“We Got This”

“Industries evolve when new voices lead,” said Ankita Tiwari, Chief Human Resources Officer. With women now leading hubs, running operations and influencing decisions, the film reflects a wider shift, positioning logistics not just as a system of movement, but as a space where talent and ambition are redefining its future. Released around International Women’s Day, the DTDC campaign puts women at the centre of logistics, highlighting their role in running one of the most demanding, fast-moving industries.

AI-led campaign highlights long-term home protection solutions

Shalimar Paints, with over 120 years in the industry, has launched an AI powered campaign, “Nischit Suraksha. Saalon Tak.”, to spotlight its flagship products, Hero Weather Guard 12 and Zero Damp Advance. The campaign uses immersive storytelling to underline durability, weather resistance, and damp protection, both backed by a 12 year warranty. “Homes are built to last, but endurance requires the right protection,” said Kuldip Raina, MD & CEO, noting that exterior walls are often ignored until visible damage appears. The initiative reflects the brand’s effort to align technology with evolving consumer expectations and make long-term protection a more immediate priority.

New TVC shifts focus from products to mood-driven lighting

Ledure Lightings Limited is reframing how lighting is perceived with its new TVC featuring brand ambassador Ranbir Kapoor. Built around the line, “Lights Change, Toh Vibe Change,” the campaign moves beyond product features to highlight lighting as the element that defines a space. Ranbir plays a quirky “Vibologist,” diagnosing poorly lit homes with humour and precision, showing how lighting can alter mood and experience. The film taps into a familiar gap. While consumers invest in décor and furniture, lighting is often an afterthought. Ankit Gupta, Director, Ledure Lightings Limited, says the campaign marks a shift towards more emotional storytelling, positioning lighting as central to how spaces feel. With its range of LED solutions, the brand

“Nischit Suraksha. Saalon Tak”
Shalimar Paints’ AI-led campaign brings focus to long-term protection, using storytelling to underline durability, performance, and the promise of homes that stay secure over time. aims to reposition lighting as both functional and expressive. What connects these campaigns is intent. They are not chasing quick sales, but trying to stay in people’s minds. In a crowded market, the brands that last are the ones people remember and relate to.

“Lights Change, Toh Vibe Change”
People spend on décor and furniture but often miss lighting, the element that shapes everything. The Ledure Lightings campaign shows how the right light can completely change a space’s feel.