Adsto is a young & dynamic production company in Mumbai, India – offering Video production, Webcast & Live streaming content.
A throwaway LinkedIn comment sparked a campaign. What started as an impulsive online interaction soon snowballed into an ambitious creative pitch and eventually into a campaign that the parties say breaks every rule in the traditional advertising playbook.
When MuscleBlaze put out a call to creative agencies on LinkedIn, Adsto Media House didn’t just send a deck, they sent cinema. Among hundreds of pitches, their wild South Indian-style action showdown between globally acclaimed powerlifter from the United States, Larry Wheels, and breakout star from the KGF franchise, Garuda Ram, stood out with its pop-culture madness and full masala treatment.
Led by Media Entrepreneur and Artvertising Architect, Shivanand M. Lalwanai, Adsto Media House pushed creative and logistical boundaries. What set this project apart was the agency’s commitment to assembling a team based purely on merit, not familiarity or existing relationships. The diverse creative collective brought together breakthrough talent from across India’s media landscape to deliver a standout execution.
Medianews4u.com caught up with Shivanand M. Lalwani, Founder & Chief Producer, Adsto Media House
Q. In a world of clutter, what tactics did Adsto follow to ensure that the MuscleBlaze campaign stood out?
AIt all clicked during a jamming session when one of our youngest team members said, “Imagine Larry battling it out in a high-octane South Indian action film.” Instantly, we saw it, Larry, the raw power of MuscleBlaze, and the drama of an action-packed storyline. That was the moment we knew we had something special. The brand instantly backed us, and we were all in.
We didn’t just create another ad. We built a visual story that cut through the noise. It wasn’t about following the typical playbook but breaking the mold. We pushed boundaries, creating something bold, cinematic, and larger-than-life, the kind of ad you remember, not just for the product but because it made you feel something. Creator-led advertising is still in its early days, but we’re already shaping its future, taking risks, and telling stories that stick.
Q. Is storytelling with emotional resonance key to standing out?
Absolutely. But here’s the thing: relevance is the real challenge. We talk about emotional resonance all the time, but before that, it’s about being relevant. Relevance is the foundation. If you don’t hit that mark, the story doesn’t matter, no matter how emotional it is. Once you’re relevant, relatability follows.
Advertising is evolving. It’s breaking away from old rules to create something better. The traditional way of doing things is out, and what’s in now is creating stories that resonate with the moment. We’re not just pushing products, we’re telling stories that speak to where people are today, and that’s what makes them connect. The future of advertising is all about creating that balance of relevance, emotion, and connection.
Q. What is the difference between an ad and what the agency calls ad cinema?
Ad cinema is where the real social chatter begins. It’s not just about putting a message out, it’s about creating something that resonates so deeply with the audience that they start talking about it, sharing it, and dissecting it across platforms. Very few ads achieve this level of impact, but ad cinema does. It’s about shifting the conversation.
It’s less about selling a product and more about sparking a cultural moment that people feel compelled to engage with. Ad cinema is that sweet spot where storytelling, emotion, and relevance converge to create something worth discussing. It’s the kind of work that stays in the audience’s mind and shows up in their conversations long after they’ve seen it.
Q. The campaign started on LinkedIn. How is LinkedIn growing into a serious platform for creativity? What trends are being seen?
LinkedIn has its ups and downs. A lot of the time, people post briefs as a way to build databases or get leads, but some actually turn into real executions, like ours. It’s a mixed bag. What I’ve realized is that driving business through any cold channel is really about showcasing your capabilities, your trustworthiness, and your ability to deliver.
With attention spans shrinking, it’s not easy to stand out, but as a startup, your work is your identity. LinkedIn, along with other platforms, has become an essential tool, great for aggregation and connecting with the right people. It’s not just about the numbers; it’s about building that trust and proving what you can do. As trends evolve, LinkedIn is slowly but surely establishing itself as a place where creativity can flourish—if you know how to leverage it right.
Q. What role did AI play in delivering a quick turnaround time? At the same time, is Adsto mindful of using too much AI, as there can be an issue of sameness?
AI, in its current form, is a game-changer for the pre-production process. It’s been a huge help in making the early stages more efficient, especially with things like space renders. These AI tools allow us to visualize concepts and present them in meetings much faster, making the creative vision clearer from the get-go. This has significantly reduced the time spent in iterations and increased the efficiency of our workflow.
That said, while AI is helping us deliver faster, we’re mindful of not overusing it. The risk of sameness is real, and we’re always cautious not to lose the unique, human touch that makes our work stand out. AI is a tool that can enhance creativity, but it won’t replace the core of what makes our work fresh and original. As the integration of AI deepens, we’re excited
Q. How important are Larry Wheels and Garuda Ram in terms of brand recall and virality for MuscleBlaze?
Honestly, I’ll let the comment section of the ad release do the talking, and I’m sure there’ll be plenty of laughs from my side! But in all seriousness, both Larry Wheels and Garuda Ram brought something unique. Their personalities and presence added massive value to the campaign, making it unforgettable for the audience.
Their connection with the brand helped drive virality, and it’s clear from the reaction that the audience is talking about it. That kind of engagement speaks volumes about the power of these personalities in driving brand recall.
Q. What are the other big campaigns that Adsto is working on?
There’s a lot happening right now. Our next release is a beautIful campaign with Hause & Kinder, a home and baby brand, featuring Kalki as their face. We’ve had a major hand in shaping the visuals, and the campaign, Your Beautiful New World, is something we’re really proud of.
In parallel, we’re also working on an Onam celebration music video with Universal Music Group, alongside brands like Hyundai, under the Hyundai Spotlight property. There’s so much in the pipeline, and a lot is still in the writing stages. I think it’s better to wait until the releases speak for themselves rather than giving away too much now.
Q. In the run-up to the festive season, will Adsto focus a lot on personalisation and regionalisation in work done for brands? Kindly elaborate.
Absolutely. As we head into the festive season, personalisation and regionalization are key. We believe that in today’s world, brands need to connect with their audience on a much deeper, more personal level. It’s not just about reaching people; it’s about reaching them in a way that feels specific to their culture, language, and local experiences.
At Adsto, we’re focussed on making content that resonates with the unique preferences and values of different regions. This means diving into the local culture, festivals, and traditions to craft stories that feel authentic and relevant. By tailoring the message, visuals, and even the tone, we ensure that brands are speaking directly to the hearts of their audience, not just the masses.
Personalisation and regionalisation aren’t just buzzwords for us, they’re at the core of how we approach every project, especially during the festive season when emotions and connections are at their peak.
Q. Will we see a shift away from creating one-size-fits-all campaigns this festive season?
A 100%, The days of one-size-fits-all campaigns are behind us. The audience today is more diverse and discerning than ever before, and brands need to speak to that diversity. This festive season, we’re embracing a more personalized approach, tailoring campaigns to different segments, cultures, and regional preferences.
Generic campaigns simply don’t cut it anymore. It’s about creating content that feels authentic, that resonates with specific communities, and that taps into their unique celebrations, values, and emotions. We’re all about crafting messages that connect at a personal level, ensuring brands show up as relevant, thoughtful, and in tune with their audience’s world.
