To mark World Alzheimer’s month, the Tata Trusts has launched ‘Vajood Rahe Maujood’, a new campaign on dementia awareness that seeks to shift the conversation around the condition from memory loss to the gradual loss of identity. Based on insights from people living with early-stage dementia, caregivers and medical experts, the campaign highlights how dementia can progressively affect the roles, relationships and everyday abilities that shape a person’s sense of self. Through an evocative film, the campaign aims to help families recognise early changes, start conversations sooner and take steps to preserve the identity of their loved ones for as long as possible. The film brings together actor Geeta Agarwal Sharma of Laapataa Ladies and 12th Fail fame, who plays a mother showing early signs of dementia, and Priyanshu Painyuli (who played Robin in the web series Mirzapur) essaying the role of her son. The choice of a female protagonist reflects the disproportionate impact of dementia on women.Easy growNurturing takes on a whole new dimension in gardening platform Ugaoo’s latest campaign, which uses humour to show how easy plant parenting can be. Built around Jackie Shroff’s legendary love for plants, the film ropes in the actor’s son, Tiger Shroff, who shares how tough it was to get his dad’s attention. As Tiger looks back at his childhood, his backflips, bodybuilding and quirky personality are hilariously attributed to his attempts to compete with his father’s plant babies for the spotlight. It is a playful way to weave in Ugaoo USP — that plant parenting doesn’t have to demand so much from you. The film was conceptualised and produced by Kulfi Collective, with White Rivers Media as digital media partner.A platform for ambitionLubricant company Gulf Oil unveiled ‘Kuch Behad Kar’ — a new positioning platform for its flagship motorcycle oil brand, Gulf Pride, featuring long-standing brand ambassador MS Dhoni. Across India, riders constantly push their machines beyond what they were built for, and that demands an engine oil built to keep pace with them. ‘Kuch Behad Kar’ comes to life through a 360-degree campaign spanning TV, digital, social, retail and on-ground activations across India. Designed to evolve into an ongoing cultural conversation around ambition in today’s India, the platform extends itself through initiatives like the partnership with MTV Hustle Season 5 and #BehadStories, a long-term storytelling campaign and nationwide search for real riders, dreamers and doers whose journeys embody limitless ambition. The campaign has been conceptualised and directed by agency Curativity.Baseline shift