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Schbang's September: A Month That Kept Us Moving
September was packed with ideas in motion, campaigns coming alive and plenty of work worth talking about. From big brand moments to the little wins behind the scenes, there was a lot happening across Schbang. Here’s a look at what made September one to remember.
1] Mochi: Making Every Moment a Reason to Look
We built a 12-part short-form series around the idea that Mochi fits into every kind of lifestyle moment. From basketball and karaoke to self-care, creator unboxings, festive travel and everyday adventures, each film showed the product in a different world. A distinctive fisheye visual style and the recurring “Made You Look” treatment gave the series a recognisable identity, while keeping every execution playful, unexpected and rooted in real-life moments
2] Visa Got a Little More Mischievous
We found a simple way to tackle the trust barrier around Tap to Pay: instead of explaining the myths, we made people experience them. With Cyrus Broacha and hidden cameras, we turned six common misconceptions , from a locked phone being charged to tapping twice charging twice , into six pranks. Each episode put a myth to the test, ending with the same unexpected payoff: “Tap karo. Topi se door raho.”
3] Nebula: A Moment That’s Hers
Women have rarely been the true centre of a wedding ad, even though it’s her day. With Her Moment, we decided to change that. Instead of focusing on rituals, jewellery or decor, we put the woman herself at the heart of the story , her confidence, expressions and individuality. The jewellery became part of her moment, rather than the moment itself, making the film a celebration of her as she is, not just as a bride.
4] Chheda’s Made Mumbai Stop & Stare
For Chheda’s, we wanted to make a festive OOH moment that people wouldn’t just walk past. So we turned the billboard into something worth stopping for, using a bold festive Ganesh Chaturthi visual to catch attention and spark curiosity. The idea was simple: create work so eye-catching that the audience becomes part of the amplification. When people stop mid-walk to click, record and share a billboard, you know the outdoor has done more than just occupy space.
5] Milex: If a Saree Can Go the Distance, So Can Your Fuel
We started with a simple observation: Indians have a knack for making things last. Using AI, we brought that vision to life by taking the familiar habit of reusing a saree and turning it into a thought about fuel. When fuel prices keep rising, every drop needs to go further. With Milex, we used this everyday behaviour to show how better mileage helps you make the most of every litre you pay for.
6] Castrol: Celebrating the Hands That Keep India Moving
Mechanics keep millions of vehicles running, but unlike engineers and other professionals, their expertise is rarely recognised because it doesn’t come with a formal degree. With Hunar – Castrol Super Mechanic, Castrol set out to change that perception. The campaign treated mechanics as skilled professionals whose knowledge, precision and years of experience deserved the same respect as any qualified technical expert. Castrol went beyond simply celebrating their work by creating certifications that formally recognised their skills and gave them a qualification to represent their expertise. In doing so, the campaign turned an overlooked profession into one that could be recognised, respected and celebrated.
7] Britannia Bourbon: Making Bourbon the Star of the Modak
Last year, we gave the classic modak a Bourbon twist, and India loved it — the limited-edition chocolate modaks sold out everywhere. So this Ganesh Chaturthi, we brought the hit back. Continuing the success of last year, we once again teamed up with Bombay Sweet Shop to turn Bourbon’s signature chocolatey goodness into a festive favourite, proving some celebrations are worth repeating.
8] L’Oréal Professionnel: When Haircare Met Cricket
With UP Warrior, we brought professional haircare into the world of professional sport through Pros Meet The Pros. The campaign connected the precision, preparation and confidence of athletes with the expertise of professional hairstylists, creating a crossover that felt unexpected yet natural for the brand. The idea went beyond a typical sponsorship by taking the partnership from digital content to the stadium, creating a complete digital-to-stadium takeover. And the impact followed, with 370M+ views and €2M+ in potential media value, all in under three weeks.
9] Torrent Electricals: Checking In on the Festive Cheer
Festivals are all about lights, celebrations and family time, so the last thing anyone needs is a power cut ruining the mood. With Tyohar Ki Khushiyon Ka Check, we turned that everyday festive worry into a quirky musical film. The idea used humour and music to show how Torrent Electricals can step in before a power problem interrupts the celebrations, making a functional electrical message feel warmer, more relatable and distinctly festive.
10] Hajmola: Putting You on the Bottle
We turned a simple Hajmola interaction into something people could actually become a part of. The Caricature Experience let shoppers scan, take a selfie and watch themselves transform into a playful Hajmola bottle caricature. The experience then extended into social, where participants could share their creation and enter a lucky draw. By turning the product into a personalised, shareable experience, we gave people a fun new way to interact with Hajmola beyond simply eating it.
