New Delhi: Adobe has unveiled its latest campaign for Adobe Express, titled ‘Jhatphat Fatafat’, featuring Sunil Grover along with digital creators Sahiba Bali, Aaditya Kulshreshth, and Vishnu Kaushal. The campaign, conceptualised by the in-house creative team at Airtel, aims to position design as quick, simple, and accessible to everyone.
Timed with the ongoing cricket season, the campaign leverages humour and relatable everyday scenarios to demonstrate how users can create professional-quality designs effortlessly using Adobe Express. It also highlights the partnership between Adobe and Airtel, under which Adobe Express Premium—valued at approximately ₹4,000—is being offered free for one year to Airtel’s base of over 360 million customers via the Airtel app.
The campaign comprises two primary films built around slice-of-life situations. In one, Sunil Grover plays a family astrologer critiquing a poorly designed wedding invitation, before showcasing how he creates a better version using Adobe Express. The narrative uses humour and familiar social dynamics to reinforce the ease of design creation on the platform.
In addition to the main films, the campaign includes a series of short-format content pieces covering everyday use cases such as birthday wishes, party invites, memes, WhatsApp messages, and promotional creatives for small and medium businesses, further demonstrating the platform’s versatility.
The campaign is currently live during cricket league matches on JioHotstar across connected TV and mobile, supported by a 360-degree digital rollout and out-of-home (OOH) presence across key metro markets. The initiative is expected to reach over 150 million users.
With this campaign, Adobe continues to expand the accessibility of creative tools, aligning with its broader mission to democratise design and enable users across segments to create content quickly and efficiently.
