Adobe has rolled out a new marketing campaign for its design application, Adobe Express, in collaboration with Bharti Airtel. Titled “Now Everyone Can Design Jhatphat Fatafat” (translating to “now everyone can design, quick and easy”), the campaign highlights the accessibility of digital design tools for everyday users.
Conceptualized by Airtel’s in-house creative team, the advertisements feature comedian and actor Sunil Grover alongside digital creators Sahiba Bali, Aaditya Kulshreshth, and Vishnu Kaushal.
Campaign Concept and Format
The campaign’s premise centers on the common experience of receiving unsolicited design feedback. The primary slice-of-life films explore familiar situations, including a wedding invitation scenario. In this film, Grover plays a family astrologer critiquing a young couple’s (played by Bali and Kulshreshth) poorly designed card amidst various reactions from family and guests. The narrative concludes with Grover demonstrating how he easily created an alternative invitation using the Adobe Express application.
In addition to the main advertisements, the campaign features a series of short-form videos showcasing everyday design use cases. These range from birthday wishes, party invites, and WhatsApp messages to memes and promotional materials tailored for small and medium-sized businesses.
Airtel Partnership and Premium Access
A central focus of the campaign is the ongoing strategic partnership between Adobe and Airtel. Through this collaboration, Airtel’s user base of 360 million customers across India can unlock a one-year complimentary membership to Adobe Express Premium via the Airtel App. This premium subscription is valued at approximately ₹4,000.
Media Rollout and Reach
The “Jhatphat Fatafat” campaign has been timed to coincide with the ongoing cricket season. It is currently airing during cricket league matches on JioHotstar, broadcast across both mobile and connected TV (CTV) platforms. The rollout is supported by a comprehensive 360-degree digital media plan and out-of-home (OOH) advertising placements in key Indian metropolitan markets, with an estimated targeted reach of over 150 million users.