11] BKT Tyres: Every Road Waits for Bappa
Every road carries a different journey, but during Ganesh Chaturthi, they all lead to the same destination: welcoming Bappa home. With this thought, we created a festive film that followed different journeys across India, from tractors on rural roads to two-wheelers and trucks, bringing them together through the shared spirit of the festival. BKT Tyres became part of these journeys, celebrating the roads that carry not just people and vehicles, but the emotions and traditions that bring everyone together.
12] AUTOTAALGLAS: MAKING WINDSHIELD CARE HARD TO MISS
Windshield repair is an everyday service people usually think about only when something goes wrong. We wanted Autotaalglas to be more than a workshop people remembered only in that moment. So we took the brand into everyday spaces , from cinemas and waiting areas to highways , creating touchpoints like colouring pages for kids and OOH that caught drivers on the move. By showing up where people already were, we made windshield care more visible, memorable and part of everyday life.
13] WE TURNED CHATGPT INTO A NEW ADVERTISING SPACE
With conversational search changing how people discover information, the challenge was figuring out how a brand could show up in this new environment. We became an early explorer of ChatGPT Ads in India, using search trends and user intent to shape content around the conversations people were already having. In just one week, the campaign delivered 17K+ impressions, 1,200+ clicks and a 7% CTR, giving the brand an early entry into conversational advertising.
14] FEVICREATE: TURNING FESTIVE CREATIVITY INTO SALES
Ganesh Chaturthi is a strong DIY and craft moment, but turning that festive intent into actual purchases was the challenge. We turned the idea of making Ganesha at home into a D2C opportunity, using Meta to reach high-intent audiences in key festive cities and continuously optimising campaigns towards purchases. The result was a 2.8% conversion rate, 1.2% CTR and ~1X ROAS, with the Ganesha Kit selling out across key cities in India.
15] FIGARO: MAKING A NEW LOOK SOMETHING TO DISCOVER
A new pack can easily make consumers wonder whether the product inside has changed too. We turned that very question into the campaign idea. Featuring Sunil Grover with a pixelated version of the new pack, we invited people to “Scan to reveal”, transforming a traditional newspaper ad into an interactive AR experience. By extending the experience digitally through Blinkit, we made the new look something consumers could discover while clearly landing the message: New Look. Same Purity.
16] A STORE LAUNCH THAT TOOK OVER THE BILLBOARD
We took the bridal couture campaign to Mumbai’s OOH landscape, using a striking billboard to announce the brand’s new Bandra store. With a bold bridal visual and the provocative line “PAPA DON’T PREACH,” we turned a simple store announcement into a high-impact brand moment designed to grab attention, spark curiosity and drive awareness for the new location.
17] BIRLA OPUS: GETTING DISCOVERED BEYOND SEARCH
Birla Opus needed to be visible wherever consumers were looking for answers, not just on traditional search. We built a focused keyword universe, scaled SEO and seasonal content, and optimised the brand’s presence for both search engines and LLMs. This steadily expanded its digital visibility, with LLM mentions growing from 142 to 1,700+ between April 2025 and August 2026, while monthly sessions reached 1,725 in August 2026.
18] BIRLA OPUS PRIME: FROM INVISIBLE TO DISCOVERABLE
Birla Opus Prime had a fundamental visibility problem — its website wasn’t being properly picked up by search engines or AI-driven discovery. We went back to the technical foundation, fixing key SEO issues so the site could be crawled and indexed. With that foundation in place, the brand started appearing where it previously had no presence, growing LLM mentions from 0 to 170+ and reaching 179 monthly sessions in August 2026.
19] NUEGO: MAKING MORE OF THE JOURNEY DISCOVERABLE
NueGo had multiple routes and destinations to offer, but much of that journey wasn’t being captured through search. We optimised key revenue-driving pages for non-branded searches and expanded the website with itinerary, city, distance and blog pages to capture more relevant queries. We also optimised the content for LLM visibility and citations, helping LLM mentions grow from 50 to 600+ and indexed pages from under 1,000 to 3,000+.
20] CRIF HIGH MARK: MAKING CREDIT INFORMATION EASIER TO FIND
CRIF High Mark had an opportunity to make its consumer content more useful at the exact moment people were searching for answers about credit scores and reports. We re-optimised tools and blogs for answer-led searches, strengthened the on-page experience with FAQs and HowTo schema, and prepared the content for AI Overviews and LLM citations. The approach drove LLM referral sessions from 471 to 4,747 and LLM-driven leads from 12 to 97 between January and August 2026.
