09-05-2025
Fortune, Zivame and UltraTech shines at the Brand Disruption Awards 2025
The
Brand Disruption Awards 2025
, hosted by ET BrandEquity, recognised innovative marketing campaigns from Indian brands.
Fortune Chakki Fresh Atta
, Zivame, and
UltraTech Cement
stood out for their impactful strategies across various categories.
Fortune Foods (Adani Wilmar), with Social Beat, earned a Bronze for its "Roti Ki Mehnat" campaign and a Silver for Best Use of Content Marketing. Launched in December 2023, the campaign featured a TV ad showing a working woman making soft rotis with Fortune Chakki Fresh Atta, emphasising its ease of use. The narrative highlighted shared household responsibilities, resonating with modern Indian families.
Fortune's "KGMO Hilsa Special Pack 2024" also won Silver for Best Seasonal Campaign, leveraging regional appeal. Using TV, YouTube, Instagram, and influencers, Fortune strengthened its position, with 16 per cent growth in 2023.
Zivame's "Museum of Boobs" campaign secured a Silver for Disruptive Campaign of the Year, a Gold for Best Use of Social Media, and a Silver in Marketing and Communication. The campaign used a virtual 'museum' to promote body positivity and breast health awareness, driving engagement on Instagram through interactive content and influencers. It addressed societal taboos, encouraging women to embrace their bodies and prioritise health, and set a new standard for inclusive marketing in the lingerie sector.
UltraTech Cement, with Mindshare India, won
Disruptive Brand of the Year
and multiple
awards
, including Gold for Best Use of Integrated Media (Yashasvi Sarpanch), Gold for Best Use of Content Marketing (Banega Toh Badhega India), and Gold for Best Use of Mobile Marketing (Transforming 1.9 Billion UltraTech Logos).
The "Yashasvi Sarpanch" campaign empowered rural leaders, while "Banega Toh Badhega India" connected with digital audiences through nation-building themes. The mobile app campaign offered homebuilding expertise, turning UltraTech's logo into a symbol of empowerment. Using TV, digital, and mobile platforms, UltraTech redefined the cement industry's engagement.
See the full list of winners here