21] L'Oréal Professionnel: Making Time for One More Plan
In a world of packed calendars and last-minute plans, we realised frizz was one more thing women shouldn’t have to make time for. That became #FrizzProofYourHair — a thought built around the freedom to spend that time on what actually matters. We brought it to life through a laptop-shaped PR box for the Busy Frizzy Girl, city-wide billboards, an immersive Ballard Pier launch and a strong digital push. Together, the touchpoints turned a haircare benefit into a lifestyle idea.
22] Maktoub x Hauser: A Story Written One Episode at a Time
Most pen advertising is about what a pen can write. We wanted to show what it can help you express. Through a three-part micro-drama series, Maktoob made Hauser’s pen a natural part of Jay’s story, using his poems to reveal feelings he couldn’t say out loud and bringing the product into the narrative in a meaningful way.
23] HDFC Bank: Making GFF More Than an Event
At GFF 2026, we made social more than a place to document the event , we made it part of the experience. From building anticipation around HDFC Bank’s return to “Code the Next Wave” and driving people to the booth, to real-time content, leadership-led product stories and trend-led formats, every piece had a role to play. Across Instagram and LinkedIn, the campaign delivered 5.4L+ views, 3.6L+ impressions and 10K+ engagements, keeping GFF visible before, during and beyond the event.
24] Hajmola: Turning Headlines Into Chatpata Content
We turned everyday headlines into Chatakedar News, a series where current events met Hajmola’s playful take on humour .Instead of simply reacting to what was happening, we gave familiar news stories a distinct Hajmola twist, finding the funny, relatable angle in each one. This allowed the brand to participate in conversations people were already having while keeping the content topical, entertaining and consistently on-brand.
25] BookMyShow: Bringing the Mirzapur Madness to the Screen
We tapped into the larger-than-life world of Mirzapur to create a high-energy social film that felt as intense and unpredictable as the show itself. Using iconic moments, dramatic cuts and the characters’ signature attitude, we built the film around the power and chaos that fans instantly associate with Mirzapur. The story then landed back with BookMyShow, giving the brand a natural role in the entertainment moment without taking away from the world fans came to see.
26] Morde: Turning a Product Into a Recipe Worth Sharing
We teamed up with Nikita Shinde to show how Morde’s Biskova Speculaas can easily become part of an indulgent homemade treat. Instead of making the product the entire story, the collaboration focused on the recipe — taking the audience through the making process and showing the delicious end result. The creator-led format made the product feel natural, while the recipe gave viewers something they could actually recreate, try and share.
27] Indriya: Bringing Jewellery Into a Ganesh Chaturthi Tradition
We collaborated with Shivani to tell a personal Ganesh Chaturthi story rooted in a simple tradition: dressing up for Bappa’s arrival. Instead of creating a typical jewellery showcase, we used her own festive memories and rituals to naturally introduce Indriya into the moment. The jewellery becomes part of how she celebrates, gets ready and connects with a tradition that has stayed with her over the years, making the collaboration feel personal, festive and culturally relevant.
28] Britannia: Getting Cited, Not Just Mentioned
Britannia was showing up in AI answers, but its own website wasn’t being cited often enough. So we focused on making britannia.co.in a credible source for AI engines by strengthening content across the brand’s site and relevant online forums. The approach worked: citations grew 136%, from 3,814 to 9,009 in six months, while AI-referred traffic jumped 439%, from 545 to 2,940 visits. The result was better visibility that actually brought people back to Britannia’s website.
29] Visa: Turning a Tap Into a Beat
W Visa Tap to Pay was already a simple, functional way to pay, but we saw an opportunity to make the feature more culturally relevant and memorable. Instead of talking about payments in a conventional way, we asked: what if the tap itself became something people could experience? Collaborating with Nucleya, we turned the familiar sound and action of a tap into the foundation of a music-led idea, creating an anthem around it. We then took the idea into Nucleya’s everyday world in Goa, naturally weaving Tap to Pay into his day rather than forcing the product into the story. This helped transform a functional payment feature into a more entertaining and recognisable cultural moment.
30] Leeford: Play Bold with the Right Support
We built “Play Bold with the Right Support” around a simple idea: physical discomfort shouldn’t stop people from doing what they love. Instead of making orthopaedic support feel restrictive or clinical, the campaign positioned it as an enabler — giving people the confidence and support to keep moving, playing and living boldly. We took this thought into digital content that showed support as something that helps you stay in the game, rather than something you turn to only when you’re forced to slow down.
31] MTR JOINS THE GANESH CHATURTHI CELEBRATIONS
We brought MTR, a legacy brand with generations of trust behind it, into the heart of Ganesh Chaturthi, showing how a brand with deep-rooted traditions can still feel relevant today. Through two festive films, we captured families coming together to pray, share and celebrate, naturally making MTR part of these meaningful moments.
32] Bajaj Almond Drops: Making Hair Care Feel Like Home
We used influencer-led content to bring Bajaj Almond Drops into two relatable ideas around everyday care. One played on the contrast of being Gen Z by age but millennial by heart, showing how old-school hair oiling still holds a place despite new-age trends. The other took the idea of being a caring girlfriend and turned it into a playful, exaggerated expression of care. Together, the collaborations made hair oiling feel familiar, personal and easy to connect with.
33] Domino’s: Serving Up Trends, One Mail at a Time
We turned Domino’s CRM into a space where culture, trends and cravings could meet. From tapping into the old-school aesthetic and the viral “first in my bloodline” trend, to putting a Domino’s spin on Teacher’s Day, the iPhone launch and the new 2-in-1 Cheese Burst, every communication was built around a familiar moment with a pizza-first twist. The idea was simple: make every mail feel timely, relatable and entertaining, while still giving people a reason to order.
34] Kotak811: Making Performance Ads Work Harder
For Kotak811, we created a wide range of performance-led creatives designed to turn everyday financial needs and timely moments into reasons to act. From festive offers and FD messaging to UPI reactivation, zero-balance accounts, referrals, CIBIL and card benefits, each asset was built around a clear consumer proposition and a direct CTA. The idea was to make performance communication feel more relevant and engaging, while keeping the focus on driving consideration, action and conversions.
35] Mahindra Rise: Making Every Story Rise
For Mahindra Rise, we created performance-led communication across very different moments, while keeping each story rooted in what makes the brand distinct. From celebrating the legacy behind the Thar OG, to spotlighting Mahindra’s Earthshot Prize finalist, introducing the Swaraj Protek, and showcasing the momentum behind its auto, tractor and truck businesses, each creative gave the product or milestone its own clear story. The idea was to make performance communication feel purposeful, relevant and built around the moment.
36] Jockey Athleisure: Making the Range Easy to Find
For Jockey Athleisure, we focused on making product discovery simpler across everyday touchpoints. On WhatsApp, we organised the range around real-life needs , from casual moments and work & weekend to yoga and performance , helping consumers quickly find what fits their routine. We also created a new-arrivals emailer that brought together fresh styles, colours and silhouettes for men in one easy-to-explore communication. The idea was to make browsing feel simpler while giving each collection a clear reason to explore.
37] The Mom Store: Making WhatsApp a Shopping Shelf
For The Mom Store, we used WhatsApp to make product discovery simpler and more engaging for parents. We brought multiple kids’ categories , from art and craft supplies to bikes, ride-ons and indoor & outdoor play , into an easy-to-browse carousel, with each category leading straight to a Shop Now action. We also created a limited-time motherhood and nursing offer that paired relevant products with a clear discount, making WhatsApp not just a communication channel, but a convenient path from discovery to purchase.
38] Flair: Giving Wishes a Place to Stay
Ganesh Chaturthi is a time when people come to Bappa with hopes, prayers and wishes. We turned those wishes into something tangible with Flair Wish Wall, creating a space where people could write them down and leave a little piece of their heart behind. Using Flair pens, the wall became a colourful collection of personal hopes, from health and happiness to dreams for loved ones. What started as a simple act of writing became a shared festive experience.
39] Bridgestone: Putting the Brand Where the Drive Is
We wanted Bridgestone to be part of a story people were already listening to, not another ad interrupting it. So we partnered with Parmish Verma on “Drive Thru”, weaving the brand naturally into a track built around road trips, cars and the open road. Parmish’s genuine connection with driving gave us the perfect cultural fit, allowing Bridgestone to exist within the world of the song rather than simply appear alongside it.
40] Bridgestone x Lamborghini: Where Performance Meets Control
We brought Bridgestone into the world of high-performance driving by partnering with Lamborghini for the launch and track experience of the Temerario at Buddh International Circuit. With the car running on Bridgestone tyres, the experience became a live demonstration of what happens when performance engineering meets tyre technology. The idea was to let guests experience the Bridgestone Difference firsthand, through a setting built around speed, precision and control.
41] BUILDING LEGACIES, FROM THE ASIAN GAMES TO HOME
We used the Asian Games as the backdrop for a story about the one opportunity every athlete gets to prove themselves and make a name of their own. Through a father-son relationship, we connected that pursuit of recognition to a universal ambition closer to home - the desire of every homebuilder to create something they can be proud of. The film brought these two journeys together, showing how both athletes and homebuilders build towards something that stands for them.
42] Maybelline: 30 Seconds Changed the Way We Get Ready
We turned the launch of Super Stay Matte Max Cushion Foundation into a mystery around one simple promise: a flawless base in just 30 seconds. Maybelline’s blank Instagram, cryptic clues, locked boxes and a ticking countdown got creators and audiences playing detective before the reveal. The mystery eventually unlocked the code 0030, leading to the product reveal and a real-time GRWM with Kiara Advani. What started as a puzzle became the perfect introduction to a faster way of getting ready.
43] Imagine: Making Apple Tech Feel Easy
We repositioned Imagine around a simple consumer truth: technology can be complicated, but getting the right technology shouldn’t be. “As Easy As You Imagine” brings this to life by shifting the focus from the Apple product itself to everything that comes with getting it , discovering, choosing, buying, paying, upgrading and getting help. The campaign turns the iPhone 18 Pro launch into a proof point for a bigger promise: you imagine what’s next, and Imagine makes getting there easy.
44] Visa x Priyanshu: Making Everyday Moments Feel Priceless
We tapped into creator-led storytelling with Priyanshu to build a three-part series around a simple, relatable relationship story. Rat her than forcing the brand into the narrative, we integrated Visa’s contactless payment experience naturally into the characters’ everyday world, making the product part of the moment instead of an interruption. The three episodes build an emotional story through conversations, small gestures and unexpected moments, with the series keeping audiences hooked till the final reveal.
45] INDIA’S RETURN TO VENICE, THROUGH STORIES OF HOME
From winning the pitch to shaping the communication strategy, Schbang was involved across India’s 2026 Venice Biennale journey. The work brought together the Pavilion’s larger narrative, exhibition and artist storytelling, curator-led content, performances, behind-the-scenes moments and audience stories, creating a social presence that captured the significance of India’s participation while staying true to the project’s artistic and editorial character.
46] ITC Hotels x Nikon: Putting India in Every Frame
For World Photography Day, we brought ITC Hotels and Nikon together around a shared love for creativity and storytelling. Through stays across five ITC Hotels properties, Nikon’s creators captured their own interpretations of India , from its architecture and heritage to its food, culture and experiences. The idea was to move away from one defined brand narrative and let multiple creators tell India through their own lenses, turning India in Every Frame into a collection of perspectives.
47] From Campaign Bursts to Always-On
We moved a lingerie brand from one-off influencer bursts to an always-on creator ecosystem built around real life. Instead of relying on occasional spikes, the approach focused on life-stage storytelling, regional relevance and everyday comfort moments that could keep the brand in conversation. Through a Test → Learn → Scale/Kill/Monitor → Sustain approach, we identified what worked, amplified winning creator content through Meta and continuously refined the mix to stay relevant without exhausting the audience.
48] WHEN ORGANIC SEARCH BECAME AWARD-WINNING WORK
We helped UltraTech Cement break through in organic search with a 360-degree approach to category capture. By building stronger search visibility and making the brand more discoverable across relevant consumer journeys, the work earned Schbang a Joint Silver at the awards.
49] Schapers: Finding Creativity Beyond the Brief
For the latest edition of Shapers, we spent a session with Sonal Darbal exploring where creativity really comes from. The conversation went beyond the usual briefs and brainstorming rooms, looking instead at the world around us for inspiration. From everyday observations to unexpected moments, the session reminded us that creative thinking isn’t confined to work. Sometimes, the best ideas are already happening around you. You just need to notice them.
50] WE PUT AI TO THE SCORECARD
We turned the growing list of AI tools into Scorecard, an opinion-led series that ranked popular tools based on how useful they actually are for marketing teams. Across social media and performance marketing, each episode broke down tools, scored their usefulness and made the crowded AI landscape easier to navigate.
And That’s September Wrapped.
From bold campaigns to thoughtful storytelling and ideas that made their mark, September was another month of making, building and pushing good work forward. Here’s to everything we created this month .
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